Corporate publishing: using your own media strategically

Introduction

• What are corporate publishing products?
• How does corporate publishing fit into corporate communications?

The basis

• Print or digital: Is printed information outdated in the age of digitalization?
• Which format for which target groups and objectives?
• What role does the choice of channels and marketing play?

The concept

• Deriving the content strategy from the communication objective.
• Build or buy - clarification of internal requirements and alternatives.
• Role and tasks in communication and marketing.
• Form follows function: cornerstones of content design (titles, sections, formats).
• Binding through storytelling, contextualization, interaction possibilities.

The implementation

• What is actually a 0 number?
• Monothematic? Intuitive reader guidance? Which genres and categories?
• Development of internal and external processes.
• Tools and resources.
• Use of third-party sources/secondary exploitation rights/external authors.
• Distribution, promotion, monitoring and evaluation.