How to train your team for the future of digital publishing

So, you’re running a magazine or news website and want to stay ahead in the ever-evolving digital jungle? Good for you! But here’s the thing: yesterday’s skills won’t cut it in tomorrow’s publishing landscape. If your editors still think SEO is a typo and your reporters cringe at the word “AI,” it’s time for a little intervention. Let’s talk about how to upskill your team without making them roll their eyes (too much).

Why Bother Upskilling?

Before we dive into the how, let’s address the why. The digital publishing world is changing faster than your morning coffee cools down. Here’s why your team needs to level up:

1. Tech is Taking Over: From AI-generated headlines to analytics dashboards that resemble spaceship controls, the tools of the trade are getting high-tech. Your team needs to keep up.
2. Readers Demand More: Audiences want immersive experiences, personalised content, and multimedia wizardry. Gone are the days when text alone could carry the day.
3. The Competition is Fierce: Your rivals aren’t just other publishers; they’re Netflix, TikTok, and that one influencer who somehow knows how to keep everyone hooked. Your team needs to bring their A-game.

Step 1: Get Everyone Comfortable with Change

Let’s face it: nobody likes change. But if your team’s first reaction to new tech is groaning like they’ve been asked to run a marathon, you’ve got a problem. Ease them in:

• Host Casual Workshops: Make it fun. Offer coffee, snacks, and a no-pressure environment. Call it something cool, like “Tech and Treats” or “Future Fridays.”
• Show, Don’t Tell: Demonstrate how emerging tools make their lives easier. AI can handle the boring parts of transcription? Yes, please.
• Celebrate Wins: Someone figured out how to use that new CMS plugin? Cheer them on like they’ve just won a Pulitzer.

Step 2: Focus on SEO Without the Snooze

SEO: the three letters that make editors want to nap. But it’s crucial. Here’s how to make it less painful:

• Gamify It: Turn keyword research into a competition. Who can find the most absurd-yet-relevant long-tail keyword? Winner gets a coffee.
• Hire an SEO Guru: Bring in a trainer who speaks in plain English and not in algorithmic gibberish. Bonus points if they have a sense of humour.
• Make It Visual: Use tools like Ahrefs or SEMrush to create colourful, easy-to-read reports. Nothing says “engaging” like a pie chart.

Step 3: Bring in the Bots (Responsibly)

AI is here, and no, it’s not here to steal your job (probably). Here’s how to integrate it without causing a newsroom revolt:

• Start Small: Use AI for things like grammar checks or headline suggestions. Nobody’s asking it to write the next investigative masterpiece (yet).
• Debunk the Myths: Show your team what AI can and can’t do. Spoiler alert: It’s a tool, not a sentient overlord.
• Keep the Human Touch: Emphasise that AI is here to assist, not replace. Creativity and critical thinking are still very much human jobs.

Step 4: Make Data Sexy

Analytics can feel dry—like eating crackers without the cheese. But it’s crucial for understanding what works and what doesn’t. Here’s how to get your team excited about numbers:

• Tell Stories with Data: Instead of showing them raw numbers, translate analytics into stories. “This article brought in 10,000 readers because it hit on a trending topic” is way more engaging than a spreadsheet.
• Interactive Dashboards: Use tools like Google Data Studio to create dynamic, clickable dashboards that let team members explore metrics without feeling overwhelmed.
• Reward Data Wins: Did someone’s article skyrocket in traffic? Give them a shoutout (and maybe a cupcake).

Step 5: Experiment with Multimedia

Videos, podcasts, infographics—it’s all fair game in the digital era. Get your team to embrace multimedia:

• Start with Simple Tools: Canva for graphics, Descript for podcasts, or even your smartphone for video. No fancy equipment required.
• Offer Hands-On Training: Bring in a multimedia pro to teach the basics. Let your team play around with tools and get creative.
• Collaborate Across Teams: Writers, photographers, and designers should work together to create cohesive, multimedia-rich stories.

Step 6: Keep It Continuous

Upskilling isn’t a one-and-done deal. Make learning part of your culture:

• Regular Training Sessions: Keep the momentum going with monthly or quarterly workshops.
• Encourage Self-Learning: Offer stipends for online courses or conference attendance.
• Stay Updated: Appoint someone to keep tabs on emerging trends and share updates with the team.

Final Thoughts

Digital publishing is a fast-moving train, and your team needs to stay on board (preferably in the first-class carriage). By upskilling your editors and reporters, you’re not just future-proofing your business—you’re giving them the tools to thrive in an exciting, ever-changing industry.

So, grab that AI tool, crack open the analytics dashboard, and get ready to train your team like digital ninjas. The future of publishing is here—and it’s looking pretty great.