How ideas take hold How ideas take hold Exploring trends and tactics at play in 2017
WHO WE ARE WHO WE ARE Atlantic Media Strategies is the creative and consulting division of The Atlantic. @amstrategy amstrategy
WHO WE ARE WHO WE ARE Atlantic Media Strategies is the creative and consulting division of The Atlantic. We help our clients advance the ideas and issues that move our world. @amstrategy amstrategy
WHO WE ARE WHO WE ARE Atlantic Media Strategies is the creative and consulting division of The Atlantic. We help our clients advance the ideas and issues that move our world. We align organizations with the modern media experience. @amstrategy amstrategy
The state of content play The state of content play (Or: things keeping us awake at night) @amstrategy amstrategy
Social and mobile technologies have Social and mobile technologies have transformed the media ecosystem. transformed the media ecosystem. TheAtlantic.com Tra ffi c Sources Global Web Tra ffi c 70% 100% 60% Page Views (Percent) 80% SOCIAL SOCIAL DESKTOP DESKTOP Visits (Percent) 50% 60% 40% 30% SEARCH SEARCH 40% 20% MOBILE MOBILE DIRECT DIRECT 20% 10% REFERRAL REFERRAL 0% 0% MAR 2017 Q1 2011 Q1 2017 AUG 2009 Source: Adobe Analytics, Internal Atlantic Media Source: Statcounter Global Stats
@amstrategy amstrategy
Today’s news cycle looks like this. Today’s news cycle looks like this. @amstrategy amstrategy Source: Frederic Filloux of The Monday Note
Scenario 1 Scenario 1 Your story @amstrategy amstrategy Source: Frederic Filloux of The Monday Note
Scenario 2 Scenario 2 Your story Your story @amstrategy amstrategy Source: Frederic Filloux of The Monday Note
In 2015, In 2015, social content social content posted by brands posted by brands increased by 35% increased by 35% @amstrategy amstrategy Source: TrackMaven
And audience And audience engagement engagement In 2015, In 2015, decreased decreased social content social content by 17% by 17% posted by brands posted by brands increased by 35% increased by 35% @amstrategy amstrategy Source: TrackMaven
The powerhouses of today The powerhouses of today (and tomorrow) approach (and tomorrow) approach content in a fundamentally content in a fundamentally di di fff erent way. erent way.
3 ways to evolve for a 3 ways to evolve for a fast and frenzied world fast and frenzied world
“ “ Every day The Atlantic cast[s] stones that create ripples of activity on the internet. Then, 10 times a year ... The Atlantic create[s] towering waves of online interest. – The Independent @amstrategy amstrategy
“ “ Tizon’s attempt to work through his experience on the page has ignited an international ignited an international conversation conversation about servitude and modern definitions of ‘slavery.’ – Slate, 2017
“ “ Je ff rey Goldberg’s analysis … is required is required reading for those reading for those looking at the big picture looking at the big picture on U.S. national security. – Wall Street Journal, 2016
“ “ This article availed itself of availed itself of almost every conceivable almost every conceivable audience-building opportunity audience-building opportunity— beginning with a carefully- executed launch, and then social and publicity strategies to bring sustained attention to the piece. – Chartbeat, 2015
Own your ideas with Own your ideas with 01 01 a constellation of content. a constellation of content. @amstrategy amstrategy
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Case Study: American Cancer Society Case Study: American Cancer Society Craft distinct Craft distinct points of entry points of entry with the needs of with the needs of specific audiences specific audiences in mind. in mind. @amstrategy amstrategy
Match the moment with Match the moment with 02 02 smart resurfacing. smart resurfacing. @amstrategy amstrategy
Resurface your best stories when Resurface your best stories when your audience needs them most. your audience needs them most. Case Study: “What ISIS Really Wants” Case Study: “What ISIS Really Wants” 6.5MM unique visitors 6M 4MM unique visitors Page Views 4M 2M Feb 2015 Nov 2015 @amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media
Stories can earn high reader attention Stories can earn high reader attention months after their initial publish date. months after their initial publish date. Percent of visitors to each story after month one Percent of visitors to each story after month one 63% 63% 68% 68% 84% 84% @amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media
47% 47% of The Atlantic’s tra of The Atlantic’s tra ffi ffi c c in a given month comes to articles in a given month comes to articles not posted that month. not posted that month. @amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media, 2016-2017 average
The lesson: The lesson: Timeliness matters. Timeliness matters. Timestamp doesn’t. Timestamp doesn’t. @amstrategy amstrategy
This lesson has major implications for the structure of content teams. Evolution of Atlantic Media Team Focus Evolution of Atlantic Media Team Focus Traditional Media Team New Media Team @amstrategy amstrategy Illustrative Representation
@amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media
Click through rate Click through rate The State of Trump’s State Department 1.1% @amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media
Click through rate Click through rate The State of Trump’s State Department 1.1% How to Neuter a Bureaucracy 1.2% @amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media
Click through rate Click through rate The State of Trump’s State Department 1.1% How to Neuter a Bureaucracy 1.2% The Anxious Boredom of the 1.7% Bureaucrats Under Trump @amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media
Click through rate Click through rate The State of Trump’s State Department 1.1% How to Neuter a Bureaucracy 1.2% The Anxious Boredom of the 1.7% Bureaucrats Under Trump ‘The Sun Does Set on Your Empire’: 1.9% Scenes from Trump’s State Dept @amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media
Click through rate Click through rate The State of Trump’s State Department 1.1% How to Neuter a Bureaucracy 1.2% The Anxious Boredom of the 1.7% Bureaucrats Under Trump ‘The Sun Does Set on Your Empire’: 1.9% Scenes from Trump’s State Dept ‘They Really Want to Blow ‘They Really Want to Blow 2.4% 2.4% this Place Up’: Scenes from this Place Up’: Scenes from Trump’s State Dept Trump’s State Dept @amstrategy amstrategy Source: Adobe Analytics, Internal Atlantic Media
03 Remix for emotional Remix for emotional 03 resonance. resonance. @amstrategy amstrategy
As a , I feel . @amstrategy amstrategy
outraged outraged liberal liberal As a , I feel . @amstrategy amstrategy
Trump supporter Trump supporter triumphant triumphant As a , I feel . @amstrategy amstrategy
As a , I feel . liberal liberal outraged outraged Trump supporter Trump supporter triumphant triumphant classic conservative classic conservative anxious anxious government employee government employee fearful fearful @amstrategy amstrategy
The lesson: The lesson: Speak to the intersection Speak to the intersection of identity and emotion. of identity and emotion. @amstrategy amstrategy
Own your ideas with constellations of content. Own your ideas with constellations of content. 01 01 Match the moment with smart resurfacing. Match the moment with smart resurfacing. 02 02 03 03 Remix for emotional resonance. Remix for emotional resonance. @amstrategy amstrategy
Thank you. Jason Tomassini, Associate Director Jean Ellen Cowgill, President jtomassini@atlanticmedia.com jcowgill@atlanticmedia.com @jtomassini | @amstrategy @jecowgill | @amstrategy
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