How to build an editorial strategy for slow news days

Slow news days: the bane of every magazine and news website publisher’s existence. When there’s no breaking scandal, no groundbreaking discovery, and no viral sensation to cover, what’s a team to do? Fear not! With a bit of creativity and planning, you can turn those content droughts into golden opportunities. Let’s dive into how to build an editorial strategy that shines even when the news cycle doesn’t.

Step 1: Embrace Evergreen Content

Evergreen content is your secret weapon. It’s timeless, it’s valuable, and it’s always there when you need it.

• Listicles: Everyone loves a good list. “10 Ways to Boost Productivity” or “5 Trends Shaping the Future of Publishing” can be prepped and published anytime.
• How-To Guides: Break down complex topics into easy-to-follow steps. Bonus points if they’re relevant to your niche.
• Explainers: Help your readers understand complicated issues with accessible, well-researched pieces. Think “What Is GDPR and Why Should You Care?”
• Throwbacks: Revisit historical events or trends related to your audience. Nostalgia is a powerful tool.

Step 2: Tap Into Your Archive

You’ve already done the hard work—why not make it work for you again?

• Repurpose Content: Update old articles with fresh stats or new angles and republish them as “new.”
• Roundups: Curate a collection of your best articles on a specific topic. “Our Top 5 Features on Climate Change” or “Best Advice for Aspiring Journalists” will keep readers clicking.
• Seasonal Spins: Tailor evergreen content to fit the current season. That summer travel guide? Rebrand it as a winter getaway piece.

Step 3: Experiment with Formats

Slow news days are the perfect excuse to get creative and try something new.

• Quizzes: Everyone loves a good quiz. “Which Publishing Trend Are You?” or “How Much Do You Know About Journalism History?” are irresistible.
• Infographics: Visualise data in a way that’s easy to digest and shareable. Your readers will thank you.
• Opinion Pieces: Share a bold take on industry trends or current events. Just make sure you’re ready for the comments section.
• Video Content: Short explainer videos or behind-the-scenes peeks at your editorial team can spice things up.

Step 4: Engage Your Audience

When the news slows down, turn to your readers for inspiration.

• Social Media Polls: Ask your followers what they want to read. Instant engagement and fresh ideas? Yes, please.
• User-Generated Content: Invite readers to submit their stories, photos, or opinions. Just make sure to vet for quality and appropriateness.
• Q&A Features: Answer reader questions about your publication or industry. It’s personal, engaging, and endlessly useful.

Step 5: Focus on Data-Driven Insights

Use analytics to guide your editorial strategy. Numbers don’t lie.

• Top Performers: Identify your best-performing content and create similar pieces. If readers loved your guide to digital publishing tools, give them a follow-up.
• Seasonal Trends: Analyse traffic patterns to predict what your audience might be interested in during slower periods.
• Reader Interests: Dive into demographics and behavioural data to tailor content to what your audience loves most.

Step 6: Plan Ahead with a Content Calendar

A little preparation goes a long way.

• Fill the Gaps: Plan evergreen and creative content for historically slow times. Holidays or mid-summer lulls are prime candidates.
• Set Themes: Assign themes to weeks or months. “Digital Innovation Week” or “Retro News Month” adds structure and sparks ideas.
• Team Brainstorms: Regular editorial meetings can generate a treasure trove of ideas. Don’t forget the snacks—creativity runs on coffee and biscuits.

Step 7: Build Partnerships

Collaboration can bring fresh energy to your content.

• Guest Contributors: Invite industry experts to write opinion pieces or features.
• Content Swaps: Partner with other publishers to share or co-create articles, videos, or infographics.
• Sponsored Content: Slow days are great for thoughtfully integrated sponsored pieces—just ensure they align with your editorial standards.

Final Thoughts

Slow news days don’t have to mean slow traffic. With a well-rounded editorial strategy, you can keep your readers engaged, your metrics strong, and your team motivated. So embrace the lull, get creative, and turn those quiet days into content gold. Because when the next big story breaks, you’ll be ready to ride the wave with confidence.