Put your readers first, and your web traffic and revenue will follow. At least that’s what B2B media company HousingWire has learned since expanding and refocusing editorial coverage in 2018. The company, which serves the mortgage and real estate markets, saw double-digit revenue growth last year and maintains an upward trajectory in 2019. The publisher beat its all-time best monthly web traffic in each month of Q1 2019, with a 110% year-over-year increase in unique visitors in March.
HousingWire CEO and president Clayton Collins believes an audience-first approach to news – tailored to key industry segments – is responsible for the company’s success. By better serving readers with editorial suiting their interests and behavior, he says HousingWire also better serves clients looking to generate customer leads. In turn, the publisher has seen a boost in both digital advertising, its biggest revenue line, and sponsored content, its fastest-growing revenue line.
From launching niche newsletters to implementing real-time analytics, here’s how HousingWire revamped its editorial strategy, expanded its audience, and grew revenue in 2018.
In recent years HousingWire has implemented better traffic analytics and behavioral data tracking, but Collins points to the publisher’s partnership with audience analytics company Parse.ly as a key upgrade in 2018. While the metrics that Parse.ly delivers can be gathered using a variety of other tools, he says the platform’s user-friendly dashboards and real-time views have helped establish transparency across departments at HousingWire. “It doesn’t matter if you’re a reporter, on our sponsored content team or one of our ad sales executives, we have a real-time view on the wall of the office where you can stop and see ‘wow, we’re having a really good traffic day, we’re up 30%’ or ‘5,000 people are reading this article on FHA mortgage underwriting policy changes right now.’”
Leah Wynalek is editor-in-chief of BRAND United. She is passionate about creating content that engages audiences across channels – and delivering insights that help others do the same.