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6 Key Metrics to See How
Well Your Content Resonates
with Your Audience
Peter Velikin, VP Marketing
Daniel 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 efficiency
 How 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


  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.



 SaaS Platform                2,500+ Customers           Solid Business Performance

 9 No installation            9 Publishing
                                                         9 3 consecutive years of triple
 9 Optimized for              9 Retail and e-Commerce    digit revenue and customer
 performance & availability                              growth
                              9 Financial Services
 9 Share in Best Practices                               9 Solid financial backing from
                              9 Manufacturing
 9 Rapid startup & Payback                               leading venture capital firms
                              9 Education, Travel, and
                              more…                      9 Dedicated and experienced
                                                         leadership team
Zmags: Interactive Digital Publications
 A Proven Way to Keep Readers Attention

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                 Your
  Proven format that inspires readers to share                          Content

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

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?
                                                                         Your
                                                                       Customers
                                                                                     Competitor
                                                                                        p tor
Zmags Delivers Engaged Readers
More Readers. More Pages. More Time with Your Brand.



                  50% drop in bounce rates:
                     Increased traffic conversion


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


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




                 Traditional Web               Zmags
Zmags Publicator
Create with Ease. Publish with Confidence




 Step 1: Create           Step 2: Deliver         Step 3: Manage        Step 4: Analyze
   Create a zmag from      One-click publishing    Create and manage     Business analytics
   any PDF in minutes      to the Zmags            multiple levels of    such as page views
                           hosting platform        user accounts         and click through
   Select from dozens
   of templates or         Multiple sharing        Automatically host    Behavioral analytics
   create a custom         options to drive        archives and back     via detailed “heat
   layout                  awareness and           issues                maps”
                           traffic
   Easily add life with
   rich media and          Automatically           Update links, ads     Social analytics to
   interactivity           adapts to one of 20     and other critical    track success in
                           languages               components            expanding
                                                                         readership
Zmags Customers Enjoy Measurable Benefits

 X Increased online readership by 50%.

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

 X Reached readers in 124 countries

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

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

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

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

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

 X 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
 6 key metrics for optimizing content efficiency
 How to get readers to spend more time reading your content
 Examples of highly effective zmags
 Product demonstration of Zmags Analytics
 Questions and Answers
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 desired
action
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


 Introduction to Zmags
 Lessons from our analysis of the 1,000 most-read online publications:
 6 key metrics for optimizing content efficiency
 How to get readers to spend more time reading your content
 Examples of highly effective zmags
 Product demonstration of Zmags Analytics
 Questions and Answers
Examples of highly effective zmags
Agenda


 Introduction to Zmags
  Lessons from our analysis of the 1,000 most-read online publications:
 6 key metrics for optimizing content efficiency
 How to get readers to spend more time reading your content
 Examples of highly effective zmags
 Product demonstration of Zmags Analytics
 Questions and Answers
Product Demonstration
Questions and answers




                 To learn more visit www.zmags.com
                 Follow Zmags at
                    @zmags #6metrics
                    Zmags
                    e-Publishing specialists
Thank you!

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Six Key Metrics to See How Well Your Marketing Content Resonates with Your Audience

  • 1. 6 Key Metrics to See How Well Your Content Resonates with Your Audience Peter Velikin, VP Marketing Daniel Fincham, Customer Experience Manager September 15, 2010 Event hashtag: #6metrics
  • 2. 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.
  • 3. Agenda Introduction to Zmags Lessons from our analysis of the 1,000 most-read online publications: 6 key metrics for optimizing content efficiency How to get readers to spend more time reading your content Examples of highly effective zmags Product demonstration of Zmags Analytics Questions and Answers
  • 4. The Zmags Mission: To Reinvent How Brands Engage and Inspire Customers Online 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. SaaS Platform 2,500+ Customers Solid Business Performance 9 No installation 9 Publishing 9 3 consecutive years of triple 9 Optimized for 9 Retail and e-Commerce digit revenue and customer performance & availability growth 9 Financial Services 9 Share in Best Practices 9 Solid financial backing from 9 Manufacturing 9 Rapid startup & Payback leading venture capital firms 9 Education, Travel, and more… 9 Dedicated and experienced leadership team
  • 5. Zmags: Interactive Digital Publications A Proven Way to Keep Readers Attention 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 Your Proven format that inspires readers to share Content Deliver Content Where Customers Interact Easily distribute across social communities Indexable by search engines Build loyalty with routine delivery of fresh, high-quality content Yourr Consistent experience on any device Story y 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? Your Customers Competitor p tor
  • 6. Zmags Delivers Engaged Readers More Readers. More Pages. More Time with Your Brand. 50% drop in bounce rates: Increased traffic conversion 5-7X Increased page views: More of your story read 2-3X Increase in visit duration: More time spent with your brand Traditional Web Zmags
  • 7. Zmags Publicator Create with Ease. Publish with Confidence Step 1: Create Step 2: Deliver Step 3: Manage Step 4: Analyze Create a zmag from One-click publishing Create and manage Business analytics any PDF in minutes to the Zmags multiple levels of such as page views hosting platform user accounts and click through Select from dozens of templates or Multiple sharing Automatically host Behavioral analytics create a custom options to drive archives and back via detailed “heat layout awareness and issues maps” traffic Easily add life with rich media and Automatically Update links, ads Social analytics to interactivity adapts to one of 20 and other critical track success in languages components expanding readership
  • 8. Zmags Customers Enjoy Measurable Benefits X Increased online readership by 50%. X Saved $50,000 in print related cost by moving to digital with Zmags. X Reached readers in 124 countries X Tripled number of pages read and boosted time spend per read X Replaced PDF with Zmags and boosted online readership by 80% X Increased click-throughs by 5x and doubled page views by adding video X Saved $300,000 in first year of operation, while increasing number of bidders by 33% X Increased average order size by 120% as compared to physical store orders by using Zmags eCommerce integration X Decreased catalog production time from 200 hours to less than 5 hours
  • 9. Agenda Introduction to Zmags Lessons from our analysis of the 1,000 most-read online publications 6 key metrics for optimizing content efficiency How to get readers to spend more time reading your content Examples of highly effective zmags Product demonstration of Zmags Analytics Questions and Answers
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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 desired action
  • 16. 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
  • 17. Agenda Introduction to Zmags Lessons from our analysis of the 1,000 most-read online publications: 6 key metrics for optimizing content efficiency How to get readers to spend more time reading your content Examples of highly effective zmags Product demonstration of Zmags Analytics Questions and Answers
  • 18. Examples of highly effective zmags
  • 19. Agenda Introduction to Zmags Lessons from our analysis of the 1,000 most-read online publications: 6 key metrics for optimizing content efficiency How to get readers to spend more time reading your content Examples of highly effective zmags Product demonstration of Zmags Analytics Questions and Answers
  • 21. Questions and answers To learn more visit www.zmags.com Follow Zmags at @zmags #6metrics Zmags e-Publishing specialists