In­dus­try lead­ers in­crease en­gage­ment with Vi­afoura

Newspapers & Technology Magazine - - News - ▶ BY CHRIS LYTIKAINEN SO­CIAL ME­DIA EDI­TOR

En­gag­ing with your read­ers on­line can be a strug­gle. A mass amount of in­for­ma­tion and “non-tar­geted” me­dia ex­ists and floats around, some­times ob­scur­ing ac­tual tar­geted con­tent from reach­ing its au­di­ence.

Mi­randa Feasey, con­tent mar­ket­ing man­ager at Vi­afoura re­cently spoke with News & Tech about Vi­afoura’s in­volve­ment with news and lo­cal me­dia plat­forms. She also touched on why so many in the news in­dus­try have cho­sen Vi­afoura for au­di­ence en­gage­ment.

In­dus­try heavy hit­ters such as Hearst, Tronc and Gate­House all use the Vi­afoura plat­form.

“Pub­lish­ers are con­stantly com­pet­ing for at­ten­tion time, with the goal of build­ing a di­rect re­la­tion­ship with their au­di­ence, driv­ing sales and op­ti­miz­ing the user ex­pe­ri­ence across chan­nels and mar­kets,” Feasey said. “With dis­parate tools and frag­mented sys­tems across mul­ti­ple ven­dors, they risk a bro­ken cus­tomer ex­pe­ri­ence, in­com­plete first-party user data and dif­fi­culty ex­tract­ing ac­tion­able in­sights.”

En­gage­ment

Vi­afoura of­fers seam­lessly in­te­grated user reg­is­tra­tion, en­gage­ment, mod­er­a­tion, and an­a­lyt­ics tools, Feasey ex­plained.

“The Vi­afoura net­work of 600+ me­dia brands are see­ing real re­sults when it comes to au­di­ence en­gage­ment, user reg­is­tra­tion, and time-spent,” she said. “In our all-in-one plat­form, we pro­vide all the tools and op­por­tu­ni­ties to drive user opt-in and on-site in­ter­ac­tions di­rectly on a pub­lisher's site, with their brand, con­tent, and com­mu­nity at the cen­ter of it all.”

Vi­afoura gen­er­ates an all-in-one user ex­pe­ri­ence where pub­lish­ers can en­joy an easy-to-use plat­form for their en­gage­ment with the au­di­ence. How­ever, with such a mass sea of in­for­ma­tion on the in­ter­net it can be very dif­fi­cult for pub­li­ca­tions with a tar­geted au­di­ence to reach out.

Com­mu­nity

“The old no­tion of broad ap­peal mass me­dia isn’t sus­tain­able in dig­i­tal ex­cept at the most ex­treme,” Feasey said. “Web pub­lish­ers don’t con­trol ac­cess to their read­er­ship like they did with print, and there is a near in­fi­nite glut of gen­eral un­tar­geted ad in­ven­tory on the web. The re­sponse we are see­ing from pub­lish­ers is to fo­cus in­creas­ingly on niche mar­kets that they can own.”

Niche me­dia mar­kets based around shared in­ter­ests or lo­ca­tions nec­es­sar­ily de­mand tools to al­low the com­mu­nity to con­nect, or else the com­mu­nity will form else­where any­way, ex­plained Feasey. Orig­i­nally achieved through fo­rums and then through so­cial me­dia, Vi­afoura cre­ated tools that give pub­lish­ers the op­por­tu­nity to be­come the hub, not just for con­tent to serve an in­ter­est or re­gional com­mu­nity, but also to be­come the meet­ing place for the com­mu­nity that de­vel­ops around it.

The in­ter­est in com­mu­nity helps to set Vi­afoura apart from other plat­forms, as they place such im­por­tance on lo­cal rel­e­vant con­tent.

“Lo­ca­tion based com­mu­ni­ties are fun­da­men­tally just a sub­set of in­ter­est based com­mu­ni­ties, where the shared in­ter­est is the phys­i­cal re­gion it­self, and as such, the same con­cepts still ap­ply: pro­duce con­tent rel­e­vant to that com­mu­nity to draw them to your con­tent, and then pro­vide the tools to al­low that com­mu­nity to con­nect,” Feasey said.

An­a­lyt­ics

An­a­lyt­ics have proven es­sen­tial to dig­i­tal mar­ket­ing growth and ad growth for pub­lisher plat­forms and Vi­afoura un­der­stands this need and caters ef­fi­ciently to it.

“Our Au­di­ence In­sights is the only real-time an­a­lyt­ics prod­uct that quan­ti­fies the im­pact of on-site en­gage­ment on at­ten­tion time, loy­alty, reach and rev­enue,” Feasey said. “We can fac­tor out the time users spend away from the key­board, or tabbed away from the page, for the most ac­cu­rate

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