Using Croma to envision new content offerings
We partnered with Audacity Partners to articulate a new content offering for El País Economía.
El País just publicly announced the reinvention of the El País Economy verticals, including a new product called Retina targeting younger audiences. The whole process was lead by the London consulting firm Audacity Partners, who partnered with Croma to perform exhaustive benchmarking across dozens of publications to envision the new product offering.
Audacity Partners is a London-based strategic innovation studio helping CEOs and C-suite execs to envision and drive digital transformation through radical products that the world’s never seen — content, experience and data driven.
Croma is a content distribution analytics platform for news organizations. We track the organic social distribution to help you easily see which stories are generating engagements and ultimately driving readers to your site.
We were asked by Audacity Partners to join them on the strategic redefinition and redesign of El País Economía very early in the process. Together with them we used Croma insights to build the path to a whole new product. One that connects with readers in an informative but emotional way. The ultimate goal was to articulate a new content offering that will help drive traffic to El País Economía from across different social platforms.
El País Economía is the bussines vertical from PRISA — the world’s leading Spanish and Portuguese-language media group, reaching out to more than 700 million people through its global quality brands — as a major destination in Spanish for content and experiences on Business, Economy and Finance.
As Alfredo Triviño, CEO & Creative Director at Audacity Partners, puts it: “El País Economía exists to lead the conversation and drive change: change individuals, change models, change teams, change industries. And with the intention of making economy relevant, useful and accessible to everyone. To better understand customers’ needs and behaviors, we relied deeply on Croma. It played a key part in this process helping A+ to identify winning business stories across social networks.”
In a scenario where social takes a prominent place on the distribution of news, this understanding opened up a completely new way of looking at content, almost reverse engineering the most distributed business subjects.
“During the initial phase of the project, we pioneered the use of Croma to benchmark El País Economía against relevant competitors.” - says Triviño. “It helped us analyze large periods of published content across several leading publications, including large business magazines and newspapers together with small regional publications.”
Audacity Partners also envisioned a new content and experience vertical named Retina targeting professionals of the new economy. Its mission is to help emerging leaders and entrepreneurs to work more intelligently (be more productive), create value, innovate and grow and live fully (balance life and work meaningfully).
We are extremely happy to have been able to take part of this project and to see how Croma, in the hands of the most creative and passionate journalists, turned into an amazing tool to envisions new ventures that will become the new standard in business reporting.
