How this reporter learned the digital skills of the future

What does it mean for a reporter to be “digital?”

For The Albuquerque Journal’s Nakayla McClelland, it meant perfecting a host of new skillets that helped her think about the reader first, reach a wider audience and utilize the most contemporary storytelling tools available.

McClelland is a general assignment reporter for The Journal and covers everything from courts to business to the arts.

Consultant David Arkin has worked with The Journal for the last two years on a variety of digital-driven initiatives, including a program that helped reporters in the newsroom perfect the skills they need to be great digital journalists.

Over a two-month stint, McClelland and Arkin worked together in the following areas through workshops, training and one-on-one guidance:

• Understanding analytics for her stories and how to act on them
• Writing SEO-rich headlines, content and optimization
• Developing alternative story formats (Q&As, lists)
• Using keyword research tools to create reader-centered content
• Utilizing digital interactive tools (maps, quizzes, etc.)
• Building Reels based on content you’re covering

Here’s a look at what she learned.

Embracing analytics

McClelland learned how to access analytics around her stories, including metrics like page views, users, scroll depth, time spent on individual articles and social reach.

The training helped her not only understand what was popular but how to extend popular stories with additional sidebars and breakouts.

“Through the digital program, I learned how to effectively use various digital tools and identify patterns and trends using those tools,” Nakayla explained. “It’s amazing how much more you can uncover when you know how to navigate the data.”

The Journal partnered with Marfeel, an analytics program that Arkin and McClelland used to identify follow up stories and expansion opportunities.

Maximizing SEO

One of the most valuable lessons McClelland took from the program was the power of SEO and how to apply best practices to your content.

She now employs SEO techniques to maximize the reach of her content through focusing on areas like keywords, headlines, meta description, SEO titles and much more.

“I have learned that my biggest variable in story views is my headline and my usage of SEO tools,” she said. “In our day-to-day work, you always want to optimize your outreach, and that starts with a great headline.”

New Story Formats and Reels

The program also introduced McClelland to alternative story formats. This has helped McClelland consider the best formats to use to tell her story.

Formats McClelland has used over the last few months including Q&As, lists and by the number breakouts.

Here’s how she approached writing story formats during the State Fair, featuring a series of 5 things posts based around her coverage:

• 5 things to know before the State Fair

• 5 fried foods to try at the State Fair

• 5 unique foods to try at the New Mexico State Fair

• Did you know the State Fair has a speakeasy? Here’s what to know

“I think writing my headlines has been my biggest change, but I have also learned the type of stories that work well with an alternative story format,” she said.

In addition, McClelland learned how to create Reels through her assignments, like this one on a feature story about a statewide wrestling organization.

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A Collaborative Learning Experience

Central to the program’s success, was the one-on-one coaching she received, McClelland said.

“Working with David is very easy, and I feel he does a good job of getting to know each reporter and our work style,” McClelland said. “That personal touch really affects the stories we write and the styles we develop.”

Each week, McClelland and Arkin would review her analytics and stories she just wrote, discussed her upcoming stories and focused on one big topic until she mastered it like headline writing or SEO.

How to help your reporters develop digital skills

Reach out to us today by sending an email to David at david@davidarkinconsulting.com to learn how we can help your reporters develop the skills for tomorrow.