Best Practices for Updating & Repromoting Editorial Pages

We’ve created a ton of rad editorial pages recently. Now, we have to make sure that we’re properly updating and repromoting them in an organized fashion. Please note that this directive is relatively lengthy but very important, so grab a cup of coffee and check it out:

Create an Asana Task

Whenever we create or update an editorial page, we should make sure we have a repeating Asana task to remind us to update and promote the page again.

The standard cadence for updating evergreen editorial pages is quarterly. Examples of pages that generally fall under a quarterly cadence are Best Ramen & Pho, Best Pizza, Best Dispensaries, and Brunch Guides. 

Certain pages will require more frequent updates, such as Best New Restaurants, which should be updated whenever there’s a notable restaurant opening. 

Certain pages’ updates are determined by specific events, such as Friday the 13th Tattoo Specials (which should be updated ~2 weeks before every Friday the 13th). Certain pages are updated weekly over a set time period every year (Halloween, New Year’s Eve).

If you have any questions regarding the best way to set up these Asana tasks, please add them to our 1:1 agenda: I will work with you to make sure we have the best system in place.

These Asana tasks also serve as useful repositories for capturing items to add/edit on the pages. Perhaps you’re in the middle of a busy day when a buddy mentions eating at a great new ramen place. You may not have time to research the establishment that same day. If not, add the note to the ‘update’ Asana task so that you can properly consider an inclusion along with your page-wide update.

Sync with Your Team

The first step in updating an editorial page is to tell your team that you’re about to make an update. Ask your Sellers and Account Managers if there are any inclusions that would be helpful for their efforts to consider. You won’t want your Sales team to completely dictate the content of the page, but you should consider anything they request. Similarly, you should ask them if there are any inclusions that were originally added for sales purposes that can now be removed.

Ask your interns and other members of your team for their intel as well. What rad tips should we make sure we include? What’s getting buzz on social? What are people talking about?

Nail the Update Process

Do your research. All of the steps and pro tips in our Guide to Sourcing Content apply here. 

Check through your relevant ‘Best New’ lists and any recent content features on openings/announcements. Perhaps you’re updating your Best Pizza page and just added an awesome new pizza place to your Best New Restaurants page last month. Perhaps you did a write-up of the opening and gave away a gift card as part of a sold program or partnership. 

Check the existing content on the page: Are all of the inclusions still relevant? Still fully up to date? Could their copy be improved?

Check the existing images: Are they all images we have the rights to use? Are any of the images pixelated or blurry? Perhaps the subject has published a better photo since the last update. 

Do all of the images and copy match the current landscape? Perhaps the page’s last update was before the pandemic. Perhaps many of the businesses/artists/etc are still open and relevant, but their photos and information need to be updated to be in-line with the times.

Don’t forget to update the intro copy to ensure that it feels fresh and aligned with the city’s current atmosphere.

Once you’ve updated your page, be sure to add an ‘Updated’ tag to the top of the page so that visitors will know it’s up to date.

It’s important to note that substantially updating your page has a significant, positive effect on its SEO (more info here). Your update helps tell Google that the page is still relevant, and increases the click-through rate from search results.

Pro tip: Updating existing pages is generally a better task for interns to help with than creating new pages since a clear structure is already in place for them to follow.

Promote Your Page. Create Partnerships. Win the Game.

Once your page is updated, it’s time to promote it! If you don’t already have Asana task templates for promoting new and existing editorial pages, please add a note to our 1:1 agenda and I’ll get you hooked up.

Please don’t forget that the incredible Liz has made full suites of visual assets for many of our editorial pages: They all live in this folder; additional assets can be requested via the Design Requests project. (Thanks, Liz!)

Our goal is to get every business/artist/establishment featured on the page to share it on social media and, ideally, to add a link to the piece on their site. To make this happen, you must tag everyone who is featured on the guide every time you promote the page on social media. This is important for both audience and sales purposes. I’m an especially big fan of this particular approach on Facebook, this approach on Twitter, and making Instagram Stories with hidden tags for all of the businesses featured. Please note that you must do ALL of these tactics for every piece, as certain businesses will share your tweet, others will share your IG Story, some will share the first time you promote, some will share the second, etc.

A freshly-updated page is also a great opportunity to score some giveaways. Use the process outlined in our Big Giveaway Every Day directive to hit up all the businesses featured on the guide. Remember, giveaways aren’t just great for audience growth: they’re also a clear path to new sales.

A big special thanks to Katie for writing our Guide to Sourcing Content and for providing many of the pro tips listed above. Thanks, everyone, for reading!