Scenario Application: Read-through rate is the key index of content marketing

The first step in a content-grabbing eye is a headline, but the real test is: How do you keep their attention after attracting the audience? Yes, the importance of the title is undeniable, but the reader can not go to read, the click-through rate is no longer meaningful.

Of course, the title party tactic was there before the Internet, but now that we can track and analyze the reader's response, we have the data to measure the degree of success. Today's title optimization work has become a combination of art and science, the goal is to let those who are overwhelmed by the content of the reader stop scrolling the mouse, stop sliding touch screen, stop yimushihang, eyes stay on your title and click into.

Although Headline Ctr can never be retired from the top priority, getting the reader to go in is just the starting point. If the content is "not enough to attract people" to read or read the last words, then the high click-through rate is meaningless.

It is easy to conclude that audience engagement is the most important measure of the success of any modern media organization-"audience engagement" is also a broadly ambiguous word. Participation can be extended to many things, sharing, commenting, and even the average time spent on the site. We pixable the engagement into a simple indicator--the proportion of readers in the full article--or what we call the read-through rate.

Just imagine. Clicking on a fascinating headline is one thing--it's easy to read the first paragraph--but for a reader, it's entirely another matter to consume the entire content of the article after clicking on the title. In fact, the data show that only 15% readers of every web article have seen the last. At pixable, We are very proud to have 60% to 70% 's audience reading the whole content. It gives us even more satisfaction than the tens of thousands of sharing or other social moves that the article produces.

The data show that high read-through rate can not be separated from the following three points:

Understand the diverse tastes of the audience;

Tell a fascinating, vivid story;

Match stories and audiences with technical and data tools.

Scenario Application (Liveapp), developed by the cloud team. The product is based on the cloud, no download, through graphics, video, audio,LBS, telephone,3D, gravity sensor, business intelligence data analysis and identification of interactive experience to achieve small and beautiful scene application, With the social network as the transmission path, the speed of connecting users, to reconstruct the business relationship between the enterprise and users. Think of the spread of the vector, small and beautiful scenes let the audience to this type of promotion more receptive and dissemination.

Facebook is also aware of this. Earlier this month,Facebook unveiled plans to start recording how much time users spend reading articles. Posts that users spend their time reading and viewing will be ranked above posts that are swept by the user. Facebook believes that reading the time metrics of an article is at least as important as the number of likes, shares, and comments.

In the end, we all have to abandon the vanity indicators to examine what the audience is consuming. Today, we can evaluate the reader / audience preference patterns by technical means to produce more compelling content, while covering the relevant interests. The read-through rate may be simple, but it is an important indicator that can be understood by a whole company-from reporters, salespeople, marketers to CEOs.

Ultimately, what you're really asking yourself is: is the content you're making interesting enough to get your audience to finish reading or reading everything ? If you can give a positive answer, then each party can benefit from it.

　　

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Scenario Application: Read-through rate is the key index of content marketing