How an investor relations magazine uses Publish Interactive to boost engagement and simplify renewals

IR Media Group is a specialist information business serving investor relations professionals. It provides news, events and research for stock listed businesses globally through its IR Magazine brand.

Insight from IR Magazine is vital for its subscribers, yet prior to its adoption of Publish Interactive’s smart content management and publishing system, it had limited ways of actively engaging with users nor the ability to analyse how its research content was used.

New reports were created then distributed as PDFs, but this meant there were limited opportunities to analyse usage and customer engagement.

IR Magazine recognised the opportunity to add real value to its offering by helping clients make better use of its research and applying content tracking to understand usage and feed that back into creation, sales and marketing.

Understanding usage

With Publish Interactive, IR Magazine is now able to make its back catalogue available to subscribers, track content use and publish new benchmarking and insight content as interactive reports.

“We had been looking at ways to improve the service we offer subscribers. Our old system didn’t provide analytics, now we can see who is accessing our research reports,” says Stuart O’Hara, Head of Content Marketing, IR Magazine.

“We’ll publish around 15 new reports this year. With Publish Interactive, we can track, analyse usage, feedback to the editorial team and target products to the right people.

“If someone isn’t maximising their annual subscription, they’re not left in the cold for a year. We can help them use us more intuitively and, in doing so, make the renewal process easier.

“We can also upsell more easily now and the fact that we now have a great user experience provides the sales team with a USP to win new customers.”

Enhancing user experiences

Critical in IR Magazine’s bid to improve its offering was a need to boost engagement and enhance the user experience. Publish Interactive helped by providing intuitive workflow tools, high quality search and interactivity that allows users clip content, export to multiple formats and create bespoke reports.

“With Publish Interactive, we’re far more engaging. Content is in a single destination, search and navigation are simple and we have added features like ‘Ask the Editor’, where users can fire questions at us. That functionality wasn’t possible when our output was just in PDF, ” adds Stuart.

Deepening engagement

Since establishing its new content portal, IR Magazine has developed plans to extend use of the platform to attract new business.

“The response from customers has been positive. They find the Publish Interactive-powered elements of our website easy to use and engaging, the next step is to deepen engagement further,” says Stuart.

That process will involve the introduction of user guides and deepening internal understanding of analytics to ensure content is created that meets users’ needs and to more closely track subscriber behaviour and respond accordingly.

“We want to use this new portal to help us gain as many new customers as possible and encourage our existing subscribers to make full use of the content available for them to access,” Stuart adds.