Mastering Audience Engagement

A Guide for Publishers


Audience engagement is a popular discussion topic – but what does “engagement” actually mean?

For publishers, engagement comprises a number of factors:

- Time on site

- Pages/articles viewed per session 

- Return visits

- Likes, shares, or tweets of an article 

- Comments on articles

- Ads clicked 

Why does measuring engagement matter? Because engagement is intimately tied to revenue. Visitors who stay longer and read more pages see more ads; return visitors present opportunities to promote premium access; and social engagement on a site is tied to whether a visitor will pay for the services or not, according to findings in a study by MIT Sloan.

As the pressures on publishers increase due to ad-blockers and third-party distribution platforms like Facebook, focusing on engagement - and what you can do to improve it - becomes critical. But not all engagement is created equal. How a reader finds your content, the device they use to locate and read news, and if they are a new or returning reader, all influence the degree to which a reader engages with your website.

Key ebook takeaways:

- What constitutes website engagement

- The challenges publishers face getting readers to their website

- Tools publishers can use to increase engagement

- How engagement influences conversion

This ebook provides an in-depth look at how reader's find and consume content on a publisher's website. Factors, such as traffic source and device type determine how readers locate a site. And, once they arrive, there are a number of actions publishers can take to increase the amount of time readers stay on site.

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