Paul Franklin, Associate Publisher at Dennis Publishing, says the future's digital… and it's all about content.
Ahead of the AOP B2B Conference taking place in London next week, we asked Paul Franlklin to give us his insights into Dennis Publishing's current use of digital, and how B2B revenues look set to grow over the next five years.
Is digital your primary delivery method for the B2B market. Why?
Yes. Digital is our primary delivery to B2B, but not our only one.
It allows for greater flexibility and greater opportunities for new markets. For instance Dennis launched cloudpro.co.uk
after sensing a desire from the market to consume cloud specific content. A digital launch had fewer complications and barriers than print, and we were able to create a quick route to market. We were able to quickly build a critical mass of traffic, provide mobile solutions and reach out to new audiences in a way not possible without digital. How will B2B revenues grow over the next five years?
Content Marketing is the biggest trend for us at the moment. Whilst display revenue comes under pressure from increased demands, our content is still highly valued. Packaging this in innovative ways, and driving editorially led solutions across all platforms will provide a larger portion of revenue in the forthcoming years.