Activating digital channels; why SDO’s need to continually evolve their content delivery models

When we profile the individuals, committees and user groups that consume Standards content we see a wide array of preferences. When we expand the conversation to include training and certification programs the profiling becomes even more diverse. This analysis begs the question “why have the content delivery options not evolved at the same pace?”  There are several answers/reasons which range from lack of technology, limited outsourcing options, strained internal resources and the tendency to follow distribution models that are known and common. So, where does the challenge lie? Is it with the SDO’s who curate and package the content or is it the need to focus on the preferences of those consuming content?

Over the past several years the preference of those consuming Standards content has shifted dramatically. As people enter the workforce the baseline models by which they have consumed content vary drastically from GEN-X and Baby Boomers, for example. As these preferences change, so to must the content delivery models. It is important to be aware of these expectations. Simply providing a printed manual or a static PDF file is no longer a reasonable option. Recent graduates, for example, want digital content that goes where they go. They want searchability across single and multiple titles and they want the ability to capture notes, create flash cards and build elements within the content that will assist their studying efforts and ultimately render the content more effective. These are not future wants; these are baseline features that millennials, for example, want and expect right now.

In parallel to providing users with content they can access in a way they prefer, SDO’s must also be constantly aware of the threat to their intellectual property. The countless hours of effort by multiple contributors from multiple different organizations could be jeopardized if the content is pirated. SDO’s again need to apply proper controls beyond the typical PDF restrictions. These security elements can take one of two forms. They can be application settings that activate restrictions such as no printing, printing with watermarks, applying expiration dates, barring concurrent access, etc. Or an even more creative way to ensure that content is protected is to apply rich media elements that take the content well beyond a static printed piece or a static PDF file. Including video, assessments and other rich media elements creates content that is far beyond a static fie. By default, the material is protected because any copying effort would render a completely different finished product.

These are key elements of an SDO’s digital channel evolution but there’s another important factor to consider. One of the most common topics on social media and news outlets today is data analytics. It’s such a broad-based term but, in regard to SDO content, it relates to gaining an understanding of what users are doing with your content.  This is a frontier element that most SDO’s simply don’t have the technology to facilitate. Either that shortfall is with their internal resources or the traditional reseller model in place for the sale of their content. In either case, there is a significant opportunity to gather important data that paints a clear picture of what content is being viewed, for how long and what’s being ignored. Image how this can benefit the content curation and massaging process?

The term “activating digital channels” refer to far more than modernizing how content is distributed, consumed, and protected. It also entails how such content is monetized and how that process is conducted in the most user-friendly way while also ensuring that SDO’s have complete visibility and control. Factors such as regional taxation based on location for consumption for digital content is another area where many SDO’s often fall outside of the proper taxation rules. Take this challenge to a global market and the tax implications of selling digital content gets even more complex not to mention transacting in multiple currencies. Stay tuned for a focused article on this topic in the next SES Digital Newsletter.

This article serves one clear purpose: provoking thought that drives change. Standards content is some of the most research-based and collaborative thinking output in the world. It makes products better, saves lives and improves countless processes across countless industries and sectors.  It deserves to be treated that way. 

Written By:

Michael Dunnigan

Vice President, Gilmore Global

www.gilmoreglobal.com

dunniganm@gilmore.ca