We had the pleasure of hearing from Sarah Marshall, VP, Audience Strategy at Condé Nast, at The Audiencers’ Festival in London thanks to the invitation of our premium sponsor, WordPress VIP, the Open & Intelligent Experience Builder for modern enterprises.
Key takeaways to copy & share
> With search referrals declining, Condé Nast has stopped trying to widen the top of the funnel and started widening the middle. Sarah Marshall's image is an inverted trapezoid rather than an inverted triangle > Every channel is assigned one job. YouTube, TikTok and Instagram for awareness, search for acquisition, newsletters for engagement, and newsletters, homepages and apps for retention > The site strategy is counterintuitive. Pop-ups and access walls barely convert new audiences and probably make them bounce, so Condé Nast declutters instead: content in the first viewport, few sticky elements, no pop-ups > A subscriber-only WIRED webinar on getting the most from ChatGPT drew over a thousand subscribers, and 10% of them subscribed specifically in order to attend > The test she applies is four fits: does the content serve the segment, does the channel suit the content, does the channel support the revenue model, and can that segment actually pay
