How Aud Dev and Analytics Support Content Creation
Analytics feed the entire life cycle of Forbes’ news production.
Much has been said about the publishing life cycle of news content online and in print. At Forbes, chief product officer Lewis Dvorkin shows how important analytics and audience development have become in content creation in a series of blog posts.
Dvorkin argues that the top-down “caste system” of traditional newsrooms has been outmoded by the way content is consumed and shared digitally. “The self-imposed newsroom caste system has run its course,” he says in a recent post. “The three vital voices of the media business [content creators, audience members and marketers] now publish together.
Dvorkin’s four main support components of his newsroom are:
1. Analytics–consisting of a small team that monitors activity at the page and site levels. The data is then used to help editors determine what content resonates.
2. Audience Development–another team that uses the data produced by the analytics team to develop KPIs and uncover new areas for audience growth.
3. Contributor Support–these folks work closely with the content creators, combining production tools with data insights to help creators optimize their production.
4. Programming–these guys also depend on AD and analytics to fast-track specific content packages and formats to maintain momentum created by content that resonates well with readers.