Outsell’s eMedia Organization Part III: Analytics-Wired Content

Authors: Chuck Richard, Vice President & Lead Analyst; Cara Erickson, Managing Partner, NewCoordinates, LLC

Outsell created the phrase “analytics-wired content” to describe content that is developed and distributed based upon data harvested from online analytics – what the readers say they want to read, and what they actually do read. This new trend in online publishing drives closer engagement with readers, making them more valuable to advertisers. This study lays out the best practices of publishing leaders who have deeply interwoven their analytical and editorial functions. It identifies the skill profiles these leaders exhibit and sources of the necessary talent. The report contains excerpts from our interviews with 10 e-media executives, as well as information from other companies that have publicly discussed their analytics and editorial organizational structures, combined with the insights and views pulled from our daily dialogue with the market and from the research and recruiting Outsell and NewCoordinates conduct year-round. The report includes:

- Analysis of key practices of analytics-wired content leaders, including what’s measured and how often;
- Analysis of how the strategies of analytics-wired publishers affect story selection, editorial vs. advertising conflict resolution, and operations management;
- A case study on how Demand Media selects freelance articles, as an “extreme” example of analytics-wired publishing;
- Analysis of organizational and staffing best practices;
- Essential actions for publishers and information providers.