The COVID-19 pandemic has changed the way people work and collaborate, with our Newsroom being no exception. Like many other companies, we’ve established digital solutions for communicating, using video calls (“do you hear me?”), online chats (GIFs are essential!) and other planning tools.
Has remote working made SPORT1 journalists more data savvy?
As a digital team, we have been harvesting audience data saudi arabia business email list long before remote working increased. But since the start of the pandemic, there has been a slight shift for some, with individual editors and reporters intensifying their use of audience data, especially real-time data, since everybody at home has to get up to speed individually rather than rely on a central team in the office.
eporters) monitor the performance of SPORT1 content, which has meant using tools like Taboola Newsroom even more than before.
How long have you been using Taboola Newsroom and how does it fit into your editorial workflow?
We’ve been using Taboola Newsroom for more than two years now and it has been a vital part of our daily routine from the start, providing us with real-time audience data, performance monitoring, topic insights and – quite essential – headline A/B testing.
You’ve recently rolled out a new headline strategy at SPORT1 using Taboola Newsroom’s A/B testing tool. Can you tell us about that?
We consider A/B headline testing as a powerful tool for optimising our content for users, so we recently doubled down on putting it to good use.
Every editor is now encouraged to use A/B testing, every author is instructed to develop alternative headlines for his or her articles and forward ideas for developing headlines to the editorial team.
For the main topics, we collate alternative headlines in our central planning tools for everyone to see and use when needed. More specifically, we have increased the use of A/B testing even at off-peak hours, always looking for the best headlines – or at least identifying better options – not afraid of re-doing tests later, sometimes with the same variants, often with newly developed ideas.
For example, the late shift runs A/B tests for new content even at night-time, which might not have the biggest impact right away, but does provide instant options for optimising content for the early shift – it gives them a head start and they can push on from there. This also includes A/B testing different images, not just headlines, and for videos or galleries, too, not just articles. Should we show Messi holding a cup or Messi in tears etc…