5 exciting content ideas from Gazeta Wyborcza
September 27, 2012 by marek.miller
Pawel Wujec (picture by Brie Logsdon)
Pawel Wujec, Director of Internet Division, Agora, Poland was another guest speaker at the INMA 2012 European conference in Hague. He spoke about 5 exciting content ideas from Agora and its flagship Gazeta.pl.
Gazeta.pl is a very successful brand in Poland:
- 12 mln unique users
- 62% reach
- 1.1 bln pageviews
Unfortunately, this summer they killed about 70 websites, so the portfolio of Agora is no more ever growing. Pawel Wujec shared 5 content ideas that excite them:
1. They believe in high calories content. When they think about digital content, it has to be high calories – nothing new. The problem with TL;DR (too long, didn’tread) type of articles still happens. In Gazeta.pl they are after short information packages. This is why they try to adapt how to behave as users. The content has to be snack sizes – full of pictures, video, different, short stuff.
2. The social shift is happening. Facebook as a source of traffic is quickly catching up with Google, and it is a game changer.Working with Google requires too much
attention from the publishers: evergreens, how-tos, content farms, etc.
Pawel Wujec showed the most shared stories in Facebook in 2011. Those definitely weren’t a content farm. Rise of social means publisher have to share things that areunique and interesting. Social means sharing funny, cool, interesting information. Users don’t share what they actually like , but things connected with how they wantto be seen by others.
3. Live is the new black. Gazeta.pl puts a lot of effort into live events. Users want to consume more and more news at the moment they are happening. Again, Gazeta.pl knows how to do it – best live sport coverages generated 10,5 thousands comments in 14 hours, news live events- 12,250 thousands in 19 hours.
4. Think beyond the article. The life is happening not only on the webpages. Pawel Wujec gave the example of reddit which has a very specific audience, and Obama being there with AMA – ask me anything type of interview. It generated a lot of buzz. Gazeta .pl follows that kind of path. It organizes live interviews, live debates lots of video and multimedia. One of the interview was with the President of Poland which took place on the roof of Gazeta Wyborcza – transmitted live through allchannels possible.
5. …Party in the back. “Business in the front, party in the back” – Gazeta.pl puts key story up in front of the webpage, and surrounds it with all different kind of materials and articles (entertainment and so on). What publishers often do is put business in the front and business in the back of their webpages. There is risk of being boring.
Quick takeaways for publishers from this interesting presentation:
- create snack sized highly satisfying content
- play to strengths of social media
- go live
- use different forms of storystelling
- be entertaining and be fun
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