Readly’s Post

This is a really interesting development from The Guardian, particularly for #PR and #media specialists. Using different metrics to the “most viewed” list, the new “deeply read” feature will help to gauge the quality of a piece and the time readers spend with it, rather than the popularity.   This move might be indicative of a broader shift we're witnessing across the content landscape. Despite prevailing narratives about dwindling attention spans, there's a growing appetite for long-form online content that delivers substantial value. This also aligns with the latest changes to LinkedIn’s content distribution algorithm, as the platform is increasingly prioritising depth and insight over mere trend-chasing.   Is this a sign that audiences are beginning to crave more meaningful engagement with content that goes beyond the surface level? We think so. 

Loving the new addition to our regional homepages across the globe, the 'Deeply read' list. Open comments to see what it looked like on Guardian Australia this morning, showing what The Guardian readers in Australia are spending time with. A few years ago we created a brand new internal metric for attention time that compared it to the length of the piece. Now you get to see what we see.* The difference between 'longest read' and 'deeply read' is, simply put, giving attention time the crucial context it deserves – length. Next to the deeply read list there's a link to learn more. That goes here, to explain to readers why we're now showing this new top 10 next to 'Most viewed', and why we think that's good, and important: https://lnkd.in/g9dMp74Y And alerted by Chris Moran to this writeup in Nieman Journalism Lab: The Guardian’s new “Deeply Read” article ranking focuses on attention, not just clicks https://lnkd.in/g26qtXCH *to an extent

I really love this idea. Why? Because clicks are clicks, and this is a path to elevating quality, evergreen stories. It helps your brand, it helps your marketing, it helps your revenue with pre-existing copy reinvigorated by a change on the back end instead of 10 more steps to get one thing done.

I love this idea of showing readers the stories that are "deeply read," right next to those most popular trending stories. 📚🔥 The Guardian's approach is pretty detailed on how they establish a deep read, but there are a few simpler ways you could still achieve this goal: ⏳ Stories that readers spend the most time with (time on page) 📰 Stories that digital subscribers most consume (filter to show original-created content from your journalists) 🌟 Most impactful journalism (curate it similar to an editor's pick feature) All of these approaches drive at a publisher's high-quality content which aligns so well in driving more digital subscriptions. While keys on stories that signal that story is for subscribers is helpful, having a place where you call those stories out through analytics or curating, is smart. Tip: Just make sure you have a promotion near this kind of widget that makes it easy for someone to subscribe. 🚀 #ContentStrategy #DigitalPublishing #SubscriberEngagement 📱💻

This is beautiful. Measuring audience investment is better than simple engagement every time.

Content “success” can be hard to define. Most content metrics miss the experience side of reading and spending time with content. I love this “Deeply read” way of classifying #content by The Guardian. #contentstrategy #editorial #editorialstrategy #journalism

Reach is mighty, but worthless without resonance. Admire what the #Guardian has done here: Introduced the "Deeply read"-list on their website. This ain't just an add-on to the widely used "Most read"-list, it’s a step further - and in the right direction. The only plausible direction, if you ask me. It’s the embodiment of a different look at the content, of a smart use of metrics. Because we need better metrics than just click-through-rates. What’s the impact of an article that has been clicked the most, just because the teaser is clickbaity as hell? It might be a negative one! But the usual metrics tell a #newsroom that it's the way to go. What follows are more clickbaity nonsense ("Dully-Teaser", as I like to say) and disgruntled readers. Reach is mighty, and a must. But it’s all for nothing or the worst, if your #audience is alienated by stupid stuff that’s not delivering what the teaser promised. Your content, your communication needs to #resonate with your audience. Driving meaningful impact. Rooted in strategic planning, and a focus on topics first, formats and channels should follow. And that’s true for #journalism, #contentmarketing, every form of #communication.

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