It’s Time For Publishers To Get Bullish On SEO Once Again


This post is by Mads Holmen from MediaShift


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A version of this article was originally published by Bibblio.org. Twitter accounts for less then 2.5 percent of traffic to publishers; Instagram and Pinterest barely supply one percent together. Currently, Facebook represents 22 percent, but its role in distributing publishers’ content has been falling dramatically for more than a year, and is only accelerating. Data from Parse.ly, which tracks visits to more than 2,500 publishers, shows that ahead of the 2016 U.S. presidential election, more than 40 percent of traffic to those sites came from Facebook. By the end of 2017, it was less than 26 percent. It’s still dropping. For some sites, like BuzzFeed, this is a big problem, but even if you don’t rely on social traffic to the same extent, it’s a challenge. The chart below shows the amount of traffic coming to publishers from Google and Facebook since the beginning of
Google's mobile search is sending more traffic to publishers
Ranking factors analyzed
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It’s Time For Better Engagement Metrics


This post is by Jason Alcorn from MediaShift


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Join MediaShift and experts from Content Insights, WhereBy.Us and the Dallas Morning News for “How to Get Better Engagement Metrics,” a free online panel on April 18. Reserve your seat now! At many publishers, community and engagement editors have long been pushing for a change in the newsroom culture away from superficial metrics toward a more authentic relationship with readers. Yet that culture shift was often impeded by the value and sheer size of the Facebook audience, whose reach, distributed audience and referral traffic publishers came to rely on to hit their analytics and advertising goals. Well that particular barrier has fallen. And now is a good time to talk about better engagement metrics. When engagement is no longer defined as the total number of likes, reactions and shares by a aggregate audience and is instead an interaction with a particular reader of your website or publication, increasingly one
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How Publishers Are Learning to Embrace Twitter Video


This post is by Liam Corcoran from MediaShift


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A version of this article was originally published by NewsWhip. Twitter has signaled its intention to focus on video as a key platform feature for 2018, and some publishers have already been noticing the effects. Last year, Twitter’s announcement that it would be partnering with a string of media companies to provide round-the-clock video content for the platform was met with some skepticism. Was Twitter trying too hard to muscle in on a social video space that was already saturated and showing unpredictable returns? Video on Twitter was largely known for Vine, the since-shuttered service that allowed six-second looped clips, and Periscope, a live-streaming channel that faced plenty of competition of its own. When we previously outlined four ways that publishers used the medium in mid-2016, there was a feeling that Twitter video could only every really be thought of as a promotional or extremely short clip service. In 2018,
How many videos do publishers post on Twitter each week?
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DigitalEd Panel: How to Get Better Engagement Metrics


This post is by Jason Alcorn from MediaShift


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Panel Title: How to Get Better Engagement Metrics Moderator: Jason Alcorn, MediaShift
Panelists: Hannah Wise, Dallas Morning News; Alexandra Smith, WhereBy.Us Engagement is so much more than Facebook reach. For publishers who want to cultivate a direct relationship with readers, it’s the top of the customer funnel. And how you define and measure engagement in your newsroom matters directly to whether you’ll be leading the industry or lagging behind. This live online panel will include a discussion with publishers who are at the forefront of using engagement metrics to build a direct relationship with readers, improve the quality of their journalism and drive revenue for their businesses. This free online panel is sponsored by Content Insights. Content Insights helps journalists and editors understand the behavior of their readership in a simple and comprehensible way. Content Insights is a multi-faceted web analytics platform for data-driven evaluation, ranking and comparing of Continue reading "DigitalEd Panel: How to Get Better Engagement Metrics"

7 Tips to Get Better Newsletter Metrics


This post is by Jason Alcorn from MediaShift


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Last week, MediaShift hosted an online panel on how to get better newsletter metrics. The topic was one of our most popular — for good reason. Newsletters are proving to be a reliable and measurable way for publishers to connect directly with readers. We can’t forget that email is still a platform, but at least it’s one with open standards and a higher degree of control for both sender and recipient. The New York Times’ Lindsey Goddard, Greentech Media’s Brady Pierce and Parse.ly’s Clare Carr generously shared their expertise. Watch the video here or scroll down for seven of their best tips for how to get better newsletter metrics. 1. Segment your audience. Newsletters feel personal, like a one-to-one communication. Or at least they should. By segmenting your audience and developing email products that deliver on a unique, targeted value proposition, you are likely to have the greatest success. 2. Continue reading "7 Tips to Get Better Newsletter Metrics"

4 Ways Newsletter Publishers Can Hit Open Rates Between 50 and 60 Percent


This post is by Mark Schiefelbein from MediaShift


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Email newsletters, which seemed all but dead at the height of the social media revolution, have made a roaring comeback. Traditional publishers like the New York Times, online specialists like Quartz and even newsletter-only publishers like TheSkimm are winning over droves of readers and creating new revenue streams at the same time with their email strategies. And there are as many newsletters as there are topics to write about. At Revue, we help tens of thousands of people, from big companies to individual writers, publish editorial newsletters that readers look forward to seeing in their inboxes. Their success turns on one metric above all else: Open Rate.

Why is the open rate crucial for editorial newsletters?

There is a wide range of newsletter metrics available to newsletter publishers: list growth, delivery, open and click rates, return on investment and more. That’s not surprising given the wide range of newsletter
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Which Publishers Benefit Most from Facebook’s News Feed Change?


This post is by Varpu Rantala from MediaShift


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A version of this article was originally published at EzyInsights. Recently announced changes to Facebook’s News Feed algorithm are causing a lot of fear and uncertainty among publishers. The company has not provided specifics on how or when the changes will be implemented, and the majority of the discussion is driven by speculation rather than facts. Based on our data, there is no reason to panic. Facebook has announced similar changes to News Feed before. Starting in June 2016, after news broke that the algorithm would begin prioritizing posts by friends, we noticed a U-shaped curve: some publishers’ engagement went slightly down, but then Brexit and U.S. presidential elections happened and the same publishers’ engagement went back up. In the second half of 2017, overall engagement for digital publishers again fell — this time dramatically. Digital publishing isn’t a monolithic industry, however, so we broke out the data to
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DigitalEd Panel: How to Get Better Newsletter Metrics


This post is by Jason Alcorn from MediaShift


Click here to view on the original site: Original Post




DigitalEd Panel: How to Get Better Newsletter Metrics

DigitalEd Panel: How to Get Better Newsletter Metrics

Panel Title: How to Get Better Newsletter Metrics Moderator: Jason Alcorn, MediaShift
Panelists: Clare Carr, Parse.ly; Elisabeth Goodridge, New York Times; Brady Pierce, Greentech Media Newsletters are a direct line to your audience. In a pivot-to-reader world, there’s arguably no product more valuable for digital publishers. Not surprisingly, newsletters have been one of the most exciting media segments to watch, and in 2018 we can expect even more innovation. This live online panel will include a discussion with publishers who are at the forefront of using newsletter metrics to increase engagement, develop new products, and drive revenue for their businesses. This free online panel is sponsored by Parse.ly. Parse.ly empowers companies to understand, own and improve digital audience engagement through data, so they can ensure the work they do makes the impact it deserves. All attendee emails will be Continue reading "DigitalEd Panel: How to Get Better Newsletter Metrics"

Why Recirculation Is A Key Metric For News Publishers in 2018


This post is by Andrew Sweeney from MediaShift


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The following piece is a guest post, and does not necessarily reflect the views of this publication. Read more about MediaShift guest posts here. Readers have never enjoyed greater access to content and the media industry has never been more competitive. Yet news outlets rely on the big platforms to deliver traffic, at increasing cost to the quality of their news content and bottom line. As a publisher, for your project to survive and thrive you need to create a loyal audience — users hungry for content who satisfy their appetite on your site instead of skipping away for their next bite. The best way to measure your success is with a metric called recirculation. If you’re unfamiliar with recirculation, this article will guide you through what it is, how to use it to maximize potential, and what it can achieve for your team.

What is recirculation?

Recirculation is a
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3 Ways to Use Customer Research In Newsroom Decision-Making


This post is by Alyssa Zeisler from MediaShift


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Many newsroom analytics deal with quantitative data — pageviews, time on page, retention, etc — and find meaning by looking at these numbers at scale and over time. And while quantitative is excellent at explaining what is happening, it cannot necessarily explain why something is happening. Customer research — in the shape of interviews, focus groups and surveys — is an important tool to deepen your understanding of your audience and learn about their motivations, habits, and relationship to your content. At the Financial Times, we use both types of information regularly in our newsroom to improve our understanding of a particular audiences and to develop specific strategies to grow reach and loyalty. Here we want to share three times we’ve used customer research to make better decisions around editorial, product and audience development. The lessons we learned doing this work aren’t unique to the FT, though — there are
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How to Ask Better Questions About Newsroom Analytics


This post is by Alyssa Zeisler from MediaShift


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When it comes to using data in the newsroom, spending a few minutes to structure your thinking before diving into a data set can make all the difference in getting actionable results afterwards. At the Financial Times, our data team fields questions from individual reporters, news desks, the audience engagement team, and managers from all parts of the business. To manage that intake and ensure data is effectively used, the team uses a Google form to help those making the request think through what they are asking for. It includes two simple, yet absolutely critical, prompts:
  1. What is the question you are trying to answer?
  2. What action(s)/decision(s) will be driven by the answer?

It’s our job to help others in the newsroom

Without a doubt, this is an excellent starting point for any good data query (which is any question that can be answered with analytics). But using
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How to Tell the Story of Metrics Inside Your News Organization


This post is by from MediaShift


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Ryan Sholin presented at Poynter’s Measuring Journalism event this month and shared the talk on his blog. He has kindly allowed us to republish it here. Slides are also available. I love it when the numbers jump off the screen. In my dozen-plus years in the news business, whenever I’m asked — often in a job interview — what my favorite part of my work is, I tell a little story about the first time I took a serious look at an analytics report for multiple news sites, back at GateHouse Media. Sure, I had been responsible for paying attention to Omniture (or was it still HitBox?) back at the Santa Cruz Sentinel, and we even had a pretty cool heatmap plugin of some sort which let us see how stories on the homepage were doing. (This was years before Chartbeat.) But at GateHouse, I worked with around 125 community
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How Much Do Analytics Matter in Podcasting?


This post is by Russell Lindley from MediaShift


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The following piece is a guest post, and does not necessarily reflect the views of this publication. Read more about MediaShift guest posts here. As analytics make podcast advertising more formulaic, brands are increasing their advertising spend on on-demand audio. According to audio platform audioBoom, 93 percent of brands have increased their podcast advertising spend from 2016 to 2017, and per the latest Bridge Ratings forecast, ad spend is expected to hit $534 million in 2020. Now with new analytics coming to Apple’s podcast app, many are eager to learn more about listener behavior — and to better target their growing budget for podcast ads. But while metrics such as completion rate and ad-skipping are able to answer some questions about why certain podcast ads are so successful, many additional factors come into play when deciding where to place ads. These can include the endorser’s authenticity when delivering the ad,
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Your Quick Guide to Using LinkedIn to Distribute Content


This post is by Liam Corcoran from MediaShift


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This article was originally published by NewsWhip. What type of stories go viral on LinkedIn, and how does the algorithm impact the visibility of certain posts? Below, we take a closer look at the content process on the business professionals’ network. Earlier this month, we looked at how LinkedIn has been investing in video capabilities. But video isn’t the only area of content that has been succeeding on LinkedIn. Earlier this year, Digiday reported on how business publishers were seeing growth in referrals from the platform. Here’s how engagement, measured as shares of links on LinkedIn, looked like for English language publishers on the platform from January to September: August seems to have been a banner month, with over 50 million shares of new articles. Indeed, we’re now seeing that for some business-focused sites such as Forbes and Inc.com, LinkedIn engagement is beginning to rival, or even surpass, their
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Sell Ads On Engaged Time Metrics? Publishers Still Weighing Promise And Risk


This post is by Brent Merritt from MediaShift


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A few days ago, a report in Axios caught my eye: big advertisers, frustrated with the digital advertising process, are shifting their digital ad dollars to TV — and even radio and billboard ads are in play. It was a pointed reminder that despite growth in overall digital ad spending projected at billions of dollars per year, not all is well in the marketplace. Advertisers are concerned by an opaque supply chain, low viewability and high levels of fraud. Publishers are stuck competing with Facebook and Google in an ad economy based on selling impressions, which by definition rewards scale over quality. Professionals on both sides of the equation are looking for better ways to buy and sell ads.

Brent Merritt

One intriguing alternative to the status quo is selling display ads based on time. In this approach, publishers use attention currencies such as cost-per-hour to sell big blocks of
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How ProPublica Defines Success for Engagement Projects


This post is by Julia Haslanger from MediaShift


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ProPublica has earned more than its share of accolades. Four Pulitzer Prizes in seven years, numerous Peabody Awards, Emmys… name a journalism award, they’ve probably won it. But engagement editor Terry Parris, Jr., has his sights set on one more trophy: a Pulitzer Prize for a crowdsourced reporting project.

Terry Parris, Jr., Adriana Gallardo and Ariana Tobin

I recently spoke with Parris and his colleagues, engagement reporters Adriana Gallardo and Ariana Tobin. The team evangelizes for metrics that have less to do with quantity on social and more to do with high-quality participation — which can begin on social media but develop further through on-site call-outs, forms and (a lot of) email. We chatted about the work the engagement team does to support and create ProPublica’s journalism, how they measure success and why working on engagement at ProPublica is unlike anywhere else.

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Want To Reach A Chinese Audience? 10 Tips For Using WeChat


This post is by Kaidi Yuan from MediaShift


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This post was originally published by the Media Center Lab. Film, music, advertising — all these American media fields have recognized the value of the Chinese market. Notice you don’t see the American news industry on that list. I’m from China and use WeChat every day, but I don’t see a lot of content there that reflects what I’m learning to produce as a journalism student at the University of Southern California. So when two of my professors asked me if I wanted to launch a WeChat account for USC’s student-run news outlet Annenberg Media, I was pumped. In case you’re not familiar, WeChat is most popular messaging app in China, with more than 768 million users logging in daily, according to numbers the company released at the end of 2016. With 889 million monthly active users, it’s also one of the most popular chat apps in the world. I would
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5 Newsletter Signup Boxes We Love


This post is by Sangeeta Singh-Kurtz from MediaShift


Click here to view on the original site: Original Post




This article was originally published by the Donald W. Reynolds Journalism Institute. In this series: Part 1 | Part 2 | Part 3 | Part 4 | Part 5 | Part 6 When it comes to newsletters, the meat of your product should be the content of the email. However, after launching a brand-new newsletter or reviving an old one, it’s critical that newsrooms make a concentrated push for sign-ups. Many newsrooms use on-site ads and on other websites, or opt for an embedded sign-up box in the body of an article or on their landing page. But some are still using the good old pop-up form. But there’s a catch: The pop-up form can be tricky. Sites can be dinged by Google for interrupting or obscuring the reader’s experience. So why bother? At nearly two percent, the conversion rate for pop-ups is remarkably high, and while using them may interrupt
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Instant Articles Continue to Outperform Regular Links on Facebook


This post is by Gabriele Boland from MediaShift


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This article was originally published on the NewsWhip blog As Facebook embraces an increasingly mobile audience, are publishers still benefitting from Instant Articles? According to Facebook, an Instant Article is 20 percent to 50 percent more likely to be clicked than a regular link post. Since January, Facebook says the number of publishers using Instant Articles has increased to over 9,000, a 27 percent increase. We last looked at Instant Articles in September, and noted the high engagement. Facebook has recently added several Call-to-Action options to the format so that readers can now be prompted to like a Page or sign up for a publishers’ newsletter. While some publishers are struggling with how to increase direct monetization from the format, we’ve previously seen social media engagements around Instant Articles run high.

Purple indicates Instant Articles average engagements, blue for non-Instant Articles

We used NewsWhip Analytics to pull seven publishers’
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