How to determine you are engaging the right people with the right content.
Content verticals and franchisesSubscribe to Updates Targeting a narrow audience with niche (or “vertical”) content can open doors to building loyal — and potentially paying — readers. Producing vertical content and building franchises (or sub-brands) requires deep subject-matter expertise, specific audience development approaches and a holistic mini-publisher (or general management) perspective. Doing this well demands even more thorough understanding of what your target audience wants and needs.
Big Picture A primer on content verticals and franchises
Production of quality niche content that consistently reaches the right audience is a powerful, valuable opportunity for a news organization. Done right, verticals and franchises can grow a new audience, increase engagement among existing audiences and cultivate paying supporters.
Plan Strategic considerations around content verticals
A report on best practices across single-issue news sites.
How to change your thinking to identify, track and serve an audience
Think clearly about the who, what, when, where and why of a target audience.
Success manifests itself both internally in skills, attitudes, behaviors and ways of working with one another and externally in how audiences and advertisers perceive and, then, put a value on your efforts.
Do Tips and tactic for improving your content verticals
Here’s an idea to steal and adapt: The Post and Courier in Charleston, S.C., created cross-disciplinary teams across the company — spanning the newsroom and the sales/marketing side — to launch new products in specific content areas like food, politics and real estate. The initiative resulted in nearly $900,000 in new product revenue and, in the past two years, an increase in digital subscriptions by 250 percent.
The Globe and Mail is launching a cannabis vertical after the country approved recreational use of marijuana. Nieman Lab digs into their plans for content and monetization.
Don’t attempt to create a new franchise vertical or niche site without this advice.
Niche content can be valuable to advertisers and readers alike.
Consider the variables tied to the success of a niche content vertical.
Email can be a very effective tool when targeting specific audiences and building sub-brands.
Think beyond your website when considering how to distribute niche content.