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Industry-Research

Content discovery is a critical component of SVOD success

More choice sounds like a good thing. However, it’s been shown that there is a point at which too much choice no longer improves perception of value. In fact, too much choice can leave you feeling less satisfied than having fewer choices to begin with. The proliferation of streaming services may well be reaching this tipping point, though arguably cable television has long suffered from choice overload.

The 2019 first-quarter Nielsen Total Audience Report looked at how modern consumers navigate the “paradox of choice” to decide what to watch. Nielsen found that, among adult SVOD users, only one third of them report browsing the menu of a streaming service to find content to watch. And, unfortunately, 21% will quickly stop watching if they are not able to make up their minds.

Given that about 70% of homes have a subscription video on demand (SVOD) service and 72% use streaming-capable TV devices streaming services will need to figure out the best way to keep users engaged with content on these platforms. At present, most streaming users will gravitate back toward their traditional TV preferences when they’re not sure what to watch

At present, almost two-thirds of adults who stream video content use the services to watch exactly what they know they want to watch. One-third will watch when they have a rough idea, and only 22% watch when they don’t know what they want before exploring their options. An interesting thing about video streamers is that—despite the growth of original content offerings from providers like Netflix and Hulu—they focus on the familiar. Almost 60% say they routinely return to their favorite traditional channels, 44% like to scan through traditional channel options, 39% scan the program listings, and 31% browse their DVR recordings.

Younger viewers are more likely to use menus and check out recommended programming, as well as to spend more time exploring, than older viewers. However, they are also the most likely to tune out altogether if they are frustrated and don’t find something they want to watch. Thus, it is critical for streaming solution providers to master content discovery as they seek to cement their place in consumer viewing habits.

Perspectives

How to maximize the value of your digital publishing properties

A veritable bonanza of market developments – ranging from pedestrian pricing pressure to international political drama – have conspired to cause the “‘pendulum’ of power in global media to [finally] swing away from Google and Facebook” and “signal that their domination of global media is not guaranteed”. Though by no means a fait accompli, the digital media landscape could very well be undergoing a significant change during this first half of 2018. And the net result could mean that the “duopoly” – Google and Facebook – could be vulnerable to eroding market share for the first time in nearly a decade. Here’s a list of issues that competitors need to attend to in order to take advantage of the opportunity.

Speed

The Google algorithm rewards websites that download quickly – on both desktop and mobile devices – with favorable results placements. This is a constant challenge for publishers that try to cram as many advertisements as possible into a finite amount of real estate. Finding the correct balance is more art than science, and requires constant monitoring and tweaking to maintain the proper balance.

Action Items: Ensure your website is housed in a formidable hosting environment, and configured to run as fast and smoothly as possible.

Keywords

While driving reporters and editors crazy, savvy keyword strategies are the linchpin to healthy inbound traffic volume and exposure to new audiences. Publishers are well-served by building teams that combine data-intensive digital marketing analysts with writers who understand audience needs. This is straightforward in concept, but exceedingly difficult in practice.

Action Items: Formalize a keyword strategy – which could include hundreds of keywords if you’re a midsize or large publication – and make its governance and evolution part of someone’s job description.

Amplification

By now, we all know the value of “viral” content – i.e., the rare but impactful piece of prose (or image, meme, or video clip) that strikes a chord and makes its way around the internet at warp speed, registering hundreds of thousands or even millions of “shares”. Less celebrated, however, is the regular amplification of content by means of a coordinated effort that transforms a typical content asset into one that has meaningful engagement and marketplace impact.

Action Items: Make sure your publication’s content is easy to share, effectively promoted and re-purposed; and make use of your employees’ digital footprints to promote and disseminate content.

Old School Tactics

Considering the mind-blowing pace at which digital tactics take hold, proliferate, and sometimes fizzle –- remember MySpace, AOL, Ask Jeeves, Tumblr, etc.? – it’s easy to forget about the staying power and effectiveness of some of the *old school* tactics. Using the principle of relativity, remember that tactics involving email newsletters, LinkedIn (especially with B2B), and Bing (a Microsoft property that continues to grow steadily, if not remarkably), are the closest things that resemble sure bets in the digital ecosystem.

Action Items: Audit your properties’ promotional tactics, and make sure they incorporate proven (but admittedly, less sexy) initiatives that target audiences use regularly. Note: this may even include things like direct postal mail; given the massive drop-off in DM efforts, it’s easier to stand out as unique through the channel now as a result.

Relentlessly Cross-Promote

One of the most impactful metrics in digital success is “domain authority”, which is generally understood to be the relative value of what the internet (i.e., Google and Bing) assigns to a specific domain URL. For example, one measurement company rates IBM.com and NYTimes.com as scoring in the 95+ range (on a scale of 1-100), which makes sense, considering the value of the brands, and the level of effort they both put into maintaining successful websites.

Action Items: Multi-property publishing outfits can help their titles maximize domain authority through strategic cross-promotion, since a significant criteria in the algorithm is “inbound links”.

Since the category’s inception two decades ago, the digital advertising marketplace has mostly confounded traditional publishers. Only a handful of organizations have been able to incorporate online channels into their operations without residual upheaval and near-debilitating transformation. Far more organizations failed at managing the evolution, and shuttered. For those that survived, there are signs that new opportunities may soon become apparent, and preparing for a market turn would be prudent.

Tim Bourgeois (@ChiefDigOfficer) is a management consultant at East Coast Catalyst, a Boston-based advisory firm specializing in digital strategy consulting and media audits.

Innovation

NBC, Snapchat push social viewing at Olympics

Americans are watching fewer big live events on TV — as seen in declining viewership of the Super Bowl, Oscars, etc. And you can count the Winter Olympics as another victim of those changing habits. A recent Gallup poll confirmed that lower ratings will likely follow. But Comcast and NBC aren’t letting that get them down. Instead, they are pushing even harder into social media and new platforms.

And it’s not just a way for NBC to increase its social footprint and beat criticism of #NBCFail memes of years past, when viewers were unable to access solid coverage because of tape delays and commercial interruptions. With less people watching linear TV broadcasts, multi-platform viewership on digital and social is likely going up, and NBC is pushing hard into different platforms to stay ahead of the curve. It’s a way to engage advertisers and audiences — especially younger audiences — for the future.

Here’s a look at how NBC and other publishers will take on the Winter Games this year.

NBC Goes All-In on Social

This tweet has already gathered 45,000 retweets and nearly 124,000 likes as of writing:


The tweet from NBC Olympics is just one example of a social strategy that appears to be working: Push content online right away. Research out of the Rio Olympics from 2016 reflected skyrocketing numbers for social viewership, and there was no reason to anticipate those figures would decline.

So, NBC is seizing control over the narrative of the Olympics. It’s broadcasting the games live for the first time, streaming clips on Facebook, posting videos on YouTube and Twitter, and investing heavily in a Snapchat presence that also includes hiring BuzzFeed to produce a daily, Olympics-themed Snapchat Discover channel. NBC and Snapchat struck a partnership — one of several, as NBCUniversal invested $500 million in Snap Inc. when Snap went public last year — to broadcast exclusive content on Snapchat.

That Snap had a solid earnings call right ahead of the Opening Ceremony this year also gives the company an extra boost of recognition. Snap may be suffering the fallout from Instagram and Facebook copying some of its core features, but it has long pitched itself as a “complementary, second-screen platform for live and linear TV,” as Digiday’s Sahil Patel wrote. And that’s a selling point when you think about the ways linear TV habits are changing.

Publishers, Take Note

Alongside NBC’s huge push into social distribution, a few publishers are also engaging audiences in new ways to boost their own metrics down the line. The New York Times, for example, announced a “live messenger experience” with the Times’ deputy sports editor, Sam Manchester, where he’ll be messaging directly with audiences who want a closer, behind-the-scenes, personal take on the Olympics.

With different mediums for consumption — and therefore disparate methods for measuring consumption — Discovery Communications is consolidating data from linear broadcasts, digital platforms, and social media engagement metrics, to get a better picture of who’s tuning in and who is tuning out of watching the Winter Olympics. Discovery has the rights to broadcast the Games across Europe and will share these results with their clients and partners. While no measurement approach is perfect, it’s a huge step to prepare for a future where understanding metrics can make or break an editorial or ad strategy. It’s not a question of whether other publishers will follow suit, but when.

Google’s Plan

What conversation about distribution can take place without acknowledging the influence of large gatekeepers like Google? Google’s search algorithm has long been key in ensuring people can actually find all the content publishers are putting out there. This year, Google is filtering live video, VR video, and YouTube video into its search results. It’ll offer users location-specific updates about a country’s rankings and other top news stories from the Olympics. And subscribers to YouTube TV can stream over 50 hours of live video coverage, including VR content.

Let’s be clear: The efforts in social viewing and highlight reels for the Winter Olympics this year are not a one-off endeavor. Insights gleaned from how it pans out this year will help better cater to multi-platform consumption in the future — not just for the Olympics, but for all content moving online and on social. And as live events lose their luster on linear TV, more publishers will consider ways to move to social viewing while still driving revenues along with attention.

Innovation | Revenue | Video

Behind the YouTube video strategy at The Washington Post, Fusion, and The Atlantic

Video has become an increasingly important delivery medium for media brands. Given the investment, it might seem like they’d want to keep this video traffic firmly on their own sites. However, as with other types of content, most publishers have developed a distribution strategy for multiple platforms. Because YouTube offers such an efficient way for viewers to find, view, and share video content, it has become a de facto video distribution channel for many media outlets.

Undoubtedly, YouTube has become a primary video viewing destination for internet viewers. And media companies need to go where the viewers are. This is true regardless of platform – desktop, mobile, or OTT. It makes little sense to make a significant investment in video exclusively for your site if the video audience is off watching somewhere else.

So, it follows that companies investing in video content are giving YouTube a hard look. Of course, as with every content distribution decision, there are always trade-offs. However, many believe that reaching the sizable YouTube audience is worth the effort. While he described the evolution of their  YouTube strategy as “a work in progress,” Jigar Mehta, SVP, head of video at Fusion Media Group believes it is well worth the effort. Topping the list of priorities is making Fusion’s video more discoverable on what he describes as “the second largest search engine in the world.”

Establishing a YouTube strategy

Each company will need to develop a YouTube strategy that suits its resources and objectives. However, some may want to follow the Washington Post’s lead. They think of YouTube as a distinct content delivery channel that attracts viewers who might not normally visit their website. That provides an opportunity to introduce your brand to an entirely new audience, an exciting prospect for any content producer.

“YouTube is a space with a great deal of audience and revenue potential that we have only begun to tap into. We see it as the primary place to build a diverse audience that will think of The Washington Post as video-first and engage with our visual journalism,” Nadine Ajaka senior producer for video platforms at The Washington Post explained.

She said that they have separate strategies for how they approach video on the Post’s website and what they deliver on YouTube. “The difference between what we choose to publish on washingtonpost.com and what we publish to YouTube is that for YouTube it must stand alone. On the site, there are times when video will lead the story, but often we are plugging in and embedding clips and social video that are meant to add to what has been written,” Ajaka said.

Although they share the Post’s desire to build an audience that might not frequent their site, Kasia Cieplak-Mayr von Baldegg executive producer for The Atlantic says her company has taken a different approach. YouTube is central to their video distribution strategy.

“We recently switched to YouTube as our primary video hosting service. Now, we host all our videos on YouTube and integrate the player throughout TheAtlantic.com. This decision was motivated by a desire to build audience beyond our owned and operated platform. YouTube’s subscriber features, search functionality and recommendation algorithm all help us do that,” she said.

Long form anyone?

While audience development seems to be the be a primary driver behind using YouTube, it also offers a place to hone and deliver longer form content. This is because people see it as a destination where they can stay for a while and watch – if the content is compelling enough.

“YouTube emphasizes watch time over clicks and encourages viewers to watch with the sound turned on. We’ve seen amazing engagement. A recent 15-minute documentary has earned an average watch time of eight minutes,” The Atlantic’s Cieplak-Mayr von Baldegg said.

Mehta pointed out that this emphasis on watch time correlates with better performance for Fusion’s long form content on YouTube. He said that they approach YouTube as a specific content destination (and not a competing channel for their own sites). As such, they specifically optimize their videos for the platform.

Ajaka from the Post emphasizes that you have to really present video people want to see on YouTube, or you won’t build a subscriber base for your channel. “With YouTube, there’s a real opportunity to hone your video inventory and create a coherent body of work. For some news publishers, video can be a churning out of quick-turn clips. Luckily, we have editors and video journalists who are continually working on long-form reported visual stories, that tell a cohesive story. These are perfect for YouTube as a platform,” she explained.

Monetizing content

YouTube offers more than delivery tools and audience engagement. It also provides a means for monetization, which is certainly welcome given that producing quality video can be expensive.

In fact, Mehta finds that YouTube offers better monetization options than Facebook or Twitter and he  is optimistic about YouTube’s long-term roadmap. “We are currently utilizing AdSense on YouTube which is their programmatic option. YouTube also has other products including YouTube Red and YouTube TV that as they become more mature will be interesting options as well,” he said.

Ajaka said the Post is talking to YouTube about direct-selling of their ads, but it hasn’t yet come to pass.

At The Atlantic, Cieplak-Mayr von Baldegg said that they are “primarily focused on direct sold sponsorships and pre-roll, both on our domain and off. Our main challenge month over month is keeping up with the demand,” (which is a good problem to have).

As with any external platform, there are going to be trade-offs, but YouTube offers companies a way to distribute video that puts it in front of an engaged audience with a good search engine and monetization tools. “Our YouTube audience is seeking video first and foremost, and will have an easier time surfacing our videos than someone searching the site,” Ajaka said. That seems like a compelling reason for any media brand to build a YouTube presence.

Industry-Research

Online consumers know the source of news about half the time

In today’s digital environment, there are multiple consumer pathways to access digital news. Online news consumers are almost equally as likely to get their news directly from a news website (36%) as they are from postings on social media (35%) reports Pew Research Center, in association with the John S. and James L. Knight Foundation in their study, “How Americans encounter, recall and act upon digital news.”

Online consumers are aware of the news sources they consume. In fact, over half of respondents (56%) could provide a name of the digital news source if the followed a link to the story. The links come from social media; news organizations’ emails, texts and alerts; or the emails and texts of friends or family.

Path to content

The report also identifies the pathways online news consumers use for specific content categories. Business and finance news, for example, are 53% more likely to be accessed directly on a news website than social media (12%). Entertainment news, in contrast, is more likely to be found on social media (53%) than on a news website (25%).

Consistent with previous findings, about half of both 18 to 29-year-olds (47%) and 30 to 49-year-old (42%) online news consumers received their news through social media as compared with less than of quarter of older adults (23%). Interestingly, women who consume news online (39%) obtain news through social media slightly more often than male online news consumers (30%). In contrast, more males who consumer news online (43%) go directly to websites than women who consume news online (29%). When 18 to 29-year-old online news consumers click on news links, they remember the source about half the time (47%) compared to 30 to 49-year-olds and 50 and older (57% and 61%, respectively).

Name that source

In terms of naming their news sources, CNN was recalled by 14% of those who followed links, Fox News 12% and Facebook 10%. Important to note, Facebook is not a publisher, it only distributes news, it does not produce content. The New York Times, The Huffington Post, MSNBC, Yahoo, ESPN, The Washington Post and CBS were reported between 3% to 6%.

Online consumers seek out the news online about 40% of the time, compared to 24% of the time when online news consumers come across news story while already getting news about something else.

Follow-up, recall and call to action

Online news consumers are just as likely to follow up (58%) on news content they consume as often as they do not (42%). In terms of follow up actions, speaking with someone in person or over the phone is the most common action to take (30%) searching for more information (16%) and posting on social media (10%).

The study also found that news that comes directly from a news site tends to be recalled more often but is less likely to bring about any action such as discussing, sharing or commenting. In contrast, news that comes through a personal connection, an email and text from friends or family, is most likely to bring about a follow-up action.

Additionally, the follow-up actions taken tend to remain within the landscape in which the online news originated. In other words, news found on social media is more likely to then be shared on social media sites, while news that comes through search engines is more likely to lead to additional searches.

Today’s online news environment faces many challenges. It’s important for digital publishers to identify and understand the different digital media habits, especially since consumer attention is splintered across multiple news sources and platforms. Publishers can now align their strategies, to strengthen brand equity, build engagement and encourage social action, by identifying the best pathway to showcase their online news coverage.

Perspectives

How the industry can help mobile developers survive “Apptropolis”

As of early 2016, millions of apps are ready for download on Google Play, Apple’s App Store, Amazon, Microsoft, and Blackberry World. Elsewhere in the world, China’s Wandoujia app store adds a stunning average of 500,000 new users per day to its platform.

Welcome to a form of digital sprawl I call “Apptropolis.” While it’s not a city made of brick and mortar, Apptropolis has plenty in common with the boomtown megalopolises dotting our planet: it presents a near-constant stream of obstacles to the people striving to make a living within its prescribed “city limits,” foremost being the mobile developers who build apps in hopes of monetizing them.

In his celebrated collection of modern-day fables, Invisible Cities, Italo Calvino relates the story of the (fictional) city of “Leonia,” a city that “refashions itself each day: every morning the people wake between fresh seats, wash with just-unwrapped cakes of soap… And on the sidewalks, encased in spotless plastic bags, the remains of yesterday’s Leonia await the garbage truck.”

In writing of Leonia, Calvino might just as well have been writing about Apptropolis. In a digital space where anything can be uploaded, upgraded, and then just as swiftly deleted, apps become disposable almost from the moment they hit the app store. For most mobile developers, monetizing in Apptropolis remains an elusive work of fiction. If you don’t believe me, here’s a case study to consider: the Helsinki-based mobile games studio, Rovio, was actually on the verge of bankruptcy on the eve of releasing its multibillion-download app, Angry Birds.

According to Andrew Chen, Head of Driver Acquisition at Uber, today’s average Google Play app loses 77% of its daily active users (DAU) within 72 hours after initial download. In other words, unless your app is on par with the likes of Uber, Facebook or Clash of Clans, the odds of high user churn rate are almost certain. Fickle mobile users will simply dispose of one newfangled app in favor of another, newfanglier one.

A recent study, conducted by AppsFlyer, asked users to list the reasons they chose to uninstall certain apps from their mobile devices. A full 29% of respondents indicated that “Intrusive ads” were a principal reason they chose to uninstall their apps.

That’s much too high a percentile. In fact, it’s unacceptable. What should we, as an industry, do to fix it?

First, we can accelerate new mobile in-app video advertising formats like outstream. We already know that TV viewership is tumbling steadily in favor of digital devices, and that many of these new viewers access their favorite movies and TV shows via mobile apps. Unlike pre-roll video advertisements, outstream videos are displayed in a format that allows all publishers—not just video publishers—to monetize their apps successfully with video advertising. Moreover, studies show that outstream video ads increase brand exposure 10% more than their pre-roll video cousins.

In the same way that cookies track the demographics of different web audiences, new and powerful mobile analytics tools are able to analyze the actions of app users. Better mobile forecasting and analytics tools can only lead to better outcomes – and to better video ads being served. App developers ought to look at the TV buyer market, enrich their mobile outstream impressions with demographic data, and sell into video buyers.

Second, we should implement programmatic native in-app advertising on a scale that has yet to be attempted. It’s long been proven that native ads have higher CTRs than display ads, especially for mobile. But our industry should also develop new ways to use native advertising in gaming apps so that they become a seamless part of the game experience. The MRAID mobile interstitial ads of today should be replaced with outstream video, natively pre-cached into feeds.

Finally, we need to find better ways for app developers to maximize their yield. Header bidding helps display publishers improve their total yields by allowing multiple buyers bid for their inventory on a level playing field rather than via a single exchange. Having multiple bidding partners vying for your inventory means more price competition to monetize your app.

New “mobile” versions of header bidding are now cropping up in the market, allowing mobile developers to partner with multiple mobile ad networks simultaneously. Given the success of header bidding, it stands to reason that mobile app developers should adopt these new tools as soon as possible.

As an industry, we often find ourselves engaged in Herculean feats of hand wringing about the need to “create better ads,” ads able to engage and retain the interest of users across multiple digital channels. Real solutions already exist on the market that can help app developers monetize. It now becomes a question of integrating and scaling these solutions into the marketplace that’s able to provide them.

As Senior Vice President of Marketing at AppNexus, Pat drives the company’s effort to ensure that all stakeholders enjoy optimal visibility into our products, capabilities and vision. He leads the company’s corporate marketing functions, including corporate communications, branding and customer experience, and works across Business Units and product teams to ensure the consistency and quality of our communication. Previously, Pat served as Senior Vice President of Products at AppNexus and he joined AppNexus via the acquisition of Fantuition, a startup he co-founded. Prior to founding Fantuition, Pat was an early executive at Right Media and later served as Vice President of Marketing at Yahoo!.

Perspectives

What drove traffic for 2016’s hottest stories?

How do readers use search and social to discover top news stories?

Since the digital publishing industry has been so focused on the growth of social as a medium for news distribution at the expense of search, the Parse.ly team was curious to learn whether this held true for individual stories. So, we compiled a list of the top stories of 2015 and looked at how readers landed on them to see what patterns we could find.

For the biggest news stories this year, social media traffic dominated search referrals within our network of more than 400 media sites.

What does this mean for digital publishers?
Foremost, the results of our study suggest that social media is pushing breaking news. In 2016, digital publishers who provide their audience with breaking news should be investing heavily in social.

On the other hand, search traffic is bringing fewer readers to digital publishers; yet, it remains one of the top referrers to evergreen articles. Publishers who invest time and effort in long-form journalism must get to the bottom of who is reading their evergreen content and keep tabs on existing audience’s preferences and past reading trends.

Let’s look more closely at the top seven stories in 2015 to get a better sense of why (and how) this is the case:

Charlie Hebdo

What happened? After the French satire magazine became the target of a terrorist attack that resulted in the deaths of 12 people, the story became one of the most covered news topics of the year. Parse.ly’s network published more than 1,300 posts on the subject at its peak.

How did readers find the story? Readers chose to navigate directly to breaking news on publisher websites about the Charlie Hebdo attack. Both searching and sharing increased as the story developed, suggesting that readers still look to traditional publishers for up-to-date information on important breaking news stories.

Bobbi Kristina Brown

What happened? The daughter of performers Bobby Brown and Whitney Houston was found unresponsive in a bathtub on January 31, 2015. She was kept in a medically induced coma for several months, but died in hospice care on July 26, 2015.

How did readers find the story? Social led the charge here by driving 54.9 percent of referral traffic.

Floyd Mayweather, Jr. and  Manny Pacquiao

What happened? This much-anticipated professional boxing match between Floyd Mayweather, Jr. and  Manny Pacquiao took place on May 2, 2015, at the MGM Grand Garden Arena in Las Vegas, Nevada.

How did readers find the story? Unlike other top news stories in 2015, the interest about the match built up long before the event — 66.4 percent of readers found articles via search engines versus social media, peaking on fight day.

Rachel Dolezal

What happened? In June 2015, Rachel Dolezal resigned from her position as president of the National Association for the Advancement of Colored People (NAACP) chapter in Spokane, Washington after her white parents announced that their daughter was a white woman passing as black.

How did readers find the story? Readership of this story was largely driven by social media traffic, with 71.1 percent of referral traffic to publisher sites coming in from social sites and only 28.9 percent coming in from search.

Cecil the Lion

What happened? In July 2015, a Southwest African lion living in Zimbabwe was killed by an American hunter named Walter Palmer. Although Palmer had a permit, the killing drew international media attention and sparked outrage among animal conservationists.

How did readers find the story? The story attracted readers through social media. It was a smaller story that became national news because it elicited an emotional reaction and caused outrage — two reasons why some stories go “viral.”

Ashley Madison Hack

What happened? On July 15, 2015, hackers stole the emails, names, home addresses, sexual fantasies, and credit card information of Ashley Madison customers, threatening to post it online if the site was not permanently closed.

How did readers find the story? While the topic attracted a significant fraction of social referrers, the majority of traffic came from search engines.

Ahmed Mohamed

What happened? Fourteen-year-old Ahmed Mohamed was arrested at MacArthur High School in Irving, Texas for allegedly bringing a bomb to school on September 14, 2015. The “bomb” turned out to be an electronic clock that he had built himself.

How did readers find the story? The local news story caused social outrage, triggering national attention. There was virtually no organic traffic coming from search engines about this topic, yet readers were compelled to share articles in the context of their own opinions about the events that transpired — and this took place via Facebook and Twitter, primarily.

What did we learn?
Parse.ly’s data suggests that viral stories may be heavily reliant on shares, while more austere news stories are best discovered and distributed through search.

However, digital publishers will do well to remember that the most actionable data that they have access to is that which is found on their own sites. The aggregate trends are helpful in telling a big-picture story of traffic patterns, but where it can really help publishers is by showing them the types of trends that they should be looking for in their own content to inform their own unique content strategies.

Allie VanNest works with Parse.ly’s marketing team as Head of Communications. She spends her days telling stories about what content draws in website visitors, and why. You can reach her on Twitter @parselyallie.

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