After BuzzFeed’s success using data to generate digital media growth, more and more organizations became focused on this idea. It is a similar situation happening in Japan. Digital media publishers are trying to define their own way to use data for their growth.
Let’s say, you are having a media site and feeling that there are 2 groups of contents on your website. The contents always get attention from readers, and the others. There are always some reasons to keep updating your “less PV contents” but if you want to get bigger size of fans efficiently, you need to put your resource, time, budget and effort into the “higher PV contents."
With the method I call Content Analytics, you can understand data that you’ve gotten through your website and other stats tools, and grow your website.
On this page, I’ll share you my success experience by using the method. I grew my website 135% using this method.
November 2013, I became a chief editor of a web magazine called “Huggelig News” run by Non-Profit Organization. The web magazine targets Japanese and published articles about Northern Europe’s cultures and news. Before I joined the team, the website has about 13,000PV monthly.
In the first month after I became a chief editor, I needed to think about the efficient way to make the site’s scale bigger. This Non-Profit Organization was just a side job for all of the staff include me. Due to the reason, we only could work on weekends. Our resource was limited. Thus, I started analyzing our contents to decide a type of contents that I needed to prioritize higher than others.
This is the steps of Content Analytics.
As a result of my research, I got this graph below.
According to the data, "Northern Europe Cafe" category's contents showed a higher potential than others.
Then I decided to prioritize "Northern Europe Cafe" category for the next 1 year and told all editors and writers about this policy.
All pages Page View: 135% increased Contribution of North Europe Cafe article: 6% increased
After a year, the web magazine had grown 135%. It is not an exclusive. However, with the limited resource, this result was awesome. My colleagues and I satisfied with it.
During the year, we published 8 articles about Northern Europe Cafes. And the percentage of the “Northern Europe Cafe" category’s PV in a whole year had increased 6% from the year before the challenge. The media's growth of the year was absolutely related to this campaign.
There are tons of merits you can get from web analytics. To know the most efficient way of using time, budget, resource and effort is one of the big reasons why I analyze a website. I shared another analyzing project on a different page. If you interested in it, please check it out.