lessons from the atlantic: bridging the curiosity gap
TRANSCRIPT
Creating a Curiosity
Gap Worth Bridging
H e a d l i n e Wr i t i n g Ta c t i c s f r o m T h e
A t l a n t i c
Introduction:
The Atlantic and
Atlantic Media Strategies
3
We are grounded in the heritage
of The Atlantic: bringing forth big
ideas on the urgent issues of our time.
The Trend:
Online Engagement Patterns
Are Changing
Sources: World Wide Web Size, HubSpot
15 secondsThe amount of time 55% of
visitors spend on websites
5
The realities of a
cluttered Internet and
distracted mobile
world now require us to
make even more of an effort
to get our journalism to our
readers…”
- NY Times Innovation Report
“
Choices across the web are increasing
When during the day do you get the news?
Get news from
time to time
Check news at
regular times
If the news is
that
important,
it will find me.
“
Instead of reading cover to cover, readers
wade in and out of information streams
Source: Pew Research Center, May 9 – June 3, 2012
What are your methods of
media consumption?
Pull Pushvs.
7
34% of visits
started on
the
homepage
in 2012
“I live in my
Outlook inbox and
rarely use
attachments,
unless I already
know the sender”- House Legislative
Assistant
7%of visits
started on
the
homepage
in 2014
Readers have found smarter, easier ways to
filter to the content they want.
8
And digital engagement is even more socially-driven
than we perceive
Google, 14%Twitter, 2%
Facebook, 38%
Other Refferals , 1%
Actual Direct, 11%
Dark Social, 15%
“Direct”, 26%
The Atlantic Traffic Sources – Q4 2014
Hi
Lo
Lo Hi
“Refreshingly
Smart”
“Surprisingly
Entertaining”
Seriously
Purposeful
Patrolling
the Frontier
Trea
tmen
tTopicThe Atlantic
Corridor
Hi Treatment / Hi Topic Lo Treatment / HI Topic Hi Treatment / Lo Topic Lo Treatment / Lo Topic
New approaches to content are needed to break
through the clutter
In this environment, headlines are the most important
content element
Headlines have to work on their own,
unlike in print. What’s the proposition you want
to say to the reader to earn his/her click?”
—Gabriel Snyder, Former Chief Editor of The Wire
“
What it Means for You:
The Social Web Requires
Headlines That Spark Interest
Be Decisive
T a c t i c 1
Declarative headlines engage audiences by highlighting the significance
of the content. But always be sure that the article supports the claim you
are making.
Create “Things”
T a c t i c 2
By highlighting specific artifacts you can present a unique lens on a
common story. These headlines also drive better sharing – people want to
share “things” not articles.
Make People Feel
T a c t i c 3
Emotional hooks engage readers at a deeper level. Paired with the right
images, these can be especially impactful.
Lead With a Fact
T a c t i c 4
Headlines are the most commonly tweeted element of content. Using a fact can
make your headline more sharable and engaging.
Amaze or surprise
Some other tactics to try:
Warn or advise
A d d i t i o n a l T a c t i c s
Be their “everything” Speak with your audience
Some other tactics to try:
A d d i t i o n a l T a c t i c s
Questions?
In Practice:
Headlines from Organizations
Like Yours
In Practice: Be Decisive
T a c t i c 1
New:
One Spokesman’s Advice:
Use Social Media To Set Your Own
Agenda
Original:
Ex-Presidents and the ‘Tweet of the
Year’: In Conversation with P.J.
Crowley, former State Department
spokesman (Part 2 of 2)
In Practice: Create Things
T a c t i c 2
New:
5 Myths About City Living
That Are Slowing Urban Progress
Original:
No excuses: The myths vs. facts of
building livable cities
In Practice: Make People Feel
T a c t i c 3
New:
Is the Criminal Justice System
Hurting More People Than it
Helps?
Original:
Rethinking safety, crime and
victimization
In Practice: Lead With a Fact
T a c t i c 4
New:
Heroin Is Making Its Way into
Entirely New Communities
Original:
The Changing Face of Heroin
Recap:
Our Headline Writing Tactics
R e c a p
Recap: Our Headline Writing Tactics
• Be decisive
• Create “things”
• Make people feel
• Lead with the fact
• Amaze or surprise
• Warn or advice
• Be their “everything”
• Speak with your audience
Closing Thought:
Delivering on the Promise of the Click
When you’ve stripped away every
trapping of distribution and format,
what you’re left with is the fact that
is a brand like The Atlantic is an
idea.
…The idea of this brand, or of any
brand, compels people to click on
our stories, videos, or tweets, and
also makes them more likely to
share them.”
“
- Alexis Madrigal, The Atlantic
Brand Perception
Article discovery
Click
& Read
Share
Questions?
