Content Strategy

Back in April of 2015, we shared some initial research on the impact of stations supplementing their local coverage with syndicated content from the NPR API. Last month, we revisited the initial question that prompted this research: What role does content syndication play in the performance of station sites?

Recently, the station analytics team was asked to help solve a debate in a local newsroom. This station was trying to decide if it would be  beneficial to supplement its strong local coverage with some national news from the NPR API. Since we have data about web performance for over 200 stations, we were glad to offer some insight. We started by looking at a group of 25 stations with strong digital newsrooms and monthly users between 50k and 300k. We found that, in these stations, local news drove higher engagement and encouraged users to come back.

Here at NPR Digital Services we've conducted a study to determine the 9 types of local content that cause the most engagement and sharing. Go here for background on the study including results.

Designer Russ Gossett created an infographic that you can print and tape to your cubicle or desk. Find that here.