Editorial Classification + Pro Tips

Editorial is a big part of the DoStuff platform. It allows for integration of multiple aspects of the site as well as providing a strong, compelling, sponsored deliverable for clients and brands. Be it a part of a larger program like a scene partnership, or a standalone campaign like a sponsored Summer Guide, knowing the kind of editorial you’re selling - and asking CMs to create - is important when building your pitch. Below, we’ll dive into the different tiers of editorial each metro can create and what those pieces should include / how long they should take to create in order to be the most successful.

First, a few things to remember when building these editorial pages out, no matter the tier:


All right - let's dive into the types of editorial!

Level One - Event / Venue List (User)


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Our level one, turnkey editorial offerings are promo users or venue / event lists. These are simple editorial pieces, usually not requiring much CSS or description, that focus on either the events or venues in them. These are very straightforward editorial pieces with one goal to achieve - list the venues or events associated with that topic. Some great examples of turnkey promo users you can sell into are “Free Stuff” “Win Stuff” “Coffee Shops” etc. To have a solid level one promo user, you need:

  • Title + simple description of what the list is

  • Updated // complete venue and event cards

When pricing out level one editorial piece, keep in mind how turnkey the design and editorial are as well as flight duration. We recommend promoting a level one editorial piece for 1-3 weeks with appropriate media to support that flight.

 

These pieces usually take an hour or so to create, depending on how many existing venue / event carts you have and how many you’ll need to create or update. Some great examples of branded level one editorial pieces are:


Level Two - Small Guide / Simple List or Page (/p/ Page)


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At the middle tier of our editorial offerings, we have the simpler guide or list that resides on a /p/ page. These can be as brief as a paragraph or two and then a good amount of event or venue listings, to as detailed as a guide with 1-2 categories, each with subcategories. Smaller guides or lists are helpful in creating a middle tier editorial level for clients that focus on one primary topic or concept and don’t take as much time as the larger guides - although they’re still dynamic and high value. Level two editorial pages are usually media heavy, sometimes using photos with short blurbs to guide the user through the page, and detailed, while not being as detailed as a large guide with 3+ categories in the page. To have a solid level two editorial page, you need:

  • Middle Listing ad a minimum of one time throughout the content

  • Either

    • 1-2 categories with 5+ event / venue / artist cards per category or 3+ subcategories per category (Example: Rainy Day Things To Do + Rainy Day Food & Drinks with 5+ venues below each of the two categories)

    • OR

    • A minimum of 8-10 photos or event / venue / artist cards with short blurbs per photo // event / venue / artist card (Example: Best Rooftop Bars with 8 venues highlighted through a photo, venue card, and short blurb per bar)

 

When pricing out tier two editorial piece, keep in mind that while the editorial isn’t as turnkey as a level one, it’s still a focused and direct page. We recommend using level two editorial pieces to highlight something over a 2-4 week flight, with accommodating media to ensure the promotion is as impactful when it begins as when it ends. Some examples of great level two editorial pages are bar or restaurant lists with either photos + descriptions per, or a larger list divided into categories. Think “10 Coziest Bars” with features on each or “Tacos in CITY” with local taco spots broken into neighborhood.

 

These pieces usually take 2-4 hours to create, depending on how many existing venue / artist / event carts you have or how many sub-category lists you’ve already created. Some great examples of branded level two editorial pieces are:


Level Three- Large Guide (/p/ Page)


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At the high end of our editorial offerings, we have large, sponsored guides. These guides are always created on /p/ pages and have multiple moving parts alongside full brand integration. These are premium editorial pieces with long flight times and ample opportunity for additional brand awareness, experiential, and giveaway components. These guides should include:

  • Middle Listing ad a minimum of two times throughout the content

  • A minimum of three different categories of “stuff” in each guide

    • For example, in a Summer Guide - possible categories include:

      • Summer Festivals and Outdoor Events

      • Summer Things To Do / Places To Go

      • Summer Food & Drink

  • A minimum of 5 event / venue / artist cards per category and / or 3 image + link sub-categories (in the case of an image + link grid)

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When pricing out a larger guide, keep in mind the amount of time and detail being put into the piece, the level of brand integration, and the campaign duration. Level three editorial pieces typically run for 2-3 months and the media used to promote the pieces should reflect that. Some examples of level three editorial pieces are seasonal guides, festival guides, and neighborhood guides.

 

These large guides take roughly 5-7 hours to create, dependent on how many existing evergreen pieces can be incorporated into the overall guide, how many existing lists and pages you can use within the piece, and how much will need to be created. Some great examples of branded level three  editorial pieces are:


Level Four - Microsite (Lens)


At the very top / highest level of our editorial, we have microsites or lenses. These are fully branded, microsite style guides that include events and multiple pieces of editorial - all created on their own URL. These are the most premium content pieces with long flight times (for the most part) and ample opportunity for additional brand awareness, editorial, and giveaway components. We recommend microsites have a flight time of 2-3 months (or more) with a minimum of one week in specific instances, like Free Week or SXSW. Microsites should include:

  • Full ad-blocks on all ad units

  • A minimum of 2-3 pages of events

  • One primary editorial piece / level three editorial that outlines pro-tips, high-level / marquee guides (level two) to relevant events or festivals included within the microsite (ex: a guide to Lollapalooza within a Summer Fest microsite), or other key pieces that work with the microsite (ex: a guide to all festival giveaways within an Outdoor Events microsite)


All microsites are created and branded by DoStuff with each metro creating the content within the microsite and filling the user needed for the lens with the appropriate amount of events. When selling a microsite, keep in mind that this is a fully branded, standalone site and is the highest level of what we can offer a client, content-wise. Microsites take 2-3 weeks to build, depending on required deadline and DoStuff design availability (much like an ECP) and the content within the microsite can take 5-7 hours to create, depending on amount of existing content + number of events to add. Some examples of great microsites are:

Want a seasonal pitch template for brands to customize for your metro? Here you go!

-- This can easily be customized for the appropriate editorial pitch + deliverables // price level


Have questions? Ask them! Email support and let us know all of your questions, comments, concerns, hopes, and dreams.
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