“So what is the total marketing contribution our content strategy is giving to the business?”

I paused. I was about five slides into my monthly marketing operational deck, thinking everything was going smoothly. We had a 50%+ ARR contribution to business, site traffic, pageviews and content generation all seemed to be on the up and up. 

But the SVP across from me had a different perspective. 

My whole team was in the room, prepped and ready to give their update but I saw this opportunity to stop and pivot to questions with the goal of starting a healthy dialogue. 

We could have given accurate pipeline attribution, inbound numbers, closes, etc., anything to help diffuse the situation or overcome the frustration, but the issue was that we just couldn’t answer the fundamental question “what is the total marketing contribution our content strategy is giving to the business?”  

Healthy debate, but for all intents and purposes our operations review was dead in the water. I recapped the discussion with my team but I kept wondering ‘what the f**k just happened?’ 

The Core Issue

To be honest, it took a year and ultimately a job shift to realize that there was an answer to that question staring me, really staring all of us in the face. Sure this SVP was grumpy, really all the time, but he wasn’t wrong in his line of questioning. While we did our job as a revenue-growth marketing team, generating a pipeline that resulted in a ton of closed-won ARR, there was more to our campaign output that we needed to apply. 

There are TONS of different ways to break down the success of your content strategy but in this post I want to address why this question, er ‘best practice’ around the defining the true value of content should be addressed and really avoided. 

At the time of the meeting I referenced, we were a pretty well-oiled content marketing->demand gen producing team – a Hubspot + Salesforce shop with a ton of MarTech inbetween. For content performance we relied heavily on the all-in-one measurement solution that is Google Analytics. 

GA is the big player when it comes to digital analytics software. It’s free web analytics at your fingertips that allows you to analyze in-depth detail about the visitors on your website. That was all well and good and our measurement and monitoring was directionally accurate but when it came to how we applied our content analytics to GA that’s where the buck stopped. 

After getting a high level overview of our digital footprint we simply felt overwhelmed with all the bells and whistles (buttons and apps) in the GA platform. Little did we know the best practice of measurement and monitoring needed to stop and engagement needed to take over. 

As a team I’m sure you take the time to do research, develop a strategy, fill out an editorial calendar, and establish a publishing cadence. Usually this process is aligned to some sort of company Key Performance Indicator (KPI) then ultimately you’re writing to your target audience. The question becomes, how do you know if you are in fact reaching them? How do you know where their eyes are on the page and really what the impact of that content is having on that audience. 

Let me give you an example, if your content is sometimes starting to feel like checking a box, instead of lighting a fire, it’s time to refresh your commitment to high-quality, strategic content. More often than not growth marketers start to ignore the fundamental rules of targeting intent and most importantly measuring the true analytics of how that content performs and are you using those results to get better. As the landscape continues to change, so should content marketing strategy as the right content can help establish thought leadership, build brand awareness, nurture potential customers, and ultimately drive revenue. 

Enter the Best Practice to Start: Engagement.

Engagement is the most elusive web analytics metric. Traditionally, it has been difficult to track because it usually encompasses several different metrics. Google Analytics has historically used metrics like bounce rate, conversion rate, pageviews, and sessions to calculate your website’s engagement rate — but Parse.ly has been tracking it in a more accurate way for years.

We encourage our customers to focus on metrics like total engaged minutes, average engaged minutes, and average engaged minutes for new and returning visitors to get a sense of the real impact their content is making. 

Our analytics platform uses a web analytics feature known as a “heartbeat” pixel. With this feature, we can determine user engagement with your content by producing a signal that lets our system know whether a user is actively engaged or not. 

Ok, now that I’ve set that up, I won’t lie to you, ‘Content is hard!’ It just is. There’s a TON of data to keep track of. There are platforms to manage, schedules to keep, teams to mobilize and I’m not even talking about the diversification of content, types, channels, etc. 

What I learned is while the content may be hard, the content analytics don’t have to be. Let that sink in for a bit. Every day we as growth marketers are expected to measure the true impact of our marketing efforts. Fixed and variable costs, campaign impact equal a dollar amount. That dollar amount divided by the output gets you a cost per lead. 

Then we stress ourselves out wondering if that output will turn into a positive contribution by marketing in order to produce gains in the cost per acquisition. For years, content as a channel, not form fills, not visits, not clicks, was a channel I’ve had trouble measuring contribution from. That’s until I got a look under the hood here at Parsely. 

This platform gives you accurate, reliable reporting on the true impact of your content and most importantly provides a guide rail for how to improve your content as you go along.

So I’ll leave you with this. Stop the high level measurement and metric analyzing and get a consumable and engaging view of your content’s performance and apply key data-driven learnings to future strategies. Trust me, that elusive content performance question…You’ll have an answer that will satisfy the room.  

Interested in seeing how Parse.ly can showcase the true value of your content? Get a demo from our team of content analytics specialists and see for yourself.

The post Beware of this Content Strategy “Best Practice.” appeared first on Parse.ly.

The most powerful pieces of content are informed by data—not just a hunch.

In an internet full of content—plentiful fluff pieces, sources without citations, and simple regurgitations of existing content—original insights and unique data-driven content stand above the pack of search results. Being successful at content marketing’s getting tougher by the day, and content differentiation is a real challenge that companies are facing. 

There is good news, though—each brand out there has data under the surface to mine—whether or not it’s readily accessible as-is. There is a multitude of sources to mine for data that is specific to your products or services (and some that you may not have thought could yield useful data!) to inform pieces that will resonate with your target audiences. We aim to illuminate a few that may have previously flown under the radar to get you thinking.

Table of Contents

• 1. Social media polls to read your audience’s pulse
• 2. Customer surveys for unique brand insights
• 3. Customers’ product or service usage data to surface pain points and case studies for content opportunities
• 4. Google and keyword searches to propel data-driven content marketing
• 5. Content metadata to determine engagement
• Parse.ly is the natural partner to create data-driven content (and measure it)

1. Social media polls to read your audience’s pulse

For gathering differentiated data insights quickly from an audience, social media polls are extraordinarily cost-efficient, relatively painless, and a powerful source that brands often overlook for data-mining opportunities.

This opportunity can be especially fruitful for a newer company whose data is harder to get or tricky to share, whether for compliance reasons or difficulty framing that data in a way that’s digestible to your audience. Below is an example of how even government entities can use a LinkedIn or social media poll to help them better serve the people: 

(Source: European Commission LinkedIn)

These polls could help your content team prioritize which topics are top of mind for your readership or serve as visualizations in upcoming pieces of content, such as infographics or webinars. A series of poll results could even form their own content.

The best social media channel on which to host these polls differs from company to company. E-commerce companies will likely turn to their Instagram following for a more robust B2C platform, while B2B might take to LinkedIn or Twitter to host a poll, where a greater pool of B2B companies and professionals hang out. Run concurrent polls across channels to see how buyer personas interact differently with your brand, and you might even disprove some hypotheses in the process! Don’t neglect polling Slack communities related to your industry, too, through apps like Simple Poll and Polly.

(Source: Slack)

2. Customer surveys for unique brand insights

Think about what unique insights your company has to share. Customer surveys and user-sourced data are powerful ways to illuminate what your product or service can share and spur countless, timely pieces of content.

Take, for example, Parse.ly. We host countless analytics dashboards to measure content effectiveness and trends for our customers (as well as for customers of our newest family member, WordPress VIP). At the beginning of 2021, our data analyst, Kelsey Arendt, combed the plentiful data surveys we collected throughout 2020, a year when our collective content consumption changed significantly.

Here at Parse.ly, we are privy to loads of specifics on our customers’ content. To list a few, this includes categorizations of content, engagement by a variety of measures, and other crucial metrics like bounce rate to take the pulse of how their content is performing. For the 2020 review, we sought to shed a uniquely insightful, comprehensive light on what the heck happened in the world of content. This visualization charting content categories and change year-over-year is one of many to bring this data-driven content piece to life:

(Curious about the rest of the findings? Download the whole report to see what happened in 2020 and what that means for 2021 and your content strategy.)

Depending on your goals for content, you could also make a more brand-forward play with your data. ChartHop, a platform for building and updating organization charts, did this for April Fool’s Day, 2021. To create its “Charting Better Galaxies” report, ChartHop mined its data on pay grade, birthdays, and leadership positions, among others, to draw conclusions based on astrological signs. How else would we know that Libras are the lowest-paid sign overall?

(Source: ChartHop’s Charting Better Galaxies)

In the absence of easily parseable or accessible data, though, you can conduct customer surveys through SurveyMonkey, Google Forms, or Typeform to collect insights to inform content to bring value to your audience.

3. Customers’ product or service usage data to surface pain points and case studies for content opportunities

If you’re sensing a theme, you’re not wrong: Customers’ use of your own products or services can yield countless data-driven content opportunities to directly benefit them. For example, data can illuminate when use drops off for a feature or service, which you can then use to inform content specifically to alleviate their pain points. 

In addressing pain points and objections head-on, powered by content, you can keep customers moving down the funnel for additional upsell opportunities or encourage different uses of features than they’d thought. These reactive pieces of content can include customer training materials like panels or webinars of customers, how-to-get-started videos, or helpful tips in the form of blog or support center content to be used in email drip campaigns, social media campaigns, or as sales follow-up.

For example, Notion runs customer surveys frequently for existing customers and prospects alike to inform their content efforts. Their extraordinary product tracks projects, shares docs, and provides infinite flexibility. But they’ve learned that one of their users’ main challenges is simply knowing how to get started with such endlessly customizable software. 

To solve for this overwhelming customer pain point, they have dedicated a whole prong of their content strategy to publishing customer stories that showcase different ways to use Notion, in addition to sharing ample screenshots and GIFs of their setups to help inspire customers to get their hands dirty:

(Source: Notion/Match Customer Story)

Additionally, highlighting what customers have achieved using your product or service is potentially the most powerful tool for marketing your company at the bottom of the funnel. This can take on the form of case studies or testimonials. Beyond your product or service, interview customers to understand how your product or service has transformed how they operate and do business—and make sure as many of their quotes as possible are backed by hard numbers. Numbers make it real.

CallRail, a marketing platform that allows businesses to communicate with leads and customers and track all their activities, publishes case studies about a variety of its products. Reporting cost savings, changes in response times, and the growth CallRail allowed its spotlighted customers are real deal closers when it comes to bottom-of-funnel content. 

This case study is about an asphalt company that used CallRail’s Lead Center product to streamline its workflow, ultimately helping to double sales and save hundreds of dollars per month:

(Source: CallRail/Top Job Asphalt Case Study)

4. Google and keyword searches to propel data-driven content marketing

Check out the main way that prospects and customers connect with your brand on search engines—what keywords are they searching for most often?

To do this research, you can take to Google itself, searching for keywords related to your business, paying particular attention to the “people also ask” and “related searches” sections to answer more of their pressing questions through your content. For example, a preliminary search for the broad search term “insomnia” turns up some interesting insights of new ways to write about this popular topic:

Backed by Google’s data-driven algorithm, it’s evident that the searchers need more content for the “types of insomnia” because it shows up in “people also ask” and “related searches.” Even a few cursory searches open up new venues for research to ultimately create a more comprehensive piece of content, delivering on more related topics than just “insomnia” to an eager audience looking to solve a problem.

Further, you can get more ideas for what keywords are tracking well for search in Parse.ly’s “search” category of the Top Referrers by Page Views (#2 in the screenshot below) to see what content does really well on search, especially compared to other types of traffic like internal, social, direct, etc.:

5. Content metadata to determine engagement

Not only can data inform the meat of data-driven content itself, but it can also crucially inform the steps that precede writing—like what types of content are even created in the first place. Further, applying data insights surfaced by data analytics platforms like Parse.ly on other components of content success, like which titles, marketing channels, and authors consistently perform strongly, allow your organization to keep iterating on what’s working in your content (and ditching what’s not).

Tracking which content is pulling in big traffic numbers isn’t sufficient. Think about extracting specific data points to point out directionally why pieces are successful—what elements do they have in common? For example, you might look at the authors of content that garner longer engaged-time, titles that drive more visits from social media, or marketing channels or aggregators that drive more clicks to determine which types of content perform best.

Parse.ly’s analytics platform, built for content analytics from the beginning, allows for deep sorting of content by various dimensions, such as authors: 

By identifying trends and staying on top of these dimensions in an ongoing fashion, you can iterate on successes and know with certainty what is working in your content.

Parse.ly is the natural partner to create data-driven content (and measure it)

All insights that can be gleaned from Parse.ly allow you and your organization to keep a 10,000-foot view of your content—both what you write about and what to do with those insights based on past content’s performance. 

As the only analytics platform on the market that was originally built to measure content and make those data points actionable (and not just drown you in numbers), Parse.ly is uniquely suited to help bring your stories to life. Interested in seeing how Parse.ly can help you flex your data-driven content marketing muscles like never before? Get a demo from our knowledgeable team of data nerds and explore for yourself.

The post 5 Places to Source Data for Better Data-Driven Content appeared first on Parse.ly.

But tags, as useful as they are, can take a lot of work to maintain. They’re usually manual. It’s easy to forget to add tags when you publish a post, or to make sure your team is using them consistently. Over time, the tag taxonomy can turn into a sprawling mess, but it doesn’t have to be.

Today, Parse.ly is excited to introduce Smart Tags, a new tagging taxonomy for classifying the subject matter of your content that you don’t need to maintain in your CMS.

Using machine learning and natural language processing, Smart Tags scans pages and posts to determine relevant topics and assigns tags automatically. Smart Tags can supplement your existing tags or do the work for you if you’re not tagging your content already.

Try Smart Tags now. (Not a Parse.ly customer? Talk to us.)

Types of tags

Smart Tags appear alongside any tags you’ve added in your CMS (aka “site tags”) on the Tags page and post details pages.

Site tags are the tags you’ve added in your CMS. You define what they are and how they’re structured. They have a blue background and no border.

High-level Smart Tags are aggregated into broad categories (Sports, Health & Fitness, etc). They’re roughly analogous to sections and are based on the Internet Advertising Bureau’s content taxonomy. They’re displayed on a blue background with a dotted blue line and arrow in the top left corner.

Low-level Smart Tags are typically based on individual entities and subjects within a post, like company names, individuals, objects, events, and places. Their taxonomy is built on Wikipedia entries. They are displayed on a white background, with the same dotted line and arrow.

You can filter tag type in the drop-down menu above the list of tags.

How Smart Tags and site tags work together

Smart Tags are another way to understand your content. You may often see Smart Tags that overlap with your existing tags, like the PlayStation tags in the example below.

Sometimes, Smart Tags may catch something you didn’t add as a site tag, or vice versa. Smart Tags are your safety net, automatically applying topics you might have missed.

Smart Tags can be used to beef up your tagging taxonomy when stories don’t have enough tags. In this example, this story only has one tag—a structural tag that categorizes the piece by the type of story it is (a report). Since there are no subject tags, this story would normally be lost in any type of reporting on topics this story covers. But with Smart Tags, now this story will be captured whenever someone is looking about stories on technology, databases, or social media.

Clicking on the “Privacy” Smart Tag above will take you to a list of all pages marked “Privacy.” Now you have a whole new list of content that covers the same theme.

Why don’t I see Smart Tags on certain posts or pages?

There are a few reasons Smart Tags might not be showing up:

• Smart Tags only appear on content published after April 1, 2021.
• The post must contain at least 200 words in order for content to be meaningfully extracted, and only the article body will be analyzed for tags. The title, URL, subtitle, etc. will not be factored in.

Check out this help doc for other frequently asked questions about Smart Tags.

The post Smart Tags – Content Tagging Made Easy appeared first on Parse.ly.

Even the best content producers with a tight tagging taxonomy feel they can do better. There’s always room for improvement. This piece will walk you through how to think about a tagging taxonomy, the questions to ask, and different strategies to use to report and track content effectively. 

Table of Contents

• What’s a tag?
• Why are tags important?
• Subject matter tags
• Editor tags
• Author tags
• Structural tags
• Tags for content type (sponsored content)
• Tagging in Parse.ly vs. Google Analytics and Adobe
• How many tags are recommended?
• Comparing tags
• How do tags in my CMS map to Parse.ly?

What’s a tag?

A tag is just a type of metadata — data about data. And if you make tags your friend, it will make your job so much easier. That’s because tags will help you arrange, sort, and track your content. 

Tags are terms (like topics, locations, page types, intended emotion, intended audience) that describe a specific piece of content, and they can be literally anything. Think hashtags on #socialmedia. 

Why are tags important?

Most, if not all, content management systems (CMS) have innate features that allow users to tag or add keywords to the content they produce. These keywords are used for both internal and external purposes, and sometimes have multiple, designated fields for specific uses. For example, tags can be used for search engine optimization, and some CMSes have a field designed solely for that purpose. 

Tags can be used to evaluate performance across topics and initiatives you’ve set, and keep track of what’s been published and what’s been worked on. Tags can be used for lots of different purposes.  

When developing your tagging strategy, keep these questions in mind: What is it that I want to track? What do I want to report on? Then, think of how you want to structure your tags so you can report on this information effectively. 

A lot of content professionals use subject matter tags to stamp pieces with labels describing what they’re about, but there are a host of other tagging strategies you can use to save time and create content that your audience loves. Let’s go through five that we’ve found to be most helpful.

Subject matter tags

Subject matter tags are tags that describe what a piece of content is about. For example, if you write an article about great places to visit in Boston in the summer, you might attach tags like “Boston,” “summer,” “summer vacation” and the names of events, landmarks and venues in the city. Depending on the scope of coverage and tagging strategy, you can add tags like “New England,” “cities,” and “Massachusetts” to that list. 

With a solid subject-matter tagging structure, you can slice and dice your content data by tags to see how different topics are resonating with your audience so you can decide what to write about.

These tags should reflect what the content is about in a concise manner. You don’t need to tag every detail. The key to a good subject matter tag is that it’s general enough to apply to multiple pieces of content but specific enough that it doesn’t get applied to half of your posts. 

There are lots of ways to say the same thing (for example: coronavirus / Covid-19 / coronavirus pandemic; 2020 U.S. presidential election, 2020 US election, 2020 presidential election, etc.) so be conscious of that when you’re ramping up your tagging taxonomy. You don’t want to have multiple tags that mean the same thing, since that will confuse your colleagues and make it difficult to report accurately on a topic. 

Some other things to keep in mind when creating subject matter tags: keep them short, avoid duplication, and watch your spelling. Also, remember that all tags are case-sensitive.

Editor tags

We have some customers here who want to keep track of the stories editors work on. A tag to track editors can look like this: editor: sschwartz, with editor spelled out, and the editor’s name written with her initial and last name. By separating editor and the name of the person with a colon, we’re creating what’s called a parent/child category — editor being the parent, and the name of the editor the child. In this way, we can group all editors together, but also separate out stories that a specific editor works on. 

An example of tags using parent/child categories. 

An example of editor tags using parent/child categories. 

Author tags

While Parse.ly tracks the writers of particular content, sometimes customers want to track what category of writer they are; that is, if they’re a staffer or a freelancer. In this case, we can apply a freelancer tag, or use the parent/child category naming convention, much like we do with editors, to track what type of writers are writing what. Should you hire more writers? Are there freelancers punching above their weight class? Are there types of stories that freelancers tend to cover more? 

You can do the same thing with other types of author conventions. If you’re a science or health publication, you can track if writers are “experts” (doctors), vs those without formal credentials. If you cross-post content from outside contributors, they can be labeled as outside contributors, including the publication. 

Structural tags

While most people think of tags as being subject tags — tags that describe what a given piece is about, including the names, places and events that the story mentions — tags can be used to describe the format of the content, what can be called structural tags. 

These tags can be used to describe the type of content a piece is; for example, a feature story, an explainer, an investigative piece, a listicle, a photo gallery, a reader submission. For marketers, tags like e-book, whitepaper, resource, and case study all describe formats that your audience might want to reference or use. These tags will be missed by natural language processing services, like Parse.ly’s Smart Tags feature, which take tags from computers scanning the story and pulling out keywords, since they can only observe the subjects discussed, and not necessarily apply a tag that describes the format of the content the way a human would. Keep in mind that both human-applied and machine-learning applied tags have their place. 

Structural tags are used to analyze the type of content produced. How do feature stories stack up against explainers? Are new visitors to your site more likely to read a case study or a whitepaper? If you have similar content in different formats, you can compare those and see how they do among different audiences.

Tags for content type (sponsored content)

You can also use tags to differentiate between sponsored content and the rest of your content library. This is a common way for teams to compare the engagement with sponsored posts versus non-sponsored posts. This way, you can monitor the ROI of your investments and adjust accordingly. You can apply the parent/child category to sponsored content, too, especially if you are tracking clients. For example, a tag can look like this: sponsored: verizon.

An example of a post with sponsored content-related tags. 

Tagging in Parse.ly vs. Google Analytics and Adobe

In Parse.ly’s platform, content metadata is treated as a “first-class citizen” because we understand how important things like tags are in executing a successful and efficient content strategy. It’s totally possible to capture all of the same metadata in Google Analytics or Adobe Analytics, but it will likely come through in a format that is more digestible for data experts (or robots) and less useful for creatives working in the content space.

How many tags are recommended?

Well, that depends on how many things you’re tracking. 

A good tagging strategy incorporates a mix of subject and structural tags. A good rule of thumb is every post should have at least 5-6 subject or content tags, depending on the length and type of piece. Three or fewer tags generally never captures the extent of the story, and makes tracking information difficult because it’s easy for stories to slip through. One or two structural tags usually suffices, especially if they’re meant to label the type of content. If you add on additional types of tags like editors or sponsored content, you’ll have at least several more. 

In general, if there’s anything you want to track, make sure there’s a clearly defined label for it and that it’s applied as a tag. Stories in Parse.ly accept up to 100 tags, but almost no one goes anywhere close to that limit, so don’t worry about having too many. The danger with having too many tags is that tags are duplicative, not that they are overly descriptive; in fact, most customers don’t have enough tags to accurately describe and track their content efficiently. 

Comparing tags

With a robust tagging system, you can use various metrics and features to compare the strength of particular tags, and if you do have similar ones, see if there’s one that overperforms and use that naming convention in place of others. Parse.ly’s Benchmarks feature allows you to compare the performance of tags over time and against other tags across a slew of metrics and see individual post performance within them.

How do tags in my CMS map to Parse.ly?

That depends on the content management system you’re using, how your site is structured, what tags are used in your CMS, the different fields in the CMS, and a bunch of other factors. Some organizations have tags for internal purposes in addition to customer-facing tags; others have separate fields for SEO keywords. In general, anything that’s a “keyword” in your CMS will flow through as a tag in Parse.ly. 

Tags work best when they’re thought about before an event or a series begins, so when editorial or content teams are brainstorming, make sure that one of the last pieces of the process is identifying how that content will be labeled. It’s more difficult to change or edit tags after pieces are published than it is before, so a robust tagging taxonomy includes the process by which tags are identified and applied. 

These five strategies, applied consistently and thoughtfully, will ensure that your content is labeled appropriately and effectively, and those reporting on your content will be able to do easily and efficiently. 

Reach out to value@parsely.com if you’re a customer or chat with one of Parse.ly’s product specialists today about how we can help you get started using a smarter tagging strategy.

The post 5 Tagging Best Practices For Getting the Most Out of Your Content Strategy appeared first on Parse.ly.

On February 5th of this year, Parse.ly joined WPVIP, the leading provider of enterprise WordPress and part of Automattic’s suite of innovative brands. This partnership feels so natural and makes so much sense because what WP has done with democratizing publishing and putting technical power in the hands of creators is exactly what Parse.ly has done with the analytics side of content.  

Let’s dig into that a bit to understand how we can better leverage content analytics to improve the contact we create and the impact it has on our business. We’ll look at Will and his team at Xbox Wire as an example of an enterprise brand doing this effectively and use Sachin’s questions to him as a way to organize the discussion.

Table of Contents

• Untapped Potential of Content
• Xbox Wire’s Data-Driven Content Strategy
• How did growth affect their strategy in terms of the value of Xbox wire’s content and their ability to reach consumers directly?
• How did growth change the way they think about data and analytics?
• What does training leadership on analytics actually look like?
• What’s the difference between you working for analytics vs. analytics working for you?

Untapped Potential of Content

People coming from the media and entertainment world know how powerful content can be to drive deep engagement and accelerate audience growth, but oftentimes when we talk to general brands and enterprises, we run into a bit of a barrier in getting that message across.  

We want to stress the fact that a brand’s digital presence isn’t just about having a website up anymore, it’s about creating an engaging customer experience with content that ultimately gets people to raise their hand and say ‘hey, let’s talk.’ This is the untapped potential of content that more and more brands are beginning to unlock.

How do you do that? You need to really understand the stages of your customers’ journey throughout your site and create content that helps you push them through your funnel.

It’s not enough to just think about getting people into the top of your funnel; we need to think about the full journey, all the way to conversion. The metrics many marketers are used to looking at don’t capture that, which is why Parse.ly provides more meaningful content metrics that capture how effectively you’re driving awareness of your brand, how deeply your audience is engaged with your content, and what is most effectively driving them to take valuable down-funnel actions on your site.

The best companies we see know why their content exists and use it to achieve their goals, and when that happens, we see magic with their ability to connect content with audience.

Xbox Wire’s Data-Driven Content Strategy

Coming over from the editorial team at IDG, one of the largest video game publishers in the world, Will Tuttle joined Microsoft 8 years ago as the Sr. Comms Manager and Editorial Director for Xbox Wire, the primary news channel for Microsoft Xbox. Today, Xbox Wire is the largest owned news channel by audience and impact that Microsoft has, but its original purpose was to be simply a hub for press releases.

A few years into Will’s work with Xbox Wire, he noticed that their audience consisted of much more than just press people, and it became clear they wanted to be in the know and informed on Xbox straight from the horse’s mouth. The site’s traffic quickly grew quickly into the range of millions of pageviews per month.

How did growth affect their strategy in terms of the value of Xbox wire’s content and their ability to reach consumers directly?

The biggest way was that they were able to show their worth to their publishing partners and folks within the company. Being able to say they reach millions of people every day is an important thing for publishers who want to get their word out there, and a lot more value was placed on Xbox Wire internally. They also started getting alot internal and external requests to do more storytelling around their product releases, giving people a behind the scenes look at why they make the products they make. They found that creating that type of content is really engaging for their audience and makes them more likely to spend with them.

How did growth change the way they think about data and analytics?

Will’s team found ways to use analytics wherever they can to inform what they’re doing, whether that’s figuring out what’s bringing people to the site, what they can do to keep them there, or where they’re going after reading an article.

He’s been really focused on training executives and other folks to start thinking about analytics differently as well. Pageviews in the past was their end-all-be-all metric, but Will started highlighting metrics that get to the bottom of what’s driving valuable, deep engagement with their content, like engaged-time.

Engaged-time is especially important for Will’s team to make sure the long-form content they spend lots of time creating is actually being read by their audience. A very long piece with very low engaged-time indicates that readers are not actually spending time consuming it and the efforts to create it may have been a waste.

Will’s team found that many times it’s more valuable to create shorter pieces of content with lots of links out to other content on the site than to create huge, comprehensive pieces.

What does training leadership on analytics actually look like?

A lot of times, Will approaches leadership with specific examples of things that are working and things that aren’t. Concrete examples have proven to be very effective in getting their point across. Simple, regular reporting is also a big part of getting folks on board with using analytics in their daily workflows.

It’s all about giving them the tools to empower themselves with data. There are plenty of analytics solutions out there, but it’s not always as easy as flipping a switch. It’s easy to feel like you have too much data, overwhelmed by the noise. It’s not that there’s a shortage of data, but remember that data is only as valuable as our ability to use it effectively in the work we’re doing.

What’s the difference between you working for analytics vs. analytics working for you?

This is an important point Will brought up in regards to why he and his team find Parse.ly so helpful in their daily work. He said ‘I like to be able to strategize and work on content, and have analytics be a thing that pop up every so often…not spending all of my time looking at tables of numbers trying to find patterns where there might not even be any. Any time that stuff can be automated for me makes my job a lot easier.’

That about wraps it up – and if you want to check out the full Q&A discussion at the end of the webinar, make sure you check out the recording! Below is a video clip from the webinar where Will discusses the ways in which Xbox Wire operates similarly to a small business and how they use analytics to find ways to be successful with limited resources.  

The post How Microsoft XBox is Using Content Analytics to Capitalize on Rapid Growth appeared first on Parse.ly.

Asked to contribute to this topic, I started thinking about the untapped potential of content. As performance marketing goes, our content is in constant competition for eyes on the page, the importance of engagement rate and understanding what visitors are doing with our content is more important than ever. So as I considered the untapped potential of content, my goal for the talk was to tap into what it means to grow, engage and convert your audience.

Enter my talk track ‘Your Customers are speaking to you but you’re not listening.’ A little secret before I start – everyone reading this is probably doing some if not all of what I’m writing about. The intent is to provide a few good nuggets of info and get us all thinking about what customers are saying to us and are we really listening.

Table of Contents

• Don’t overlook your content data
• Developing the right content marketing tactics using analytics
• Applying content analytics to your campaigns
• Team structuring best practices

Don’t overlook your content data

So let’s dive in. No matter the industry, your target audience has instant access to websites, reviews, and resources about your product and your company. Did you know that 88% of your customers read about you before raising their hand? They’re speaking to you through engagement data, but are you listening?  

In this all-digital climate we’re in, it’s becoming increasingly difficult to balance their access with your brand narrative and the impact it’s making on your bottom-line results. While today’s growth marketers have moved past vanity metrics—knowing that content marketing tactics must be connected with business objectives—most aren’t using their metrics to future-proof their content marketing strategies.  

I read in a recent Brafton post: In 2020, the only way to create highly personalized content that will perform well is to use data to understand the target audience, and analytics to reverse engineer the content that this audience values. The good news is that this is already starting to happen: Going into 2020, web analytics tools represent the most commonly used type of content marketing technology.

So as we’ve rounded the corner out of 2020 and very much inline with the theme of AdWeek’s Elevate Performance Marketing conference, highly personalized content combined with an analytical approach for measuring success and failure is the best way to tap into the potential of your content strategy.

Developing the Right Content Marketing Tactics Using Analytics

So let’s talk about developing the right content marketing tactics using analytics.

Marketing is about storytelling.  

One of the primary functions of Marketing has always been storytelling and content has always been at the heart of the narrative. The good news is that now it’s easier than ever for companies to bring those stories directly to their consumers. We can have authentic destinations, we can engage with our customers via social, and we can create meaningful experiences to drive larger audiences. Content marketing and the way the digital landscape has changed in the past year is allowing us to focus on storytelling more than ever.

I’m sure some of you reading this post are tremendous storytellers, just as I’m sure some of you are growth and content marketers who diversify your content mixes and really take the time to get your story out there, but if you don’t have a handle on analytics delivered throughout content production – how can you understand if it’s working or not? How are you reporting to your higher ups what marketing is truly contributing to the business?

We need a more comprehensive approach so, as marketers, it’s only right that we think about it in the form of a content marketing funnel. The best companies right now understand why their content exists and use it to achieve their goals. So this isn’t necessarily a ‘funnel stage’ post or a recommendation for how to set it up, but it’s a look at and way to think about the storytelling I mentioned earlier. Think about what your content should be helping you achieve at each stage of your customers’ journey with your brand. This is where you start to understand ‘what are my customers telling me?’ and ‘how can I use that input to produce better results?’

Applying Content Analytics to Your Campaigns

As marketing leaders, demand marketers, content strategists, etc. we’re all tasked with creating a content plan, but not everyone’s budget feels adequate to accomplish that. That’s where measuring and justifying your work is so important. My advice: have comfort knowing that there are ways to keep on producing that content and justify the value to win more buy-in from the purse-holders.

Just remember:

• Visibility is how we connect content to their business.
• Activation of content analytics drives a better content strategy.
• Justification gives clarity on engagement and impact. This is how you can articulate how powerful your content is.  

Team Structuring Best Practices – Putting it All Together

Content should play a key role throughout the different functions within your revenue/growth marketing team. Above is how we set up our team at Parse.ly – with content coming into play in demand gen as a driver for leads, in marketing operations as campaigns to run and track, and in business development as an inbound/outbound sales enablement tool.

Key Takeaways

I wanted to leave you with three main takeaways from this post:

• Don’t overlook your content data — listen to it, apply it, then repeat
• Develop the right content marketing tactics using analytics — align them to your company KPIs
• Apply those analytics to your campaigns — see what’s working and diversify your mix

Realize the untapped potential of content

The post Your Customers Are Speaking To You, But You’re Not Listening appeared first on Parse.ly.

Table of Contents

• “Politics” and “Health” Blew Up
• Top Categories 2019-2020
• Referral Sources 2019-2020
• Pre-2020 Trends Holding Constant

“Politics” and “Health” Blew Up

The most significant shifts in the content landscape last year started around March with the COVID-19 outbreak. With the pandemic came a host of new challenges for all of us around staying healthy, and the internet responded by creating TONS of new content. Looking for expertise and guidance during those uncertain times and as they were adjusting to the new normal, audiences turned their attention to things like work from home best practices, maintaining good mental health, and developing pandemic-safe fitness routines. As a result, Health & Fitness content saw a whopping 307% more attention in 2020 than it did in 2019.

The other major shift in audience attention Arendt saw last year happened in the politics category and started around the same time. Important issues like the U.S. election, Joe Biden’s campaign, the murder of George Floyd, Brexit, healthcare concerns, police reform, and unemployment drove attention for content in the politics category up 70% from the year before.  

Top Categories 2019-2020

“Health” and “Politics” weren’t the only categories to experience increases in consumption and production last year. In fact, all but one of our top 20 content categories saw at least some growth. Some other notable attention spikes that happened in March 2020 were in the “Shopping” and “Food + Drink” categories (421% and 101% month over month respectively) due to in-person shopping/dining options being off the table, and in the “Science” and “News” categories (166% and 126% MoM) due to social-distancing and COVID-19 being front and center.

Aside from these major event-based spikes in attention, Arendt also identified the content categories that not only garnered significant attention last year but also show signs that they will remain relevant in years to come. These include “Arts + Entertainment,” “Automotive,” “Careers + Education,” “Family + Parenting,” “Food + Drink,” “Science,” “Style+Fashion,” and “Tech.”  

Organizations who create content in these categories experienced major spikes in attention starting around March and used that as a springboard to ramp up their production. As more people adjust to the new normal and lean into learning new skill sets or exploring their interests, they’ll be looking for more content in these categories for guidance.

Content from the “Business,” “News,” “Shopping,” “Sports,” and “Travel” categories also benefited from the initial attention spikes of 2020 but have since plateaued. This type of content is still in high demand, however, and its audience grew significantly last year.

The biggest takeaway from all of the category data is that organizations should lean into creating content that helps people adjust to the new normal, rather than just the big news stories.

Referral Sources 2019-2020

Arendt also looked at the trends in traffic referral sources across our network and found that nearly every referral platform saw a hike in traffic March 2020. This means that media and non-media organizations alike saw an increase in the percentage of total pageviews per referral source compared to last year.

Search referrals increased from 2019, grew steadily throughout the year, and are continuing to grow now. More people than ever are doing their own research and looking for reputable content, so understanding search referral traffic and bolstering SEO should be top of mind for content teams going forward.

Even more people are sharing content through dark sources (email, messaging, apps), which is why we saw direct referrals also grow substantially and actually surpass search last year, making it the top referral source for 2020.  

Social referrals, on the other hand, declined throughout the year, but it’s worth noting that content from media companies, however, saw 3.75 times more traffic from social platforms than content from brands did.

The “Other” category above refers to content aggregators, like Google, News Break, Flipboard, and SmartNews. Arendt found that non-Google, niche aggregators saw significant growth in 2020 which is likely because audiences are looking more and more for focus and personalization. Making niche aggregator distribution part of your content strategy should be top of mind for every content team in 2021.

Some Pre-2020 Trends Are Holding Constant

Despite all of the major shifts mentioned above, there were a few reader habits thatArendt noticed that did not change at all throughout last year. Mobile still dominates desktop consumption 2:1 because well…we’re all constantly on our phones. Keep mobile top-of-mind this year, and make sure you’re catering to that type of consumption.

Consistent with 2019, video content continues to perform well across platforms, categories, and verticals and Google and Facebook continue to dominate the search and social worlds. Finally, Arendt looked at the average audience attention throughout the day during 2020 and found that there isn’t exactly a “perfect” time of day to publish your content. What really matters is understanding who your audience is and where they live so you can publish content when they are awake – makes sense.

If you’d like to dive deeper into any of Arendt’s findings and learn more about what they mean for your team’s 2021 content strategy, take a look at the full data study as well as the Q&A webinar she held a few days ago. As always, we’re here for any questions you have and are always happy to chat about how to overcome the challenges you’re facing with content strategy.

The post How 2020 Impacted the Content Landscape and What that Means for Content Creators appeared first on Parse.ly.

When we speak with prospective clients, we get asked a lot about the difference between Parse.ly and traditional web analytics tools like Google Analytics and Adobe. Why do we need Parse.ly if we have GA? Can’t we do this already? What makes Parse.ly so special?

Historically, content teams had no other option than to rely on traditional web analytics tools to get visibility into their audience’s behavior with their content, so we understand where these questions come from. The issue that we hear from so many of the people we work with though, is that traditional web analytics tools aren’t designed for content teams. And for any product you use, the reason that it was built really really matters.  

What makes Parse.ly special aren’t just the features and functionality – it goes all the way to the core of what our product is trying to solve. Unlike GA and Adobe, Parse.ly Analytics was built specifically with the needs and challenges of content teams in mind. It’s a content analytics solution. Content is in our DNA.  

If you’re trying to do content analytics with a traditional web analytics or BI tool, here’s an analogy to explain why you might not be getting the results you’re hoping for.  

The Chocolate Pecan Flourless Cake

Imagine you’ve got a craving for a chocolate pecan flourless cake – an oddly specific craving, but you need it and it has to be perfect. You have a list of the necessary ingredients, a recipe for a generic cake, and a $100 gift card to a fancy restaurant that serves this exact cake. There are three ways you can go about satisfying your craving.

Maybe you’ve been binge watching The Great British Bakeoff and you’re itching to try out the baking thing in real life. If you love a challenge and you’re feeling creative, you could try and freestyle the cake yourself, looking only at the list of ingredients. It sounds like a fun project, but realistically it’s going to take a lot of trial and error. You have to go buy all of the ingredients and take the time to figure out how to use and combine them appropriately. More likely than not, the cake is going to come out looking pretty rough.

You could also attempt baking the cake yourself looking at the generic recipe. If you try to adapt the recipe to the specific cake you’re making you might end up with something that more closely resembles what you’ve been craving. The problem, though, is that it takes you all day, your kitchen is a mess, and it’s a far cry from the perfect chocolate pecan flourless cake you wanted, more like a grocery store cake with pecans and chocolate on top.

Or you could use the gift card and just go to the fancy restaurant to have a professional chef make the cake for you. Much less effort and it’s baked to perfection. If you ask me, this is the best way to satisfy your craving.

Choosing the Right Content Analytics

The chocolate pecan flourless cake here represents content analytics, and the three ways of getting the cake represent the ways you can go about using content analytics. You know that content matters for your organization and you know that if you get the right insights around your content it can help drive your business forward, so you need to choose the best content analytics solutions for your team.

If you try using BI tools to do content analytics, you’re freestyling the cake. You have the ingredients – your data, but you have to figure out how to organize, visualize, and report on it yourself. It could take years to create a solution for your content team that is actually helpful and worth the effort and resources.

If you try using GA or Adobe to do content analytics, you’re working off a generic recipe trying to make a specific type of cake. The issue with traditional web analytics tools comes back to what I mentioned earlier –   the reason a product is built really really matters. There’s a way to make them work for content analytics, but they’re designed for things like ecommerce and product analytics. You’d need to build the content analytics functionality yourself, which not everyone can do.

If you’re looking for the best content analytics, you have two real choices. You can try to build it yourself with a BI tool, which will require tons of resources, time, and expertise, or you can use Parse.ly. Just like with the cake, the best way to get what you need is to go to the experts in the field.  

Parse.ly has the recipe for content analytics, and we have the team and expertise to execute it perfectly. We’ve been working with content teams across hundreds of companies and in just about every vertical for over 10 years, and continue to expand our solution to solve the most challenging problems they face. Talk with one of our product specialists about the specifics on why Parse.ly is the perfect analytics solution for content teams and how we can help you with your content strategy goals.  

The post Content Analytics – Piece of Cake? appeared first on Parse.ly.

Last week, Clayton Collins and Diego Sanchez, CEO and COO of HW Media joined Parse.ly’s CRO and VP of Marketing Nick Milne-Home and Dave Cardiel for a webinar to address the challenge of tracking and reporting on ROI in order to justify the value of your content. Whether you’re a media professional or a B2B/B2C marketer, a seasoned pro with a full grasp on your content analytics or a novice content strategist looking for a place to start, this recap blog post will be a great resource for you and your team.  

Keep in mind that while there are some differences in the goals media companies and B2B/B2C companies have with their content, the overlap in the ways that digital distribution comes into play is becoming stronger between markets. Media companies are focusing more and more on marketing strategies and brand awareness while brands are operating with a higher focus on editorial content strategy.

One of the biggest challenges content teams are facing these days is proving the ROI of their content. We asked our webinar audience what challenge they’re focused on right now in terms of justifying their content strategy, and the results were not surprising.

If you’re in the same boat, don’t worry – we’re here to help! At Parse.ly, we’re focused on helping companies prove ROI for their content and align around the KPIs necessary to do so. Keep reading for expert advice from our seasoned panel of executives.  

Table of Contents

• Content throughout the marketing funnel
• HW Media ROI content strategy
• Parse.ly ROI content strategy

Content throughout the marketing funnel

The best companies in the world know why their content exists and use it to achieve their goals, a simple concept in theory that becomes significantly more complicated in practice. Content takes so many different forms and comes into play at different stages of the reader/buyer journey, so you need to start to break down your content strategy accordingly in order to decide where to put your focus.

At Parse.ly, everything we’re doing with content is ultimately about driving revenue. It starts with content aimed at driving high-level brand awareness and top-of-funnel growth, like PR, events, social media, and organic search. Then comes content that helps drive your readers/leads to engage more deeply with your company, like newsletters, webinars, content marketing, and targeted emails. Driving awareness and engagement with valuable content is what ultimately leads to your audience deciding to take valuable actions on your site like subscribing, purchasing, or requesting a demo.

Quantifying the impact that all of your content makes throughout the funnel with the right KPIs, metrics, and data is crucial in justifying and securing resources for your content program going forward. If you’re not constantly thinking about the question “how much revenue is your content driving?” and using the right technology to measure and report on that, you’ll have a difficult time winning the support of your executive team.

HW Media ROI content strategy

HW Media was founded in 2016 through the acquisition of HousingWire, and in 2020, they launched FinLedger, a brand new fintech-focused media brand, and acquired RealTrends, an incumbent real estate-focused brand. HousingWire was founded in the middle of the financial crisis of 2008, and they’ve used that experience navigating through difficult times throughout the years, including, of course, the events of 2020 and the impact of the pandemic.

Though they’re a news organization at heart, over the years the HW Media team has begun to think and operate more and more as what they call a content conversion funnel. Similarly to how Parse.ly thinks about the audience/buyer journey, their main focus is driving business through content by getting users to take action, whether it’s subscribing to their newsletter, listening to their podcast, or signing up for their premium service HW+.

They run a few different niche newsletters, all of which are aimed at further engaging their top-of-funnel audience and increasing loyalty, and they ultimately monetize that audience through a variety of revenue streams including digital advertising, sponsored content, and premium subscription content. In order to track and measure their success, HW Media uses Parse.ly Analytics to understand which sources of traffic, which articles, and which topics are converting readers to take those bottom-of-funnel revenue actions.

Parse.ly ROI content strategy

Similarly to HW, our team at Parse.ly also uses content data from Parse.ly Analytics to understand what’s working, what’s driving ROI, and what we should leave behind. Every piece of content we put out is measured in terms of engagement, traffic, referral sources, etc. so we can understand what our audience finds valuable. This information informs our strategy for distributing that content and creating future pieces.

When it comes to understanding what content is not only valuable to our audience but is actually driving them to convert to sales leads or customers, we look at content conversions within Parse.ly. That’s where we get a sense of which pieces of content, which topics, which specific tags, etc. are driving the most revenue for our business. From there we double down on what’s working, leave behind what’s not, and continue to iterate through this content workflow, always focusing on value creation and ROI.

Converting content into cold hard cash is all about knowing what your content is supposed to help you achieve at each stage of the marketing funnel. Some content will help you get more eyes on your company, some will help you build trust and loyalty with your audience, and some will inspire your audience to take target, revenue-related actions on your site. Measuring the right KPIs at each stage of the funnel, including the final conversion stage, is key in creating and refining your content strategy.

Start creating content that you know is driving revenue and helping your company reach its high-level goals. This year is sure to bring its share of changes and challenges, so make sure you have access to the data that can support you along the way. Chat with one of Parse.ly’s product specialists today about how we can help you get started.

The post [WEBINAR RECAP] Converting Content to Cold Hard Cash appeared first on Parse.ly.

Unlocking the true power of content

For years, Parse.ly has been on a mission to showcase digital content’s power to influence and change the web. We did this through our widely-used content analytics system that helped the biggest and best sites/apps achieve breakthrough growth, engagement, and loyalty.

We’ve worked with organizations across Media, Entertainment, E-Commerce, Financial Services, Professional Services, Non-Profits, Tech, and more. We’ve sold to Fortune 100 companies, and across every continent (except Antarctica; we haven’t cracked that one yet). And we’ve worked across content teams, marketing teams, product teams, and data teams with titles ranging from C-level executive to copywriter to data scientist.

As we continued to uncover ways to demonstrate the value of content, though, we’ve realized that getting closer to where the content lives was critical to unlocking that value. As a result, we built deep integrations with some of the top CMS companies and projects out there. The most ubiquitous integration was WordPress, the open source CMS that powers 40%+ of the web. We were introduced to the WordPress VIP team, and began to learn about how they support their customers (including many joint customers) through an agile content platform.

Parse.ly & WPVIP, together, will modernize, change, and accelerate the content industry to unlock the innate power of content for all organizations.

Accelerating our innovation

Parse.ly’s open source WordPress plugin is already the most popular way to deploy Parse.ly to websites. And we have lots of ideas for how Parse.ly’s dashboard and API can improve enterprise WordPress sites. But, that’s not the only (or even the primary) place we’ll be innovating in 2021 and beyond. Our desire was always to make Parse.ly the top content analytics system on the market, and solve key real-time and historical analytics needs for editors, journalists, corporate marketers, and content marketers alike.

With investment from the WPVIP team, and with wider product innovation support from the Automattic team, this dream will be a reality. You, our customers and prospective customers, will benefit directly from this investment.

Supporting our customers

You may be wondering, at this point, “if Parse.ly is joining Automattic and WordPress VIP, what does that mean for me, if my site isn’t actually powered by WordPress?” Don’t worry, we’re dedicated to continuing to support you in all the ways that we have.

WPVIP is Automattic’s enterprise SaaS software division, and with the Parse.ly acquisition, they are expanding their commitment from supporting premium WordPress-based content management to the much wider market of digital experience, across all content platforms.

For WPVIP, content management is only one part of this much wider digital experience market. In the same way that you can use Adobe Analytics (formerly Omniture) without using Adobe CQ or Experience Manager (AEM), Parse.ly users can use our product without using WordPress or WordPress VIP.

With the addition of Parse.ly, WPVIP now offers a way for any site or app, running any CMS (or even several CMSes), to utilize a best-in-class content analytics system. As a customer, regardless of whether you’re running WordPress or not, Parse.ly will continue to get active, CMS-agnostic development and support.

What’s more, WPVIP has a talented and motivated enterprise support team. Thanks to this deal, Parse.ly will be able to provide even more attentive white-glove support to our enterprise customers, regardless of which CMS they happen to run.

Evolving our culture

Over a decade ago we founded Parse.ly with a simple concept in mind: “Build the company that we’d love to work for.”

This mantra, though not a business idea itself, was the guiding principle of the decisions we made at Parse.ly. From financing and business models, to culture and operating principles, we knew that creating an environment for our employees to thrive would be critical to our success. One of these operating principles was to run as a fully distributed team, which we have now done successfully for over a decade. But another was to grow our SaaS business with a focus on delivering long-term customer value at every stage, rather than merely chasing growth at all costs. As founders, we believed that one of our core duties was to create an environment that lived up to the expectations that we had for ourselves. The right thing to do for Parse.ly, our team, and our customers wasn’t always the easiest option.

What we didn’t know, though, was that there was a company already out there that was operating with these same long-term principles: Automattic.

The founding story, the dedication to an open web, the commitment to democratizing publishing and the principled approach to company management — these were all amazingly in-sync with Parse.ly. Not only were the operating principles aligned, but really, Automattic represented the company that we aspired to become.

Collaborating at scale for a better open web

The full Parse.ly team will now join the larger WPVIP team, itself a part of the larger Automattic, a company that has scaled to over 1,300 employees. “Automatticians”, as they (and we!) are called, live and work in 77 countries, and speak 99 different languages. They have also scaled several iconic internet businesses including WordPress.com, JetPack, Tumblr, and WooCommerce.

Automattic, like Parse.ly, is a fully distributed team, and has operated that way for many years. And, just like Parse.ly, it’s a team on a mission to support the open web.

WPVIP applies these open web principles to solve business problems for content teams across the enterprise. Parse.ly will join them to deliver the canonical content measurement and optimization approach to all companies.

Given this scale and mission alignment, we could not have imagined a better company to collaborate with on this exciting next stage of Parse.ly growth.

Our thanks

This milestone would not have been possible without the support of our colleagues, our customers, our investors, and our advisors. We’ll continue to lean on you for guidance moving forward. But we can’t thank you enough for all that you’ve done to get us to where we are today.

As we like to say in our sales calls: “we’re more than a decade in, but we’re just at the tip of the iceberg for how content can transform your business.” We’re in it for the long haul, and we’re excited to continue our journey to unlock the true value of content for companies around the world.

Sachin & Andrew
@sachinkamdar & @amontalenti
Co-founders, Parse.ly

Still have questions?

• Check out the Parse.ly + WPVIP Customer FAQ
• Learn how Parse.ly works and how you can use it to prove the value of content
• More information for journalists and the press

The post Parse.ly + WordPress VIP are joining forces! appeared first on Parse.ly.