6 Key Metrics to See How
Well Your Content Resonates
with Your Audience
Peter Velikin, VP Marketing
Daniel Fincham, Custom...
Our Presenters


PETER VELIKIN is Vice President of Marketing at
Zmags, responsible for product management, marketing,
and...
Agenda


 Introduction to Zmags
 Lessons from our analysis of the 1,000 most-read online publications:
 6 key metrics for ...
The Zmags Mission:
To Reinvent How Brands Engage and Inspire Customers Online


  Zmags enables marketers to effectively c...
Zmags: Interactive Digital Publications
 A Proven Way to Keep Readers Attention

Improve brand perception and increase cus...
Zmags Delivers Engaged Readers
More Readers. More Pages. More Time with Your Brand.



                  50% drop in bounc...
Zmags Publicator
Create with Ease. Publish with Confidence




 Step 1: Create           Step 2: Deliver         Step 3: M...
Zmags Customers Enjoy Measurable Benefits

 X Increased online readership by 50%.

 X Saved $50,000 in print related cost ...
Agenda


 Introduction to Zmags
 Lessons from our analysis of the 1,000 most-read online publications
 6 key metrics for o...
Key metrics:
1. Measure Your Reach and See How Readership Grows



Why you should check traffic sources:
   Check where re...
Key metrics:
2. Measure How Great Content Boosts Readership Through Sharing


Why your content should be shared:
  Endorse...
Key metrics:
3. See How Bounce Rates Indicate Relevancy to Your Audience


”Bounce rate” definition:
  % of readers that d...
Key metrics:
4. Use Read-Through Rates to Measure Reader Satisfaction

Read-through rate definition:
  % of readers that r...
Key metrics:
5. Measure Brand Relationship With Time Spent Per Reader Charts


 What you should measure:
   Measure how mu...
Key metrics:
6. Conduct Heat-Map Analysis For Item-Level Popularity

What you should measure:
   Confirm what items on the...
Lessons From The Analysis Of the 1,000 Most-Read Online Publications:
How To Get Readers To Spend More Time Reading Your C...
Agenda


 Introduction to Zmags
 Lessons from our analysis of the 1,000 most-read online publications:
 6 key metrics for ...
Examples of highly effective zmags
Agenda


 Introduction to Zmags
  Lessons from our analysis of the 1,000 most-read online publications:
 6 key metrics for...
Product Demonstration
Questions and answers




                 To learn more visit www.zmags.com
                 Follow Zmags at
            ...
Thank you!
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Six Key Metrics to See How Well Your Marketing Content Resonates with Your Audience

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These slides were used in a webinar introducing six key metrics to help you understand how Zmags Analytics works. It makes it possible for you to see how well your content resonates with your viewing audience. In addition, you will be presented with key findings from Zmags analysis of the 1,000 most read online publications and highlight some hints to get your reads spend more time reading your content.

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Six Key Metrics to See How Well Your Marketing Content Resonates with Your Audience

  1. 1. 6 Key Metrics to See How Well Your Content Resonates with Your Audience Peter Velikin, VP Marketing Daniel Fincham, Customer Experience Manager September 15, 2010 Event hashtag: #6metrics
  2. 2. Our Presenters PETER VELIKIN is Vice President of Marketing at Zmags, responsible for product management, marketing, and business development DANIEL FINCHAM is Customer Experience Manager at Zmags, provides post sales product training and programs to new clients and ensures clients are running with Zmags quickly and efficiently.
  3. 3. Agenda Introduction to Zmags Lessons from our analysis of the 1,000 most-read online publications: 6 key metrics for optimizing content efficiency How to get readers to spend more time reading your content Examples of highly effective zmags Product demonstration of Zmags Analytics Questions and Answers
  4. 4. The Zmags Mission: To Reinvent How Brands Engage and Inspire Customers Online Zmags enables marketers to effectively capture and retain the attention of their target audience, both online and on mobile devices. Our immersive format boosts the effectiveness of social and content marketing strategies by delivering an interactive reading experience, based on the familiar magazine format that inspires, entertains, and increases customer loyalty. SaaS Platform 2,500+ Customers Solid Business Performance 9 No installation 9 Publishing 9 3 consecutive years of triple 9 Optimized for 9 Retail and e-Commerce digit revenue and customer performance & availability growth 9 Financial Services 9 Share in Best Practices 9 Solid financial backing from 9 Manufacturing 9 Rapid startup & Payback leading venture capital firms 9 Education, Travel, and more… 9 Dedicated and experienced leadership team
  5. 5. Zmags: Interactive Digital Publications A Proven Way to Keep Readers Attention Improve brand perception and increase customer loyalty Immersive medium combines best of on-line & off-line worlds Consolidate content and control the flow of your story Your Proven format that inspires readers to share Content Deliver Content Where Customers Interact Easily distribute across social communities Indexable by search engines Build loyalty with routine delivery of fresh, high-quality content Yourr Consistent experience on any device Story y Optimize Results with Metrics-driven Analysis and Insights Does my story resonate with readers? Is my content being shared? Did I get the results desired? Your Customers Competitor p tor
  6. 6. Zmags Delivers Engaged Readers More Readers. More Pages. More Time with Your Brand. 50% drop in bounce rates: Increased traffic conversion 5-7X Increased page views: More of your story read 2-3X Increase in visit duration: More time spent with your brand Traditional Web Zmags
  7. 7. Zmags Publicator Create with Ease. Publish with Confidence Step 1: Create Step 2: Deliver Step 3: Manage Step 4: Analyze Create a zmag from One-click publishing Create and manage Business analytics any PDF in minutes to the Zmags multiple levels of such as page views hosting platform user accounts and click through Select from dozens of templates or Multiple sharing Automatically host Behavioral analytics create a custom options to drive archives and back via detailed “heat layout awareness and issues maps” traffic Easily add life with rich media and Automatically Update links, ads Social analytics to interactivity adapts to one of 20 and other critical track success in languages components expanding readership
  8. 8. Zmags Customers Enjoy Measurable Benefits X Increased online readership by 50%. X Saved $50,000 in print related cost by moving to digital with Zmags. X Reached readers in 124 countries X Tripled number of pages read and boosted time spend per read X Replaced PDF with Zmags and boosted online readership by 80% X Increased click-throughs by 5x and doubled page views by adding video X Saved $300,000 in first year of operation, while increasing number of bidders by 33% X Increased average order size by 120% as compared to physical store orders by using Zmags eCommerce integration X Decreased catalog production time from 200 hours to less than 5 hours
  9. 9. Agenda Introduction to Zmags Lessons from our analysis of the 1,000 most-read online publications 6 key metrics for optimizing content efficiency How to get readers to spend more time reading your content Examples of highly effective zmags Product demonstration of Zmags Analytics Questions and Answers
  10. 10. Key metrics: 1. Measure Your Reach and See How Readership Grows Why you should check traffic sources: Check where readers come from See how the digital publication fits into related web activities Benchmark data: Digital publications (’zmags’) perform best if they are actively promoted A ’zmag’ is an ideal vehicle for distributing information in social media
  11. 11. Key metrics: 2. Measure How Great Content Boosts Readership Through Sharing Why your content should be shared: Endorsements by a friend or colleague increase the likelihood that the target audience would want to hear your message Benchmark data: Great content is more likely to be shared Magazines are shared twice as often as catalogs, brochures or other types of publications Pages that include photos, interactive features, or videos are shared 50% more often The number of shares is doubled if no ‘zoom’ is required
  12. 12. Key metrics: 3. See How Bounce Rates Indicate Relevancy to Your Audience ”Bounce rate” definition: % of readers that drop off after the first page Benchmark data: The average bounce rate on a ‘zmag’ is 20% Digital publications with fewer than 80 pages have 50% lower bounce rate Publications with visually appealing cover pages and relevant titles perform better
  13. 13. Key metrics: 4. Use Read-Through Rates to Measure Reader Satisfaction Read-through rate definition: % of readers that read entire publication Benchmark data: The average read-through rate on Zmags publications is 50% Publications with fewer pages have higher read-through rates Catalogs have higher read-through rates than magazines Use of Flash, links, or disabling zoom has no significant impact
  14. 14. Key metrics: 5. Measure Brand Relationship With Time Spent Per Reader Charts What you should measure: Measure how much time readers spend See what page elements has positive impact on average time spent Benchmark data: If no zoom is needed, time spent per page view is 12% higher With up to two enrichments on a page, average time spent is doubled If the publication has less than 40 pages, time spent per page doubles
  15. 15. Key metrics: 6. Conduct Heat-Map Analysis For Item-Level Popularity What you should measure: Confirm what items on the page are the most popular Analyze at micro-level to learn about reader-behavior Benchmark data: Click rates are higher on the first 4 and last 3 pages of a publication Click rates are higher if flash icons are used to clearly indicate the desired action
  16. 16. Lessons From The Analysis Of the 1,000 Most-Read Online Publications: How To Get Readers To Spend More Time Reading Your Content Promote your zmag Highly visual magazines with great images, interactive features, and videos are shared more 4-40 pages is the ideal length for a ‘zmag’ Enrichments double time spent per page Larger fonts (not requiring zoom when viewed online) increase time spent per page and double the % of shares Place calls to action at the beginning or at the end of a zmag
  17. 17. Agenda Introduction to Zmags Lessons from our analysis of the 1,000 most-read online publications: 6 key metrics for optimizing content efficiency How to get readers to spend more time reading your content Examples of highly effective zmags Product demonstration of Zmags Analytics Questions and Answers
  18. 18. Examples of highly effective zmags
  19. 19. Agenda Introduction to Zmags Lessons from our analysis of the 1,000 most-read online publications: 6 key metrics for optimizing content efficiency How to get readers to spend more time reading your content Examples of highly effective zmags Product demonstration of Zmags Analytics Questions and Answers
  20. 20. Product Demonstration
  21. 21. Questions and answers To learn more visit www.zmags.com Follow Zmags at @zmags #6metrics Zmags e-Publishing specialists
  22. 22. Thank you!

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