If you publish to a website, you probably have access to some sort of analytics dashboard where you can see which posts are performing well — and which ones aren’t.
But what actions can you take with that information? This document will help you use metrics data to make informed editorial decisions. (Print it out!)
A story is suddenly experiencing a surge in traffic
- Determine the source of traffic
- Assess sources for engagement possibilities and alert relevant reporters/editors
- Consider promoting the story on other platforms
- Consider “beefing up” the original story build with additional web elements
- Theorize why it spiked and share your hypothesis with your social media team
A story from the archives is spiking in traffic
- All of the above listed under “a story is suddenly experience a surge in traffic”
- Republish the original story
- Re-promote the original story
- Write a follow-up story
- Revisit other old and relevant stories
My story isn’t getting any traffic
( … compared to similar stories.)
- Write the window title for SEO effectiveness
- Write the main headline for social friendliness (check out this headline guide for more tips)
My story has been shared by an influential person or account
- Thank that person on social
My audience is not growing — or it’s declining
- Evaluate your publishing frequency
- Consider mixing up the types of stories you’re creating
- Design — or refine — a social media strategy
- Research the potential size of your target audience
My audience is growing rapidly
- Are you doing something different? Do it more and let your team know
- Identify the source and try to amplify the effect
- Find ways to keep the new audience engaged