Publisher success metrics hold a lesson for content marketers
Success metrics for publishers aren’t quite in line with those of content marketing, according to new research from Parse.ly.
But, with Google demanding more in terms of reader value and brands evolving into content publishing houses, this report offers a glimpse into the future for content marketing.
Here’s how publisher success metrics stack up against content marketing success metrics:
Time on page scored around 50% in both groups. However, content marketers put much more stock in website traffic and social media engagement.
Conversion rates ranked fifth in both studies, but content marketers placed much more importance on it overall. Social engagement was also a higher priority for content marketers.
All this indicates that – predictably – marketers are still focusing too much on short-term commercial gains.
But, as search algorithms lean increasingly towards reader value, it would be wise to take a cue from publishers. This means focusing on in-depth, niche content that keeps readers hooked for longer and emanates some serious brand authority.
Send rates down and open rates up for email marketing
SendGrid’s brand new 2017 Email Benchmark report showed that brands’ average email send rate has fallen from 9.8 per month in 2016 to 8.1 in 2017. The survey sampled over 50 billion emails from 100,000 senders across 25 industries.
But, it’s good to see that this fall in send rates has correlated with a spike in open rates; up from 27.3% in 2016 to 30.6% in 2017.
There are a couple of potential explanations for this trend.
It might be that content marketers are getting better still at optimising this apparently timeless technique. Or, it could be that the reduced volume of emails is alleviating inbox anxiety and giving consumers more scope to actually check (rather than just manage) their email accounts.
Spotted in the news…
How much a bunch of spods who’ve spent their adult lives coding in their bedrooms know about the major film franchise is debatable. But, the rise of chatbots is not – 71% of millennials would use chatbots while 86% think brands should use them to promote deals.
Now that content marketers have seen just how creative a chatbot can be, it might be time to brush up on how to write compelling, conversational marketing copy for our soon-to-be automaton overlords.