Here’s an idea to steal and adapt: If you have the expertise to cover a topic with a robust audience, consider moving beyond a “destination website,” app or videos, and try producing a podcast on that topic. And give the podcast time to grow its audience.
Q: What problem were you trying to solve, and why was solving the problem strategically important for your organization?
A: We’d had a lot of success finding a large and devoted audience for our Oregon outdoors content, which at that time consisted of travel features, photo galleries, news coverage and list-style stories (10 best hikes near Portland).
Oregon is a place where the outdoors is front and center — where probably more than 80% of the population does some type of outdoor activity, whether it’s hiking or camping, fishing or hunting, skiing or snowshoeing, or surfing or mushroom hunting.
We had a good audience, a good opportunity and expertise in the topic. The problem had been turning that into revenue beyond digital subscriptions and pageviews. We’d tried a variety of things like a ”destination website,” an app and high-quality videos. None really worked the way we had hoped.
