In July, Inc.com experienced its best traffic month, reaching 18 million total unique visitors and 31 million total page views. The closest the site, which is dedicated to growing companies and entrepreneurs, has gotten to that number was in February. July’s numbers represent a 12% growth in unique visitors since then.
Inc.com’s executive editor of digital Allison Fass told Publishers Daily the numbers are the work of two big stories in particular: "No, Megyn Kelly Should Not Have Worn That Dress" — which reached 2.4 million total page views on its own — and "Pokemon Go Is Driving Insane Amounts of Sales at Small, Local Businesses."
Fass said July’s growth in traffic can be pinpointed to two factors in particular. Publishing content that taps into a national trending topic with a mass audience — like the election and Pokemon Go — with a unique angle that resonates with Inc.com’s brand, and distributing stories on social media that encourage engagement from readers.
“The Megyn Kelly story has a unique angle about human resources,” Fass said, which fits with Inc.com’s focus on entrepreneurs and the workplace.
Fass added the Megyn Kelly piece is an interesting example of the successful distribution of content on social media. Inc.com’s social media editor was tracking which tweets were getting the most clicks and shares — an indicator of which articles will attract more traffic, Fass said. That's when she noticed the tweet on the Megyn Kelly story was attracting a lot of attention. She posted the story to Facebook, and soon the article was “picked up by Yahoo.”
Yahoo was the biggest site driving traffic to Inc.com in July but Facebook, LinkedIn, Twitter and StumbleUpon also contributed, Fass said.
Since August, Inc.com has ramped up their focus on video, and will work on increasing video content into next year.“We have a dozen different video series, most of which are sponsored,” Fass said.