Creating a Successful Magazine Website


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Creating a Successful Magazine Website

  1. 1. Setting Your Sites on Success: 12 Keys Kat Tancock and Kim Pittaway
  2. 2. <ul><li>Who is your site content for? </li></ul><ul><li>How do your web and print audiences overlap? </li></ul><ul><li>What are your web readers looking for? </li></ul><ul><li>What keeps them coming back? </li></ul><ul><li>Where can you turn for info/insights? </li></ul><ul><ul><li>In-house analytics </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Masthead web links </li></ul></ul><ul><ul><li>Kat’s Delicious feed </li></ul></ul><ul><ul><li>Reader behaviour </li></ul></ul>1. Know your audience
  3. 3. <ul><li>Create content you believe in, you would click on and you would read . </li></ul><ul><li>Know why your audience is online </li></ul><ul><ul><li>The same people approach different platforms with different mindsets </li></ul></ul><ul><li>Develop archetypes that work for your site—and then don’t be afraid to bust out of them </li></ul><ul><li>Create standards—and defend them. If you’re not proud of it, don’t post it. </li></ul>2. Create excellent content
  4. 4. 2. Create excellent content
  5. 5. 2. Create excellent content
  6. 6. 2. Create excellent content
  7. 7. <ul><li>How will readers (current and potential) find your content? </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Clear, easy-to-use site nav </li></ul></ul><ul><ul><li>Don’t follow the magazine blindly </li></ul></ul><ul><ul><li>Help people find what they’re looking for most </li></ul></ul><ul><ul><li>But—distract them, too </li></ul></ul><ul><ul><li>Make it so easy it’s invisible </li></ul></ul>3. Make it accessible
  8. 8. <ul><li>How will readers share your content? </li></ul><ul><ul><li>Make it easy or they won’t do it </li></ul></ul><ul><ul><li>People-friendly URLs </li></ul></ul><ul><ul><li>Share widgets </li></ul></ul><ul><ul><li>“ Email a friend” tool </li></ul></ul><ul><li>Compare: </li></ul><ul><li> </li></ul><ul><li> </li></ul>3. Make it accessible
  9. 9. 3. Make it accessible
  10. 10. <ul><li>Make it scannable </li></ul><ul><li>Make it tight—one page vs multi </li></ul><ul><li>Make it clickable </li></ul><ul><li>Make it clear—change display if necessary </li></ul><ul><li>Make it connected to related content </li></ul><ul><li>Make it easy to share (as mentioned earlier) </li></ul><ul><li>Make it easy to comment (more on this later) </li></ul>4. Make it web-friendly
  11. 11. 4. Make it web-friendly
  12. 12. 4. Make it web-friendly
  13. 13. 4. Make it web-friendly
  14. 14. <ul><li>Don’t exist in a bubble </li></ul><ul><li>Link to others and they will link to you </li></ul><ul><li>Always put the reader first— what will provide the best user experience? </li></ul><ul><li>Link for SEO </li></ul><ul><li>Create cross-linking opportunities </li></ul><ul><li>Look into aggregation tools </li></ul>5. Link
  15. 15. 5. Link
  16. 16. <ul><li>Every article that can be timeless should be </li></ul><ul><li>Bundle evergreen into subject or seasonal guides </li></ul><ul><li>Newsworthiness can “un-date” dated content </li></ul><ul><li>Create new evergreen content by slicing and dicing </li></ul><ul><li>Watch for: ages, relative time phrases (“last year”, “recently”), ledes that are seasonal but don’t need to be </li></ul>6. Make it timeless
  17. 17. 6. Make it timeless
  18. 18. 6. Make it timeless
  19. 19. 6. Make it timeless
  20. 20. <ul><li>Keep your focus </li></ul><ul><li>Make limitations an asset </li></ul><ul><li>Look for cross-linking opportunities </li></ul><ul><li>What do you have that others want? </li></ul>7. Collaborate
  21. 21. 7. Collaborate
  22. 22. 7. Collaborate
  23. 23. 7. Collaborate
  24. 24. <ul><li>Don’t slip into auto-pilot </li></ul><ul><li>The web is constantly changing and so should you </li></ul><ul><li>Reassess regularly: What should you do differently? </li></ul><ul><li>Be critical </li></ul><ul><li>Keep up with trends </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Keep an eye on innovative sites </li></ul><ul><li>Look for feedback from everywhere </li></ul>8. Think
  25. 25. <ul><li>Create a monthly stats report </li></ul><ul><li>Watch where your traffic comes from—and leaves from </li></ul><ul><li>Use this information! </li></ul><ul><li>Look at: </li></ul><ul><ul><li>Search traffic </li></ul></ul><ul><ul><li>New vs. returning visitors </li></ul></ul><ul><ul><li>Most popular content </li></ul></ul><ul><ul><li>Most clickable titles </li></ul></ul><ul><ul><li>Least read pages and content </li></ul></ul>9. Analyze
  26. 26. <ul><li>Think beyond articles/beyond the printed page: </li></ul><ul><ul><li>Slideshows </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><li>Remix and repackage to create new content from existing elements </li></ul><ul><li>Think about how your user uses the site: their behaviour may point the way to new content opportunities </li></ul>10. Be creative
  27. 27. 10. Be creative
  28. 28. 10. Be creative
  29. 29. 10. Be creative
  30. 30. 10. Be creative
  31. 31. <ul><li>Be open to new ideas </li></ul><ul><li>Don’t be afraid to kill old projects </li></ul><ul><li>What works for another magazine site may not work for you (and may not even be working for them) </li></ul><ul><li>Plagiarize: steal others’ great ideas, but make them your own </li></ul><ul><li>Play with new tools </li></ul>11. Experiment
  32. 32. 11. Experiment
  33. 33. <ul><li>Allow readers to participate </li></ul><ul><li>It’s a conversation, not a lecture </li></ul><ul><li>Prompt conversation with specific questions </li></ul><ul><li>Give engagement tools prominence on the page—at the top of the page! </li></ul><ul><li>Use social media like Twitter and Facebook to extend the conversation </li></ul><ul><li>Make newsletters a priority </li></ul><ul><li>Engage in your own forums </li></ul><ul><li>Bring the conversation back to the pages of the magazine </li></ul><ul><li>Reward those who are most engaged </li></ul>12. Communicate and engage
  34. 34. 12. Communicate and engage
  35. 35. 12. Communicate and engage
  36. 36. 12. Communicate and engage
  37. 37. 12. Communicate and engage
  38. 38. Questions? Download a copy of this presentation at