Yesterday's Audience is Yesterday's News
s they move from creating content thatis distributed at fixed points in time tointeracting with live audiences,journal-ists,managers and executives,like good stageactors,need a deeper connection with the peo-ple they are trying to reach.But,unlike actors,they can't see the audience;they can't sense themood.Without immediate feedback,they can't“play”to the audience like any good actor will.Content creators have always invested heavily inunderstanding their audiences,but reports thattell you what content people were engaged withyesterday or,in the past week or month,doesn'tdo much to help you understand what's happen-ing now.And “now”is different - content is nota static thing,it changes all the time.Newsdoesn't wait..Understanding live,dynamic audiences requiresreal-time data that hasn't been readily accessibleto newsroom editors,managers and contentexecutives until very recently.Online,you have just a few seconds to capturethe reader's attention.You have to get the con-tent right,right now - not tomorrow.Fortunately,there are new tools that can giveyou a real-time understanding ofaudience inter-est as they are reading,watching or listening tocontent.These tools put a “live lens”on top of every piece ofcontent that allows contentteams to understand content trends as they arehappening.Better understanding ofcontent trends leads to:
More relevant content creation andpublishing choices.
Money saved by investing in the right-content all the time
Increased ad revenues by publishing high-interest content The most important content success metric isstill page views - they give web producers,news-room managers and executives a good sense of how relevant or “sticky”their content is.
eal-Time audience analytics enabled the Vancouver Sun to act quickly when astory they posted online about a dirty nuclear bomb started to spike.“Drudge picked it up,” says then-deputy-managing-editor Paul Bucci, who instructedthe newsroom to immediately start building a package of content to complement thestory.“If you are looking at an opportunity with Drudge in that kind of window,” Bucci adds,“you want to load it up with as many bells and whistles as possible because 400,000page views can turn into a million page views.“As content is consumed and shared and spread around there is an exponential factorof increase that grows by making the content more sticky.”
Real-Time, Real Benefits
Understanding Your Live Audiencepublishflow.com 20