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Editorial Experiments to Develop and Refine Your Digital Audience Strategy – ONA19


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Content creation and audience strategy should go hand in hand, but in many newsrooms, audience has an afterthought when deciding what stories to pursue and how to pursue them. Using hypothesis driven editorial experimentation, newsrooms can craft better strategies by taking educated risks.

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Editorial Experiments to Develop and Refine Your Digital Audience Strategy – ONA19

  1. 1. Editorial experimentation How to develop & refine your digital audience strategy Everdeen Mason Senior audience editor @EverdeenMason
  2. 2. Story Audience Graphics Photo Text Video Audio TV News- paper Radio
  3. 3. Story Audience Graphics Photo Text Video Audio Email Alerts Apps Podcasts Website TV News- paper Radio
  4. 4. Story AudienceGraphics Photo Text Video Audio AR & VR Algorith- mic Email Alerts Apps Pod- casts Website TV News- paper Radio Twitte r Flipboard Viber Twitch Instagram Snapchat Discover Google Reddit YouTube Facebook
  5. 5. News happens Write & Edit Visuals Put online Layout for print Post on FB & TW
  6. 6. News happens Write & Edit Visuals Put online Layout for print Post on FB & TW Who is interested Can we be first? If not, what next? Is it best told visually? Where do the people interested get info?How will people navigate To this on our site? When should I post? Should I do updates?
  7. 7. The Audience Embed Team
  8. 8. Hypotheses Experiment Measuremen t1. Critical analysis of YouTube channels as if they were TV shows can appeal to the broadest audience. 2. Search-term focused listicles will have a broader audience than more personally curated lists, but the curated social-based lists will have more engagement. 3. People want to have YouTube content curated outside the algorithm. 4. The form of the curation will increase engagement, and/or scale traffic. We will select a collection of YouTube channels to create a “wiki”-type network of articles that are interconnected via links. The channels should be of varying size and topics. • SEO keyword rankings • Recirculation rates • Total & subscriber Non-scrolling pageviews • Referrer instances by platform • Percent of uniques and NSPVs from subscribers • Subscription conversions • Amount of pages a unique reader consumes of this type of story • Applicable data from Idea: How can cover YouTube for viewers?
  9. 9. Creating the editorial Step 1: Find the right idea Step 2: Interrogate the idea Step 3: Form your hypotheses Step 4: How will you measure this? Step 5: Take stock of your resources Step 6: Execute!
  10. 10. The sweet spot Existing Audience New Audience On brand Valuable to specific communities High engagement Capitalize on trends Easily accessible Has universal appeal
  11. 11. Important questions for editors •Are we hoping to engage with current readers, or hoping to acquire new ones? •Where do we think new readers are learning about said topic/idea? •Do you think the readers you want, want said topic/idea? •Why should readers get this content from us instead of other channels or competitors? •Whose coverage on in this area do you find most interesting? •How does this fit into your section/organization’s overall strategy? •What are you hoping to learn from an editorial experiment?
  12. 12. How to make your hypotheses
  13. 13. • Omniture • Google Analytics • Chartbeat • Crowdtangle How will you test this? You’ll have to love analytics.
  14. 14. The Resources Content resources: Do you need to make new stories or can you look at things you’ve already done? Distribution resources: Where can you find pools of readers to test this?
  15. 15. Hypotheses ResourcesMeasuremen t Plan & Execute Idea Content plan
  16. 16. Ask M eAnything Everdeen Mason Senior audience editor @EverdeenMason