Blog Day Afternoon

THE DAILY BEAST

The Daily Beast

The Daily Beast

Who are we? What is our purpose? Why are we uniquely awesome?

The Daily Beast falls into a couple of categories as outlined in this week’s lecture. It is a group blog in that it brings in a stable of authors. It is professional in that it is of a high standard, produces content several times a day and is revenue-oriented. Above all though, it is a news blog.  The Daily Beast was founded in 2008 as the vision of Tina Brown and IAC Chairman Barry Diller. In 2010, The Daily Beast merged with Newsweek. According to the site it is…

Curated to avoid information overload, the site is dedicated to breaking news and sharp commentary. The Daily Beast is the winner of two consecutive Webby awards for “Best News” site and regularly attracts more than 17 million unique online visitors a month. John Avlon serves as Editor in Chief and Rhona Murphy is the Chief Executive Officer.

To me, its purpose is to publish American and world news, opinion, entertainment, technology, health, travel and other feature information. I also find it unique in that it’s all the news that’s “fit to print” but to the above statement, it is sharp. It has an edge. Its biggest competitor is Huffington Post (which is more successful) but I find the Daily Beast to be a better visual experience. It’s target feels more millennial whereas Huff Po feels more geared towards Gen X and Gen Y women.

The Daily Beast Cheat Sheet

The Daily Beast Cheat Sheet

How we live up to our “rep”…(ok, ok, our brand!)

The Daily Beast’s signature is the “Cheat Sheet”. It takes news and puts it into a short, easily consumed list for the news consumer on the go. It’s    a top 10 of the day and when news breaks, they add that to the top of the list, living up to its brand. Casey Kasem died today and as you can see to the left ,  the news is perched at the top.

The Cheat Sheet also lives up to its brand in that it’s not “information overload”. You get a sneak peek into the “sharp commentary” aspect by      the red titles for the Cheat Sheet stories. The entire blog takes its lead from the Cheat Sheet in that it presents news in tidy window boxes with  bright imagery, clever titles and links if you are hungry for more.

 Life in the fast lane or Traffic Jam?

Interestingly enough, The Daily Beast experiences good traffic despite its lack of prominence in search. I googled “news”- “news blogs” – “best  news blogs” – “news blogs I should follow” and it didn’t appear on the first page. According to Capital New YorkThe Daily Beast’s average  unique monthly visitors are up to more than 17 million this year from 13.5 million in 2013.

They have a couple of things going for them.  John Avlon, editor-in-chief is a CNN contributor appearing regularly on air. That’s free advertising  right there. They also have the name recognition and integrated marketing from the Newsweek brand. Links from Newsweek will push to The  Daily Beast and vice versa. They also have a strong Facebook page (although not so great this week!) and nearly 700,000 Twitter followers as seen here:

Our success…what we’re missing…and making money?

The Daily Beast does have advertising throughout its pages. On the day I spent analyzing, it featured several ads from Lexus for their new Hybrid.

Based on the criteria outlined this week, The Daily Beast would be considered successful.

  • New posts are published often.
  • Its key bloggers feature links to their Twitter accounts and social share buttons are featured as seen here:

    Twitter Link for Writer and  Social Buttons For Sharing

    Twitter Link for Writer and
    Social Buttons For Sharing

  • The Daily Beast creates original content, the best example being Beast Books, its imprint for publishing digital and then print books for writers
  • They make it easy to subscribe to content. They offer 4 different email options based on topic:
  • Longevity: The Daily Beast was “born” on October 6, 2008. It’s still going strong and growing nearly 6 years later.

I don’t know that I think this blog is missing anything but I have two thoughts. First, from a social perspective, they highlight Facebook and Twitter wisely at the top of their page as seen here:

 

In their articles though, they advocate sharing via Facebook, Twitter and Google+. They have a Google+ page with over a half a million followers and 6.5 million views. I recommend adding a Google+ icon to the top of their page. It would help with SEO on Google which is clearly something they have an issue with and it just keeps consistency.

One other observation, I get a lot of email. Everyone does. So cluttering up my inbox with 4 more emails as opposed to one is not that appealing. Why not create one all-inclusive email? (or at least offer that as another option!)

HONESTLY… THE BLOG FOR THE HONEST COMPANY:

Honest Home Page

Honestly… The Honest Company Blog

Who are we? What is our purpose? Why are we uniquely awesome?

The Honest Company is one of my favorite brands. I have two girls under two and receive their diapers monthly. I also branched out into laundry detergent, soaps, cleaning sprays for floors, multipurpose and food. I also love their hair products and body lotions. When I became a mom, I just wanted to be better. This company helped. They were founded by actress Jessica Alba, Christopher GaviganBrian Lee and Sean Kane to ensure parents have access to non-toxic, eco-friendly, effective and beautiful family products that don’t break the bank.  They are also a certified B Corporation so according to their site they…

“…strive to promote sustainability, engage employees and community, and support non-profit initiatives working to solve critical health and social issues affecting children and families.”

With their blog “Honestly…” they take their purpose or mission and put it out there as a catch-all of information for anyone wanting to live a cleaner life. It is both a Professional blog in that it has a high standard, supports the main brand The Honest Company and to that extent, is revenue oriented. It is secondarily a group blog. It is compiled by in-house employees, guest doctors, nutritionists and experts in the field of non-toxic products and clean living. They only launched the blog in July 2012 and when they did, they put together this video. I think it captures a little of their unique presence:

 

How we live up to our “rep”…(ok, ok, our brand!)

All anyone need do is visit the blog to see how Honestly lives up to The Honest Company brand. The best example is the MANY categories full of interesting informative posts.

The blog features:

Honest Categories

  •    Checklists: guides, tips, shopping lists, holiday to-dos, resolutions and so on
  •    Design & DYI: non-toxic, earth-friendly ways to design and do it yourself
  •    FYI: interesting facts and advice about the earth, food and being green
  •    Going Natural: staying green, recycling, composting, etc.
  •    Health & Wellness: information geared towards health and wellness
  •    Healthy Home: keeping your home clean, green and non-toxic
  •    Honest Kitchen: keeping your kitchen and your food clean, green and non-toxic
  •    Honest Nutrition: diving deeper into keeping your food non-toxic with recipes!
  •    Honest Travel: how to best travel with your little one (& some product plugs!)
  •    Honestbaby: all things green, non-toxic and clean for your smallest family member
  •    Honestly Pure: keeping food, skin care and other household items pure
  •    Honestly Speaking: a collection of motivational quotes
  •    Inside Honest: highlighting the employees and founders of The Honest Company
  •    Kidding Around: fun things to do with your kids
  •    Miscellaneous
  •    Q & A: experts answering questions about health, food, the environment and so on…
  •    Quick Tips: exactly what it says!
  • Say What: defining long chemicals and agents and other difficult things found in everyday items
  • Smaller Style: keeping your little one a non-toxic fashionista
  • Social Goodness: giving back and paying it forward
  • Style Simplified: simple styles for adults
  • What’s Inside: breaks down and defines complicated chemicals and other items
  • What’s New: featuring new products from The Honest Company (*good integrated marketing!)

Life in the fast lane or Traffic Jam?

The Honest Company clearly relies on its main site to drive traffic to its blog. That said, its main site does very well in search. I searched “organic baby diapers” and “organic baby products” and The Honest Company comes up at the top in a paid ad for both searches:

When I searched “organic baby blogs” The Honest Company was nowhere to be found above the fold.

Given the celebrity status of Jessica Alba, I am sure some traffic comes through her social pages. She features a link to The Honest Company (not the “Honestly…”  blog) on both her Facebook and Instagram pages but NOT her Twitter page:

 

Our success…what we’re missing…and making money?

There is no advertising for any other products on Honestly…only those sold by The Honest Company. Much like their brand, they keep the blog looking light, airy and clean.  When they market their own products, they do it in a way that makes you feel like you are getting information and tips, not having a product forced at you. For example, click on Honest Travel and you will see posts on the best ways to travel with kids, integrated with great little travel totes stuffed with travel-sized Honest products. I think other eco-friendly brands could advertise here but The Honest Company has branched out so much it would be hard to find something that wasn’t a competitor. I also think that not having the page riddled with ads creates a tone like the company. Clean.

Based on the criteria presented in class, Honestly is a somewhat successful blog:

  • People are still posting and commenting.
  • There is new content posted a couple of times a week.
  • There are social share buttons after each post.
  • The site is primarily FULL of original content.
  • They make it easy to subscribe and follow The Honest Company main site socially:

 

There are some things “Honestly…” could honestly do better! First, the author of each post  is not always clear. Some posts have an author indicated and others don’t. While they have sharing buttons after posts as you saw above, they don’t include twitter or other social network links for their authors when they do identify him or her.

The Honest Company was founded in January 2012 and the blog “Honestly…” began in July of that year. So it is only 2 years old. It seems to have active contributors but it does not quite have that longevity yet. The potential is there though because the content is strong, popular and relevant. The Honest Company has seen great success and Jessica Alba and her team recently raised $52 million to expand their company. So they don’t seem to be going anywhere but up!

One of the things I don’t like about the blog? I think there are too many categories. As you saw above, there are 23 categories and some clearly overlap. When you look at a post, several are marked with multiple categories. I think this could be streamlined into an even cleaner look that is not so overwhelming for the consumer visiting the blog.

 

ATHLETA CHI: THE BLOG FOR ATHLETA:

bloghomepage

Athleta Chi The Blog for Athleta

Who are we? What is our purpose? Why are we uniquely awesome?

Hello my name is Kelly Frank Green. I am an Athletaholic. I have been this way for about 18 months give or take a few days.

Ok. All kidding aside, if you know me or follow this blog, you know I am an Athleta junkie. So why wouldn’t I want to talk about Athleta Chi. Athleta Chi is the blog for the Athleta brand.  The blog started in 2008, the same year Petaluma, California-based Athleta was acquired by Gap Inc.

To me, Athleta Chi is primarily a Professional blog. It does, however, have some characteristics of a Group and Recreational blog. It’s Professional because it is of a high standard, content is published often, it is the brand voice of Athleta and it is revenue-oriented to an extent in that it pushes to Athleta’s product. It has a little Group aspect though in that the blog has several authors, some with their own niche blogs, all coming together to have centralized content. Last, there is a little Recreational aspect to this blog as well in that it IS characterized by passion for fitness, empowerment and inspiration.

I find this blog to be unique because it is solely focused on every aspect of empowering a woman as an independent force, unique and strong in and of herself. It’s not about being a mom, a wife, a sister (in the biological sense), a yogini, a marathoner and so on. There is nothing wrong with any of those…I fall in most categories. Athleta Chi doesn’t focus on any one specifically ~ it focuses on all the things that make up our feminine energy. Moreover, all the voices on this blog are women.

How we live up to our “rep”…(ok, ok, our brand!)

blogpageexample

View of how the blog lays out in each category

The brand message for Athleta is “Power to the She” and the theme for Athleta Chi, as clearly stated at the top of the blog is, “connecting women to the energy of inspiration”. Each section (except Fit Style which features photo galleries) looks like this:

Each page is posted by a woman. The blog is also full of tutorials, recipes, expert guidance, empowering stories, community comment boards and places to share your fitness style.

Life in the fast lane or Traffic Jam?

Much like The Honest Company, it appears Athleta relies on its main site to drive traffic to its blog. I google searched “blogs for women”,  “fitness blogs for women”, “empowerment blogs for women”, and “fitness blogs”.  Athleta Chi was not found in the first page. I, like most consumers, did not look past the first page.

When I searched “yoga clothes” and “fitness clothes for women” the main Athleta site appeared on the first page but was not very prominent:

As mentioned in a previous post about Athleta, they do promote their blog on their Instagram page. As I recommended in that blog, I think Athleta should create a link to the blog on all their social sites, especially Pinterest. Pinterest is heavily trafficked by women so it seems logical you would promote a blog geared towards inspiring women on that social channel.

Our success…what we’re missing…and making money?

Like The Honest Company again, Athleta doesn’t advertise on their blog except for their own product. They don’t make it feel like you are being targeted to buy though. The 6th category on the blog is called Fit Style. It is a section where every day people like you and me show off their workout style:

fitstyle

The Fit Style category

Naturally, it is all Athleta wear and you can click back to the main company site to purchase. They wisely bury this marketing though through storytelling by peers. Any healthy food brand, Manduka mats or various athletic gear could advertise on this blog as well. Like The Honest blog though, the lack of advertising works. The blog is supposed to be inspirational, zen-like–Chi! Banners and side rails don’t emanate Chi!

In measuring Athleta Chi against our criteria for success, I would say it does well.

  • New posts are published a couple of times a week
  • A majority of the content is original whether its product review, tutorials for other women or recipes.
  • Longevity: This blog has been active since 2008. Six years and still going…
  • Not only does each post come with social sharing buttons but it also has a little author bio at the bottom with links to her social channels:
  • Finally, in terms of success, it is very easy to subscribetotheAthleta Chi content. As you can see the email option lives just above the fold. They do this not only on the home page but on the Fitness, Wellness and every other page on the blog. You can also see the social channels represented in this section and just below that are tabs for the newest posts, the newest commentsandanAthleta twitter feed:

These three may not be the best in the business but they certainly aren’t the worst. What they are…is a little piece of me…and isn’t that what blogging is for?  I’m a journalist and therefore a news junkie (The Daily Beast). I’m a mom and therefore constantly wanting to do better for my girls (The Honest Company). Last but not least, I’m a woman and therefore, need to be my best self to be a great journalist and an awesome mommy (Athleta Chi).

 

 

One thought on “Blog Day Afternoon

  1. Pingback: Honesty, A Peacock and Taking It to the Mat | Social Chatter

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