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