Anatomy of a Winning Post: Men’s Health

We’re excited to kick off a new series where we spotlight a high quality post from one of VigLink’s top publishers. We’ll take a magnifying glass to the post for a closer look at what makes it successful and help you adopt these strategies for your own campaigns.

For starters, let’s look at one of the top-earning posts for June 2016 on Men’s Health: “Should I Wear Socks with Boat Shoes?”

Anatomy of a Winning Post: Men's Health

  1. Q&A: Granted it’s an article under the “Ask MH” section of the site, but posing a question in the title is a great hook — it’s what makes a site like Quora so compelling: readers want the answer!
  2. Fashion or Faux Pas: Beyond a question, the title makes the reader take a step back (especially if they’re wearing boat shoes!) and ask themselves if they are on trend or committing a fashion no-no. They double-down on this with a purposely cheeky subtitle: “Free your toes—but minimize the stink.” Nobody wants to walk around with stinky feet, so we’re definitely scrolling down!
  3. Bright & Beachy: A sharp, relevant image is always great for jazzing up a post. In this case, your eyes are drawn down to the boat shoes — which are purposefully a darker color that stands out against the bright yellow pants. This is the kind of photographic trick that makes readers go, “Oh, those are boat shoes?” or, more importantly, “Where can I get some stylish boat shoes like those?”
  4. Short & Sweet: This post clocks in at just over 230 words. It has substance, but doesn’t waste time: the post is an easily-digestible nugget that can be read during a walk to refresh a cup of coffee. There’s not much risk of someone clicking away out of boredom, frustration, or distraction.
  5. Problem & Solution: Instead of making the reader scan for the answer, the post gets straight to the point in the first paragraph: “If [the socks] can be seen, they need to go.” Readers have the answer to the question — but now they have a problem: what do they do if they don’t want to wear their boat shoes with bare feet? Men’s Health quickly supplies no-show socks and foot powder options from merchants like J.Crew and Amazon. Problem solved!

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ABOUT VIGLINK

By identifying commercial products mentioned within a publisher’s content, VigLink automatically invigorates those terms by transforming them into revenue generating hyperlinks whose destinations are determined in real-time, advertiser-bid auctions.