Website of the Year: DVM360 Case Study

Website of the Year

dvm360.com

Content development

The site

The questions

• What do our readers need to know today?• What do our readers want to know today? • What’s the best medium to communicate

the message?• How can we make the content more

enticing?• How can we maximize views?

The foundation: Great topics

Great con-tent40%

Good marketing

30%

Smart de-livery30%

Then layer on the goodness…

>A structure that boosts page views and engagement

>Multi-media elements

>Packaging

>Paths to similar content

>Promote like crazy

Organization & navigation

http://www.dvm360.com/

Other organizational elements

We use tags in our cms to group like types of content including quizzes, photo packages, and photo galleries

We build special landing pages for certain content packages like “When disaster strikes” and “Managing conflict”

We group related content on the community

http://veterinarybusiness.dvm360.com/vetec/article/articleList.jsp?categoryId=48705

http://www.dvm360.com/veterinary/article/articleList.jsp?&numberOfDays=0&categoryId=49095

http://veterinarynews.dvm360.com/dvm/Veterinary+news/When-disaster-strikes/ArticleStandard/Article/detail/710109

http://veterinaryteam.dvm360.com/firstline/Veterinary+team/Your-complete-guide-to-managing-internal-conflict/ArticleStandard/Article/detail/674024?contextCategoryId=49052

http://veterinarycommunity.dvm360.com/_The-dvm360-Five-Episode-32/video/1595959/30809.html

Visitor interaction(And value to the reader…)

Hooking readers

• Quizzes• Cases• Contests• Photo pack

ages• Photo galler

ies

http://veterinarymedicine.dvm360.com/vetmed/Medicine/Image-Quiz-CytologymdashA-dyspneic-calico-with-a-r/ArticleStandard/Article/detail/717369?contextCategoryId=47987

http://veterinarymedicine.dvm360.com/vetmed/Medicine/Ugh-Not-on-the-new-rug/ArticleStandard/Article/detail/708617?contextCategoryId=49045

http://veterinaryhospitaldesign.dvm360.com/vethospitaldesign/Veterinary+hospital+design/2011-Hospital-Design-Peoples-Choice-Award-winner-L/ArticleStandard/Article/detail/705002?contextCategoryId=47663

http://www.dvm360.com/veterinary/article/articleList.jsp?&numberOfDays=0&categoryId=49095

http://veterinaryhospitaldesign.dvm360.com/veterinary_clinic_exteriors_photos

http://veterinarymedicine.dvm360.com/vetmed/article/articleList.jsp?&numberOfDays=0&categoryId=49045

• Polls• Tools• Data• Cartoons• Recurring feat

ures

http://veterinaryteam.dvm360.com/firstline

http://veterinarybusiness.dvm360.com/vetec/cathome/catHome4.jsp

http://veterinarybusiness.dvm360.com/vetec/Veterinary+business/Why-so-stressed-Triggers-and-treatments-for-veteri/ArticleStandard/Article/detail/680660?contextCategoryId=42556

http://veterinaryteam.dvm360.com/cartoon_gallery_1

http://www.dvm360.com/5

Hooking readers

• Interactive elements

• Video• Audio• E-newsletters• Social media• Education

http://veterinaryteam.dvm360.com/firstline/Veterinary+team/Interactive-map-7-steps-to-a-well-oiled-workflow/ArticleStandard/Article/detail/571462

http://veterinarycommunity.dvm360.com/service/searchEverything.kickAction?as=30809&mediaType=video&sortType=recent&tab=yes&includeVideo=on&d-7095067-p=1

http://veterinarymedicine.dvm360.com/Audio

http://images2.advanstar.com/dvm360/eNews/dvm360/dvm360_07202011.html

http://twitter.com/%23!/dvm360

http://veterinarybusiness.dvm360.com/vetec/ArticleStandard/Article/detail/715320

http://www.dvm360.com/veterinary/Veterinary+news/The-dvm360-Five---Episode-33/ArticleStandard/Article/detail/731798?contextCategoryId=48710

Giving readers the reins

• Community tools and participation• Social media feeds on the site• RSS feeds from the site

In which of the following social media networks do you individually participate?

Twitter

None

VIN

dvm360.com Community

Facebook

8%

13%

17%

27%

33%

68%

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