Here are a few of our top insights from the day

Positive mindsets deliver

There is a longstanding belief that fear sells. But, thanks to research from the team at Hearst UK, there is evidence that the opposite is true. Positive and purpose-driven media environments create positive audiences that in turn, view brands six times more favourably than those with a negative frame of mind, leading to a 4% uplift in sales. Turning theory into practice and leading with purpose and positivity, Hearst has enabled brands such as NatWest to shift perceptions, while at the same time, shifting the dial on some of society’s most challenging issues.

If you want to get to a million subscribers, channel Yoda

Ok, so a small green character from a cult classic isn’t likely to increase your subscriber base, but being a consistent source of trusted, exceptional content will. That was the message from The Athletic, who discussed the strategy of bringing together the best content with intelligent, agile marketing and onboarding tactics, will make people want to pay for information online. Capturing people’s favourite club at the point of joining has enabled them to offer a premium tailored experience to audiences from day one. Immediate Media also talked about the importance of adopting a growth mindset, prioritising customer lifetime value over short-term profits, joining the dots between the marketing and content teams, moving away from chasing seasonal gains towards an ‘always on’ approach to acquisition. And, NewsTeam Group looked at ways to improve subscriber experiences in print in order to ensure those hard won subscribers stick around.

When you turn subscribers into members, they become advocates not just readers

The practicalities and benefits of setting up membership clubs were the focus of the panel discussion between Women’s Running, Craft Gin Club and the Recruitment Events Co. Whether setting up discrete communities within a brand or exploring community management for an entire subscriber base, the lessons were clear. Don’t underestimate the amount of resources required; keep the offer simple and remember that people often subscribe for one reason (not a whole heap of value-add benefits); a membership club creates loyalty and emotional connection in a way no subscription model can if you set it up right; there is no template for creating a club, you must listen to your audience; make sure you have members represented in your internal team and don’t stick to one platform for communication. Recognise that within your community will be lots of smaller communities that need different things from you.

Data doesn’t give you all the answers, it helps you start a conversation

Data champions from Mail+, DC Thomson, London Review of Books and PA Media were quick to encourage publishers and brands looking to get more from the data they store. From running data bootcamps to analyse information being provided, to moving editorial teams away from vanity metrics, the panel provided practical tips for changing the conversation around data and using it more intelligently to achieve both organisational change and improved audience engagement. Data isn’t a one-person job. It requires engagement at all levels (particularly senior and finance-related roles). The ambition is not to be led by data as an organisation, but informed by it, using it to start conversations and agree priorities and areas of focus. Critically, data should be the carrot, not the stick, supporting positive change. Finally, the journey doesn’t end, but you can’t enjoy it if you don’t just get started.

Don’t be afraid to flood the zone in the race for audience attention

Insider and Farmers Weekly came up with eight tips for effective audience engagement in 2022, but if you were to neatly summarise all the points in one word it would be: confidence. The confidence to not just talk about a community but get into it and follow individuals as they go about their business. The confidence to be an agent for change in a sector. The confidence to be a critical friend not a broadcaster of what people want to hear. The confidence to change hearts and minds within the organisation in order to change the way it communicates. The confidence to include basic definitions to help people really understand a subject. The confidence to write lots of content in one area if that is what the audience wants. The confidence to be an educator, not just a publisher. And, the confidence to take risks and see where those risks take you.

Final thoughts

If you remember one thing from the Audience stage, remember that if you want deep audience engagement, you have to start with the audience and work back from there. Don’t design at the white board and think you know what works. Get out into the community, ask questions of both your audience and your data, know your stuff better than anyone else, bring your audience into the conversation and never settle. Essentially, be Yoda. If the pandemic taught us anything, it is that we all want to belong and feel part of something bigger than ourselves – and publishers can help us do just that.