Did you know that 49% of people still prefer paper content?
Statistics suggest paper is here to stay. After all, nothing beats the feel of pages you can turn. So in a world where digital content is king, how do we bridge the gap with paper?
In this article, we’ll discuss how to include print media in a diverse publishing profile.
Why Is Paper Content Declining Under Digital Content?
The answer might seem obvious. Paper costs money, and so does the printing process. Digital publishing is cheaper and resonates with environmental advocates.
However, the pandemic accelerated this decline. Since you could transmit the virus by contact, businesses went digital. QR code menus became a staple alongside masks.
Now that the world has adapted to a remote pandemic world, the services that provide content got more convenient. People choose these options because it gives them more control.
Plus, it makes things easier to manage for businesses. Instead of taping over unavailable options, a restaurant can update its digital menu in an instant.
That said, paper still has a strong foothold for making engaging content.
Why Paper Is Here to Stay
Paper has a long history with humanity, but it’s not just to transmit information. Humans are tactile creatures. We like to touch and smell.
Everyone loves to touch books and smell the paper. When something is tangible, it resonates more. A digital advertisement may not hold as much sway as an advertisement we can interact with.
For this reason, people commonly complain about reading digital publishing. It’s not just that screen time is detrimental to the eyes, it’s that there exists a disconnect between people and their media.
Content Ownership
A digital book feels less personal, perhaps even less impactful. It’s a collection of ones and zeroes that, with the delete key, evaporates into nothing.
A sense of permeance is something that’s very important to consumers. That’s why the shift towards digital licenses and subscription-model services has become a concerning trend for some. Consumers feel less and less like they own anything, and more like they’re renting their content.
Print media gives the consumer that sense of ownership. If used correctly, it can become an important component of your brand experience.
Even as prevalent as digital media has become on every publishing platform, print media still had advantages. Most marketing campaigns can benefit from engaging content in print media.
That said, digital content isn’t leaving anytime soon. It likewise has its own repertoire of advantages. The question then becomes how to make these two things work in tandem.
Consistency Across Physical and Digital
Have you ever used a company’s services, only to find inconsistency in their publishing platform? For example, the mobile app is more user-friendly than the website. It proves to be a very frustrating experience.
The same happens when there is a mismatch between digital and physical. So, one of the first solutions is to ensure users are getting a uniform experience.
Users shouldn’t feel like they’ve entered new territory when they move from print to digital or vice versa. It should appear to be one seamless experience.
Oftentimes a business will split up its digital publishing from its print media. Without collaboration to create the ideal brand experience, there’s a strong chance a fracture will occur in the customer’s mind. It will seem as if they’re dealing with two separate companies.
Use Print-Based Digital Tools
The QR code came back into relevance during the pandemic. It offered a contactless means of obtaining information and making payments. This was ideal for stopping the spread of the virus.
However, the QR remains even as the pandemic is winding down. People have grown accustomed to it. And to your luck, it just so happens to be the perfect bridge between these two mediums.
The QR code not only serves digital content, but it also makes the paper content necessary. It creates an interaction that validates the paper content, guaranteeing customer engagement.
But perhaps more important than this is the contribution to the brand experience. With QR codes, you’re creating an interactive exhibit of sorts. It’s like opening a present; customers enjoy the thrill of wondering what’s inside.
Augmented Reality
The same goes for augmented reality. Augmented reality allows your customers to interact with digital elements in a physical space. It is perhaps the most seamless blend of the two mediums.
An example of this is the appearance of augmented reality in museum exhibits. Museums used to focus on print guides for maps and educational content. Now, visitors can witness their exhibits in never-before-seen ways.
The paper remains the anchor for this digital content. Therefore print and digital content exist in a sort of harmony together.
Engaging content is essential for retaining customers. Immersing the customer in these experiences blends digital and print. It creates a memorable experience that customers will return to again and again.
Perfecting Your Publishing Platform
Some see print media as a dying empire. However, digital content lacks some of the incredible potential this medium can provide. Publishers who learn how to blend these two areas can get interactive results that make for engaging content.
You need a digital publishing platform that allows you to create consistent digital content. Start your free trial with Universal App and see what you’re missing out on.
