Increased Video, Click Rates Are Good News for e.Republic: A Media and Research Company Revamps Its Web Sites with Help from Limelight Networks
Aquino, Judith, CRM Magazine
News media and research company e.Republic informs readers about the latest developments in state and local government and education. It runs seven Web sites and publishes five periodicals, in addition to hosting several conferences. To keep up with the constant stream of news, the company initially relied on a content management and publishing system cobbled together from various software, workflows, and processes.
This approach was cumbersome, and the company needed a makeover, according to e.Republic IT director Trever Lee. "We were using systems that all acted differently, and the learning curve was getting in the way of productivity," Lee says. E.Republic's Web team chose Limelight Networks, a provider of digital presence management solutions, for the "flexibility and interoperability" of its cloud-based services, Lee says.
E.Republic selected three Limelight Networks services--Limelight Dynamic Site Platform, Limelight Video Platform, and Limelight Deliver--to streamline its online publishing processes. Since implementing the solutions in 2009, the company has continued to use Limelight to revamp its sites.
One area e.Republic actively enhanced this year is its videos. Online videos have proven effective for audience engagement, and since migrating to the Limelight Video Platform, the company has been able to add more video content to its Web sites. E.Republic's videos include footage ofits conferences, news features, editorials, interviews, and promotional materials.
Using Limelight's Video Platform, e.Republic creates custom metadata tags for its videos, and can track user interactions using Limelight analytics tools. On the publisher's site, Govtech.com, for example, visitors have commented on the fact that it is now easier to browse through videos by specific categories, such as budget and finance and e-government. …