The growth of the digital media landscape depends heavily on the optimum functioning of websites. Reduced downtime, faster processing time, and better content suggestions to readers are some of the factors that drive digital platforms — including news websites.
PubLive, a Gurugram-based digital experience platform with a robust CMS offering caters to the backend, social, and content publishing needs of a variety of news websites and brands. In a conversation with Indian Printer and Publisher, the company management talks about its offerings and must-have factors that help manage the day-to-day activities of a digital platform with relative ease.
“The core of a digital website is the content that it produces for its target audience,” says Sakshi Yadav, marketing team, at PubLive. “We as an AI-powered digital experience platform (DXP) aim to prioritize content by providing end-to-end support ranging from ideation to creation, distribution, monetization, and insights, to ensure a great experience for consumers of content.”
Many media players now explore artificial intelligence (AI) to help draw better traffic to their websites. PubLive has integrated AI tools that advise publishers on best SEO practices during the content creation phase. AI-assisted content ideation and SEO prompts help in the better generation of content. PubLive has inbuilt features to convert articles to web stories and articles to audio to reach diverse audiences. However, it is also important to use it as just a tool and not a base for content generation.
A pivotal concern for digital media is ensuring the optimal distribution of its content to maximize organic visibility. According to Yadav, PubLive’s platform excels in this aspect, providing built-in, efficient methods for AI-led content distribution to social channels and newsletters, and an automated setup for publishing content through partner aggregators. The platform’s push notifications and newsletter features engage readers in a targeted fashion, making sure they get the kind of content they are interested in effortlessly.
The CMS platform offers real-time convenience in editorial operations – ensuring hassle-free and efficient editing, proofreading, and sharing of content. The platform takes the help of AI in generating interesting ideas and prompts that could be appealing to the readers. It sets the right tone for the execution of content with the inclusion of media and infographics in all formats.
“We are trusted by leading media platforms such as Indian Express (Tamil and Malayalam), Financial Express, Social Samosa, and many more, and brands such as Sanjeev Kapoor, Gytree, etc. Our platform supports content in all languages and various formats of multimedia, including images, audios, videos, live blogs, web stories, newsletters, photo galleries, custom pages, and more,” Yadav explains.
“While many CMS solutions available in the market are compatible with several regional and international languages, not many offer the translation feature,” Yadav adds. “We are working to bridge this gap through localization of our product with AI-led translation features for all languages to enhance readership engagement.”
“Digital content is mostly consumed more on smartphones compared to desktops or laptops. So, we have made a platform that is highly compatible with smartphones and we keep building to improve the user experience”, she said.
PubLive believes that digital media is a very dynamic landscape and constantly updating users with the latest trends is of utmost importance. This has majorly to do with the changing consumer demand that bounces back and forth between bite-sized content and long-form content, Google Updates, etc. The company tries to ensure a comfortable situation for its clients by conducting monthly webinars and training programs.
“PubLive’s platform is meticulously crafted to deliver a convenient user interface, for highly optimized user experience. Reduction in total cost of operation, increase in operational efficiency and productivity, enhanced user traffic, and increased revenue generation are its primary benchmarks.”
