How to use analytics for a better online content strategy

Course Overview

How to use analytics for a better online content strategy
Seminar Snapshot
This seminar snapshot video is free for American Press Institute E-Learning users.
Time Estimate:
Two hours

About Seminar Snapshots

A Seminar Snapshot features video highlights that capture the key learning of a seminar presentation.

How long does a news article on the Web draw readers? How many new articles should you post on your website each day? And when should you post them? The answers might surprise you!

Reader analytics might seem technical or irrelevant to reporters and editors — but studying analytics can tell you how and when to post content to have the most impact. You can also use analytics to find out which social media and search engines drive the most traffic to your site, how many of your readers have your site bookmarked and more. Learn how in this Seminar Snapshot.

Brett Atkinson, general manager of, and Graydon Johns, news director for in Salt Lake City, Utah talk about playing "newsroom baseball" and using reader analytics to improve's content mix — and significantly increase page views.

This Seminar Snapshot contains edited video highlights from a presentation at The Deseret News in Salt Lake City, Utah, during Transformation Tour, a workshop on Sept. 20-21, 2012. The presentation was part of the Transformative Content Strategies workshop, part of a series of workshops by API and The Poynter Institute.

What Will I Learn:
  • Where your reader traffic comes from and why it matters
  • What time of day you should be posting new content
  • How to predict which stories will attract the most readers
  • How many stories you should post each day and what their lifespan is
Who should take this course:

Web news editors, publishers, producers and key organizational leaders in marketing, revenue, research, distribution and audience development who want to transform their online news businesses.


Brett Atkinson

Brett Atkinson is the General Manager of He enjoys working with some of the brightest and most innovative people and is thrilled to be associated with them. Brett received his Bachelor of Arts degree in speech communication from Arkansas State University.


Graydon Johns

Graydon Johns is the News Director for He coordinates the online efforts with KSL-TV and KSL Newsradio to provide timely, accurate and interesting news content on He also serves as the liaison between the technical team and content managers to better streamline processes. He also works on the Deseret Digital Media Sports Committee, which regularly looks at ways to improve online sports coverage.

Training Partner:

American Press Institute

The American Press Institute advances an innovative and sustainable news industry by helping publishers understand and engage audiences, grow revenue, improve public-service journalism, and succeed at organizational change.