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Alive

alive magazine is Canada’s recognized leader and resource in the field of health and wellness. It was founded over 40 years ago and today is one of Canada’s highest circulated monthly magazines with thousands of people reading up on all the latest natural health trends.

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Platform

  • WordPress

Industry

  • Health & Wellness

Highlights

  • Site Redesign
  • Highly Flexible CMS
  • Optimized Content Hub
  • Advertising Engine
  • Recipe Finder
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The Situation

alive’s website was dated and yet housed a tremendous number (over 10,000) of articles and recipes. Their site wasn’t responsive and was a far cry from best practices seen in the digital publishing space. The alive digital experience was not representative of alives’ leadership position.

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The Solution

The alive and iamota teams collaborated fast and furiously with alive editors, art directors, publishers and even the CEO jamming with the iamota UX, strategy, analytics, SEO and design teams.  The new structure and UX of the site was rooted in understanding who was coming to the site and how. We conducted a deep and comprehensive analytics review to unearth how viewers were using the current site including what content was attracting, keeping and engaging users.  We established what best in class in digital media publishing looked like by learning from the likes of  New York Times, Upshot, Vox, Business Insider, BuzzFeed, Quartz and more.

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The Result

The result was a rich, visually appealing site built on a WordPress CMS. Newly created topic areas referred to as hubs, housed multiple related articles on topics such as allergies. This was both a strategic SEO play and also meant that viewers had multiple options to get information on a topic area from within a single area of the site. Through keyword tagging, we linked articles to help viewers easily get to related and trending articles.  We changed the article structure so that it was better suited to be consumed in digital media through shorter content, punchier headlines and bylines, subheads, tables and charts.