Nueva Mujer content strategy spurs growth while reducing platform dependency
Ideas Blog | 28 July 2019
During the first days of 2016, OneMetro launched its women and lifestyle portal called Nueva Mujer. Nine months after launch, the site reached more than 3.5 million users across Latin America, concentrating on the markets of Mexico, Colombia, and Chile. In this way, Nueva Mujer became one of the most relevant sites on the OneMetro network.
One year later, the vertical faced one of its first challenges: Growth was flat. At that time, 62% oftraffic came from Facebook. But due to the constant changes in the algorithm of the social network, the Nueva Mujer team was forced to develop a new traffic attraction plan that didn’t depend almost exclusively on social networks.
After a deep analysis of how the audience behaved within the Web site, the Nueva Mujer team concluded the product needed a comprehensive strategy focused on the data available, through free and paid tools, in the detection of key words and key phrases for the region and local markets. And we had to develop an approach for these content drivers to influence the editorial teams. Content creators needed to be trained to generate content based on data.
First, the Nueva Mujer team determined how we would optimise the content that already generated traffic on the site. Then we conducted a critical examination of our workflows and rearranged them to convert content editors into trend searchers.
This allowed us to lay the foundation for a new strategy, in which the content generates a better understanding of our users so we can then come up with new ways to create more attractive digital pieces. The strategy has three pillars that work for long-term SEO (search engine optimisation) content and for immediate SEO:
- The first pillar is based on monitoring trends through free and paid tools. We wanted to become the first female site to appear in results when people are searching for that, as well as ranking high when people are doing more specific searches that meet our readers’ needs in the moment.
- The second pillar is based on frequency and understanding what users are looking for and what time they do it. Building patterns based on this data has allowed us to generate a greater impact for the audience.
- Once a key word or key phrase has exceeded the previous filters, the editorial team begins with the generation of content on a regular basis, resulting in greater relevance for the search engines and the audience. This is how we build the third pillar of the strategy: volume.
Unlike what happens in other operations of the OneMetro network, Nueva Mujer works with a model in which all the editors measure how many unique users we generate per month, they have specific traffic objectives, and they work to achieve them through the data and the use of monitoring tools. Currently, Nueva Mujer has editorial newsrooms in Chile, Colombia, and Mexico. Each general editor determines what are the most effective types of content and how we can make the most of them.
In March 2019, the best editor of Nueva Mujer got more than one million users. If we compare the performance of that same editor 12 months earlier, we see an increase of 167%. This type of upward trend appears within the newsrooms in each country. In the last six months, on average, all editors have increased their traffic by 70%.
In the first quarter of 2019, the number of Nueva Mujer users increased by 43% compared to the same period of the previous year. The pageviews grew by 49%. Organic search also showed significant growth. Comparing the first quarter of 2019 versus 2018, the number of users increased by 65% and pageviews increased by 49%.
In one year, direct traffic grew by 81%. Revenues increased 93.73% as the pace of pageviews grew and the RVP remained on average around US$3.70. Even with reduced dependence on social networks and no more paying for promotions on Facebook, users derived from social networks increased by 15%.
Nueva Mujer is currently the site with the greatest potential and investment of OneMetro, and it has become an example within the group in the generation of content based on data. The next challenge is to become the No. 1 site for women in Latin America over the next two years.