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:

    Converting criminal justice coverage to social justice coverage

    A conversation around how social justice storytelling can help humanize even the most tragic of stories and how we can ensure our reporting serves both our communities and our readership goals.

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    • Covering retail and inflation

    Learn how to use tools like Google Shopping, Keepa and CamelCamelCamel to track prices. Also: How to use the Consumer Price Index, use inflation calculators and other tools for tracking prices and fraudulent online sellers/reviewers.

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    • Don’t count words. Make your words count.

    Writing concise, to the point stories isn’t about cutting until you’re under the limit. It’s about writing the story with the right words and nothing more. We’ll talk about finding the one thing that will drive your story, how a zero draft can start you in the right place, the magic of reading aloud and the secret sauce of short yet authoritative writing (that one, as they say, may shock you).

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    • Putting metrics to use on your beat

    What does success look like? How do you translate what your metrics are telling you into story ideas or deeper insights into what your audience is seeking – both for premium content and reaching new readers with top of funnel content?

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