Tribune Content Agency represents over 200 columnists, comic strips, editorial cartoonists, and games/puzzles. TCA also distributes content from 14 world-class magazines and 80 newspapers.
How do you sell this vast array of content on one website? That’s where tribunecontentagency.com comes in.
I designed the UI/UX of this site from the ground up. We had several drivers for this site:
- Make our talent shine like stars. All our talent wants to be appreciated and made bigger than life.
- Help our customers be aware of all the various available content. Often they don’t even know that we offer content in a particular vertical
I dug into the analytics from our previous website, focusing on the business customers who use the website. 99% of the traffic to the site is consumer traffic. This site is intended to be a B2B website. (Although I’m glad for the B2C traffic that ultimately helps with our SEO.)
Narrowing down analytics to just our customers
Thanks to our Eloqua implementation, I could narrow down our analytics to just the business customers who visited the site and how they used it. I found that a majority of the traffic wasn’t to the individual columnist web pages. Instead, our customers were going to the topic pages, which makes total sense. If you are a newspaper editor looking for a travel columnist, you will head to the syndicate’s travel section to see what they offer.
Improving the pages our customers visited most frequently
Thus, I wanted to play up our topic pages. Previously, the topic pages were merely a text listing of each of the columnists. Just a list of names. The previous site didn’t spend any time making the topic page interesting.
But seeing now that the topic page gets all the business traffic, I focused on those pages. I had the idea to make these pages like a sports team. Think of MLB.com, NBA.com, or NFL.com. Any professional sport. Each of these organizations has its master site, sure, but more importantly, they have sites for each team.
I thought of each of our topics as a team. Advice as a team. Cartoons as a team. Travel as a team. Get more hype built for topics.
How the topic page is built to increase value
- We have an introductory paragraph that builds up how we strongly cover that particular topic.
- A good call-to-action is included right at the top to get customers to reach out to us about this vertical.
- Then we have the listing of products. Nice-sized visuals to represent each columnist, comic strip, or game/puzzle.
- Since we have constant content added all the time, we should highlight that content by showing the most recent articles.
- Then we display the blog posts that talk about the particular topic.