Why Associations Should Make Data-Driven Publishing Decisions
No matter your industry, people are talking about data. The availability of consumer data and performance data—and the technology to interpret it—has enabled better decision making. With all the sources available today, you can access data for any market at almost any price point.
For publishers, the ability to measure and understand audience preferences can lead to publishing higher-performing content. And association publishers, who often serve niche audiences with specific interests, can create targeted content that is sure to resonate with their members. At Bonotom, we’re seeing that the associations investing in collecting and interpreting data are advancing their publications with purpose.
Types of Data and How to Use Them
Available data falls (usually) into three categories: demographic, behavioral, and sentiment. Each of these can come together inform association publishers and create a clear picture of their audiences.
Demographic Data
Demographic data includes the basic information about a person, including age, gender, location, occupation, etc. Associations may (or may not) already have this data from self-reporting members. But the wide availability of data negates the need to rely on uncertain reports.
How to Use It: Understanding the demographics of an audience can guide the development of articles about specific tips, trends, and techniques that best apply to them. Beyond that, the ability to match the audience demographics on each publication channel to the type of content enables publishers to focus their efforts on the most effective platforms.
Behavioral Data
Behavioral data tracks the actions a person takes. This could include which articles are most read or shared, how long people spend on a particular article, or where readers are . Of course, this only applies to publications available digitally. But even printed editions can incorporate QR codes to direct users online for additional content that can be easily measured.
How to Use It: Behavioral data can guide publishers in delivering the types of content that have higher engagement rates. Analyzing data for individual readers can also allow associations to make personalized content recommendations, elevating the overall customer service aspect. Aggregated data also predicts the optimal times for publishing content, eliminating the guesswork around when to post.
Sentiment Data
Data that shows audience sentiment can reveal how readers feel about specific topics, authors, or articles. This is typically gathered via social media channels where users share their preferences. Collecting qualitative data and interpreting lots of comments can be challenging. Fortunately, there are options for programs that can collect, analyze, and interpret massive amounts of data for you!
How to Use It: Sentiment analysis allows for a fuller picture of audience preferences beyond just clicks and shares. Audience sentiment can dial publishers in to what is working and what isn’t. Strategic decisions are much easier to make when there’s concrete data behind them.
Advancing Your Publication with Data
Investing in data collection and interpretation is a smart move for association publishers. Whether you’re hiring in-house analysts with experience in tracking digital metrics or outsourcing to an agency, the insights you’ll receive can be invaluable.
At a time when many associations are facing pressure to reduce or eliminate their publications, the ability to create “sure bet” content is a game changer. For more insights on digital publishing, reach out to us at Bonotom Studio!
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