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Celebrity News
WomansWorld.com
At the start of my a360 Media tenure, celebrity stories comprised a tiny fraction of the total content inventory on the sites in my charge: WomansWorld.com (WW) and FirstforWomen.com (FFW). The company’s portfolio, however, included popular celebrity and entertainment websites UsWeekly and Life & Style. It made sense, then, to amplify WW and FFW celebrity coverage, as cross-promoting it on our higher profile sister sites presented an enormous traffic and brand awareness opportunity. I set a strategy that focused on two types of celebrity content: short, buzzy news posts whose timeliness would drive sizable but finite traffic from referral apps, and longer evergreen articles that would generate SEO traffic over time. WW’s happy birthday franchise represents the latter — stories without expiration that can be edited as needed and repromoted each year on all distribution channels.
