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Content Engagement Optimization - Atomic Reach in Focus

Posted on 6.03.2014

Content is one of the keys to Web marketing success today and every digital strategy must focus on its development.

The problem for many companies is that they just don’t have much confidence when it comes to the type of content that will resonate most clearly with their audience. Without confidence that content is meeting the expectations of users, what hope do you have that you’ll be able to elicit some actual, meaningful engagement?

Fortunately, there are tools a plenty to help put a digital strategy and an effective content initiative (one that drives Web and social ROI) into place. One of the most impressive and useful tools that has emerged recently is that of Atomic Reach – and if you’re in pursuit of engagement (and all the real and virtual rewards that come with it) the platform deserves closer examination.

Atomic Reach enables publishers and bloggers to increase/improve engagement by optimizing their digital content before it’s distributed to an audience. How exactly do they do that? The platform first performs a historical analysis of a digital publishers’ content and assigns a “performance score” (within its Atomic Impact Report). This engagement benchmark reveals some valuable insights about how well content is aligned with a potential audience – examining more than 20 variables (including how content matches to the audience, content structure and linguistic elements) to determine sophistication as well as the emotional levels of the content developed.

The Atomic Reach Lite product is a useful display of the fuller systems capabilities. Website Magazine added a recent article from Associate Editor Allison Howen (3 Perfect Product Pages) and found that her content matched the “specialist” audience that it was intended for but did have some room for improvement (sorry, Allison). Atomic Reach suggested that the content within the article needed more stimulating language to engage readers, and that it could be more emotionally influencing and should evoke more positive (or negative) emotions in the reader.

When publishers turn their attention to optimizing content for true engagement (and loyalty), the rewards are noticeable. In its own research, Atomic Reach found that page views per article increased 40 percent, unique visitors per article increased 43 percent, dwell time increased 25 percent and the number of comments increased by an impressive 74 percent.

Atomic Reach currently integrates with many popular content management software solutions including Wordpress, Joomla and Drupal and email marketing services such as MailChimp and Constant Contact are coming soon. As the content optimization engine sits squarely between the CMS, the content marketer and the audience, Atomic Reach is well positioned to seamlessly and positively influence the these digital initiatives.

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