Gannett homepage editors ran hundreds of headline A/B tests. Here’s what we’ve learned.

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Unlike SEO, which is about attracting initial impressions, these tips optimize for human interest in places you already have guaranteed impressions (homepage, Facebook, Twitter, etc).

This presentation looks at an array of A/B-tested headline alternatives, and explores why certain options won out over others.Download

More training on Audience Engagement:

Reporters toolkit for search

Use this tool to track and visualize search trends on Google. You can compare terms or sub-topics, and use the tool to compare keywords you can use in SEO tags and headlines. The comparison graphics, maps and list are easy to embed and share.

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News values and judgment

We tackle the fundamentals of what makes a story newsworthy, the essential practices of journalists and the shared values that differentiate journalism from other forms of content and storytelling.

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Improving our relationship with readers

A primer on the the audience funnel. First, we will do an audience health checkup and what we can do to help move readers through the loyalty funnel. Then we explore what a reader NEEDS from our content – and making sure we deliver.

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Reporting with Pinpoint

Learn how to probe through millions of documents, including audio, video, PDFs and more, to find patterns or that proverbial needle in a haystack. You’ll see case studies of how Gannett journalists have used this software to break big investigative stories.

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