column 19/06/2025
James Evelegh picks out the many tips offered in Inpublishing’s recent “Content Creation Special – Q&A” webinar.
Top (LR): Loma-Ann Marks, Derek Milne, James Evelegh; Middle (LR): Arianna Chatzidakis, Jeroen Goemans, Stewart Robinson; Bottom (LR): Sarah Forni, Luke Nichols, Ian Carter.
On Tuesday, we held a “Content Creation Special – Q&A” webinar. There, eight contributors to the content creation special run in the May/June issue of Inpublishing Magazine answered questions.
There was a lot of insights and good advice – I paraphrased it from each of the panelists below:
When managing content, publishers should aim to be a “single source of truth.” This is a single story in a single location that can be reused across multiple channels without replication of effort. (SARA FORNI, Product Manager, Innovation, ATEX) Editors face two important questions about AI. What can’t be done? And once they solve it, they should focus on the bits that AI can’t do, as they are where publishers can add value. (Ian Carter, Chief Operating Officer of Iliffe Media) For publishers of independent consumer titles such as Reclaim, readers expect original, unique, engaging, inspirational and beautifully crafted content with authentic, friendly and accessible voice tones. He’s very human! (Loma-Ann Marks, Editor-in-Chief, Recovery) When tagging content, it’s important not only how readers can discover your content, but also how you can analyze the performance of your content. These tags should remain hidden from viewers as they may be related to format, positioning, or article type, or commercial sponsor or campaign ID. It is these hidden tags that provide deeper, practical insights. (Stewar Trovinson, Managing Director, Full Fat Things) Hello! We have released many very successful podcasts and Vodcasts. Two particularly successful ones are Hello! We aim to be an important subset of. Audience: All fans of royal and middle-aged women. Bodocasts have proven to be more commercially successful than podcasts. (Hello Arianna Chatzidakis, Creative Content Director!) Certainly, in the B2B world, journalists need to be more than a great writer. A wider and more diverse set of skills is required. To be more analytical (you can answer “how” as well as “what”), you’re skilled at public speaking, comfortable on stage, become a good convener of reader groups and related content, and have excellent collaborative and interpersonal skills. (Luke Nicholls, publisher of Edie at Faversham House) Publishers should always review photo and image editing/enhancement features and toolsets. What is currently working well may not work well in the future, and conversely, what is not possible now may become possible in the future. Technology never takes a break. (Derek Milne, Commercial Pixometricist, Pixometry) Intelligent AI applications generally provide 20-40% efficiency improvements within editorial teams. In certain cases, it could be even higher. Typically, AI offers efficiency savings in three areas: I: Act as a co-pilot to help journalists with headline prompts, overviews, recommendations and more. II: Especially in the area of content distribution, via personalization and SEO optimization. III: Layout automation. (Jeroen Goemans, Managing Director (EMEA), Woodwing)
The 75-minute detailed Q&A gave us more advice and insights. You can catch it by watching the recording here. (You will need to fill out the registration form. After that, you will be directed to the recording.)
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