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Are You Getting The Best Value Out Of Your Engagement Tools?

If you’ve invested in an audience engagement solution, you’re probably well aware of how important the data you collect from the platform will be for the future performance of your business. Insights into how your existing users engage with content and the community built around it allows you to optimise your strategy. An optimised content strategy means you’ll produce more content that should drive additional users to convert into loyal subscribers.

Making those strategic decisions requires the right platform so that you can collect those insights. You need a solution that helps you collect first-party data and analyse on-site user behaviour. With that data in hand, you can effectively maximise the 3Rs:

Registrations
Retention
Revenue

So how do you ensure you’re getting the best value out of your engagement tools? Our latest infographic offers a helpful visual guide on what you need from your platform and how it can help achieve your overarching business goals.

The right audience engagement platform should provide strategic recommendations that you can use to help grow the nature of your business. The technology should help you answer the questions of how to grow registrations, retain existing users, and increase revenue as the end benefit for all of your hard work.

Your team should find daily value from their audience engagement platform. They should not only know how to use the platform, but they should also understand why there’s so much value to be gained from these solutions. You’ll know the platform is a success if your team:

Feels motivated to use the platform every day
Increases productivity across the entire spectrum of your business
Understands how each of the core features helps solve the underlying business needs
Has the desire to collaborate with other departments and gain the deepest understanding of user intent and behavioural insights

If answers to any of these questions are anything short of yes, it might be time to ask yourself a much harder question: do you have the right audience engagement solution? Remember that audience engagement is the first step towards monetisation and greater revenue for your business. Without a platform that can help you gain the necessary insights to make effective revenue-driven decisions, you will likely struggle to achieve those aspirational growth targets.

ACM – propelling new levels of community engagement with Viafoura

ACM, is comprised of more than 140 leading rural and regional news brands. ACM serves millions of people in every state and territory across Australia. Its mastheads include the Canberra Times, Newcastle Herald, The Examiner, The Border Mail, The Courier, Illawarra Mercury, The Land, and agricultural titles like The Land and Queensland Country Life.

ACM is a modern media network that’s passionate about implementing new technologies, making its newspapers and websites the best-in-class for regional journalism. Tom Woodcock, Digital Marketing Manager, notes that ACM strives to create an environment that will both engage and grow its communities and be a place that editorial teams can easily manage and be proud of. With the use of Viafoura’s full suite of services, including Live Blogs, Community Chat, Conversations, and Moderation, community engagement will be propelled to new levels.

Woodcock says that, “Prior to using Viafoura’s solutions, we were faced with older technology that wan’t driving the engagement levels we desired from the community, challenged our moderation standards, and gave us little insight with respect to data.” Now, ACM audiences will be able to interact with journalists and each other, while Viafoura’s real-time moderation engine will ensure that toxic comments are flagged and conversations remain civil. “We are excited for our future with Viafoura”

“Viafoura is thrilled to welcome ACM as our first Australian customer! We can’t wait to see how they put this solution to work to deliver an enhanced engagement experience for their users and drive deeper data and insights.” says Dalia Vainer, Director Customer Experience at Viafoura.

The benefits of hosting positive online interactions

When a person has a negative experience with a company, their most logical course of action is to cut off all interactions with that business. In the same sense, having troll-infested commenting sections on your company’s website or app can drive people away from engaging experiences and content.

Keep in mind that 13% of people will abandon an online service altogether if it’s associated with online harassment in any way.

The reality is that people are less loyal to brands that allow toxicity to exist in their online social spaces.

Companies that keep their commenting spaces free of toxicity and trolls with an advanced moderation system allow users to have positive interactions around their brands, leading to serious, tangible advantages for publishers.

Accessing the advantages of well-moderated social spaces

Think of it this way: Users that have positive social experiences with your brand are more likely to stick around longer to interact with your company’s website. And that translates directly into having more rich, consented, first-party data that you can draw from your audience’s activity.

This data is key to your company’s success ⁠— and you can collect it easily on your website through interactive tools, like commenting solutions.

But not all interactive, community-building solutions are strong enough to help media companies shape positive user interactions. Nor do they all offer full access to first-party user data.

To keep social spaces free of toxic behaviour, publishers should take on moderation tools that can instantly understand and block all 6.5 million variations of offensive words and adapt as language evolves. It’s also just as important to make sure that extensive first-party data can be drawn from any social tools used.

Publishers that use advanced moderation services to reinforce positive audience experiences can then improve business results by accessing in-depth user data, including the following information types:

Audience interests

While monitoring content performance and visits on a page may have been enough for media companies in the past, today, publishers need to dig deeper to meet audience expectations.

“[What] sets successful newsrooms apart is that they do not use data to merely track content but to better understand their audience.” writes Marcela Kunova, an editor at Journalism.co.uk. “Listening to their users helps them discover their needs and then tailor the news products and services to make the audience happy.”

And well-moderated social experiences can help media companies unlock a massive amount of information about what their users are interested in.

Some of this data can be pulled from comments that express what your audience wants to see more or less of. You can also monitor content topic and author follows as well as user engagement levels around different stories to see what’s resonating with your community the most.

Predictive knowledge

If you want to consistently earn your audience members’ attention, you’ll have to meet their expectations even as their needs and wants evolve.

After all, 64% of people will happily exchange their data for relevant experiences. Plus, almost half of consumers are disappointed when media companies don’t suggest good content recommendations.

There’s an easy way to meet your consumers’ expectations, though. You can simply use engagement data to predict their future behaviours.

More specifically, your audience members will leave a trail of enriched data as they have positive interactions with your company’s social tools. From there, engagement data can be collected, analyzed and used to predict how likely users are to subscribe, unsubscribe and interact with specific content topics.

This advanced information can be fed into different tools and strategies, allowing publishers to offer captivating personalized experiences, subscription offers and re-engagement campaigns.

Insight on user habits

There’s a clear connection between your community’s everyday habits and their loyalty toward your brand.

Greg Piechota, the International News Media Association’s researcher-in-residence, explains that “[creating] habits in your readers is critical to maintaining them as subscribers and reducing churn.

“Ultimately, the more you can encourage users to get in the habit of visiting your website or app, the more likely they are to become loyal to your brand.

You can find out whether or not your audience members are developing worthwhile habits based on the frequency of their positive interactions across your digital properties.

The impact of positive user interactions on your company

Currently, 500 leading publishers worldwide could lose up to 52% of their revenue as third-party cookies disappear just because they’re missing out on critical first-party data.

Meanwhile, hosting safe and positive user experiences online can bring publishers 35% more comments — and that means more actionable data and related revenue for your company.

So by making sure that your audience’s interactions across your digital properties remain positive, you can maximize your ability to collect fully consented data and strengthen business results.

The Twitter takeover — another reason to build engaged and active communities on your owned and operated properties

Monday April 25th, 2022, Twitter’s board accepted billionaire Elon Musk’s offer to buy the social media company and take it private. The announcement ends what can only be called a weeks-long media firestorm as Musk offered to buy the company for $44 billion. Twitter stockholders will receive $54.20 for each share of common stock — a significant premium over the stock’s price from just months earlier.

Musk has often referred to himself as a “free speech supporter” and has been a loud critic of content moderation policies put in place by organizations, like Twitter, to stem the flow of misinformation, enforce authenticity and prevent harassment.

Musk also seems to believe that he’s advancing the free speech movement by taking over the social platform. For instance, he claims that he wants “to make Twitter better than ever by enhancing the product with new features, making the algorithms open source to increase trust, defeating the spam bots and authenticating all humans.”

Generally, the news has raised eyebrows.

Between Musk’s recent statements and the implied return of users currently banned from the platform, many believe he’s bound to run into conflict with multiple regulators. Now, Thierry Breton, the European Union’s commissioner for the internal market, has warned Elon Musk that Twitter must follow the rules on moderating illegal and harmful content online.

What does this mean to publishers dependent on social media platforms like Twitter? According to Musk, he plans to have less content moderation on Twitter. This means that publishers will soon be at the mercy of his social media strategies, which will be based on his own definition of truthful or accurate news and a free-sharing audience.

The bottom line is that publishers must be in control of their community guidelines and content moderation. In other words, they need to be in a position where they can protect against misinformation and personal attacks on their journalists.

For this reason, publishers need to invest in building their communities and audience conversations away from social media. After all, there’s no better way to keep audience engagement where it belongs — directly on publisher-owned websites!

Many digital publishers have already started moving to adopt on-site engagement strategies and solutions, including real-time conversations and live Q&As, to grow audiences, gather first-party data and ultimately drive sustainable monetization. However, Elon Musk’s purchase of Twitter has highlighted the need to accelerate that strategy.

Rest assured that wherever Twitter goes from here, Viafoura will be ready to clear you a path for building an engaged and safe online community.

4 ways to know if the comment moderation solution you need is also aligned with your editorial brand

Choosing the right moderation solution can be challenging, and many organizations find that their current moderation solution isn’t up to the standards of their brand. When your comment moderation solution is not aligned with your brand, it reflects poorly on you and alienates your user community.

If you want to build a thriving brand, you need to offer an exceptional experience for your audience. That means not settling for mediocre moderation and having a community engagement solution with a full suite of tools at your disposal to moderate your community, including shadow banning, IP lookup, troll management, likes, and follows.

A comment moderation solution that’s truly aligned with your brand doesn’t just seamlessly blend in with your environment; it also reflects your brand’s value and enhances your business.

Research shows that when you implement engagement solutions across your platform, anonymous users spend more time on your site and become 25.4 times more likely to convert.

This article will examine some of the core features and attributes of an on-brand moderation solution that can protect your community, your newsroom, and your brand as you grow over the long term.

1. Predictive analytics

Using a solution with predictive analytics is vital for gaining better insights into your community, so you know and understand what matters to them most. Without it, your content strategy will be based on guesswork.

Your ability to offer relevant content and experiences to users will determine the strength of your brand. If you’re a brand that offers up-to-the-minute coverage on topics that interest users, they’re going to engage with your brand more than they would if you offer them stories that are better suited to another target audience.

2. Are you working with a vendor or a partner?

If you’re looking for a solution that has the capacity to evolve with your brand long-term, then you need to ensure you’re working with a partner rather than a vendor. While a vendor will place ads across digital assets to maximize your online visibility and offer revenue share, they will treat you as more of a financial investment than a client.

A true partner will work alongside you on a SaaS payment model to help you innovate new strategies that drive registrations, and acquire unique user data that allows you to enhance your brand and the way you serve customers.

3. Automated moderation

When building a user community on your website, you need to have a strategy to deal with toxicity if you want to protect your users and your brand. Failure to moderate toxic comments can be extremely damaging to your organization’s reputation.

For instance, Twitter’s inability to deal with hateful comments has damaged the organization’s brand by having users call the platform out for being a haven for toxicity, with Amnesty International going as far as branding the site “a toxic place for women.”

As a result, it’s essential to have a chat room with automated moderation to ensure that you can keep the conversation free of abuse, harassment, hate, and uncivil comments in real-time.

It’s important to remember that a quality moderation solution isn’t a banned word list; it’s a complete AI-driven solution with semantic moderation that can infer the intent and meaning of uncivil comments independently.

4. First-party data collection

Any effective community engagement and moderation solution should have the ability to gather first-party data.

Deploying an engagement tool that can collect first-party data is vital to making sure that you can develop detailed insights into your audience, which you can use to offer personalized content recommendations and news feeds that keep them engaged.

For example, simply offering your users a personalized news feed can help you generate 3.15 more page views.

By collecting first-party data, you can identify what topics users are interested in, what authors they’re most likely to follow, and recommend pieces that are not just likely to engage them on the site but that are also going to interest them.

Elevating your brand with comment moderation

A comment moderation solution that is aligned with your brand will elevate the user experience and make your audience trust you even more.

Features like AI-driven predictive analytics, first-party data collection and automated moderation give you a strong foundation to start building a safe and thriving user community.

Anything less, and you run the risk of offering a poorly optimized, irrelevant, and toxic community experience for your users and your journalists.

The difference between a vendor and a partner, and how this translates into sustainable audience growth

Many organizations that try to build their own user community run into the same problem; they pick a vendor rather than a trusted partner. It’s a mistake that means they don’t feel valued as a customer, while the vendor doesn’t care about their business outcomes.

If you want to achieve sustainable audience growth, you need a community engagement partner that can help you to optimize engagement and value exchange moments you have with your community.

That means your partner should work alongside you to provide strategic recommendations that directly enhance your business and offer regular workshops, quarterly business reviews (QBRs), technical walkthroughs, and moderation sessions to collaborate with you to fine-tune your product roadmap.

This article will examine the difference between a vendor and a partner, and the strategic advantages the latter can bring.

The key difference between a vendor and partner

When it comes to building your audience, the key difference is that a vendor isn’t directly invested in your business success and merely plays a passive role serving you as a customer, whereas a partner takes an active role in helping to enhance your organization so that your audience can grow.

Unfortunately, most software vendors in this space employ a revenue share model, where they will put ad placements across a digital property and then offer a payout.

The problem with this approach is that it pigeonholes you in terms of how you’re viewed as a partner. Many vendors will treat you as a commercial deal and focus more on commercial ROI, relying on how many ad placements you’re running and your overall viewability.

Revenue share can help you increase revenue over the short-term, but does so at the cost of tying your business into a commercial model and hampering your decision-making so that you don’t have access to the collaboration you need to build an effective long-term audience growth strategy.

A true partner addresses the limitations of the revenue share model by also offering a SaaS payment model you can use to develop an ongoing partnership with a trusted party, whose core business strategy is about helping you drive registrations and acquire unique data you’ve never seen before.

How can a partner impact sustainable audience growth?

A growth-oriented partner can significantly increase your sustainable audience growth by clearly defining organizational Objectives and Key Results (OKRs).

These OKRs enable you to set realistic and attainable performance targets to meet, such as doubling conversation rates, subscription rates, or unique visitors across digital properties.

It’s a methodology that isn’t focused on product delivery but instead on how the deployed solutions impact the customer’s business outcomes. The goal isn’t just to sell a product but also to implement it and to help the organization leverage that technology to grow long-term.

One of the benefits of working with a partner is that you can gain access to valuable growth insights you might miss. For instance, they might recommend that you use push notifications on your site to increase click-through rates by up to 27.6%.

It’s worth noting that a partner also helps to support you through the post-implementation process, providing continuous care and support even after the initial deployment of the solution to ensure that you’re in a position to generate consistent returns.

How to know if your vendor isn’t a partner

One of the main signs that your vendor isn’t a partner is if you don’t have a single point of contact for your account. If there’s a waterfall between you and the vendor, then you can’t have an effective two-way dialogue on how to improve your value exchange.

A true partner would review progress periodically with key stakeholders in your organization, every three to six months, depending on your needs to ensure you’re on target to meet your enterprise’s goals.

They would also be willing to answer any questions that you have promptly and provide you with ample opportunities to share your feedback on the overall effectiveness of the service.

You should also watch out to see if your vendor is focusing on celebrating wins rather than recommending potential improvements you could make to enhance your business continuously.

Avoid vendors, seek out partners

A true software partner doesn’t just help with implementation and onboarding; they customize the solution to fit your long-term needs and are there for you every step of the way.

If you and your partner aren’t strategically aligned with your mission and vision, then it’s going to be an uphill battle to achieve your business goals. So if you want the best opportunity for success in 2022, avoid working with vendors and seek out a trusted partner instead.

4 reasons to stop depending on social media for audience data and community building

Over-reliance on social media is one of the biggest mistakes that media companies make. Many brands spend so much time and money trying to develop content for social media even though their business models don’t benefit media organizations, nor are their community guidelines aligned.

Worse still, even if an organization builds a following on social media, their operations are susceptible to social media companies and big-tech changing rules that can destroy their hard work overnight.

The writing on the wall is that over the long term, depending on social media for audience data is a lost cause.

With Pew Research finding that the percentage of US adults getting their news from social media decreased from 36% in 2020 to 31% in 2021, now is the ideal time for companies to start investing in building their communities on their own websites, so they can start collecting, maintaining, and learning from their first-party data.

We’ll examine four reasons to reduce your dependency on social media, so that you can generate better results for your content.

1. Gathering first-party data

One of the core problems with staying on social media is that you have to rely on third parties to collect data on your audience. While social media providers’ analytics solutions are useful, they give you limited controls over how you analyze user data and the insights you can gain into their preferences.

By moving off social media and building a user community on your owned and operated sites, you can collect first-party data from your audience and provide customers with new data signals that they don’t currently have to enhance your data strategy. This also allows you to make better editorial and personalization decisions.

The ability to develop more sophisticated insights is a key reason why 88% of marketers say collecting first-party data was a priority last year.

2. Reducing toxicity

It’s no secret that toxicity, harassment, and abuse on social media are rampant. Organizations like Facebook and Twitter have consistently failed to address these issues, both for audiences and journalists.

A recent survey found that 8 out of 10 journalists said harassment on social media is a “very big” or “moderately big” problem. Another study finds that 79% of users say social media companies are doing an only fair or poor job of addressing online harassment or bullying.

To prevent toxicity and ensure commenters and journalists alike are safe to voice their opinions, it’s critical to build a user community on your site with an AI-moderated community engagement solution that can automatically remove hateful or abusive content before it deters users from contributing to the conversation.

3. Creating a connection with your audience

Building a connection with your audience is vital for establishing long-term loyalty and keeping users coming back for more. Developing a user community on your site and providing opportunities for them to influence the direction of live content is an excellent way to show you value their opinions.

For example, a journalist can produce a Q&A session on current events, from the Ukraine war to COVID-19 travel restrictions, to answer the audience’s top questions and offer more relevant content or coverage.

Live blogs, Q&As and AMA sessions are all examples of content you can create on your site that you can’t replicate on social media, and are used by some of the top media companies in the world, including the Washington Post, the Wall Street Journal, and the Independent.

4. Limited reach on social media

In recent years, social media companies have become increasingly pay-to-play and limited the organic reach of content to incentivize organizations to pay for advertising to reach users. This has had the side effect of decreasing the visibility of free content.

For instance, Facebook posts reach an average of 2.2% of followers on a page, which makes it difficult to deliver content to users consistently.

So if you want to maximize engagement on your content, you need to offer it to your audience on your own site and use platforms like Facebook and Twitter as tools to funnel traffic.

Stop using social media to build a user community

Social media is a useful tool for advertising your brand, but it’s not the best place to build a user community, start a conversation, or generate detailed insights into your audience.

By implementing community engagement solutions on your owned and operated digital properties, you can put your site at the heart of your user community and start gathering first-party audience data to better understand your users’ interests and preferences.

5 ways engagement solutions can improve the quality of the conversations your audience is having

Online toxicity is something that nobody should have to put up with, whether they’re a visitor on your site or a member of your team who feels personally attacked and harassed by the comments on their articles. Yet it’s something that happens all too often.

According to a survey conducted by the University of Texas at Austin’s Center for Media Engagement, 33.9% of news commenters and 40.9% of news comment readers name argumentative comments as the reason that they avoid commenting or reading comments. That means to build a safe and active user community, you need to support your people, and that includes both your audience and your team.

Making your comments section safer will make your editorial team comfortable with building their following on-site free of harassment, which will then allow you to collect declarative data from your audience.

Below, we’re going to look at five ways rich engagement solutions can improve the quality of your community’s conversations to build not just a civil space for your audience to communicate, but also a brand-safe environment to grow your revenue.

1. Letting your editorial team build their following on-site

A community engagement solution with a comments section is perhaps the most valuable resource you have at your disposal.

Placing a gated comments section on your site lets you draw user conversations away from social media and onto your brand’s website, where your editorial team can start to build their following and form a deeper relationship with their readers.

An engagement tool with a comments section also allows you to gather declarative data from your audience to see what types of content they engage with the most, down to the topics and authors they prefer. With this information, you can provide curated content recommendations to try and increase their time on your website.

2. Impact of civil community on engagement

No matter how good your content is, users aren’t going to stay on your site if trolls are openly harassing them with personal attacks and hate speech. While many brands have chosen to turn off comments due to toxicity, this isn’t good for long-term growth as it reduces the average time a user spends on the site.

The most effective solution for dealing with toxicity and creating a civil community is to use AI moderation, which is essential to keep your comments free of harassment, abuse, racism, sexism, and spam.

Argentina’s leading conservative newspaper La Nación recently took this approach by deploying a community engagement solution that preemptively moderates comments before they go live to make sure that no one has their experience adversely affected by abusive comments.

3. Using the community for sourcing and investigative follow-ups

When you use a community engagement tool to provide a space for your audience to communicate, you give them the opportunity to actively play a greater role in your content creation process by helping journalists source stories and conduct investigative follow-ups.

As loyal users of your site, your audience is often the best judge of what stories are relevant to other users and can recommend what stories you should cover. Having authors leave comments welcoming other users to provide tips (or even putting up a tips web page) is a great way to make them feel heard.

Allowing your audience to participate in sourcing stories lets them know you value their support, while helping them form a deeper relationship with your brand and your journalists, which will make them more likely to stay on the site long-term.

4. Creating more relevant newsletters

When backed with the right data, newsletters are one of the most potent engagement tools that you have at your disposal, as they enable you to engage users via their inboxes and encourage them to click through to your site.

However, the success or failure of a newsletter depends on how personalized it is. If you don’t have access to the right data, you’re not going to provide your readers with relevant content.

Using your community engagement solution to gather first-party data can help you identify which trending articles and topics to send users. They’ll be more likely to interact with the content and click through to your site.

5. Creating a brand-safe environment

Advertisers are the backbone of many modern media organizations and are vital for monetizing the content that journalists produce. Yet many publishers struggle to create brand-safe community spaces that advertisers are comfortable placing ads on.

This is particularly true if a user community has problems with toxicity and abuse, since it’s unlikely that advertisers are going to want to feature their products alongside such negative sentiments.

As a result, using a community engagement tool with AI-driven moderation is essential for making sure that your site is brand safe for your, and for your advertisers.

Use engagement to deepen your relationship with your audience

If you want to deepen your relationship with your audience, you need to offer them a space that engages them. That not only means building a user community, but also proactively moderating the conversations they’re having to make sure they’re free to communicate without being harassed.

4 on-site experiences and engagement tactics you can use to gather data on your audience

Getting to know your audience is a long-term process. If you want to know what makes them tick, you need to convert anonymous users into known users before you can start gathering first-party data to better understand their needs.

Converting unknown to known is the key to driving your entire business forward and helping you reclaim your audience from social media. One of the easiest ways to do this is by engaging your community and creating a space that people want to participate in.

Using community engagement solutions creates added value for unknown users, who can then subscribe and start their relationship with you.

Once you’ve converted unknown to known, there are some core tools you can use to help better understand your user’s behaviour, preferences, and tendencies so you know how to create a more relevant and engaging on-site experience.

Below, we’re going to look at four experiences and engagement solutions you can use to gather data on your audience.

1. A gated comments section

The first step of converting users from unknown to known is to gate your comment section so that only subscribed users can participate in the conversation and communicate with other users.

14% of Americans comment on the news, so providing a gated comments section provides these users with a strong incentive to register so they can engage in conversations with other users on your site about the topics that interest them.

This incentive is critical not just for getting them to start actively participating in your community, but also to start gathering first-party data on their preferences. This data can tell you not only what type of content they engage with the most, but their sentiments on particular topics that you can use to guide future content creation.

2. Live content

One way to better understand your user’s behaviour is to host live content. Live content like Ask Me Anything sessions (AMA), Q&As, and live blogs allow you to cover live events and curate stories in real-time while giving your audience a valuable opportunity to interact with your journalists or experts.

Having the opportunity to ask questions is something that many users are crying out for, with 60.9% of commenters or comment readers saying they would like it if journalists clarified factual questions in news comment sections, while 58.7% say they would like it if experts on the topic of the article responded to comments in news comment sections.

One way to use live content was illustrated by UK news publisher Reach PLC, which offered a live chat section mid-article on sports-related articles relating to team signings and other topics that gave fans a space to come together and discuss the news cycle.

These interactions are valuable because you can gather quantitative feedback on the types of content they’re interested in. If there’s lots of discussion about a sports team signing new players, then you could focus on covering some of the smaller news stories around the new players to see what effect that has on engagement.

3. Audience analytics

When it comes to developing more sophisticated insights into your users, audience analytics is perhaps the most useful. A community engagement tool that provides analytics can extract behaviour signals to identify new types of subscribers who are likely to register, so you can develop content to help optimize those conversions.

Audience analytics are an important resource because they helps you to better understand the first-party data collected from your users, so you develop more perspective into their preferences that go well beyond age and demographics, and into more granular segments.

It’s important to note that the longer you use audience analytics, the richer the insights into their preferences. Collecting that initial first-party data and analyzing it long-term can help you see your audience from a new angle.

4. Personalized newsfeeds

If your content isn’t relevant to your users, then it’s unlikely to interest them. So if you want to optimize engagement, then you need to provide your audience with relevant content recommendations.

Using an AI-powered community engagement platform to develop personalized newsfeeds makes it easy to gather data on your audience because you can identify what types of content a user interacts with the most, their opinions on it, and how they react to particular topics or journalists.

For instance, if a user reads everything written by one of your writers about NFL-related news, you can route new articles straight to their feed, so they can find their content immediately without having to waste time searching the site.

Building your relationship with your audience is the key to growth

A media company’s growth is directly tied to its relationship with its audience. The closer you are to your audience, the greater the value you can offer not just to your users but also to your advertisers.

The moment an unknown user decides to subscribe to your site and becomes a registered user, the data you can collect about them and their preferences become much richer and more valuable, both to your organization and potential advertisers.