Thursday, October 9
Module 1: Why you need to evolve your content strategy to focus on loyalty
10:00 a.m.-12:30 p.m.
(New York time)
What this module will cover
Declining search and social traffic — combined with an increase in AI-generated content — makes it more important than ever for news companies to focus on direct traffic and repeat visitors. That means moving farther away from writing for SEO and viral stories to instead prioritising exclusive, relevant content. In this module, we’ll talk about how to revamp your content strategy accordingly.
Tuesday, October 14
Module 2: Leaning into products and strategies to bring consumers back
10:00 a.m.-12:30 p.m.
(New York time)
What this module will cover
Cultivating a loyal audience often means meeting readers where they are and presenting content in the ways they want it. Newsletters, SMS, and other engagement strategies have proven effective for improving visit frequency and conversions. In this module, we’ll focus on the tactics and products that can help you form more direct relationships with your users.
Thursday, October 16
Module 3: Understanding the right metrics to measure audience loyalty
10:00 a.m.-12:30 p.m.
(New York time)
Newsrooms can consider many metrics for measuring audience loyalty: return frequency, time spent on site, articles viewed per visit, regularity, engaged time — the list goes on. In this module, we’ll break down the various metrics and explore how some newsrooms are using those metrics to shift their strategies and improve loyalty.