How to Use Data to Identify Audience 'Pain Points' and Solve Them PLUS Apple to Allow Users to Opt Out of Newsletter Tracking

June 10, 2021

Parse.ly has a great article on using data to improve your content products. When do you see drop offs on your videos or stories? There is some excellent examples of how can you identify 'pain points' for audiences to improve your content products.

iOS 15 is going to give users power to prioritise what push notifications they see, which could diminish the effectiveness of push for news and media organisations, and the update will also allow users to block open-rate tracking. My friend Adam Tinworth has a good update on what this might mean for publishers.

Also Digiday Research finds smaller publishers are seeing more revenue opportunities from Instagram than Facebook.

Apple to Allow Users to Block Newsletter Open Rate Tracking

Apple is taking aim at one of the key newsletter metrics with software updates coming this autumn.

My good friend Adam Tinworth highlights how Apple's iOS 15 will allow users to opt out of newsletter open rate tracking. This will challenge newsletters, which have become a key element of subscriber conversion and retention strategies.

Parse.ly Talks about Using Data to Improve Content

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 …

Here's a good example. "(D)ata 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." Those looking to enter product management in content should bookmark this post. It is a good onramp on how to use data to improve products.

How to Wrest Back Ad Power From Big Tech

Publishers, who once ruled internet news content, have had to manage the rapidly changing landscape and, in some cases, have lost their grasp on readers at the hands of corporate tech giants. But how and why? The first newspapers came online in the mid-80s via CompuServe and then en masse to the web in the …

One way? "(Use) technology tools that utilize artificial intelligence and advanced machine learning techniques in order to provide insights into user behavior at a granular level, while respecting their privacy."

Smaller Publishers See Instagram as a Bigger Money Spinner Than Facebook

A recent study found that Instagram was one of three most-commonly used platforms among publishers, along with Facebook and Twitter.

A survey of publishers found that smaller publishers - those that generate $10m or less - are seeing more revenue from Insta than its owner Facebook.

Guardian CEO Leaves Over Issues of Governance

News, analysis and comment from the Financial Times, the worldʼs leading global business publication

"Thomas said on Wednesday that she had stepped down because 'the current governance and structures need more time to fully evolve' to support the Guardian’s efforts to generate more revenue directly from readers."

As someone who worked at The Guardian, governance has long been an issue for the liberal publisher. To secure the long-term editorial independence of The Guardian, editorial needs give its commercial operations more independence.

Publishers Lean Into Education Offerings Due to Pandemic Demand

Following a surge of interest in online education programs, publishers are adding more programs to their digital education portfolios.

Part of Digiday+'s package (so paid content). "NYT, WSJ, Penske Media's Rolling Stone and WWD, plus others are adding more online education programs following interest spurred by the pandemic — The pandemic led to a surge of interest in online education programs, like Masterclass and Coursera."