Building a Loyal and Returning Audience with the New Chartbeat Publishing

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  • Building a Loyal and Returning Audience WITH THE New Chartbeat Publishing
  • The pitfalls of pageviews PAGEVIEWS ONLY MEASURE THE PROVOCATIVENESS OF A LINK, BUT NOT THE QUALITY OF THE CONTENT WITHIN IT.
  • THE HARD WORK YOU DO MATTERS A WHOLE LOT. PEOPLE WANT TO READ GREAT CONTENT ABOUT IMPORTANT TOPICS.
  • WE CAN PROVE IT. WE PULLED TENS OF MILLIONS OF USER SESSIONS FROM OVER THREE MONTHS, AND WE FOUND...
  • Most reads per click Least reads per click OBAMA OBAMACARE D.C. ZIMMERMAN SNOWDEN TRAYVON WAR EGYPT SYRIA GOP WALMART TOP BEST COLLEGES COMPANIES CITIES CARS BIGGEST FICTIONAL RICHEST PUBLIC
  • QUALITY CONTENT THAT WAS NEWSWORTHY AND PROVIDED REAL VALUE RECEIVED THE HIGHEST VISITOR ENGAGEMENT.
  • Relationships matter ITS NOT JUST ABOUT THE CONTENT ON THE PAGE. ITS ABOUT THE PEOPLE ON THE PAGE, TOO.
  • GROWING AN AUDIENCE IS ABOUT TWO THINGS: GETTING NEW PEOPLE IN THE DOOR AND GETTING THEM TO COME BACK. UUUUUU U UUUUUU
  • LOOKING AT TRAFFIC DATA FROM THE CHARTBEAT UNIVERSE, WE SEE A BIMODAL DISTRIBUTION OF NEW AND LOYAL VISITORS.
  • THATS FANCY TALK. WHAT WE MEAN TO SAY IS...
  • One set of websites has about 75% of their visitors coming from external links say Facebook or Twitter. 75% COME FROM EXTERNAL LINKS
  • These websites do a great job of attracting new visitors, but their challenge is bringing visitors back. 75% COME FROM EXTERNAL LINKS t GET VISITORS TO STAY LONGER
  • And the other set of websites has about 75% of their visitors coming directly to their homepages. 75% COME DIRECT TO THE HOMEPAGE HTTP://
  • These websites have strong core audiences, but their big challenge is attracting more new visitors. 75% COME DIRECT TO THE HOMEPAGE g BRING IN MORE NEW VISITORS
  • YOU PROBABLY FALL INTO ONE OF THESE TWO CAMPS. THE NEW CHARTBEAT PUBLISHING HELPS YOU MEET BOTH CHALLENGES.
  • LETS LOOK AT A FEW MORE NUMBERS...
  • On a typical website, only about 25% of the total audience from this week will return next week. U UU UUU
  • Thats bad enough, but also only 5% of new visitors who hit the site this week will return next week. U
  • Attract the right audience IF YOU WANT TO GET PEOPLE WHO WILL COME BACK, YOU NEED TO BRING IN PEOPLE WHO ARE LIKELY TO RETURN.
  • THE GOOD THING IS THAT WE CAN TELL WHICH REFERRERS SEND VISITORS THAT ARE MOST LIKELY TO COME BACK.
  • The referrer makes a difference PEOPLE WHO COME FROM TWITTER ARE ABOUT 30% MORE LIKELY TO RETURN THAN THOSE WHO COME FROM FACEBOOK.
  • Engaging content brings people back WE KNOW VISITORS ENGAGEMENT HAS A STRONG CORRELATION WITH THEIR PROPENSITY TO RETURN.
  • PROBABILITY OF RETURNING NEXT WEEK Engagement and Propensity to Return 60% 50% 40% 30% 20% 0:00 1:00 2:00 AVERAGE ENGAGED TIME DURING FIRST VISIT 3:00
  • VISITORS WHO READ AN ARTICLE FOR THREE MINUTES RETURN TWICE AS OFTEN AS THOSE WHO READ FOR ONE MINUTE.
  • Measure quality THE BEST BAROMETER FOR QUALITYNOT JUST OF CONTENT, BUT ALSO OF USER EXPERIENCEIS ENGAGED TIME.
  • First impressions count MAKE SURE VISITORS COMING FROM YOUR BEST REFERRERS HAVE THE BEST POSSIBLE EXPERIENCE WITH YOUR CONTENT.
  • The holy grail of homepage direct PEOPLE WHO COME VIA THE HOMEPAGE COME ABOUT TWICE AS OFTEN AS OTHERS AND READ 3X MORE ARTICLES.
  • THATS HOW YOU BUILD A LOYAL AND RETURNING AUDIENCE.
  • Thats just some of what the new Chartbeat Publishing can do. Wed love to show you more. 646-218-9333 | PRODUCTOUTREACH@CHARTBEAT.COM