How Vogue.com Tailors Engagement Around Search, Social & Direct Traffic
Vogue.com defines its content strategy by platform, optimizing content based on the behaviors of consumers that access the site directly, through Google, and on Facebook. Using audience analytics tools like Parse.ly and Google Analytics, Vogue can determine the type of content that will resonate most with these audience verticals and improve content discoverability, explained Vogue.com’s associate director of audience development Abby Sjoberg. On search platforms like Google, readers are seeking answers to specific questions. On Facebook, readers tend to click on quick reads and newsier items. And finally Vogue.com’s direct audience is most interested in niche fashion topics and tends to read more content than the average social or search referral.
Sjoberg explained how Vogue engaged each of these audience types during a recent Publishing Executive webinar, “Using Analytics to Increase Discoverability & Expand Your Audience.” In the video above, excerpted from that webinar, Sjoberg shares how Vogue tracked key behaviors on these platforms and adjusted its strategy in order to increase engagement. The results have been a nearly 40% increase in Facebook referrals and a two times higher engagement rate from direct traffic users. Watch the full webinar on-demand here.