My approach to content is the same as my approach to marketing: identify your goals, establish your audience and message, and then find the best distribution to accomplish those goals.

Be it total page views, ad loads, video views, or engagement rate, site and audience data inform the approach. A streamlined connection of data to content is vital to a long-term growth.

Case in point, a very simple concept: 5 Days, 5 Looks, 1 Girl.

When looking for a way to grow our endemic affiliate business on Vogue.com, we identified a previously sunset series featuring real women. The data showed this theme typically averaged 3-4x the engagement rate and 2x the click volume than standard shopping articles.

The insights guided us to a theme that also satisfied our need for clothing credits, linking opportunities, attainable talent, scalable production, and sponsorship opportunities.

These quick-and-easy features increased our site generated revenue, social referral traffic, and branded content pipeline.