Amanda Cargill

FirstforWomen.com
Health stories are the top traffic drivers at FirstforWomen.com. Among them, health topics that address issues faced by women over 40 perform best. As such, relatability is key. For this article on osteoporosis, I personalized what could otherwise be a stiff subject — pun intended — by injecting humor and anecdotes from my own experience. This approach, wherein we represent and validate mature readers, proved effective. It engendered loyalty from a demographic often ignored by America’s youth-targeting media, and supported traffic growth by encouraging shareability and increasing returning readership.