We all agree that we are all different people. We all have our individual goals, beliefs, and experiences. Why then, do we treat our audience as if they were one person? This has to change. Some come to a website through Google or Facebook, some through a link in an email. Some leave immediately and some stay on for 20 minutes. Yet, traditional performance indicators reduce each one to a visit. Measuring how your readers connect with your story is the key to building a loyal audience. Sachin Kamdar will show you how you can measure engagement and how you can create more moments that matter to your readers.

1. One Step beyond Referral Traffic: How Tailored
Content Will Strengthen Your Audience

2. @parsely #parselyauddev
Today’s Speaker
Sachin Kamdar
CEO and Co-Founder

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

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

5. @sachinkamdar
Traffic from the duopoly (past 30 days)
http://parse.ly/referrer-dashboard

6. @sachinkamdar
Traffic from the duopoly (past 12 months)
http://parse.ly/referrer-dashboard

7. @sachinkamdar

8. @sachinkamdar
Where does your site fall in this range?
http://parse.ly/referrer-dashboard

9. @sachinkamdarhttp://bit.ly/fb-risk

10. @sachinkamdar
Remove Facebook and Google
http://parse.ly/referrer-dashboard

11. @sachinkamdar
Don’t forget about email, recommendations

12. @sachinkamdar

13. @sachinkamdar
What device is your audience using to find your content?

14. You need to take a look at your audience and find a
tailored solution. You need to diversify your content
and your referrer traffic.
Takeaway:

15. @sachinkamdar
What exactly is “engagement”?

16. @sachinkamdar
What exactly is “engagement"

17. @sachinkamdar
“Engagement” proves nebulous—what’s good and what’s bad?

18. @sachinkamdar
“Engagement” proves nebulous—what’s good and what’s bad?

19. @sachinkamdar
How do you know if your audience is engaged?

20. @sachinkamdar
What can we learn by what causes users to engage beyond 15
seconds?

21. @sachinkamdar
How Slate used engaged time to increase reader loyalty and
grow subscriptions
•Slate wanted to lower their dependence on platforms and monetize
their loyal audience
•They shifted focus from unique visitors to a new metric that matched their
primary goal: engaged time
bit.ly/slate-case-study

22. @sachinkamdar
“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:

23. @sachinkamdar
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.”

24. One Step beyond Referral Traffic: How Tailored
Content Will Strengthen Your Audience