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Being A Global Content Generator (

with24/7newsfeeds)

Taking advantage of your largest audience by using it as your main dissemination tool
Example of success
: News stories like
Ashley Madison
- I wrote up in am UK morning,
US/CA/AU ran it and because we were one of the first to break the story (and thus the content
had more time to suck up the SEO juice while international news cycles were still asleep) it
spiraled to over 5k shares in 24 hours (4x our average)
Future:
Studies (Experts Say Work Shouldnt Start Until 10am),
celeb phone hacking scandals
,
social experiment videos
like
this

Content Trend Data & Spikes (Using Data To Make Editorial Decisions)

Monitoring stats via GA manually or


acustomreportinGAwithrealtime
and when something
starts spiking make sure we distribute it to international teams for promotion (both
homepages and social channels) for more pickup
Proactive and reactive search spikes: Proactively creating content in advance for things we
KNOW will get traffic at the same time every year to target the upcoming search spike OR
reactively creating content to target a spike thats already happened
Example of success: Proactive examples
are annual gift guides like
Valentines Day Gift
Ideas
,
Christmas Gift Ideas
or fashion annuals like
Fall Hairstyles
which start accumulating
thousands of uniques months before and can end the month with over 100x uniques of an
average article. The other benefit with these content pieces are that you can continue to build
on them year after year instead of creating entirely new articles, which can drastically
increase their Google search rank;
Reactive examples
include Ashley Madison Hack (above),
celeb nude photo leaks and news/studies
Future: Proactive - H
airstyles&Fashion(Summer,Winter,Autumntrends)
; Reactive -
Lamar
Odom Out Of Coma, Jennifer Lawrences Pay Gap Essay, etc

What do all these successful examples share? SEO

Choosing an SEO title with high search and low competition, hyperlinking & keywords
Creating a story quickly when news breaks, updating it regularly as story develops, rewriting
meta description so CTR off Google search is optimised
Updatestooldarticlesbasedoneditorialcalendar
(summer hairstyles, gift guides, etc)

EditorialPlanning
Annuals:
GiftGuides,Hairstyles&Fashion(Summer,Winter,Autumntrends)
Events:
Oscars,GoldenGlobes,summermusicfestivals,Blockbusterfilmreleases

Holidays:
Christmas,Easter,LaborDay,NewYears
Evergreen:
3x/week

Howtotravelforyourjob,Howtobecomeyourownboss,Howtogetaraise,
Howtocontour,howtodressforyourshape(career,fashion,etc)
OrganicSocialTargets:
3x/week
10SignsYouSpendTooMuchTimeAtTheGym,10ThingsOnly
PeopleWhoWorkFromHomeWouldUnderstand,10StrugglesOnlyWomenInLongDistance
RelationshipsWouldUnderstand,10ThingsOnlyWomenWhoveCompletedATriathalonKnow,10Things
OnlyWineauxsWouldUnderstand
*
AgreatresourcefortheseareFacebook,Quora,Twitter,Instagram,etc.
We know people care

about the topic because theyre writing about it elsewhere - why not bring the discussion to Hearst
sites
InfluencerSocialTargets:
3x/weekThe10BestNewTracksThisAutumnAccordingToTori
Kelley,The10MustHaveTravelAccessories(whatsinmybag)ByRHW,etc
News/Reaction:
1x/day

The10MostFantasisedAboutHolidaysRevealedOnPinterest,Your
TravelExperienceBucketListRevealedBy
LonelyPlanet,
TheTop10MostAttractiveJobsHave
BeenRevealed
*mostlyobtainedviaPRs

TargetingInfluencers:Celebs,UpandcomersandNicheGroups
1. Exclusive Content - getting brands involved with content creation
http://uk.askmen.com/entertainment/better_look/dwayne-johnson-facts.html
(Warners created for
us, over 6000 clicks on Twitter after The Rock RTed)
http://uk.askmen.com/entertainment/better_look/the-askmen-marvel-superhero.html
(Marvel
created for us)
http://uk.askmen.com/entertainment/movies/lucy-graphic-novel.html
(Universal Pictures)
Future: Continue to use film studio contacts; cosmetics brands, accessories brands to create
illustrations promoting a product?
2. Target The Social Network
ExclusivefilmclipsthatthestudiooractorwillRToracelebrityinterviewthecelebwillRT
Examples:

MartinGarrix,SteveAoki,MarkSargeant,TheRock,TomKerridge,EmiliaClarkeTop99

Future: A list celebs women like?


3. Target The Fan Base

4. Turn Them Into A Guest Contributor


Bear Grylls:
http://www.askmen.com/entertainment/better_look/mud-sweat-and-tears-the-autobiography-by-be
ar-grylls.html

Benicio del Toro:


http://www.askmen.com/entertainment/special_feature/how-to-be-a-badass.html
DanielRadcliffe

http://uk.askmen.com/entertainment/austin/what-movies-get-wrong-about-dating.html
Future:
4.
MicroCelebs&NicheInterestGroups
TheaboveexamplesareclearlywithbignameAListersbutwevealsohadsuccesswithmicroor
upandcomingcelebsandnicheinterestgroups
ExamplesofMicro:JoeWicksOurtopperformingarticleformonthsduetohisgrowingfanclub
andsocialsupport
http://uk.askmen.com/sports/bodybuilding/bodytransformation.html
FutureMicro:
KaylaItsines
ExampleofNiche:TRX,LesMills
FutureNiche:
GymClass,CoreCollectiveandAquaPhysica,Psycle,BoomCycle,XTrainclasses,Nae
NaeatGymbox,BarreClasses

5. Syndication deals/External Content: Bloggers, brands, authors, celebs


Content from unexplored places means new readers, its free, efficient and allows Hearst sites to
boost less-covered content areas; sometimes they offer an authority maybe we dont have with
Reddit threads, FB pages
, blogger content, other websites, Lonely Planet, Taschen, Jetsetter, etc
Examples:
Reddit threads, FB pages,

7 Things You Can Do To Increase Happiness


Eric Barker,
7
Proven Date Ideas Women Love
DoingSomething.com,
How To Win An Argument With Your Man

ModernMan.com,
20 Sights In The World That Need To Be On Every Travellers Bucket List
with
Lonely Planet,
Taschen, Jetsetter
Future:

6.
FBGraphics

Quotesandbirthdays:

How Do We Measure Results?


screen grabs of GA