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The pivot was the magazine
Everything was organized accordingly:
departments, positions, ressources, workflows

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but could it be done in a traditional, productcentric publishing environment?
with traditional, more news oriented editors?
No. It couldnt. We had to change the structure.
And we had to change the thinking.2
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900% Audience Growth Within 3 Years

Launched 1999, now on 4 continents, 11 countries

Worlds leading watch media family (WatchTime, Chronos)
Print-centric until 2011, since then multi-platform
Photo: Ebner Media Group

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Evergreen Examples

Screenshots: CMI, Curata, Jon Loomer, Mequoda, WatchTime

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4 Ebner personas

Analyze: find at least 2 potential audience groups

Ask: why will they need and how will they use my content
Goal: perfectly understand your audiences world
Result: 100-word description for each persona, assign names

Photos: Ebner Media Group

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Research: find keywords (high search volume, low competition)

Reconfirm: reconfirm with Google Trends; Adwords sample check
Retest: test social posts, analyze share patterns
Ebner websites: up to 7,000 keywords, 300 topics, 20 uber topics

Illustration: Mequoda.com

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Daily Schedule
1 evergreen per weekday
Publish morning or evening

Monthly & Yearly Plan

4 uber topics per month
Strategic focus, seasonal
Photo: Getty Images

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One evergreen = many amplifiable information units!

45-day policy: repost evergreen links every 45 days

Facebook: retarget website users
Pinterest: create evergreen boards
Other networks: post weekly evergreen summaries

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Convert: popup, scroll bar or other conversion element

Newsletter: automated updates, daily or weekly
Ebner: yearly audience growth up to 300% with e-mails

Illustration: Mequoda.com

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