Is it necessary to put all our efforts into getting clicks in Google Analytics? Or are there other ways to generate conversions, see that our content was consumed and that our articles were read, and make sure our message reaches as many people as possible?
When we started working on the digital strategy of the news Web site Latinoamérica Piensa in August 2021, we asked all those questions. Our mission was to improve the engagement and reach of content on the Web site, including articles about the environment, gender, and social causes.
As a first step, we analysed the structure, the workflow, and the content published on the Web site that did not have a relevant volume of traffic. Its presence in social networks was inconsistent, but it had had great engagement on Instagram, an account with more than 50,000 followers.
With a small newsroom, the awful truth was that we had few options (and resources) — but much more desire to generate a product to be proud of.
Finding what works
The team dedicated more than eight weeks to analysing the site’s data, conducting audience research and holding several product thinking sessions. We came to the conclusion that a newsletter was our best and most reliable option.
We wanted to reach a young audience (18-25 years old), activists, and those committed to social causes. The topics chosen were not far from those covered on our Web site.
The newsroom decided to use an author format so that each issue would be signed by one of the journalists. In terms of design, we would look for a mix between text and images, with three predominant colours.
The name Causas was proposed by the product team. The concept emerged in the product thinking process and appeared constantly in every session we did, so its acceptance was immediate and, I would say, almost natural.
With the concept, persona, and style defined, we established a task calendar with deadlines for deliverables to iterate and arrive at the final product.
At the same time, we started to work on the pieces that would promote the newsletter on social networks with the purpose of getting subscribers.
Taking it to the people
When we had the stories and the pieces for the feed, we analysed them with the marketing agency. With their suggestions, we made some modifications and delivered the pieces to begin the promotion on Instagram, with the goal of attracting that audience to the Web site of Latinoamérica Piensa.
With much anxiety and expectation, we polished the design and sent the first newsletter on Friday, November 19, 2021. The topic we chose for the launch was the indigenous conflict in Brazil, and it was accepted far beyond what we expected, which led us to work with greater enthusiasm on the second issue, to be sent in 15 days.
Regarding the numbers, Causas was a total success: We generated a list of more than 1,000 subscribers in less than a week, increased the traffic on the Web site (55.6% more users and 52% of sessions), and increased the number of followers on Instagram to 1.49%.
We deliver attractive, quality content to subscribers, and according to Mailchimp stats, the newsletter has an open rate of 32.9% on average.
Most importantly, we created a visual identity for the newsletter; have great and fluid communication with the newsroom; add value to the work of the journalists; and improve the work environment and inspire the newsroom to generate new and quality articles.
If you want to subscribe to Causas, here is the link. We are waiting for you!