Cross-media on the road in corporate publishing: advantages, challenges and tips

In the fast-paced world of communication, it is essential for companies to convey their messages clearly and consistently across different media channels. The concept of cross-media working has therefore become a central component of corporate publishing in recent years.

In a time when information is available everywhere and at all times, the competitive pressure on companies is increasing. It is no longer enough to be present in only one medium. Rather, companies must address their target groups via different channels in order not to get lost in the flood of information. Cross-media offers precisely this possibility.

Why is cross-media work important?

Placing one's own content on several channels is more important today than ever before. Cross-media work is by no means a phenomenon of the modern age. Ever since the advent of radio and television, companies have been trying to reach their target group on both channels with their marketing.

However, at the latest with the establishment of the internet, the term "cross-media" has finally established itself as an important concept in the development of a comprehensive marketing strategy. But what exactly does it mean to work cross-medially and how is the interlocking of several channels implemented in corporate publishing?

What does cross-media actually mean?

Crossmedia is a collective term for the distribution of content across different platforms and channels. In the best case, the formats complement each other, for example by linking them in terms of content, design and editorial content. As a result, this content should create a synergy effect.

Cross-media work is therefore the strategic planning and implementation of communication measures across several media channels. This can include print media, online platforms, social media, podcasts, videos and many other media.

Now when we talk about multi-channel publishing, it's not just about distributing content across different channels. It is about telling a story that continues from platform to platform, where the different media formats reinforce each other. For example, an article in a print magazine may contain a QR code that leads the reader to a video that continues the story or provides additional information.

The aim is to create a coherent and interlocking user experience where the different media complement and reinforce each other.

The advantages of cross-media in corporate publishing

1. Increase reach and engagement: By using multiple media channels, companies reach different target groups and maximise their visibility.
2. Uniform messages: Regardless of the channel used, the company's core message remains the same. This promotes trust and recognition among the target group.
3. Efficient use of resources: Content can be adapted and reused for different formats, making production more efficient.
4. Interactive experiences: Cross-media work enables interactive experiences. For example, an article in a magazine can be complemented by a video on a website or a podcast.
5. Flexibility: Companies can react quickly to changes in market dynamics and adapt their content accordingly.
6. Data-based decisions: By analysing user data from different channels, companies can optimise their strategies and make better decisions.
7. Stronger customer loyalty: Through continuous interaction across different channels, companies can build a closer relationship with their customers.

Challenges and best practices in cross-media working

However, cross-media working also brings challenges:

• Coordination: It requires good planning and coordination between the different departments and teams.
• Technical integration: The different platforms and media must be technically compatible with each other.
• Quality assurance: Content must be of consistently high quality across all channels.

Another problem in cross-media working is the consistency of the user experience. It must be ensured that the user always has a high-quality experience regardless of the channel.

A proven method for this is the use of customer journey maps. These help to visualise the user's journey across different channels and identify potential problem areas.

5 tips for cross-media multichannel publishing

1. Central planning: A central team or person should take responsibility for planning and coordinating cross-media activities.
2. Target group understanding: Understand your target groups and their preferences to choose the right channels and content.
3. Clear brand guidelines: Adhere to clear brand guidelines to ensure consistency across all media.
4. Build in feedback loops: Establish regular feedback rounds with your team to check how effective the cross-media strategy is and where adjustments are needed.
5. Carry out A/B tests: Test different content and formats to find out what resonates best with your target group.

Conclusion: Cross-media as the key to success

Cross-media is not a passing trend, but a necessity in today's digital age. Companies that take this approach to their corporate publishing can increase their reach and engagement, deliver their messages consistently and ultimately achieve a stronger brand presence.

The importance of multichannel in corporate publishing cannot be overstated. In a time of information overload, it offers companies the chance to differentiate themselves and build a deeper bond with their target groups. Those who master the art of cross-media working have a clear competitive advantage in today's digital landscape.

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