Publishers are increasingly aware that global traffic is no longer a relevant indicator, as value creation has evolved with digital transition. Content consumption is now more casual and volatile.
It’s easy to see that readers are increasingly prompt to commit to the media they consult. Publishers have well understood that they are at the heart of their business model.
It is now clear that medias have to adapt in order to capture their audience and improve their retention.
From creation to retention
Being present in the daily lives of readers allows the media to conquer its readership in a relevant and committed way. Social networks (especially Facebook) has been transformed as newsfeeds and are filled with content from medias that the user is following.
Using social networks is useful to improve the knowledge of your audience and interact directly with them.
The audience is indeed volatile. They are more difficult to convert into subscribers or loyal readers. In sum, the efforts to be present on the networks must be calculated.
In addition, the algorithmic evolution of Facebook almost systematically requires a sponsorship of articles, which generates a significant cost compared to the commitment that it creates on the site.
As I was able to point out on the engagement ladder, we need to focus on putting in place what really creates value, which will make the difference between a user who will consume your content and a visitor who will directly leave the page without seeking to engage more.
This means, for example, a relevant monetization of premium content, a study on the typology of high-conversion items.
Data analysis should be at the center of the strategies. This allows to better know the reader, his behavior on the website, the number of articles he consumes.
These essential questions, which arise around the reading behavior and the consumption of articles, will make it possible to understand to which mechanisms the visitors are sensitive.
Customize the environment, adapt to the level of commitment of each is a relevant track to increase the retention and the number of subscribers. Ultimately, this increases your income per user.
Paywall, the best enemy?
Defining a unique engagement path for each user should help adjust your paywall, which should be the cornerstone of your strategy.
A too restrictive barrier will create a high rebound rate while a too permissive ‘metered’ paywall could create a subscription deficit.
Knowing when the user is the most sensitive to a subscription offer will not make too much mistake on the choice of the economic model of premium items, while keeping in mind that the content is what creates the value of a media. They must be given the opportunity to be broadcast in a relevant manner before being blocked.
A good strategy should allow you to improve all the KPIs, create retention, improve the quality of the ads and adapt the paywall to be displayed at the right time.