Here’s How Leaf Group’s Brands Are Creating A Blueprint For Social Domination


Social Media Week

For publishers to grow, they must maximize the attention they receive from their audiences through focused brands, while still being able to create content at scale.

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In the past, online publisher success was measured by page views and unique visitors. Users are no longer satisfied to provide their attention to publishers who force them to sort through content which is of no interest to them. For publishers to grow, they must maximize the attention they receive from their audiences through focused brands, while still being able to create content at scale.

At #SMWLA, Mitchell Pavao (SVP of Digital Media, Leaf Group) spoke about how publishers should shift their focus from page views and unique visitors to user attention and that regardless of their goals, attention should be the KPI.

“Attention is the overarching metric advertisers use to evaluate brands, and it’s a driving factor search and social platforms platforms use to determine which content to elevate and promote.” Pavao talked about Facebook’s “boredom detector,” which tracks how long users view content and uses an algorithm to provide new content in the news feed that Facebook thinks you will engage with more.

Pavao proposed a question for brands asking them how do they determine if they are getting the most out of their efforts that they are putting in. He went on to explain three different ways to evaluate those efforts.

1. Differentiator

What makes your brand and voice unique? What are the strengths and passions of your team?

2. Storytelling

How do you translate your brand into content?

2. Execution

How does your storytelling adapt across channels?

Pavao provided examples of Leaf Group brands like eHow and Cuteness that are using these methods to evolve in the digital landscape.

LIVESTRONG.com, which provided #SMWLA attendees with free yoga sessions all week during the conference, has also evolved from not just a fitness site, but also to a nutrition and diet portal. “Simple. Healthy. Eats.” lives on the brand’s Facebook, as well as the LIVESTRONG.com website and providers users with quick and healthy meals to live a better life.

Pavao concluded by saying that you shouldn’t provide users content that is not relevant to them. Create conversational content to maximize attention.

Further analysis and commentary from ‘Divide and Conquer’ session

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SMW Staff

SMW News, Social Media Week

@socialmediaweek

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