eMarketer moderates a special presentation with Clare Carr, vice president of marketing at Parse.ly. Clare offers insights and best practices to help marketers understand what people are actually paying attention to, enough to convert, so they can replicate it.

1. The value of audience attention — what
happens before the conversion

2. Parse.ly helps you understand
what your audience cares about.

3. @parsely
Attention: Moments that matter
Trying to sell to your audience while they’re paying attention
to something else…
- Your audience remembers moments
that matter to them
- Moments can be: insight, elevation,
pride, connection*
*The Power of Moments
- Valuing attention vs. “hijacking,
capturing, gaming” attention

4. @parsely
Why should you care?
As marketers, we constantly
optimize for conversions.
What if we could optimize for attention
instead?
Awareness
Consideration
Conversion
Loyalty
Traditional marketing funnel

5. What you should look at
before the conversion
Types of content that perform
Where your audience already
pays attention
What topics/angles they pay
attention to

6. @parsely
Types of content—which performs best with your audience?
bit.ly/data-study-content-type
Long-form content
almost 2xmore
engaging than
short-form
Video least
engaging of
formats studied

7. @parsely
Meet your audience where they’re at—where do they
consume content? From the duopoly?

8. @parsely
What about when you remove the duopoly?

9. @parsely
Audiences pay attention to different
content in different ways
Visitors primarily accessed articles in the
majority of categories analyzed through Google
search
14of the 23categories had over 40%of their
external traffic come from Google search
Topics covering reviews (Tech, Auto, Arts &
Entertainment) or how-to’s (Personal Finance,
Home & Garden, Hobbies & Interests) made the
top of the list

10. @parsely
Facebook still strong for lifestyle
content
The majority of readers accessed lifestyle content
through Facebook
Taking a closer look at the lifestyle categories,
Facebook dominated all but two (Food & Drink,
Health & Fitness) of the seven categories
The Family & Parenting category had the most
Facebook traffic (70%) and the least other traffic (10%)
than any other category

11. @parsely
Looking beyond Google & Facebook
Tailor your content creation, distribution, and monetization strategies
to better serve your audience and earn their valuable attention

12. @parsely
Direct traffic (and the power of newsletters)
The New York
Times newsletter readers
consume 2x as much content
as those who don’t get
newsletters
Greentech Media’s
newsletter readers spend
80% more time on their
site.
23% of traffic to sites in
Parse.ly’s network is direct,
compared to 21% from search
and 17% from social

13. HelloFresh: Standing out in a market with
too many cooks

14. HelloFresh: Standing out in a market with too
many cooks
Tagging content by ingredient
Help inform chefs and the product
they produce
Can experiment with certain
ingredient-focused recipes depending
on what people are paying attention
to

15. Each audience is unique—figure out what
yours prefers
Tag by word count or content type
The Star tags their content by word
count to understand what performs
well
You can also create 3-4 content
“types” to understand what
resonates. For example:
• Type: Report
• Type: Feature
• Type: Blog

16. NBA: Are people paying attention
to a team, player, or event?

17. @parsely
What are people paying attention to in sports?

18. Knowing what your audience
pays attention to helps you
grow engagement and build a
loyal audience

19. @parsely
Your to-do list to understand audience attention
Figure out what resonates with your audience
(content length, format, type)
Find the data that can show you attention
Align your entire team around the metrics
Figure out where your audience is discovering content

20. Political News Supply and Demand
Curve with HuffPost // “Is ‘Trump
fatigue’ real?”
Stories that Matter to Millennials, with
Flipboard // “They want to engage in
the world.”
This Data Will Make You Hungry, with
HelloFresh // “It feeds our entire
network—no pun intended.”
@parsely
PODCAST!

21. Get the right kind of attention.
hello@parsely.com @parsely Parse.ly

22. The Value of Audience Attention—What
Happens Before the Conversion