How this Publisher is Diversifying its Marketing Strategy

Like many digital publishers that achieved fast growth during the heyday of Facebook virality, PinkNews has undergone a hard pivot since the social platform’s latest algorithm change.

The British site, which is dedicated to LGBT audiences, no longer sets its news agenda according to what will become a Facebook hit, a strategy that left it at the mercy of unpredictable traffic fluctuations. Instead, it has redirected resources to produce harder-hitting, more in-depth articles on big-issue topics and debates relevant to the LGBT community, which perform well on its homepage. It’s also stepping up its search engine optimization efforts and widening its distribution partners to the likes of Flipboard.

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