Build a durable, loyal audience with the right content strategy, data insights, and product offerings
Owning your audience has never been more important
Identify the right loyalty metrics
Focus on exclusive content
Introduce newsletters and other new products
Create a robust direct traffic strategy
Why cultivating a loyal audience is so important
Whether your business model is dependent upon page views or digital subscriptions, it’s critical that you build relationships with your readers and own your audience. Algorithm changes on search and social platforms, combined with a flood of AI-generated content, means news companies must focus more heavily on engaging with their audiences to build brand affinity and loyalty.
How do our newsrooms do that? In this INMA Newsroom Transformation Master Class, we’ll explore strategies for cultivating more direct traffic. Themes include identifying the right loyalty metrics, focusing on exclusive content, introducing newsletters and other new products, and creating a robust direct traffic strategy.
Hear from some of the most experienced and innovative news leaders in the world as they share what has worked for them and how others can approach this challenge. In three modules, you’ll become an expert in audience-building and come away with ideas and tools you can apply tomorrow to the challenges you face today.
Join some of the most experienced and innovative working journalists and news leaders in the world as they share what we still need to do to accelerate newsroom transformation and face multiple challenges.
In three modules, you’ll get a mini-MBA in newsroom management and come away with ideas and tools you can apply tomorrow to the challenges you face today.
Speakers
Coming soon ...
Curated by
Amalie Nash
Lead, Newsroom Transformation InitiativeInternational News Media Association (INMA)
Themes
Shifting your metrics mindset to focus on loyalty
How to bring readers back more frequently
Understanding how user needs lead to exclusive content
Knowing what products help build loyalty
Where audience engagement tactics fit in
Shifting your metrics mindset to focus on loyalty
How to bring readers back more frequently
Understanding how user needs lead to exclusive content
Knowing what products help build loyalty
Where audience engagement tactics fit in
Agenda
Thursday, October 9
Module 1: Why you need to evolve your content strategy to focus on loyalty
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.
Click here for more information on this module
Tuesday, October 14
Module 2: Leaning into products and strategies to bring consumers back
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.
Click here for more information on this module
Thursday, October 16
Module 3: Understanding the right metrics to measure audience loyalty
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.
Click here for more information on this module
Details
What is included in registration?
Your registration includes the live presentation, the video recordings of the presentations, and the speaker’s presentation if they are willing to share.
What is the format?
Each module will be approximately 2.5 hours in duration. Each module will be held from 10:00 a.m. to 12:30 p.m. New York time (2:00 p.m.-4:30 p.m. GMT). Conducted in the Zoom ecosystem, you will have an opportunity to ask questions of all presenters.
What is the cost?
- Members: US$495 for all three modules, inclusive of video recordings and presentations
- Non-members: US$1,390, which includes one free year of INMA membership