Lessons from The Atlantic: Bridging the Curiosity Gap
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Lessons from The Atlantic: Bridging the Curiosity Gap
- 1. Creating a Curiosity Gap Worth Bridging Headline Writing Tactics from The Atlantic
- 2. Introduction: The Atlantic and Atlantic Media Strategies
- 3. 3 We are grounded in the heritage of The Atlantic: bringing forth big ideas on the urgent issues of our time.
- 4. The Trend: Online Engagement Patterns Are Changing
- 5. Sources: World Wide Web Size, HubSpot 15 seconds The amount of time 55% of visitors spend on websites 5 The realities of a cluttered Internet and distracted mobile world now require us to make even more of an effort to get our journalism to our readers…” - NY Times Innovation Report “ Choices across the web are increasing
- 6. When during the day do you get the news? Get news from time to time Check news at regular times If the news is that important, it will find me. “ Instead of reading cover to cover, readers wade in and out of information streams Source: Pew Research Center, May 9 – June 3, 2012 What are your methods of media consumption? Pull Pushvs.
- 7. 7 34% of visits started on the homepage in 2012 “I live in my Outlook inbox and rarely use attachments, unless I already know the sender” - House Legislative Assistant 7% of visits started on the homepage in 2014 Readers have found smarter, easier ways to filter to the content they want.
- 8. 8 And digital engagement is even more socially-driven than we perceive Google, 14%Twitter, 2% Facebook, 38% Other Refferals , 1% Actual Direct, 11% Dark Social, 15% “Direct”, 26% The Atlantic Traffic Sources – Q4 2014
- 9. Hi Lo Lo Hi “Refreshingly Smart” “Surprisingly Entertaining” Seriously Purposeful Patrolling the Frontier Treatment TopicThe Atlantic Corridor Hi Treatment / Hi Topic Lo Treatment / HI Topic Hi Treatment / Lo Topic Lo Treatment / Lo Topic New approaches to content are needed to break through the clutter
- 10. In this environment, headlines are the most important content element Headlines have to work on their own, unlike in print. What’s the proposition you want to say to the reader to earn his/her click?” —Gabriel Snyder, Former Chief Editor of The Wire “
- 11. What it Means for You: The Social Web Requires Headlines That Spark Interest
- 12. Be Decisive T a c t i c 1 Declarative headlines engage audiences by highlighting the significance of the content. But always be sure that the article supports the claim you are making.
- 13. Create “Things” T a c t i c 2 By highlighting specific artifacts you can present a unique lens on a common story. These headlines also drive better sharing – people want to share “things” not articles.
- 14. Make People Feel T a c t i c 3 Emotional hooks engage readers at a deeper level. Paired with the right images, these can be especially impactful.
- 15. Lead With a Fact T a c t i c 4 Headlines are the most commonly tweeted element of content. Using a fact can make your headline more sharable and engaging.
- 16. Amaze or surprise Some other tactics to try: Warn or advise A d d i t i o n a l T a c t i c s
- 17. Be their “everything” Speak with your audience Some other tactics to try: A d d i t i o n a l T a c t i c s
- 18. Questions?
- 19. In Practice: Headlines from Organizations Like Yours
- 20. In Practice: Be Decisive T a c t i c 1 New: One Spokesman’s Advice: Use Social Media To Set Your Own Agenda Original: Ex-Presidents and the ‘Tweet of the Year’: In Conversation with P.J. Crowley, former State Department spokesman (Part 2 of 2)
- 21. In Practice: Create Things T a c t i c 2 New: 5 Myths About City Living That Are Slowing Urban Progress Original: No excuses: The myths vs. facts of building livable cities
- 22. In Practice: Make People Feel T a c t i c 3 New: Is the Criminal Justice System Hurting More People Than it Helps? Original: Rethinking safety, crime and victimization
- 23. In Practice: Lead With a Fact T a c t i c 4 New: Heroin Is Making Its Way into Entirely New Communities Original: The Changing Face of Heroin
- 24. Recap: Our Headline Writing Tactics
- 25. R e c a p Recap: Our Headline Writing Tactics • Be decisive • Create “things” • Make people feel • Lead with the fact • Amaze or surprise • Warn or advice • Be their “everything” • Speak with your audience
- 26. Closing Thought: Delivering on the Promise of the Click When you’ve stripped away every trapping of distribution and format, what you’re left with is the fact that is a brand like The Atlantic is an idea. …The idea of this brand, or of any brand, compels people to click on our stories, videos, or tweets, and also makes them more likely to share them.” “ - Alexis Madrigal, The Atlantic Brand Perception Article discovery Click & Read Share
- 27. Questions?
- 28. Thank You Ory Rinat orinat@atlanticmedia.com @oryrinat Lymari Morales lmorales@atlanticmedia.com @bylymari
Hinweis der Redaktion
- Emotional headlines work very well in the social web. By using an emotional hook we can make our content resonate and driver users to engage more deeply and share. This works especially well when the headline is paired with the right image. But emotional headlines can also be risky. Go to far and you tricked your audience. Trick your audience and you will have made them think a bit more negatively about your brand. As we mentioned with “being decisive” – ensure that the emotional hook actually matches the article. Don’t use phrases like “you will never believe” or “the devastating story of” - let the content bring your users to those conclusions when they are appropriate.
- All too often, we see headlines that focus on the general topic of a subject, or in this industry, a report. Some of these headlines are not bad, but they present a missed opportunity to feature an engaging fact that will draw users in. Oceana released a very interesting study about seafood fraud. In a blog post and and PDF report headlined “oceana-study-reveals-seafood-fraud-nationwide”, It discussed the mislabeling of fish across establishments and species. Quartz, one of our publications here at Atlantic Media, wrote an article based entirely on that report. With the headline [read headline], it spiked in readership and was the most read story on our site over the course of more than a month. Why? Because we honed in on a relatable, relevant fact. But here is the most important thing – the article backed up the headline. It explained why seafood fraud was happening, where, and most importantly, what you were eating when you thought you were getting Tuna. Slate used a similar tactic on an article it wrote about the implications of education levels on lifetime earnings. It highlighted a stunning fact – skipping college can cost you 800k. This stood out in the context of the conversation – when so many were focused on college alternatives – and most importantly, the article then backed up the headline.