15 ways parse.ly can help increase...
TRANSCRIPT
15 ways Parse.ly can help increase revenue
Ad revenue
Subscriptions
Native ads
Align on business goals
Major paths to revenue with Parse.ly:
Native ads
Promote content that resonates with your audience.
Build trust by showing prospects that a subset of your audience is already directly engaging with their brand and messaging.
Tag content by topic, style, or format—including native ads—and easily share live dashboards and reports. Spend less time building reports and more time selling.
Native ads
1. Book native ad campaigns and report on them efficiently.
Sort your content by social referrals, interactions, or referrals per interaction and see the content that consistently outperforms for you on various social networks.
Find and engage with your best social influencers on a post level or site-wide basis.
Understand which social posts are contenders for paid promotion.
Native ads
2. Increase inventory by identifying social influencers and growing audience.
Ad revenue
Drive page views and conversions for advertisers.
Prioritize adding videos to top pages without a video.
Look for ways to improve conversions on pages that are not converting well to video starts.
Build content strategy around best performing video over time.
See at a glance what percentage of users are converting to actually start the video.
Ad revenue
3. Drive your audience to pages with the best conversion to video plays.
Understand what content needs promotion now in order to have the highest propensity of going evergreen.
Create automatically recurring reports for teams and individuals inside or outside of the organization. Set up reports on a recurring or one time basis.
Ad revenue
4. Maximize your content’s lifetime value.
5. Increase ad performance by optimizing content that produces higher revenue/CTR
By using our Data Pipeline and joining your ad server data, you can understand the content, content types, categories, and audience segments that consistently drive more revenue.
Parse.ly's Data Pipeline
Ad revenue
Subscriptions
Transform engaged readers into subscribers.
6. Understand how newsletter and ad content resonates with your audience.
Optimize content distribution strategy by using UTM parameters to pull campaign metadata right into the Parse.ly dashboard. Answer questions like:
• What content resonates with newsletter subscribers?
• How long do visitors stay after clicking a Facebook ad?
• Which distribution efforts are better at fostering loyalty?
Subscriptions
Campaign Tracking
Allow anyone within your company to understand what content is resonating with your audience or subscribers right now and over time.
Optimize content around the posts, authors, and tags that consistently drive returning visitors.
Build loyalty with users that have the highest propensity of converting into paid subscribers by creating content they want.
Subscriptions
7. Convert anonymous audience to subscribers.
Your homepage is where most loyal and valuable readers are.
Optimize the content on your homepage for maximum engagement with your most valuable audience.
Clicks from homepage, engaged time per session, and PVs per session are influencers in converting to subscriptions.
Overlay analytics
Subscriptions
8. Optimize your index pages.
Subscriptions
Subscriber segmentationImprove subscriber retention with editorial strategy that reflects your most valuable audience.
Filter out paid subscribers within the dashboard.
Ensure that your editorial and content teams are optimizing their strategy for each audience segment.
9. Optimize for your subscribers.
Subscriptions
10. Improve engagement through content personalization.
Cultivate a bespoke content experience for each individual user by providing personalized recommendations using the API.
Boost consumption, recirculation, return visits, and ultimately subscriptions.
Parse.ly's API
Subscriptions
11. Increase your email CTR with personalized emails.
Create personalized emails based on historical content consumption, to generate higher engagement and subscriber retention.
Parse.ly's API & Data Pipeline
Subscriptions
12. Analyze your subscriber cohorts.
Parse.ly's Data PipelineGet a more granular understanding of subscriber behavior, from how you’re acquiring them to the device type they use.
Align on business goals
Get power in numbers through data access.
Parse.ly measures real time and historical analytics with metrics and KPI's that the whole organization can use and benchmark against. Here’s how Parse.ly stacks up against other solutions:
13. Align metrics for instant successes and long term growth.
Historical reporting
Advanced analytics capabilities
Tactical information for specific roles
Narrow metric focus
Lack of historical context
Customization required
Gated behind trained users
Focus on e-commerce
Built to understand
digital content
Audience reaction in real time
Easy to use and adopt by non-analysts
Comprehensive and meaningful metrics
Personalized reports with clear visuals
Useful to all roles in your organization
ChartbeatSimpleReach
SocialFlow Omniture
Google Analytics
Access to raw unsampled data
Unlimited seats
Quick data exports
Align on business goals
Authors can see which of their posts were most engaging and spot the topics and referrers that garnered the most traction.
Run author detail reports to understand individual authors’ performance and trace their initiatives back to team goals.
Give freelancers access to their numbers with shareable links with a dashboard specific to them.
Align on business goals
14. Empower authors to develop their audience.
Align on business goals
15. Analyze the network at a glance.
Network Rollup ViewOrganizations with multiple brands or sites can see the big picture across all properties at once.
Create customized rollups to group brands with similar content and analyze areas where they can all grow together.
Identify content to syndicate across brands and distribution channels for maximum audience engagement.
Case Studies
“We can see our network at scale, and the results of certain decisions that teams make.”
Kerry Doyle Digital Business Market Research and Insights Manager
Parse.ly real-time and historical analytics have helped brands at Time, Inc. optimize performance.
“Since implementing Parse.ly, Time saw page views on its publication People increase in the 60% to 70% range.” (via AdExchanger)
Case Study: Time, Inc.
Align on business goals
Slate aligned on engaged time as their “North Star” metric, empowering every team to optimize for loyalty. In one year, Slate’s subscription program, Slate Plus, grew from 17,000 to 35,000 subscribers.
Slate uses Parse.ly's full tech stack in their loyalty initiative. Engaged time informs everything from implementing infinite scroll with the API to user-friendly ad experiences:
“We’re focused on maximizing revenue per engaged minute. This metric rewards us for getting readers to stay on our site—we have to earn the right to show them more ads by producing content that keeps them there.”
“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
Case Study: Slate
Subscriptions Ad revenue
• NAPCO Media adopted a goal of of using analytics to cultivate communities and increase engagement among readers.
• Executives use Parse.ly's network overview to see the entire audience across every title and to manage freelancers.
• The sales team uses the Parse.ly dashboard to derive insights on the overall marketplace and close future deals.
• Understanding their audience through data helped NAPCO monetize.
The new reporting cycle used at NAPCO:
1. Report & Create
2. Package & Distribute
3. Assess & Participate
4. Amplify
Use data on previous stories to identify topics your audience responds to.
Track and analyze how your decisions about layout or platforms affect the audience.
Listen to your readers by tracking referrals, social media reactions, and more.
Use data to create successful strategies and make decisions that grow, engage, and connect with your readers.
Case Study: NAPCO Media
Working with Parse.ly:
Align on business goals
Who is using Parse.ly?
