New age marketing poses new challenges for any organization looking to create content that is tailor-made not just for a diverse target audience but also for the various media channels in vogue now. To top that, widespread cellular network penetration has led to a surge in the way content is viewed on handheld devices. It means that organizations can no longer just plan for content creation for print and digital formats, but also have to consider how to present it in this mobile-friendly environment. In this scenario, creating content by the old method of collaborating with third party agencies has become very challenging.
Smart organizations have begun to use technology as an enabler in this endeavor. Technology can reduce both, the turn-around time in creating content, and the cost of engaging with third party agencies. They have started adopting Authoring and Publishing environments in-house where the internal teams collaborate to create content. These environments are proving to be easy to learn and can be used by people with mixed, even meager, skill sets.
What is an Authoring and Publishing Software?
Broadly speaking, Authoring Software enables content creation and Publishing Software is used for content dissemination. ‘Content’ has to be created by an organization to convey a message or an idea by creating written, visual, and/or audio-visual content to appeal to prospective buyers’ mind-space, and then, to drive their engagement with the content in desirable ways. This content, once created, has to be made available and accessible in whichever way the buyer wants to consume it. Authoring and Publishing Software helps create such content to meet marketing goals by attracting potential customers through quality engagement.
They are easy to use compared to traditional programming languages. One can create and develop interactive content without prior designing experience. They have easy-to-use features guided by wizards. Once the content is prepared, it can then be processed for publishing based on the media that will be used to cater to the target audience.
As you read along, you will gather more information related to the features and benefits of this tool in the following sections.