When Headline came to our content team, they had just finished a brand identity update. Part of our suggested strategy was about leveraging an existing email list to rebuild their newsletter—not just with this fresh brand design, but with a fresh content approach, too. Beyond rebuilding their distribution tool, the thing they were really lacking with stories were visuals. Looking at engagement analytics, we made the case to start incorporating [thoughtful] editorial illustrations with our written pieces, despite the executive hesitation. The result? More clicks, more pageviews.
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