Winner: Time Warner Cable - Time Warner Cable Untangled Blog
Time Warner Cable (TWC) has successfully evolved its Untangled Blog from a siloed content vehicle staffed by a single author, best viewed on desktop, to a robust editorial outlet staffed by multiple contributors and enjoyed easily across multiple devices.
To help accomplish its goals with the blog, TWC created its first-ever "Content Creation" team, a vertical within its Corporate Communications department. This newly-created team was staffed with employees skilled in journalism, graphic design, video production, web production and digital marketing. Together, the team helped enhance, de-mystify and humanize the TWC brand by producing and syndicating original content.
In addition to forming the Content Creation team to help diversity and improve the editorial experience for Untangled, TWC also worked with a third party agency to improve the blog-viewing experience. At the end of 2013, it relaunched a new, responsive design for Untangled that gave its mobile and tablet reader base -- more than 50% of readers -- an improved experience with the blog.
As a result of TWC’s efforts, Untangled received 874k page views for the 12-month period ending March 21, 2014 – a 53% increase in page views over the previous 12-month period; unique visits to Untangled increased by 50% – from 431,665 (March ’12-’13) to 652,312 (March ’13-’14); mobile views jumped 73% and tablet views increased 61% from March ’13 to March ’14 as compared to the 12 months prior. Untangled is now seen as the go-to content authority for Time Warner Cable internal and external communications platforms, with TWC.com, twcable.com and twcconversations.com driving more than 50% of the traffic.
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