Create and adjust
One reason we use Foleon as the platform for our digital publications is how it tracks content engagement. The analytics provide insights into how readers are responding to the content, when they drop off, how many take action, etc. These inform a responsive loop to drive revisions and continuous improvements for higher engagement and effectiveness.
Content creators and program managers rightly feel a sense of ownership over their work, but remaining open-minded to change is important.
Here are a few tips for continuous improvement
- First, commit: Commit to the story and the message. How it is carried out can be refined, but constant change to the foundation of the story will dilute the brand and key takeaways.
- Check in regularly: Give the content a bit of time out in the light of day before obsessing over the analytics and making changes. This way you know your feedback data is based on a large enough subset of readers to be valid. Then, whether weekly or monthly, set a schedule for checking in on the analytics and evaluating what’s working and what’s not.
- Don’t change for the sake of change: Only change areas in the content that appear to be truly problematic. Changing areas that are working or that are neutral won’t make impact, so focus only on sections that are losing readers or always skimmed over.
- Start small and experiment: Make little tweaks first and see if those improve the numbers before going big and changing the layout or significantly rewriting text. A/B testing is one tactic that allows tracking two versions of a headline to see which one is driving the most interest. Adding a new interactive element or image, or shaking up the sequence of how information is presented might be all that is needed to boost readership and engagement.
- Scrutinize length: If small changes aren’t doing the trick, consider whether your piece is too long or convoluted for readers to quickly get what they need from it. Conversely, if a piece is excessively short, readers may benefit from a slightly deeper dive.
- Add a poll: If readers are dropping off after the second page, try adding a poll or prompt for feedback in that section to understand why.