six key metrics to see how well your marketing content resonates with your audience

6 Key Metrics to See How Well Your Content Resonates with Your Audience

Peter Velikin, VP MarketingDaniel Fincham, Customer Experience Manager

September 15, 2010

Event hashtag: #6metrics

Our Presenters

PETER VELIKIN is Vice President of Marketing at Zmags, responsible for product management, marketing, and business development

DANIEL FINCHAM is Customer Experience Manager at Zmags, provides post sales product training and programs to new clients and ensures clients are running with Zmags quickly and efficiently.

Agenda

� Introduction to Zmags� Lessons from our analysis of the 1,000 most-read online publications:

6 key metrics for optimizing content efficiencyHow to get readers to spend more time reading your content

� Examples of highly effective zmags� Product demonstration of Zmags Analytics� Questions and Answers

The Zmags Mission:To Reinvent How Brands Engage and Inspire Customers Online

SaaS Platform

� No installation

� Optimized for performance & availability

� Share in Best Practices

� Rapid startup & Payback

2,500+ Customers

� Publishing

� Retail and e-Commerce

� Financial Services

� Manufacturing

� Education, Travel, and more…

Solid Business Performance

� 3 consecutive years of triple digit revenue and customer growth

� Solid financial backing from leading venture capital firms

� Dedicated and experienced leadership team

Zmags enables marketers to effectively capture and retain the attention of their target audience, both online and on mobile devices. Our immersive format boosts the effectiveness of social and content marketing strategies by delivering an interactive reading experience, based on the familiar magazine format that inspires, entertains, and increases customer loyalty.

Improve brand perception and increase customer loyalty� Immersive medium combines best of on-line & off-line worlds � Consolidate content and control the flow of your story� Proven format that inspires readers to share

Deliver Content Where Customers Interact� Easily distribute across social communities� Indexable by search engines� Build loyalty with routine delivery of fresh, high-quality content� Consistent experience on any device

Optimize Results with Metrics-driven Analysis and Insights � Does my story resonate with readers?� Is my content being shared?� Did I get the results desired?

Zmags: Interactive Digital Publications A Proven Way to Keep Readers Attention

Your Content

Your Customers

Competitor

Your Story

Your Content

YourCustomers

Competitortorp

Yourr Storyy

Zmags Delivers Engaged ReadersMore Readers. More Pages. More Time with Your Brand.

2-3X Increase in visit duration: More time spent with your brand

ZmagsTraditional Web

5-7X Increased page views: More of your story read

50% drop in bounce rates: Increased traffic conversion

Step 1: Create Step 2: Deliver Step 3: Manage Step 4: Analyze

Create a zmag from any PDF in minutes

Select from dozens of templates or create a custom layout

Easily add life with rich media and interactivity

One-click publishing to the Zmagshosting platform

Multiple sharing options to drive awareness and traffic

Automatically adapts to one of 20 languages

Create and manage multiple levels of user accounts

Automatically host archives and back issues

Update links, ads and other critical components

Business analytics such as page views and click through

Behavioral analytics via detailed “heat maps”

Social analytics to track success in expanding readership

Zmags PublicatorCreate with Ease. Publish with Confidence

Zmags Customers Enjoy Measurable Benefits

��Increased online readership by 50%.

��Saved $50,000 in print related cost by moving to digital with Zmags.

��Reached readers in 124 countries

��Tripled number of pages read and boosted time spend per read

��Replaced PDF with Zmags and boosted online readership by 80%

��Increased click-throughs by 5x and doubled page views by adding video

��Saved $300,000 in first year of operation, while increasing number of bidders by 33%

��Increased average order size by 120% as compared to physical store orders by using Zmags eCommerce integration

��Decreased catalog production time from 200 hours to less than 5 hours

Agenda

� Introduction to Zmags� Lessons from our analysis of the 1,000 most-read online publications



Key metrics:1. Measure Your Reach and See How Readership Grows

Why you should check traffic sources:� Check where readers come from� See how the digital publication fits into related web activities

Benchmark data:� Digital publications (’zmags’) perform best if they are actively promoted� A ’zmag’ is an ideal vehicle for distributing information in social media

Key metrics:2. Measure How Great Content Boosts Readership Through Sharing

Why your content should be shared:� Endorsements by a friend or colleague

increase the likelihood that the target audience would want to hear your message

Benchmark data:� Great content is more likely to be shared� Magazines are shared twice as often as

catalogs, brochures or other types of publications

� Pages that include photos, interactive features, or videos are shared 50% more often

� The number of shares is doubled if no ‘zoom’ is required

Key metrics:3. See How Bounce Rates Indicate Relevancy to Your Audience

”Bounce rate” definition: � % of readers that drop off after the first page

Benchmark data:� The average bounce rate on a ‘zmag’ is 20%� Digital publications with fewer than 80 pages

have 50% lower bounce rate� Publications with visually appealing cover

pages and relevant titles perform better

Key metrics:4. Use Read-Through Rates to Measure Reader Satisfaction

Read-through rate definition: � % of readers that read entire publication

Benchmark data:� The average read-through rate on Zmags publications is 50%� Publications with fewer pages have higher read-through rates� Catalogs have higher read-through rates than magazines� Use of Flash, links, or disabling zoom has no significant impact

Key metrics:5. Measure Brand Relationship With Time Spent Per Reader Charts

What you should measure:�Measure how much time readers spend� See what page elements has positive impact on average time spent

Benchmark data:� If no zoom is needed, time spent per page view is 12% higher� With up to two enrichments on a page, average time spent is doubled� If the publication has less than 40 pages, time spent per page doubles

Key metrics:6. Conduct Heat-Map Analysis For Item-Level Popularity

What you should measure:� Confirm what items on the page are the most popular� Analyze at micro-level to learn about reader-behavior

Benchmark data:� Click rates are higher on the first 4 and last 3 pages of a publication� Click rates are higher if flash icons are used to clearly indicate the desiredaction

Lessons From The Analysis Of the 1,000 Most-Read Online Publications: How To Get Readers To Spend More Time Reading Your Content

�Promote your zmag�Highly visual magazines with great

images, interactive features, and videos are shared more

�4-40 pages is the ideal length for a ‘zmag’�Enrichments double time spent per page�Larger fonts (not requiring zoom when

viewed online) increase time spent per page and double the % of shares

�Place calls to action at the beginning or at the end of a zmag

Agenda




Examples of highly effective zmags

Agenda



�Examples of highly effective zmags� Product demonstration of Zmags Analytics� Questions and Answers

Product Demonstration

Questions and answers

To learn more visit www.zmags.comFollow Zmags at

@zmags #6metrics

Zmags

e-Publishing specialists

Thank you!