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Four things reader attention reveals about travel content
According to Parse.ly’s latest Authority Report data, most lifestyle content, including Style & Fashion, Family & Parenting, and Shopping, gets the majority of its external referrals from Facebook. However, one lifestyle category stands out: Travel. It bucked the Facebook trend, and made us wonder, what else is unique about attention to travel content? Here…
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Why homepages might matter more than social media, especially for political content
The scramble to diversify traffic sources picked up after Facebook announced its algorithm change earlier this year. While brands and publishers are focusing more on decreasing their reliance on a single platform like Facebook or Google, platforms are only half of the picture—literally. Search and social drive a combined 50% of traffic to our network,…
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How travel brands can use audience data to think strategically about customers’ digital moments
This post is a collaboration between SkiftX, Skift’s branded content studio, and Parse.ly. It originally appeared as sponsored content on Skift. Online content is a powerful marketing vehicle, but it can’t be successful without a true understanding of one’s audience and authentic, engaging messaging that resonates. Fortunately, travel brands are uniquely positioned to leverage the…
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How Bloomberg and The Wall Street Journal segment their audiences
Last year, Bloomberg’s digital team set an internal goal to increase their traffic globally. They saw a significant opportunity to grow their overseas audience. One element of the approach included focusing on data relevant for each of Bloomberg’s small international teams. Katie Boyce, Managing Editor of Digital, wanted them to make decisions based on what…
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How Delta Sky magazine connects its readers with “places that are flying under the radar”
Travel writing is often considered a trophy career or the stuff day-job daydreams are made of, but for Sarah Elbert, editor-in-chief of Delta Sky magazine, it’s everyday reality. With an audience of 6.3 million a month, Delta Air Lines’ lifestyle magazine is one of the world’s most-read in-flight publications, and the readership numbers are actually…
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Three audience attention metrics you should look at before conversion
Conversions are a concrete affirmation that what you’re doing is working, so as a marketer, it’s easy to get caught up in the notion that it’s the only metric that matters. But before someone converts, they need to pass through two other critical mindsets: awareness and consideration. Marketers need to pay attention to what their…
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GOOOOAAALLLLL: Scoring online attention of World Cup audiences
Were you out in the bars celebrating when France won the finals over Croatia? Or were you mystified by the obsessive behavior of people you had no idea were soccer fans? Whatever your level of interest, there’s a good chance the 2018 FIFA World Cup fell somewhere on your radar between June 14 and July…
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Pin this content: 4 things referral data shows about Pinterest
Pinterest users (Pinners) have individual taste, from modern kitchens to goth nurseries. One important trait they share: using the platform to find helpful, inspiring ideas to read about. Although Pinterest sends less traffic across Parse.ly’s network of publishers compared to Google or Facebook (1.4% vs. 49% and 31%, respectively), that ratio shrinks significantly in categories…
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Episode 15: One Week in Data
“You got about as much sports analysis as you can get out of me.” Sachin and Andrew consider a single week, June 18 — June 25, and see what data suggests about the stories that held people’s attention. Immigration news captivated audiences, especially through social media and editorial coverage, and tech and sports stories also…
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What do people read about while they’re at work?
Patterns in traffic show that desktop usage peaks during workdays, tablet traffic increases slightly on the weekends, and mobile usage happens around the clock. When we’re sitting behind desks during the day, we’re looking at different stories than we do when we’re at home or out and about on our phones. Certain categories of content,…