Adding or Improving the Workflow of a Digital Product? Start at the End.

After more than 15 years in production, one thing has remained constant: the critical role digital formats play in publishing. While the types of digital products—and the metadata they require—have evolved, their importance has never wavered.

In fact, one of my first projects in my current role as the Director of Book and Journal Production at the American Psychological Association involved adding BITS XML to our existing ePUB and PDF offerings, after realizing there was a clear need for it. That experience taught me a valuable lesson: when it comes to launching or improving digital products, success starts not at the beginning, but at the end—with a clear understanding of your goal, your output, and how it will be used and distributed.

Know Your Goal

Before you dive into file formats, vendors, or workflows, you need to answer one key question: What exactly is the digital product for? Defining the purpose and end use of your digital product is the foundation for everything that follows. Your answers will shape the decisions you make about format, metadata, and distribution.

Addressing our need for a new digital product took time, and collaboration internally and externally, but most importantly, it required a clear understanding of the purpose of the digital product.

Simply wanting to add a new digital product to your portfolio is a great first step but:

• Do you know how you want to use that product?
• Will that file be used in an eReader or will it be displayed on a platform as HTML?
• Are you selling the product directly to users or using a reseller?

Having a clear understanding of the end use of your digital product will allow you to put together an efficient workflow that will support your needs. 

Given all the different types of digital products, publishers have, over the years, managed to provide those files in different ways. Some produce them in-house while others seek the aid of a vendor. While I applaud the ingenuity of the former, I’ve only had experience with the latter. And given the scope of this blog, I figured that it might be the best place to start. If you’re thinking of adding digital products to your portfolio or looking to streamline your current digital products workflow, read on!

Know Your Product Type

Once you’ve clearly defined the purpose and end use of your digital product, the next step is identifying what you actually need to create. Not all digital products are the same—and not all workflows can support them equally. Whether it’s an ePUB, PDF, BITS XML, or something else entirely, understanding the specific product type will help you evaluate whether your current systems and processes are equipped to support its creation, distribution, and display.

Once you’ve identified the type of digital product(s) you would like to add to your portfolio, you then need to determine if your current resources support creating and distributing/displaying that product.

• If you’re planning to add ePUBs, does your database support displaying ePUBs?
• If you’re using a reseller, does your current workflow support sending out an ONIX feed or MARC record?

For instance, let’s say you’d like to start selling digital products on Amazon. In that instance, you need ePUB files of your books and an ONIX feed for your metadata to support it.

I can’t stress enough how important it is to complete the discovery process for the final output of your digital product. If you go through all the work of adding ePUBs only to realize that you’re only set up internally for MARC feeds, you’ll be unable to do anything with your ePUB on Amazon, negating all the investment that was put into creating those files.

Know Your Metadata

That brings me to my next point: metadata. Many people think only about the digital file when adding a digital product, but they often overlook the critical role of metadata. To successfully distribute a digital product, it’s not enough to have the file alone—you also need to ensure it’s accompanied by the appropriate metadata.

Metadata enables your file to be found in databases and by resellers. Without it, your product loses discoverability. Metadata also communicates key details, such as accessibility features, which are required in some countries. Additionally, many resellers won’t accept or list a file without certain metadata elements.

To ensure your digital product can be properly distributed and sold, it’s essential to understand both what kind of metadata is needed and what information that metadata must include—such as keywords or accessibility information.

Know Your Workflow

At this point, you’ve defined the end goal, chosen the product format, and considered the metadata required. Now comes the practical question: can your existing workflow get you there?

I know what you’re thinking: “Shelby, that’s a lot to figure out.” And you’re right. It is a lot. First, you have to determine what type of digital product you want to add to your portfolio. Then, you need to understand what metadata must accompany the file—and even what metadata needs to be embedded within it.

But here’s the good news: once you have that knowledge, you can assess what your current workflow is equipped to handle.

For example, if your existing process doesn’t support creating ePUBs, that’s a clear sign you’ll need a partner who can. Or if your team can only provide MARC records and your IT road map won’t support ONIX 3.0 for another two years, you’ll need to find a vendor that can deliver ONIX feeds to meet reseller requirements.

Understanding these gaps allows you to build the right partnerships and infrastructure to support your digital goals.

Find A Suitable Partner

Once you have a clear understanding of your internal capabilities—especially what your team can’t support—finding the right vendor becomes much easier (yes, that’s another nod to how much “a lot” this can be).

Knowing exactly what kind of support you need is essential for building a workflow that adds a digital product without adding unnecessary work for your internal teams. Composition vendors offer a wide range of services—copyediting, creating ePUBs, sending metadata, and more—which can feel overwhelming if you're unsure of your needs.

That’s why upfront discovery is so important. It allows you to have informed, targeted conversations with potential vendors. You’ll save time by quickly narrowing down your RFP list to those who can meet your key requirements. And you can save money by avoiding tools or services you don’t actually need—either because your internal team can handle them or they simply aren’t relevant to your goals.

And let’s be honest—when it comes to production, everyone’s looking for ways to cut costs without cutting corners.

In conclusion, by starting with the end in mind, you build a road map that’s both efficient and effective. Whether you’re adding a new format or refining your current digital workflows, this intentional approach helps you avoid missteps, reduce costs, and keep your internal teams focused on what they do best.

Shelby E. Jenkins, M.A. is the Director of Book and Journal Production at the American Psychological Association. She earned her B.A. from Bowie State University and her M.A. from Trinity Washington University. Shelby is a member of BISG's Supply Chain and Workflow committees and she is also an avid member of the Psi Chi Alumni Steering Committee.