Wednesday, April 18, 2018

Network Highlights: SEO Wins on Friday The 13th, Spring Related Guides, DoTheGay 🌈

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KPI Update

Network Highlights


Friday The 13th Related content (/p/ pages, user lists, events) earned approximately 57k pageviews network wide last week. Of those 57k pageviews, 40% came from organic search. That's 22k *free* pageviews network wide.

We asked a few metros about their process and found that, on average, the content teams took 3 hours to create their Friday The 13th guides. 3 hours is a very valuable amount of time in any CM's day, but when you measure the return on time invested against the organic search traffic generated by a guide like this, the advantages are clear. We highly recommend prioritizing SEO-friendly content in your content creation pipeline in the future!

Friday The 13th Guides Other Notable Spring-Related Guides
(* indicates guide is sponsored) If this content sounds familiar, it's because they have all been featured in DoStuff's CONTENT TIME emails sent by Amelia. If you don't receive those emails, send us a line and we'll hook you up!

In fact, 10 of last week's Top 20 highest performing /p/ pages network wide were recommended in DoStuff's March 7th Spring CONTENT TIME email.

8 of those 10 pages were Friday The 13th Tattoo Guides; guides that tend to be successful from a majority of organic search traffic.

DoTheGay 🏳️‍
  • We're super stoked on the ambition, prowess and execution of DoTheBay's latest venture: DoTheGay.
    • What started as two DTB employees "...complaining about how the Bay Area didn’t have a cohesive online platform dedicated to queer-focused events and content," is now an officially live lense and the success speaks for its self.
  • The DoTheGay lense saw 1.9k pageviews last week, with about 40% of that traffic coming from DoTheBay's email newsletter, proving that there is a clear demand for this resource from the Bay Area and DoTheBay's core audience.
  • DoTheBay also got some solid engagement across all of their social announcements of the lense.
  • Read the Letter From The Editor (and co-founder), Elle Carroll, here
Notable Social
View Last Week's Stats
For previous KPI Updates click here.






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Friday, April 6, 2018

Network Highlights - Special Edition: SEO Tips from Do317 - 4/6/18

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KPI Update

Special Edition


Do317 has been winning at organic search. Their YoY site traffic from organic search is up 113.05%, and they have 83 different pages on their site that have received >1,000 page views from organic search in the past year.

You may have seen our note in last week's email about Do317's Content Manager, Aaron Hanke, and his use of Moz to determine titles and permalinks for his pages. We asked him if he'd expand on his process for a very special version of the Weekly Highlights email -- and thankfully, he obliged!
 
Aaron's Tips For Building Permalinks

"Moz (formerly SEOMoz) is such a great little tool for finding keywords, but unless you plan on purchasing a Pro account ($99 - $599/mo), you only get 10 searches per month - so choose what you search for wisely!

Our general thought process for building SEO-Friendly URLs is as follows: if I were a normal person, what terms would I use to search for this event? For concerts specifically, I would most likely want to know ticket prices, the venue, and how I can purchase them. Luckily, Do317 listings cover all of these points!

With Willie Nelson specifically (an event page that recently grabbed 2,728 organic page views during the week of its announce), I entered the terms "willie nelson indianapolis" in the keyword explorer in Moz. This brings up the following screen:



​Based on this data, we determined using the terms 'tickets' and 'indianapolis' were going to be super important. And they were! Now, when you type in "willie nelson indianapolis", we're sitting pretty on the front page. The only pages that are beating us are (naturally) the ticketmaster pages, and a local TV station WTHR. Both the event listing and the artist page are on the front page!

Important note - when it says “no data” in the monthly volume, this means that one of the words is not in Moz’s keyword database. Our best guess is that the word “indianapolis” is not in their database, which is why “no data” is showing up in the monthly volume column.

We've tried a variety of different formulas, including "artist-name-venue-name-indianapolis" and just "artist-name-indianapolis" and have found that the combo "artist-name-concert-tickets-indianapolis" works best.

The same train of thought goes for our content pieces - if you're a normal person trying to find growler specials in Indianapolis, what are the terms you'd search for on Google? Probably just "growler specials" or "growler deals near me", right? ​So we used the URL "indys-daily-growler-specials", coupled with some nice SEO copy at the beginning of the page. This has paid off, as we now sit in the number one spot on Google for growler specials in Indy.

There are a ton of other things you can do with this explorer. Since our Google Search Console hasn't been working, another thing I've been using this for is finding what terms people are using to find our exact page using the "exact page" function instead of "keyword". Once again, I don't use this super often because we're limited to ten searches per month, and I'd rather use this tool to find keywords to use for content we're building than to look back on content we've already built.

Moz offer some fantastic guides as well, such as the beginner's guide to SEO and the beginner's guide to social media. We had a mini book club for the latter a few months ago with our interns, and it was a great refresher on the basics.

So I guess the gist is, put yourself in a normal person's shoes, think about how they would find your content on Google, and build your URLs and first paragraph copy from that point of view, and you'll reap tons of benefits!"

A big thanks to Aaron for contributing this special guest update. Also, a big thanks to Stanton for working throughout this week to fix the Search Console issues that Aaron spoke of above. We should have every metro's Search Console back up and linked to their Google Analytics accounts by next week. Stay tuned!
 

Proposals Sent Last Week

We've been humming along! As always, please reach out to salessupport@dostuffmedia.com with any questions. Hats off to our sellers for drumming up these deals - and to Sales Support for cranking out these proposals:

iFly
Old Forester - derby like a local
WME Tour Support
Domino's Opportunities
WhiskyX Events
Lagunitas Beer Circus
Punch Bowl Social 
Visit Bastrop
Morning Recovery
The Line Hotel

Up and up and up!
View Last Week's Stats
For previous KPI Updates click here.






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Network Highlights: Do604's JUNO Awards Campaign, Do317's Spring Content, Do512 Crushes SXSW - 3/27/18

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Winner of the week + all the metrics you need to know!
KPI Update

Network Highlights

What's up everyone?!?! It's been a while since we've talked. With SXSW officially behind us and Spring officially in front of us, we'll be touching on highlights from the past few weeks and how your team can replicate these programs, initiatives and content in your city.

Do512 Crushes SXSW 2018
  • Team Do512 had another stellar SX this year, specifically for the second week of the fest (3/12-3/18) as they recorded a 236% increase in site traffic and 172% increase in new site visitors compared to last year, which resulted in their 5th and 4th best week of all time in those respective categories.
  • Do512 hosted 387 RSVPs, 65 giveaways, threw 6 events and put out 10 content-packed daily emails in a row (those emails helped contribute to their 4th highest number of unique email opens ever).
  • How to replicate: Provide as many compelling RSVPs and giveaways to events for your users as possible. Framing these RSVPs and giveaways in emails and social with a unique offer for users will drive clicks and traffic to that event's page, get users to enter RSVPs and giveaways, and you'll watch those site visitors, new site visitors and new email subscribers roll in. 
Do604's JUNO Awards Campaign
  • Do604 launched multiple initiatives in March that ended up netting the team in Vancouver all-time performance marks for site traffic, site engagement, email and social.
  • Their JUNO Awards campaign and the subsequent JUNO Awards Weekend Giveaway was the biggest and "one of the most complete campaigns to date" of these partnerships, earning 1,161 entries (561 of which were new users) and 4.7k total pageviews to the giveaway in the process. 
  • Landing the position on the JUNO host committee as a curation programming partner and media partner to national events, the program included a festival lens, line-up scheduler, large giveaway and promo campaign and got the brand in front of a national audience in a major way.
  • Do604 also landed an exclusive pre-sale code for SKOOKUM Fest wristbands that sent 2k users to the landing page in the month of March, and their Sasquatch Fest Giveaway earned 747 entries (126 of which were new users) and 1.5k pageviews as well.
  • How to replicate: From Carlo at Do604, "Get in front of festival partners as early as possible and leverage the relationships of staff and other partners. We pitched solutions that the partner might not have thought of, like remarketing and promo codes and our fest tools." 
  • Do604 was able to use the ongoing Grand Prize Giveaway to tie together the overall campaign and acquire users for retargeting, and attributes strategies like mentioning and supporting local artists throughout the campaign, securing a prime grand prize to anchor audience leading into the final weeks of the campaign to keep interest peaked, coupled with supporting social contests and event giveaways through Radmin, as well as weekly marketing meetings with the partner and on-the-ground management of the campaign execution through Asana to stay organized. 
312 Week With Goose Island Brewing Co.
  • Do312 leveraged a longstanding relationship with Goose Island Beer Co. to help bring Chicagoans 312 Week: a celebration of Chicago with activations and hook-ups around the city, all hosted on a custom branded lens
  • The lens earned 25k pageviews in the month of March alone and 35.5k pageviews overall (34% of which came from email).
  • Activations included a Pizza Party, a free Ferris Bueller Screening, a Chicago Street Art Tour and much more. The week was so rad that even TimeOut had to write about it.
  • How to replicate: Our relationships and deep understandings of our cities' event landscapes make us uniquely positioned to be able to bring an event series like this to life on a relatively short timeline -- which provides huge value for brands, and leads to both dollars and audience. Huge props to the Do312 team for their round-the-clock work on this campaign.
Do317's Spring Content
  • Do317 killed the content game over the past few weeks with a flurry of /p/ pages (Newfields Summer Nights Film Series, Where To Grab A Burger In Indy, Daily Chicken Wing Specials) that earned nearly 16k pageviews overall and event pages earning nearly 30k total pageviews. By getting up events with ticket giveaways relevant to their market (like this Willie Nelson, Sturgill Simpson, Head & The Heart giveaway that earned 3.5k organic pageviews), Do317 was able to capitalize on mostly organic and email traffic that earned them a Top 10 week in site traffic.
  • How to replicate: Do317 contributes the success of this run to the overall themes of (1) organizing content into one central location (Asana), (2) being timely with the launch of that content, (3) not being afraid or intimated to ask for things from clients supporting content (especially when you know it will result in a big win for both of you), (4) prioritizing SEO when crafting said content. They (and DoStuff) highly recommend using a Content Calendar to organize and a New Content Piece Template to help execute said content. Also things like reoccurring Asana tasks for CM's and interns to follow-up with timely show and event announcements, and tools like MOZ's Keyword Explorer to optimize keywords before and during announcements to help make sure URLs and event titles are searchable, and add something of value associated with the event page.
    • Feel free to hit up Support or Do317 for more resources regarding these tools!

ICYMI
 
Our dope new Network Stats Doc (which now includes a 'What's Happening Around The Network' slide) is live and updated: Check it out and bookmark it! We'll update it at the beginning of every month, but the link will not change.
 
Proposals Sent This Month
+ An awesome look into the work we did for Jack Daniel's the past year

Onward and upward we go! Let us know if you have any questions as you...
 
View Last Week's Stats
For previous KPI Updates click here.






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Wednesday, April 18, 2018

Network Highlights: SEO Wins on Friday The 13th, Spring Related Guides, DoTheGay 🌈

*|MC:SUBJECT|*
KPI Update

Network Highlights


Friday The 13th Related content (/p/ pages, user lists, events) earned approximately 57k pageviews network wide last week. Of those 57k pageviews, 40% came from organic search. That's 22k *free* pageviews network wide.

We asked a few metros about their process and found that, on average, the content teams took 3 hours to create their Friday The 13th guides. 3 hours is a very valuable amount of time in any CM's day, but when you measure the return on time invested against the organic search traffic generated by a guide like this, the advantages are clear. We highly recommend prioritizing SEO-friendly content in your content creation pipeline in the future!

Friday The 13th Guides Other Notable Spring-Related Guides
(* indicates guide is sponsored) If this content sounds familiar, it's because they have all been featured in DoStuff's CONTENT TIME emails sent by Amelia. If you don't receive those emails, send us a line and we'll hook you up!

In fact, 10 of last week's Top 20 highest performing /p/ pages network wide were recommended in DoStuff's March 7th Spring CONTENT TIME email.

8 of those 10 pages were Friday The 13th Tattoo Guides; guides that tend to be successful from a majority of organic search traffic.

DoTheGay 🏳️‍
  • We're super stoked on the ambition, prowess and execution of DoTheBay's latest venture: DoTheGay.
    • What started as two DTB employees "...complaining about how the Bay Area didn’t have a cohesive online platform dedicated to queer-focused events and content," is now an officially live lense and the success speaks for its self.
  • The DoTheGay lense saw 1.9k pageviews last week, with about 40% of that traffic coming from DoTheBay's email newsletter, proving that there is a clear demand for this resource from the Bay Area and DoTheBay's core audience.
  • DoTheBay also got some solid engagement across all of their social announcements of the lense.
  • Read the Letter From The Editor (and co-founder), Elle Carroll, here
Notable Social
View Last Week's Stats
For previous KPI Updates click here.






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Friday, April 6, 2018

Network Highlights - Special Edition: SEO Tips from Do317 - 4/6/18

*|MC:SUBJECT|*
KPI Update

Special Edition


Do317 has been winning at organic search. Their YoY site traffic from organic search is up 113.05%, and they have 83 different pages on their site that have received >1,000 page views from organic search in the past year.

You may have seen our note in last week's email about Do317's Content Manager, Aaron Hanke, and his use of Moz to determine titles and permalinks for his pages. We asked him if he'd expand on his process for a very special version of the Weekly Highlights email -- and thankfully, he obliged!
 
Aaron's Tips For Building Permalinks

"Moz (formerly SEOMoz) is such a great little tool for finding keywords, but unless you plan on purchasing a Pro account ($99 - $599/mo), you only get 10 searches per month - so choose what you search for wisely!

Our general thought process for building SEO-Friendly URLs is as follows: if I were a normal person, what terms would I use to search for this event? For concerts specifically, I would most likely want to know ticket prices, the venue, and how I can purchase them. Luckily, Do317 listings cover all of these points!

With Willie Nelson specifically (an event page that recently grabbed 2,728 organic page views during the week of its announce), I entered the terms "willie nelson indianapolis" in the keyword explorer in Moz. This brings up the following screen:



​Based on this data, we determined using the terms 'tickets' and 'indianapolis' were going to be super important. And they were! Now, when you type in "willie nelson indianapolis", we're sitting pretty on the front page. The only pages that are beating us are (naturally) the ticketmaster pages, and a local TV station WTHR. Both the event listing and the artist page are on the front page!

Important note - when it says “no data” in the monthly volume, this means that one of the words is not in Moz’s keyword database. Our best guess is that the word “indianapolis” is not in their database, which is why “no data” is showing up in the monthly volume column.

We've tried a variety of different formulas, including "artist-name-venue-name-indianapolis" and just "artist-name-indianapolis" and have found that the combo "artist-name-concert-tickets-indianapolis" works best.

The same train of thought goes for our content pieces - if you're a normal person trying to find growler specials in Indianapolis, what are the terms you'd search for on Google? Probably just "growler specials" or "growler deals near me", right? ​So we used the URL "indys-daily-growler-specials", coupled with some nice SEO copy at the beginning of the page. This has paid off, as we now sit in the number one spot on Google for growler specials in Indy.

There are a ton of other things you can do with this explorer. Since our Google Search Console hasn't been working, another thing I've been using this for is finding what terms people are using to find our exact page using the "exact page" function instead of "keyword". Once again, I don't use this super often because we're limited to ten searches per month, and I'd rather use this tool to find keywords to use for content we're building than to look back on content we've already built.

Moz offer some fantastic guides as well, such as the beginner's guide to SEO and the beginner's guide to social media. We had a mini book club for the latter a few months ago with our interns, and it was a great refresher on the basics.

So I guess the gist is, put yourself in a normal person's shoes, think about how they would find your content on Google, and build your URLs and first paragraph copy from that point of view, and you'll reap tons of benefits!"

A big thanks to Aaron for contributing this special guest update. Also, a big thanks to Stanton for working throughout this week to fix the Search Console issues that Aaron spoke of above. We should have every metro's Search Console back up and linked to their Google Analytics accounts by next week. Stay tuned!
 

Proposals Sent Last Week

We've been humming along! As always, please reach out to salessupport@dostuffmedia.com with any questions. Hats off to our sellers for drumming up these deals - and to Sales Support for cranking out these proposals:

iFly
Old Forester - derby like a local
WME Tour Support
Domino's Opportunities
WhiskyX Events
Lagunitas Beer Circus
Punch Bowl Social 
Visit Bastrop
Morning Recovery
The Line Hotel

Up and up and up!
View Last Week's Stats
For previous KPI Updates click here.






This email was sent to *|EMAIL|*
why did I get this?    unsubscribe from this list    update subscription preferences
*|LIST:ADDRESSLINE|*

Network Highlights: Do604's JUNO Awards Campaign, Do317's Spring Content, Do512 Crushes SXSW - 3/27/18

*|MC:SUBJECT|*
Winner of the week + all the metrics you need to know!
KPI Update

Network Highlights

What's up everyone?!?! It's been a while since we've talked. With SXSW officially behind us and Spring officially in front of us, we'll be touching on highlights from the past few weeks and how your team can replicate these programs, initiatives and content in your city.

Do512 Crushes SXSW 2018
  • Team Do512 had another stellar SX this year, specifically for the second week of the fest (3/12-3/18) as they recorded a 236% increase in site traffic and 172% increase in new site visitors compared to last year, which resulted in their 5th and 4th best week of all time in those respective categories.
  • Do512 hosted 387 RSVPs, 65 giveaways, threw 6 events and put out 10 content-packed daily emails in a row (those emails helped contribute to their 4th highest number of unique email opens ever).
  • How to replicate: Provide as many compelling RSVPs and giveaways to events for your users as possible. Framing these RSVPs and giveaways in emails and social with a unique offer for users will drive clicks and traffic to that event's page, get users to enter RSVPs and giveaways, and you'll watch those site visitors, new site visitors and new email subscribers roll in. 
Do604's JUNO Awards Campaign
  • Do604 launched multiple initiatives in March that ended up netting the team in Vancouver all-time performance marks for site traffic, site engagement, email and social.
  • Their JUNO Awards campaign and the subsequent JUNO Awards Weekend Giveaway was the biggest and "one of the most complete campaigns to date" of these partnerships, earning 1,161 entries (561 of which were new users) and 4.7k total pageviews to the giveaway in the process. 
  • Landing the position on the JUNO host committee as a curation programming partner and media partner to national events, the program included a festival lens, line-up scheduler, large giveaway and promo campaign and got the brand in front of a national audience in a major way.
  • Do604 also landed an exclusive pre-sale code for SKOOKUM Fest wristbands that sent 2k users to the landing page in the month of March, and their Sasquatch Fest Giveaway earned 747 entries (126 of which were new users) and 1.5k pageviews as well.
  • How to replicate: From Carlo at Do604, "Get in front of festival partners as early as possible and leverage the relationships of staff and other partners. We pitched solutions that the partner might not have thought of, like remarketing and promo codes and our fest tools." 
  • Do604 was able to use the ongoing Grand Prize Giveaway to tie together the overall campaign and acquire users for retargeting, and attributes strategies like mentioning and supporting local artists throughout the campaign, securing a prime grand prize to anchor audience leading into the final weeks of the campaign to keep interest peaked, coupled with supporting social contests and event giveaways through Radmin, as well as weekly marketing meetings with the partner and on-the-ground management of the campaign execution through Asana to stay organized. 
312 Week With Goose Island Brewing Co.
  • Do312 leveraged a longstanding relationship with Goose Island Beer Co. to help bring Chicagoans 312 Week: a celebration of Chicago with activations and hook-ups around the city, all hosted on a custom branded lens
  • The lens earned 25k pageviews in the month of March alone and 35.5k pageviews overall (34% of which came from email).
  • Activations included a Pizza Party, a free Ferris Bueller Screening, a Chicago Street Art Tour and much more. The week was so rad that even TimeOut had to write about it.
  • How to replicate: Our relationships and deep understandings of our cities' event landscapes make us uniquely positioned to be able to bring an event series like this to life on a relatively short timeline -- which provides huge value for brands, and leads to both dollars and audience. Huge props to the Do312 team for their round-the-clock work on this campaign.
Do317's Spring Content
  • Do317 killed the content game over the past few weeks with a flurry of /p/ pages (Newfields Summer Nights Film Series, Where To Grab A Burger In Indy, Daily Chicken Wing Specials) that earned nearly 16k pageviews overall and event pages earning nearly 30k total pageviews. By getting up events with ticket giveaways relevant to their market (like this Willie Nelson, Sturgill Simpson, Head & The Heart giveaway that earned 3.5k organic pageviews), Do317 was able to capitalize on mostly organic and email traffic that earned them a Top 10 week in site traffic.
  • How to replicate: Do317 contributes the success of this run to the overall themes of (1) organizing content into one central location (Asana), (2) being timely with the launch of that content, (3) not being afraid or intimated to ask for things from clients supporting content (especially when you know it will result in a big win for both of you), (4) prioritizing SEO when crafting said content. They (and DoStuff) highly recommend using a Content Calendar to organize and a New Content Piece Template to help execute said content. Also things like reoccurring Asana tasks for CM's and interns to follow-up with timely show and event announcements, and tools like MOZ's Keyword Explorer to optimize keywords before and during announcements to help make sure URLs and event titles are searchable, and add something of value associated with the event page.
    • Feel free to hit up Support or Do317 for more resources regarding these tools!

ICYMI
 
Our dope new Network Stats Doc (which now includes a 'What's Happening Around The Network' slide) is live and updated: Check it out and bookmark it! We'll update it at the beginning of every month, but the link will not change.
 
Proposals Sent This Month
+ An awesome look into the work we did for Jack Daniel's the past year

Onward and upward we go! Let us know if you have any questions as you...
 
View Last Week's Stats
For previous KPI Updates click here.






This email was sent to *|EMAIL|*
why did I get this?    unsubscribe from this list    update subscription preferences
*|LIST:ADDRESSLINE|*