How Do You Use Enhanced Content?

In Discussion by Hannah Johnson

game controller

By Hannah Johnson

In an interview with Publishing Perspectives, Emmanuel Benoit of Jouve said that publishers use enhanced content in different ways. In the trade sector, he said, enhanced content is great for marketing and promotion, but has less potential as a new product to sell. Do you agree? Or do you consider your enhanced content an entirely new product category.

What kinds of enhanced content do you create and what do you do with it? Is it effective in attracting users and readers?

There have been some great examples of enhanced e-books and storytelling “experiences” from trade publishers that are being sold to consumers, and much more that is used only for marketing and promotion. Publishers no longer have to ask whether something is technically possible, but whether it is worth. Will the expense of creating a video series convert enough viewers into buyers? Will building an author website with games and interactive content widen the author’s audience?

As publishing pros, you have all grappled with these kinds of questions. So Publishing Perspectives wants to know what kinds of enhanced content you create and what you do with it. Do you create videos, audio, websites, games? How do you get people to find and interact with this content? What is best-loved and most effective?

Dazzle us with your marketing genius in the comments below.

About the Author

Hannah Johnson


Hannah Johnson is the publisher of international book industry magazine Publishing Perspectives, which provides daily information and news about book markets around the world. In addition to building partnerships with international cultural and trade organizations, she works with the Frankfurt Book Fair to organize and support a number of its overseas initiatives. Hannah has also worked as the managing editor for an online media company, The Hooch Life, focused on craft distillers and cocktail experts. Prior to that, she worked as a project manager for the Frankfurt Book Fair’s New York office, managing various business and marketing activities.