Website
HO W TO GO FR O M 10, 000 TO 30, 000, 000 PER MO NTH
Experience
With the pioneer project I led, we went from 10, 000 page views per month to 30, 000, 000 plus
in peak traffic
It took us three to four (3-4) years to achieve the peak traffic for the pioneer project, but lessons
learned were applied to other projects that enabled a few to break even in a short as three (3)
months
Content strategy should also be complemented with technology strategy
This presentation details content strategy but along with technology strategy, it should also be
complemented with a great organizational culture
Content Strategy
Two strategies:
Going wide first (horizontal)
Niche positioning (or, going deep or vertical)
Going Wide
If you have a flexible brand (or a generic brand such as "Global Business Times" or "Time"), you
have greater flexibility in terms of the kind of content you can host on your site
But, you will need to maintain a core news content that you will display on your front page for
the purpose of your branding.
Going wide works if you are not a destination website (one that has a lot of brand recall and
direct traffic) since it pulls your audience towards your site by amassing audience via other
source of traffic (search or social media)
If you have a niche positioning, you have limited options in going wide, but employing a well
researched marketing strategy may help you attract your target audience
TECH
ENTERTAINMENT
SPORTS
INTERNET NEWS
The first three (3) are traditionally generates the most traffic even in offline media. The fourth
one is unique to online news outlet
You can deploy it all at once. Or you can do it modularly or one by one.
Remember that you have limited resources, so you will need to focus on high return in terms of
traffic
In the next slides, we will discuss each kind of news content and how it may help you scale.
CONS: Tech news has a steep learning curve, so you may want to hire someone with existing
technical knowledge to cover it.
For entertainment news, you have to be aware of the fan base. "Twilight" may be a polarizing series,
but it does have a strong fan base at least for Kristen Stewart and Robert Pattinson
Book series and subsequent movie adaptations also have a "built in" audience for news content, such
as in the case of "Divergent" series and "Mortal Instruments"
Audience for entertainment news consumes news "reiteratively" (or the same news repackage over
and over).
TV series, like book series, could sustain you through the year as traffic on news content for these
ebbs and flow weekly.
Beauty tilts generate a lot of traffic especially in terms of picks, betting odds, and live coverage.
Consumers of entertainment news love slideshow or photos of celebrities
Betting odds get some decent traffic, and going neg on popular sports men generate a lot of
interest (and hate)
WAGs also generate a lot of traffic
It could also be "user generated" e.g. "Best Reaction to Miley Cyrus-Nicki Minaj MTV Feud"
Baseline Traffic
In order to scale, you will need to host content that will not be "season" sensitive or those that
will generate content throughout the year.
Think of it a ladder, where you will not have to start from the bottom every time
You can measure this by asking, "How much traffic will I get without producing new content?"
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