By producing content that matters and by creating moments for our audiences we can create loyalty. While most publishers have decried clickbait publicly, there's still an emphasis on capturing attention instead of valuing it. Gaming headlines or focusing only on the initial click doesn't lead to lasting reader relationships. Clare Carr will show how data can help identify content and create strategies that retain audiences. From examining the relationship between social interactions and engaged time to benchmarking specific topics, she will show how a loyal audience is more valuable to any publisher than a high volume of pass-through traffic. She'll also show connect how it all leads to more revenue.

1. Creating the moments that make
a loyal audience

2. @parsely
Today’s Speaker
Clare Carr
VP of Marketing

3. We help you understand what
your audience cares about.

4. @clareondrey
For the past few years, source of scale and growth
was predictable
Facebook would
grow and grow
SEO for other
topics

5. @clareondrey
Latest numbers from the top 10 traffic sources
http://parse.ly/referrer-dashboard

6. @clareondrey
Brazil’s largest newspaper quits Facebook

7. @clareondrey
Remove Facebook and Google
http://parse.ly/referrer-dashboard

8. @clareondrey
Google: Not just search anymore
blog.parse.ly

9. Whether they come
from Facebook,
Google, Flipboard,
or Pinterest , place a
value on the
attention your
audience gives.

10. @clareondrey
Identifying moments: Focus on engagement
How can you measure if you’re connecting directly with your audience?
The top 50% of sessions in our
network have between one and
seven minutes of engagement
Benchmarking engaged time,
rather than bounce rate, renews
the focus on reader experience,
not just traffic
bit.ly/engaged-time

11. @clareondrey
HuffPost analyzed whether their readers were
“Trump Fatigued”
bit.ly/trump-fatigue

12. @clareondrey
Your org needs to align on what engagement means

13. How Slate used engaged time to increase
reader loyalty and grow subscriptions

14. @clareondrey
Slate wanted to lower their dependence on platforms and
monetize their loyal audience
•Slate needed to align everyone in their organization on the new
goal of fostering intense engagement
•They established a loyalty metric (engaged time) that every team
is aligned with
bit.ly/slate-case-study
•They pivoted from unique visitors to engaged time: the amount of
time a visitor actively reads or watches a piece of content

15. @clareondrey
“Our deliberate shift in strategy
stems from our belief that the
engaged time goal uniquely aligns
the priorities of readers, advertisers,
and our editorial team.”
David Stern
Director of Product Development
Slate
bit.ly/slate-case-study
Flourishing paid
membership program
Loyalty metric that every
team drives toward
Reading experience that
makes visitors stay longer
Deeper understanding of
what engages their
audience
paying Slate Plus
members
increase in engaged time
using Parse.ly’s API for
content recommendation
of Slate’s total headcount
use the Parse.ly dashboard
reports downloaded per
month
35,000 8.5%
50% 56
Slate’s Outcomes:

16. @clareondrey
Political News Supply and Demand
Curve // “Is ‘Trump fatigue’ real?”
Stories that Matter to Millennials, with
Flipboard // “They want to engage in
the world.”
Out of the AI Winter // “We’re not going
to have machine-humans any time
soon.”

17. Creating the moments that make
a loyal audience