In this era when news sites come and go, the Daily Mail has remained #1 in English-speaking outlets around the world. Just since last year, it has increased page views 516%
What is its secret sauce?
This is what content marketers have to know. There's a dog fight out there for eyeballs: how to attract therm and keep them on the page (that is, reducing bounce rate).
One is the use of video. Every day, reports The Guardian, it posts about 650 videos. Readers like that visual story-telling, especially the drama anchors have learned to inject into their coverage.
The more visual material content marketers can include, the better. We are even seeing that trend on Twitter. It's become difficult to pay attention to a tweet without some kind of graphics. More often, it's a video. The same applies to postings on Facebook.
The other part of the secret sauce is the manner in which the story is laid out. Here you can view how the Daily Mail presented the coverage of Debbie Wasserman Schultz's announced resignation as chairman of the DNC.
For scanners of news, the Daily Mail coverage begins with a series of bullet points. By time we finish scanning them, we have everything we need to know. We don't have to go further.
But then, if we are the old-fashioned kind and enjoy a traditional narrative, there it is. We can settle in and have a good read of the material which follows.
Content marketers have to simplify material for readers. Also, provide pleasure. Yes, the story is one of the oldest forms of entertainment in civilization.