Trade Union Pro discovers which content is evergreen

When Trade Union Pro began using React & Share, the analysis brought up surprising articles. One informative article, which had thousands of readers, was updated so that it could collect even more.

Trade Union Pro is a news site that caters to private sector professionals with news related to the working life. Katja Palhus is the Editor-in-Chief of online communication. “We were updating our website when React & Share contacted us. Our Director of Communications is always very eager to try out new things and asked React & Share to visit us.”

React & Share offers customized reaction buttons Like, Disagree, Wow, Useful and A Difficult Issue rather than just the traditional options, which appealed to Palhus and her team as part of their website update.

Palhus describes React & Share as a useful tool for following one's content and shaping one's operations. “React & Share is much easier to use than Google Analytics. You can see the results faster and it's an easy way to incorporate analytics and a data-driven approach into your daily work.”

Katja Palhus is Editor-in-Chief of online communication at Trade Union Pro

“Deciding on the right reaction buttons was tough since we sometimes write about unpleasant topics. If the title is “60% of the unemployed members of Pro fulfilled the activity requirement,” it can be a real challenge to get likes to that article. But, for the reader, it can still be “useful” or “a difficult issue.” It's important to get feedback on whether the article was useful for the readers.”

Blossoming evergreen

To start their collaboration, React & Share did an analysis of Trade Union Pro's site content, which revealed some interesting data. “When we started to follow the site's events, we found evergreen articles that had collected readers over the years.”

The article with the most views was given back to the original reporter, who went through their article analytically, dug deep into the topic, and fully updated and rewrote the content.

Palhus says that in professional life, there are many things that become relevant in different career stages, and Trade Union Pro wants to its readers better by offering up-to-date information.

Finding these evergreen articles gave us a real feeling of success. Now we know what we should do again or better. We have good, sought-after content.

“We write a lot of articles about safety and well-being at work, and often we handle the same themes from a different perspective. We found out that the Z-code (a diagnosis which is not covered by social benefits paid by the employer or by Kela, the Social Insurance Institution of Finland) is a theme which has been googled a lot.”

“We got up-to-date information to those possibly wondering what burnout can mean if you visit the occupational physician or what kind of financial consequences there might be,” Palhus explains.

One of the engagement metrics in React & Share's Dashboard is a reaction percentage. It shows the percentage of unique readers who have reacted to your article. The reaction percentage of the Z-code article rose from 0.51 percent to 4.30 percent; in other words, the result got over eight times better.

“Finding these evergreen articles gave us a real feeling of success. Now we know what we should do again or better. We have good, sought-after content.”

The reaction percentage of the Z-code article rose from 0.51 percent to 4.30 percent; in other words, the result got over eight times better.

React & Share offers also personalized service.

“We have been able to go through these things together and see how we can get more out of this service. React & Share also sends once a week a list of the three most popular articles, which I think is awesome.”

React & Share's analytics have shown that sometimes a topic the editorial team thought would be important doesn't gain traction with readers.

“That's important information. It's nice that you can arrange the articles according to the most hated, most popular, and most reacted topics.”

At first, React & Share wasn't in the newsletter of Trade Union Pro, but now the subscriber can also use the reaction buttons while reading the email newsletter.

“The more you get, the more you want. We saw how React & Share works in our articles, so the option came to mind. We are active in trying out different systems, but React & Share will stay in our everyday use.”

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