Industry leaders increase engagement with Viafoura
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.”
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.
“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 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