In the examples below, I was a full-time employee making critical decisions about editorial direction and product development using a combination of data analysis, best practices, and gut instinct.
Site goals: Increase visitors while retaining brand voice, create compelling content with a small budget, develop a portfolio of branded/sponsored opportunities across the brand’s offerings (articles, events, video, newsletter).
How we got there: Focused on new verticals like health, developed the world’s first men’s fashion blogger community, partnered with other sites to grow newsletter base, created new franchises like “The Grooming Awards."
Site goals: Clarify the brand voice beyond recipes, boost traffic, develop new revenue streams, get more press.
How we got there: Re-launched blog with thought-leader contributors, syndicated to more sites, co-designed the first Epi app, added wine pairings with help from a third-party site, co-developed “Epi Entertains” events.
THE POINTS GUY
Site goals: Double traffic from 2.5 million UVs to 5 million in 18 months, identify lifestyle verticals to grab a wider audience, improve quality of credit-card and aviation news, and work with bank/airline clients to produce sponsored content including videos.
How we got there: Expanded content output from 5 to 15 posts a day, identified low-hanging SEO fruit, hired/managed 10+ newsroom writers and editors, overhauled image/photo management, launched the "TPG Reports" franchise with interactive criteria weighting, and established daily reviews of credit cards, flights, hotels and lifestyle products.
Site goals: Apply a data-driven approach to content creation and work with print magazine editors to create on-brand articles and slideshows.
How we got there: Analyzed Omniture data, identified SEO-friendly core competencies, hired freelancers and interns to ease production challenges, curated an evolving set of RFP proposals for all brands.