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Digital Media Crash Course

How to use real-time data to make fast decisions and maximize content performance

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CUSTOMERS THAT FINISHED THE COURSE

Companies in

countries

50

+

1,200

+

media teams

websites

15,000

+

digital media employees

25,000

+
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Course author and speaker
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Alex Chernikov

Digital Media Expert and Consultant

Over 5 years of working with publishers across the globe, Alex has successfully integrated data-driven decision making in more than 200 newsrooms by combining his knowledge of process automation and unparalleled technical capabilities of IO Technologies platform.

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INMA subscription summit speaker

Results after a successful onboarding
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year-to-year audience growth

+

51%

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subscription growth

+

60%

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to readability

+

50%

What is included?
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3

AUDIENCE SESSIONS

  • Connecting business goals to content initiatives that are crucial to reaching target numbers 

  • Learning to measure team performance and motivate the newsroom

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6

NEWSROOM SESSIONS

  • Breaking down content initiatives into editorial KPIs. Applying data-driven decision making to content creation and editing 
     

  • Understanding content engagement and leveraging available potential for sustainable growth

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12

WORKSHOPS

  • Sharing best practices between team members to motivate colleagues

  • Working with historical data to highlight good content decisions and scale your success

  • Analysing underperforming content to define vectors of future improvement 

What is included?
Course topics 

TOPIC 1

Digital Content 101

For digital teams

  • Audience development managers

  • Publishers and content heads

Agenda

OUTCOME

  • Examining current workflow 

  • Identifying areas of improvement 

  • Understanding team comp and responsibilities

Definition of a “North Star” goal

60 minutes

TOPIC 2

Digital Content 102

For digital teams

  • Audience development managers

  • Publishers and content heads

Agenda

OUTCOME

  • Exploring initiatives and their outcomes - Financial targets, achievements, value for readers or social benefit. 

  • Converting initiatives to basic workflow elements

  • Definition of main content initiatives and strategies to measure their results

  • Integration of content scoring

90 minutes

TOPIC 3

Meeting the newsroom

For the newsroom and digital teams

Agenda

OUTCOME

  • Meeting the team

  • Establishing main points of contact

  • Presenting main content initiatives

  • Q&A session

Training and workshop schedule

60 minutes

TOPIC 4

Traffic and audience

For the newsroom

Agenda

OUTCOME

60 minutes

  • Key metrics to measure your traffic. Understanding audience behavior across different sources (Search, Social, Referral, Direct)

  • Types of traffic and its origin

  • Traffic data use cases and growth opportunities

  • Q&A session

  • A more focused approach to traffic sources, ability to understand where your audience comes from

  • Monetizing this knowledge by growing the audience, based on past performance

TOPIC 5

What impacts audience growth?

For the newsroom

Agenda

OUTCOME

  • Why readers bounce? Analyzing first experiences

  • Recirculation and its impact on user loyalty

  • Breakdown of current audience

  • Knowing available potential within the audience

  • Being able to utilize the potential to scale

60 minutes

TOPIC 6

Reading behavior / Engagement data

For the newsroom

Agenda

OUTCOME

60 minutes

  • Understanding your readers

  • How to define potential formatting or content issues

  • How to improve engagement

  • Monitoring the impact of your changes and what it means for the business

  • Q&A session

Ability to ensure optimal content performance just a few minutes after publishing, before it’s exposed to majority of your audience

TOPIC 7

Topic planning and content placement

For the newsroom

Agenda

OUTCOME

  • Using historical data to learn your readers’ preferences

  • Prioritizing topics

  • Matching search intent and adapting to it

  • Measuring the impact of your work

  • Q&A session

Setting up a workflow that ensures more reliable content performance in search, among your loyal audience and social media

60 minutes

TOPIC 8

Managing team performance

For digital teams

  • Audience development managers

  • Publishers and content heads

60 minutes

Agenda

OUTCOME

  • Aggregating key performance indicators for different teams

  • Integration of newsroom data into internal systems

  • Monitoring author / section / team trends

  • Setting up workshop schedule

  • Q&A session

  • Transparent reporting of team performance

  • Proactive approach to your team’s success

TOPIC 9

Workshops

For digital teams and the newsroom

90 minutes

Agenda

OUTCOME

  • Sharing positive experience to motivate the team

  • Sharing negative experience to educate and prevent future mistake

  • Promotion and adoption of data-driven decision making

  • Content score overview and adjustment

  • Q&A session

  • Multiplication of best practices and development of critical thinking

  • Further increase of solution adoption

  • Keeping digital team and management up to date with the data utilization in the newsroom

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