When you think of running (and how many of us stop at thinking), it may look as easy as lacing up and hitting the path. However for readers of magazines like Women’s Running, there’s a comprehensive lifestyle surrounding the cardio, from training and gear to nutrition and post-run spa treatments. All of this is folded into the magazine’s digital and social media platforms, which have seen exponential growth – 1 million unique visitors, a Facebook audience that’s tripled to 785,000 and an Instagram following of 115,000 has led to a 450 percent year-over-year increase. Editor in chief Jessica Sebor gives some insight into how the publication increased its digital heart rate.
What’s the digital history of Women’s Running and what’s helped generate such traffic?
Women’s Running has existed online since its inception. We migrated from Joomla to a WordPress-powered platform three years ago and have in that time experienced double digit growth YOY. Our growth strategy has hinged on creating compelling content to serve a broad audience, leveraging social platforms and partnering with like-minded publications and bloggers to help each other grow.
What has your team found to be most effective in its social media strategy? Has the approach on Facebook differed from the one on Instagram?
We try to speak to our audience in a consistent voice across all platforms. We rely on Instagram to connect with other runners and tell our story visually while Facebook we use for sharing content and enabling out followers to engage with one another.
What led to doubling down on inclusiveness, such as your profile on transgender marathon runner Amelia Gapin and your August 2015 cover with plus-size model Erica Schenk?
We developed a conscious strategy to create content that speaks to a diverse audience of runners who have different backgrounds, experience levels, wants and needs.
What tips do you have for pitching the magazine and getting in on this explosive audience growth?
We love to hear from new brands in the nutrition, health and wellness space. We are happy to consider pitches from any companies who serve that space!
Photo courtesy of Jessica Sebor
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