Online Media and Analytics: Attracting and Engaging New Readers

Expert publishing blog opinions are solely those of the blogger and not necessarily endorsed by DBW.

The online publishing industry has been using analytics to convert available information about its readers from multiple sources into actionable insights. However, many publishers can use analytics to get deeper insights than they are currently getting. Book publishers can use the same principles to attract and engage readers.

Firstly, let’s talk about the power of real time dashboards and how they can be used effectively. In the digital age, many publishers use more than one platform and distribute content via websites, social media, mobile platforms and IP TVs. With the data produced across all these media, publishers track who is engaged on which platforms, what content is being read and what are the trends. But that’s just at the surface level. Publishers should also track results of content teams, as well as individual authors. By using real-time dashboard reports, content teams and writers can optimize content. The metrics should have real depth – titles and headlines getting the most attention, traffic by date, duration of engagement, which means for how long a piece of content generates audience views, page movements, the time readers spend on a story and domain referrals, to name a few. In fact, some of the early adopters have already reaped benefits from this with an increase in traffic for their authors. This has taken place even as the publisher transitioned to a paid-content model where most publishers lose as many as 40% of readership when they introduce pay walls.

Recommendation platforms and predictive analytics can also be utilized effectively in the publishing industry. The widespread use of search engines and RSS feeds has challenged traditional publishers to find ways to encourage site visits and fuel content appeal . Also, with the growth of blogs, the competition to obtain and retain online visitors is high. So, given the competition, it becomes very difficult for editors to choose compelling content to keep viewers interested. This problem can be overcome by using real time recommendation platforms and predictive analytics which helps publishers select the right content and suggest the duration of the posts. The best possible front-page content can be assembled immediately, based on the current content and layout. By using an analytics platform’s supporting metrics, publishers can maintain the right tone by selecting the articles that its readers expect. Rather than completely relying on the publishers, the platform should also recommend whether to publish or not to publish certain content. Some publishers have already seen the early advantages of using such platforms as more editors have started relying on them.

The online publishing industry has been dramatically changing over the past few years and it is imperative for publishers to keep pace with it. The right set of analytical tools and techniques can help publishers have a relationship with their audiences as their tastes and ways of viewership changes. Moreover, utilizing data to their full potential would help publishers deliver the right content to the right users at the right time and monetize it through various digital channels. The same principles apply to book publishers looking to attract and engage audiences through blogs and social media.

This content was provided by HCL Technologies, a leading transformational global services company for IT and engineering.

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