content reimagined - weight watchers
DESCRIPTION
Intersection of Technology and Creativity: Weight Watchers is known for being a leader in its industry and has content at its core. They are committed to technology, supporting members where they are and when they need to engage. At the roots of the Weight Watchers member experience is information: storytelling, education, and content sharing. Empowering and actionable guidance, beautifully and strategically presented - design is critically important to the overall impact. This Q&A between Andy Seibert, Chairman of The Content Council, and Theresa DiMasi, Weight Watchers' editor-in-chief, will focus on the creative evolution of content at Weight Watchers, its increasingly important role, and its intersection with technology.TRANSCRIPT
Weight Watchers
A 1:1 with Theresa DiMasi, VP and Editor-in-Chief
July 24, 2014
The Content Council: Future of Content
Mission
Weight Watchers is for the woman
who is ready to make a change in her
life. Through actionable, honest
advice, we help her find the joy and
balance of nourishing herself so she
can live her healthiest life -- and love
doing so.
We show her how to live fully, then
cheer her on.
Weight Watchers sits
at the intersection of
health and celebrating the pleasure
and deliciousness of food.
Let’s support each other in
celebrating life at that intersection.
A shift in how we’re perceived
From To
Not having a clear POV Being out there, open,
transparent
More than fixing a problem Making your life better
Functional, utilitarian Experiential, bringing pleasure
A product that I don’t want To a brand I’m passionate about
Works but it’s all up to me I’m not alone, shared ownership
One size fits all Tailored to you
PPVs, tracking More than that – changing
relationship to food
Marketplace
Role of Content
Content framework:
Content drives acquisition, retention and sales (as a product)
• API fitness • API food (epi,
foodily) • Content
syndication (wellness experts)
DIGITAL • Marketing site • Subscriber site • Social • SIPs/ bookzines • Doctor
offices/Pharmacies
• Licensee sites PHYSICAL • Magazine • Products (DVDs) • In-store
(collateral, kiosks)
Signups/ enrollments
ADD-ONs Digital • Apps (in-app
purchases, recipe packets)
• SIPs/bookzines* • Micropublishing • eBooks
PHYSICAL • Magazine • Books • Products (DVDs) *Oxmoor contract prohibits us from doing in print currently
upsell
acquisition
WW
-gen
erat
ed
Exte
rnal
-gen
erat
ed
retention
Editorial direction
• We need more voice, more point of view
• We help people lose weight, so let’s feel like we’re in
this with them.
• We’re creating a universe.
• We are in the know and we make our readers feel in
the know too.
• Show the messiness of our lives.
Content Mix
• Advice
• Recipes
• Beauty/Fashion
• Report on the latest breaking news
• Hard-hitting topics
• Tap into universal truths
• Inject humor
Channels
Magazine evolution
Photo direction
Preliminary studies suggest
that consuming soy may
help reduce your risk of
colon cancer; among
women in the U.S., colon
cancer is one of the three
most common cancers.
“
”
Pre-packaged, micro-assets make it easy for readers to share parts of a story as well as entire articles.
User-created content to spark conversation
Process
Technology
Results
Game Time
Q&A