Reinventing the way traditional media organizations master digital content

Traditional media companies are being challenged to produce more and more digital content that is not only high quality but also produced in a cost-effective way. It’s no secret that a smart digital strategy and efficient execution are a matter of survival in today’s fast-moving and increasingly mobile media landscape. It’s the difference between profit and loss, success and failure.  

In order to succeed, traditional media companies must repurpose content and make it work even harder across digital channels. As budgets grow tighter, broadcasters, content producers and rights holders need tools that also work harder, so it makes sense that the same tools used for traditional broadcast video production are used for digital content creation and distribution — saving time and money. Here’s an inside look at using tools to reinvent the way traditional media companies master digital publishing.  

Reinvention and rejuvenation
End-to-end integrated desktop solutions hold incredible power. It’s about speed, ease and efficiency, not powerful machines and huge infrastructure. Easy-to-use tools allow content creators to produce compelling content — even with 3D animation and data-driven graphics — and publish directly to social platforms like YouTube, Twitter and Facebook.

Building a digital footprint requires content solutions that integrate seamlessly with traditional tools, with features like integrated centralized media storage and management that speeds up content creation. Tools must also provide powerful branding capabilities, from graphics to video, to help media organizations gain market share in a fiercely competitive environment.

Live streams to growing files
Imagine a busy news organization tasked with a daunting KPI of producing 250 videos per day as part of its corporate digital mandate. Today’s tools must support work with live streams and growing files, facilitate easy highlights clipping, eliminate the need for re-versioning and cut the time required to adapt and render multiple versions of the same story.

Sophisticated templates are liberating, not limiting, giving journalists creative freedom while facilitating faster, easier story creation. Videos can also be automatically adapted behind the scenes for a different look and feel across channels or between departments, ensuring that the publications branding is not lost and appropriate for the relevant platform.

Intuitive tools… from anywhere
Just as important as the tools to create dynamic, immersive content is the ability to do it from anywhere, all through a web browser. It’s about the most agile and creative workflows that empower journalists and other content producers to report, create, edit and brand on the fly and in the field.

Numerous video editing and publishing functions, including automatic adaption to a variety of aspect ratios such as portrait and square, enables stories to be simultaneously published to various platforms. Features that optimize the experience include the ability to add subtitles to video content, which is crucial for users on mobile or in another language.

Power through software
The power lies in the intelligence behind the products: the software. Doing more with less and with greater efficiency is achievable through smart design. Sports rights holders and even teams and leagues have long been known for maximizing tools and innovating around content production and distribution.

Large multinational events like the Olympic Games create a staggering amount of media, including clips and highlights that must be managed and accessed by large numbers of people. Integrated creation and publishing tools allow all stakeholders to access archived assets and publish to local content delivery networks and social platforms in dramatically less time.

The way forward: cross-platform brands
Most traditional media companies have a heavy investment of infrastructure and equipment. While digital-only companies are inherently more agile, the right digital solutions should not bring duplication and layers of complexity, only seamless integration.

Moreover, the quality of traditional content should never be compromised for digital. Choose a vendor that will work closely with you to meet individual needs and integrate with legacy workflows. Today’s best-of-breed tools are capable of doing double, even triple, duty, often in ways that content creators never imagined. They’re flexible by design, limited only by the creativity of the user.

Often, it’s mindsets and skill sets that must change as much as workflows as traditional media organizations and brands accommodate the ever-increasing appetite for digital content, 24-hour news cycles, and burgeoning social platforms. The tools are here now to make digital content not just an add-on, but its own vibrant, integral offering.

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