Extending the shelf life of our content
Looking at our old blog, you would never guess just how much content we’ve produced. Having published a blog each week for almost a decade, the structure of our blog–the standard chronological grid used by most companies–was working against us.
Like Google Search results, the chronological grid does nothing to entice the user to scroll. Instead, users click through the first few rows and everything else gets buried. While marketing moves quickly, guides to better copywriting, campaigning, and strategy are timeless and show a level of expertise that’s essential to not only our audience but our own business development.
We needed a new design to expand the spotlight on more than just a few recent posts.
To do this, we broke the front page of our content hub into different sections defined by what’s recent, what’s the most popular, and what’s trending–the latter allowing us to curate articles based on what’s going on in our industry, in pop culture, or in world news. With each section having its own unique design, our new layout entices the user to scroll by implying novelty below the fold. Beyond that, each of these sections are scrollable themselves, allowing us to present even more content on the front page. All these elements come together to ensure our homepage curation is different from day-to-day, giving users more incentive to visit again.