Social ad-targeting company 33Across acquired Tynt Multimedia in January. In the deal, 33Across purchased technology that allows publishers to better chart the wealth of material that is digitally copied and pasted from their sites. If users paste portions of a story from The New Yorker, for example, into email, they will see an automatic link back to the site appear in the message. Tynt allows publishers to insert those links and also to see words and shorter phrases that a user pastes into a search engine. Greg Levitt, general manager-publisher solutions, spoke to Digital Directions about how the free tool set is helping media brands drive incremental visits and shape editorial strategy.
Digital Directions: Why is it important for b-to-b publishers to understand copy-and-paste activity?
Greg Levitt: Historically, we grew up in the b-to-c space, but we've been getting more traction in b-to-b. We're the only company that is providing insights around users copying content from the publisher's page and sharing it with their friends. The more valuable the content, the more that users want to share or copy that content. We've noticed that (with) b-to-b being high-value, niche-type content, the rate of copies tends to be much higher (than in the consumer market). Across all of our publisher groups we're seeing 1% to 2% of page views resulting in a user taking a copy action. On higher-value, niche-type content, that (number) might double or triple.
One of the things that most publishers don't realize is that the most common form of sharing content today is the organic user behavior of copying text and images from a publisher page and sharing that—most often via email or on Facebook, on Twitter. The rate of that activity is up to 50 times the rate of sharing content through clicking on a Facebook or Twitter button that appears directly on the page.
When we go to publishers and show them how the technology works, they can understand for the first time how this behavior is impacting their site. And they are able to (take) action against it. The core of the technology is when users are copying content from the page and pasting it, our technology inserts a link that says “Read More:” and inserts the page url.
What's really interesting about that is No. 1, brands are getting credit for their content. No. 2: They are actively encouraging their users to share and click on those links to come back to the site. It helps drive site traffic. It helps drive SEO value.
DD: How can these insights inform content strategy?
Levitt: There are a few interesting ways. We know when a user is copying less than a certain number of words. Often that information is pasted into a search bar. This is the content that is driving people to leave the page. If you're able to provide more content related to those topics or better links within your site, you can retain the readership longer and drive better engagement.
It's not just about measurement and analytics. As a publisher you want to be able to proactively engage your readers and maximize how your content is being shared and engaged with. It's about proactively engaging with readers and giving them tools to help them spread your brand through those social channels.