Why About.com ‘took a business that was perfectly fine & crashed it into the ground’

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It’s not daily that you simply discover a veteran web site writer prepared to share particulars about their advertising technique, from search engine marketing to social media to content material advertising and past. It’s much more uncommon when that writer is in the midst of remaking itself the way in which About.com is, pivoting from an all-inclusive web site protecting innumerable subjects right into a collection of separate web sites centered on particular verticals like well being, dwelling and finance.

“The market is really different now and there isn’t a place for a general interest site,” says About.com’s CEO Neil Vogel on this week’s episode of Advertising and marketing Land Stay.

Vogel says the choice is paying off. After crashing About.com into the bottom, the brand new websites are seeing important positive factors in search visitors and on social networks, particularly Fb and Pinterest. However Twitter is virtually a useless zone: Vogel says the corporate’s content material carried out higher after the Twitter sharing buttons have been eliminated. He additionally talks about how exhibiting fewer adverts on pages has helped the underside line, and why the corporate isn’t a fan of Fb Immediate Articles.

It’s an interesting dialog with Advertising and marketing Land’s Tim Peterson, so remember to keep tuned for the complete 51 minutes. You’ll be able to hear right here or use the hyperlink under to subscribe through your favourite podcast service.

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Present notes

USA At the moment: About.com is about to change its name

Advertising and marketing Land: About.com takes new direction with launch of standalone health website Verywell.com

Thanks for listening! Be a part of us once more subsequent week for an additional episode of Advertising and marketing Land Stay.