Varying Content to Augment Engagement

So much of what is published on a regular basis is meant to be read. Often we see sporadic imagery throughout an article—charts, infographics, and more. But what happens to engagement when you push the envelope even further and incorporate more dynamic visual elements like video?

Expanding a Content Platform

In the fall of 2019, the National Paper Trade Association (NPTA) launched PaperChain, a digital platform created to house a variety of paper-focused content that would help merchants, mills and their consumers stay informed about developments and trends within the paper industry. Over the course of 2020, engagement seemed to stagnate. PaperChain needed a differentiating factor if it was to become the go-to resource for merchants.

In January of 2021, NPTA launched an interview series entitled “PaperChain Chats” as a means to boost member engagement for PaperChain, as well as replicate face-to-face interactions that were lost with the cancellation of in-person events. The “Chats” series brings industry leaders to the forefront to address trending topics and challenges relative to paper merchants and manufacturers in a video Q&A format. As is true for myriad associations, NPTA’s membership values opportunities to connect with fellow industry professionals; NPTA leveraged “PaperChain Chats” to recreate that connection.

An Immediate Impact

Within a few short weeks of the series launch, NPTA’s membership gravitated toward PaperChain—eager to gather insight directly from influential peers. A staple on PaperChain, series participants began sharing the videos on their own social media channels, augmenting the awareness for the digital platform, and drawing interest from other industry leaders who wanted to participate.

Understanding that the process of finding content that appeals to your membership requires careful evaluation of varying strategies, NPTA ventured into the realm of video, receiving an overwhelmingly positive response from members. Publishing two “Chats” per month, the series maintained steady engagement. In addition to offering exposure for industry leaders, NPTA members began associating PaperChain with valuable content.

Results

In under a year, PaperChain experienced astronomical growth with the integration of video. Compared to pre-existing content, page views increased by a staggering 33% due to the success of “PaperChain Chats”. Through the “PaperChain Chats” series, general awareness of the PaperChain platform increased.

NPTA members have not only come to value PaperChain as a resource, but they are more willing to actively participate and share the content with others. As NPTA moves forward, video will continue to serve as an invaluable educational tool, even as members begin to reconnect in person. Heading into 2022, NPTA fully embraces this newfound momentum and is poised to create even more content worth watching.