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Building a Loyal and Returning Audience with the New Chartbeat Publishing

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Insight into how Chartbeat Publishing can help you find your loyal audience and keep them coming back for more. Head on over to https://chartbeat.com/publishing/for-editorial/ to learn more about our …

Insight into how Chartbeat Publishing can help you find your loyal audience and keep them coming back for more. Head on over to https://chartbeat.com/publishing/for-editorial/ to learn more about our audience-building tools.

Published in: Technology, Business

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  • 1. Building a Loyal and Returning Audience WITH THE New Chartbeat Publishing
  • 2. The pitfalls of pageviews PAGEVIEWS ONLY MEASURE THE PROVOCATIVENESS OF A LINK, BUT NOT THE QUALITY OF THE CONTENT WITHIN IT.
  • 3. THE HARD WORK YOU DO MATTERS A WHOLE LOT. PEOPLE WANT TO READ GREAT CONTENT ABOUT IMPORTANT TOPICS.
  • 4. WE CAN PROVE IT. WE PULLED TENS OF MILLIONS OF USER SESSIONS FROM OVER THREE MONTHS, AND WE FOUND...
  • 5. 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
  • 6. QUALITY CONTENT THAT WAS NEWSWORTHY AND PROVIDED REAL VALUE RECEIVED THE HIGHEST VISITOR ENGAGEMENT.
  • 7. Relationships matter IT’S NOT JUST ABOUT THE CONTENT ON THE PAGE. IT’S ABOUT THE PEOPLE ON THE PAGE, TOO.
  • 8. GROWING AN AUDIENCE IS ABOUT TWO THINGS: GETTING NEW PEOPLE IN THE DOOR AND GETTING THEM TO COME BACK. UUUUUU U UUUUUU
  • 9. LOOKING AT TRAFFIC DATA FROM THE CHARTBEAT UNIVERSE, WE SEE A BIMODAL DISTRIBUTION OF ‘NEW’ AND ‘LOYAL’ VISITORS.
  • 10. THAT’S FANCY TALK. WHAT WE MEAN TO SAY IS...
  • 11. One set of websites has about 75% of their visitors coming from external links— say Facebook or Twitter. 75% COME FROM EXTERNAL LINKS
  • 12. 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
  • 13. And the other set of websites has about 75% of their visitors coming directly to their homepages. 75% COME DIRECT TO THE HOMEPAGE HTTP://
  • 14. 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
  • 15. YOU PROBABLY FALL INTO ONE OF THESE TWO CAMPS. THE NEW CHARTBEAT PUBLISHING HELPS YOU MEET BOTH CHALLENGES.
  • 16. LET’S LOOK AT A FEW MORE NUMBERS...
  • 17. On a typical website, only about 25% of the total audience from this week will return next week. U UU UUU
  • 18. That’s bad enough, but also only 5% of new visitors who hit the site this week will return next week. U
  • 19. 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.
  • 20. THE GOOD THING IS THAT WE CAN TELL WHICH REFERRERS SEND VISITORS THAT ARE MOST LIKELY TO COME BACK.
  • 21. The referrer makes a difference PEOPLE WHO COME FROM TWITTER ARE ABOUT 30% MORE LIKELY TO RETURN THAN THOSE WHO COME FROM FACEBOOK.
  • 22. Engaging content brings people back WE KNOW VISITORS’ ENGAGEMENT HAS A STRONG CORRELATION WITH THEIR PROPENSITY TO RETURN.
  • 23. 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
  • 24. VISITORS WHO READ AN ARTICLE FOR THREE MINUTES RETURN TWICE AS OFTEN AS THOSE WHO READ FOR ONE MINUTE.
  • 25. Measure quality THE BEST BAROMETER FOR QUALITY—NOT JUST OF CONTENT, BUT ALSO OF USER EXPERIENCE—IS ENGAGED TIME.
  • 26. First impressions count MAKE SURE VISITORS COMING FROM YOUR BEST REFERRERS HAVE THE BEST POSSIBLE EXPERIENCE WITH YOUR CONTENT.
  • 27. The holy grail of homepage direct PEOPLE WHO COME VIA THE HOMEPAGE COME ABOUT TWICE AS OFTEN AS OTHERS AND READ 3X MORE ARTICLES.
  • 28. THAT’S HOW YOU BUILD A LOYAL AND RETURNING AUDIENCE.
  • 29. That’s just some of what the new Chartbeat Publishing can do. We’d love to show you more. 646-218-9333 | PRODUCTOUTREACH@CHARTBEAT.COM