Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Content marketing techniques – boosting engagement through live blogging

November 27, 2012

Live blogging at events boosts engagement with content by 300% according to new research into content marketing techniques with readers explaining what boosts content engagement. Here’s why…

Liveblogging is becoming a popular format for covering major breaking news stories, sports events, and scheduled news on the web.
In a study of liveblogs on the Guardian, City Londonn University found that the format was getting 300 per cent more views and 233 per cent more visitors than conventional online news articles on the same subject.
According to the researchers the conversational nature of the format appeals to readers and is perceived as ‘more objective’.
There is a convenience factor too: online readers are able to follow the unfolding of a story on a single page and can see how it develops in more or less real time.
The research, conducted by Dr Neil Thurman and Anna Walters from the university’s journalism school, is regarded as the first major study into the live blogging phenomenon.
“We believe live blogs are so popular because they meet readers’ changing news consumption preferences,” says Thurman. “More and more news is being consumed at work, in the office.
“Live blogs provide this ‘news-at-work’ audience with what they’re looking for: regular follow-up information on breaking news in ‘bite-sized nuggets’ which they can read – as several readers told us – while they are supposed to be working.”
The Thurman-Walters study also looked at how live blogs are constructed. They found that because live blogging journalists work so fast – often publishing updates every 20 minutes for six hours straight – there is little time for fact-checking.
Despite that, readers feel that live blogs are less opinionated and “more factual” than traditional articles written with care after an event.
Thurman believes that’s because “the looser culture of collaboration is offset by live blogs’ use of a relatively large number of sources, and transparent citation and correction practices.”
And readers don’t just passively read live blogs – they like to comment. The researchers found that readers were twice as likely to participate with live blogs than with other articles.
Read the full report here

Uncategorized blogging, content, marketing

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT