Launching New Media Properties with RebelMouse

At RebelMouse we're obsessed with setting up content for success through the power of distributed publishing. We've mastered a lean tech model that lets you launch socially-powered websites that can be launched in hours, not weeks.

Still, RebelMouse is much more than just a software vendor and technology platform. The company has deep experience building and launching successful media properties that gain real traction and have a chance to become a core part of pop culture.


A significant part of the value add we provide is as a "Sherpa" to New Media — we guide you on how to build them, how to launch them, and how to grow them. Using the strengths of our global team, we can serve as a creative agency for your site launch — working with your team on product, design, content strategy + social marketing. And we do that through a refined process that sets you up from the beginning to be successful in your launch and growth phases. Let's take a step-by-step look at our battle-tested launch process, so you can see what you can expect from your partnership with RebelMouse.

getting-to-launch.png



1. Conduct a Contagious Media Brainstorm

What will make your media property contagious is two-fold: understanding virality and understanding how content spreads. A quadrant of contrasting emotions, Belief/Disbelief + Love/Hate, may seem like simple ideas, but their impressive strength is what prompts new audiences to share, engage + become obsessed with your brand.

If you study successful media properties, there is always a clear mission — and that mission is fueled by the emotional quadrant of virality. For example RebelMouse's viral property Axios' mission is to provide clear, unbiased political news in efficient + snackable microposts. Their mission plays on the wide spectrum of emotion that politics provokes, most powerfully to belief/disbelief. In turn, RebelMouse powers properties like HooplaHa, which only publishes positive news, playing sharply to the love side of the virality quadrant. It's this kind of emotionally-provoking content that prompts every page view, comment, or click of the "share" button.

After understanding what makes viral content, it's crucial to understand how that content spreads. High page views are born on social and in the feeds. Putting a strategy in place so content is published everywhere (across all social platforms, but also outlets like Google AMP + Apple News) will cast a wide net for every story, building not only your audience but also a reputation of quality user experience.

In preparation for launch of your new media property, we'll use a one-hour whiteboard session to identify what makes your property contagious through positive constructive ideation. We'll identify your content's mission, where it will likely fall on the quadrant, and the best strategy to ensure it reaches the biggest audience possible with every publish.

2. Choose the Best Content Ideas for Your Brand

After Step 1 of this process, we'll be left with a handful of valid, relevant content ideas around which we can build your brand. Not all of them are going to make it off of the cutting room floor. Only the strongest should survive. To do that, we start off on Step 2 of the process, which is to put the ideas through their paces.

By relentlessly modeling the phases of the idea, we can determine how it will work on a day-to-day basis. Then, with a healthy amount of devil's advocacy, we leak test the idea to see how it might not work. This is a critical exercise in the process which will help predict future problems, help solve them ahead of time, and trim the ideas down to the one that will have the best chance at lasting success. Once we've reached that singular champion idea, it's time to build.

3. Delegate a Well-Rounded Team

While the product is built to match the brainstorm, selecting the key members on your team, RebelMouse's team, and any participating content agencies or consulting sources is the next step.

RebelMouse will identify key traits for success in the roles needed to build the idea. While everyone will have specific duties and strengths, it's important to blur the lines of expectations throughout the collective team. It's about making sure writers can also work as community managers, product can double as content strategists, etc. When everyone can provide input on every corner of the project, the more complete the vision will be.

Once the teams are finalized, there will be a training program to sync the results of the contagious media brainstorm with where the media space is at the time of launch. Once those two concepts are reconciled, it's time to determine together how the property will break through the noise. It's time for content.

4. Refine Content Selection + Tone

Your brand's slogan should also be your editorial thesis that powers your tone and content strategy. Still, getting the voice of your digital presence does not happen on the first — or even 5th — attempt. It starts by using that editorial thesis and applying it to content you discovered, remixed, and recreated to match your voice. That voice has to come through with every post.

While your product is being built, it's important that your writers + content curators are working on content ahead of launch. This can be native content, but also posts and articles from other thought leaders you wish to be aligned with your brand.

Together, we will perform weekly reviews of new content together to see how the tone is progressing. That way, your trial and errors are smoothed out before publish, and you have a hub of appropriate, on-brand content to launch your property.

5. Beta Release to Spark More Brainstorms

When it's time for the beta release of your property, our product team, your property's writers, and our publishing experts will be on the same page and excited about the property's potential. It's at this point RebelMouse will assemble internal + external focus groups to provide feedback on the property so far. These groups will be separate from the teams working on the project.

This group will give their honest feedback on if the content has a user experience built for sharing, and if the material is exciting enough to land somewhere on the quadrant of virality. It's a smart use of our combined resources to receive organic feedback before launch.

6. Revise Product + Content to Perfection

The raw feedback from the beta release may prompt significant shifts in content strategy, design, and product. It's at this time we all work together to make sure the proposed changes are executed quickly.

In addition, it's important we continue to receive swift feedback from the members of the focus groups who provided advice during the beta release. They will continue to provide honest opinions on the changes made since the beta version, continuing the feedback cycle for as long as needed.

By this time, the property will have a refined voice + style that has truly been tried and tested. After the rounds of vetting are complete, it's time for launch.

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

Keep reading... Show less

Why Premium Creative Agencies and CTOs Choose to Develop on RebelMouse vs. WordPress and Drupal

The Intersection of Design and Development: Where Your Clients Thrive

We started RebelMouse seven years ago knowing that there was a fundamental design flaw in the world of traditional CMSs: Every instance, on every platform, had to be updated independently. It's similar to an era when users had to manage their own Microsoft Exchange Server for email. The costs of managing, maintaining, and iterating on a CMS to keep it awesome and world class is typically a $10 million-a-year endeavor. But even then, these cost-prohibitive CMSs are still behind the times.

Keep reading... Show less

Native Multivariate Testing at Scale With RebelMouse

What Differentiates Our Approach

There are many popular tools that allow you to perform experiments and A/B tests on your users — primarily Google Chrome Experiments and Optimizely. But all of these solutions are JavaScript additions to your web page that sidestep the problem of old, outdated, and clumsy CMSs. These solutions work by calling on a third-party JavaScript library that rewrites a page after it's rendered. This approach adds extra page weight and creates strange user experiences due to having to wait for everything to load and be rewritten on the fly.

At RebelMouse, we've solved this in a very elegant way. At the core level of our platform, we can natively render different layouts and track the exact differences in performance when comparing a test to your other layouts.

Keep reading... Show less

Modern E-Commerce: Blur the Line Between Content and Design

Create Modular + Reusable Design Patterns on RebelMouse

Content saturation is an industry-wide problem, and the e-commerce space is no exception given that it's filled with big brands, small Etsy stores, and everyone in between all fighting for similar audiences. The best way to fight this symptom is to understand your audience and provide them with what they want.

Keep reading... Show less

Instagram-style E-commerce Features on RebelMouse

Revolutionizing e-commerce on RebelMouse

Whether you're a brand with a blog or a media company with a site, driving purchasing behavior and building an audience that uses your content to find things they love to buy is vital. We're very proud to have built out the same functionality that everyone is now used to on Instagram, with layovers on images that lead to products with attribution.

Keep reading... Show less

Building Premium Communities and User Journeys on RebelMouse

RebelMouse is much more than just a replacement for a traditional CMS. Our platform is a tremendous community-building experience. Today's social ecosystem has given us a seemingly limitless number of premium creators who understand how to create gorgeous and relevant content that drives the growth of their own audiences. These creators and influencers are either experts in certain topics, or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred influencers into their community and get them to participate in creating premium content.

Keep reading... Show less

Dynamic Voting: Grow Traffic and Engagement Organically

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

Keep reading... Show less

How to Monetize Your Website in Today’s Publishing Environment

In order to define distributive publishing, we have to ask the following question: If you have quality content, but nobody sees it, does it even exist? The answer is no, because your content needs to be supported in a way that lets it move seamlessly across all channels, especially site, search, and social. But let's take this question a step further: If you can't monetize your content to generate the support it needs, how do you create quality content in the first place?

Keep reading... Show less

Maximize Your SEO Potential With RebelMouse’s Entry Editor

Take a peek into how our proprietary technology helps sites surge on search

The RebelMouse platform features a rich search engine optimization (SEO) toolset that guides writers and editors to think about the right search phrase behind every story, as well as how to focus on small but meaningful modifications designed to improve organic search performance.

Our SEO technology centers around best practices for search, including detailed metadata that will help Google's site crawler identify, index, and rank your content quickly. It often leads our clients to experiences traffic surges that look like the following after launching on our platform:

how to increase search traffic

Here's a look inside our proprietary technology that helps our clients experience quick search boosts that turn into long-term SEO wins.

The Search Tab

how to find the right search phrase

Every new article presents a new opportunity to win on search. RebelMouse's Entry Editor features an SEO tab that's designed to help you optimize every post to give it the best shot at winning a targeted search phrase. Here's a glimpse into how it guides editors through a perfected search strategy before the "Publish" button is even clicked.

Define Your Search Phrase

search volume data

It can be tricky to nail down which search phrase you want to win. Within the SEO tab, you can brainstorm your ideas in real time. Through the creative usage of APIs, we ensure writes and editors are armed with the right information when optimizing content for SEO. In the example above, the drop-down list is suggesting search phrases that are already performing well on Google. The number next to each recommended phrase is its monthly search volume.

This helps you determine which phrases are easy to win, or perhaps too competitive to strategize for, on an article-by-article basis. Click here to read more about this feature.

Optimize Your Slug to Match Your Search Phrase

submit url to search engines

The SEO tab in our Entry Editor is designed to repeat your desired search phrase throughout your content so that Google's crawler has every chance to index it correctly for search. With this methodology in mind, it's a best practice to have your article's URL slug match your desired search phrase. From the SEO tab, you can click the Optimize Slug button to automatically match your URL slug to the search phrase you want to win. Click here to read more about this feature.

Pick Smart Recirculation Links

seo outlinks

After you've defined your search phrase and optimized your URL slug accordingly, you can select highly relevant links to add as related content to the end of your article. We call these Around the Web (ATW) links. The SEO tab allows you to pick the best links from your own site, as well as from around the web, which leads to truly amazing traffic boosts. This is a proven SEO practice that's rewarded by Google. Since your article will link to pages already winning your search phrase, it can increase your own post's relevance score in the eyes of Google's crawler.

We automate the surfacing of both ATW and internal links for you, so it's as easy as ticking a handful of checkboxes to add them to your post. We've also done the math, and the data is clear: Adding ATW and internal links to the end of your articles can increase traffic coming to your posts from Google by over 300%! Click here to read more about this feature.

Craft Metadata Before Publish

what is seo metadata

When it comes to Google's site crawler, providing clever metadata is one of the best ways to contextualize your content for search. From there, Google's search algorithm will rank your site for search queries that it determines are relevant to your content. Our SEO tab allows you to write your metadata right from within our Entry Editor. Plus, our character counter will help you make sure that your SEO headline and description match Google's best practices for metadata text length.

It's important to make sure your metadata is clearly written in a succinct way so that Google can quickly understand the nature of your content. Click here to read more.

The RebelMouse Particle Assembler

how to optimize an article for seo

RebelMouse's Particle Assembler is a content creation tool within our Entry Editor that makes it easy to transform your posts into media-rich micro pieces of content, which we call particles, that can both be shared individually and crawled separately on search. Our Assembler functionality gives your content more legs, which means more chances to generate more traffic.

The following steps demonstrate how you can use our Assembler to optimize an article to win a search phrase.

Use Particle Headlines to Reinforce Your Search Phrase

how to write headlines for seo

Assembler is accessible via one simple click in the formatting toolbar of our Entry Editor. From there, an organizational layout will be inserted into your article that will help guide you through building out the particles that will shape your Assembler. The best way to think of Assembler is by treating it as an enhanced list format. If your article is about vegan cooking trends, each particle can feature a new trend. But Assembler does not need to be a simple list. It can also cover the main points of your article and feature user-generated content or even related stories.

Assembler is a helpful SEO tool because it can generate a unique URL slug for each particle, maximizing your article's ability to get indexed by Google for more than one key search phrase. Click here to read more about this feature.

Make the Most of Google's "People Also Ask" Module

how to optimize for people also ask

Particle headlines are also a great way to make use of Google's "People Also Ask" module. This will help you identify search patterns of users who are interested in your search phrase. By tailoring your particles to those patterns, it's likely that your post will move up in Google's search rankings. Click here to read more about this strategy.

Add Media to Every Particle

alt text for seo

Each particle is another opportunity to add relevant media to your post, and Assembler makes it easy to add alt text to every image you upload. Alt text is very important for accessibility and can also have benefits for SEO. Briefly, alt text is text that is added to an image to describe it to search engines, and also to allow people using screen readers to be able to know what the image is without actually being able to see it. You can easily add alt text to any image in RebelMouse from our Entry Editor. Adding your search phase into every alt text field will only bring you one step closer to the top of Google Search's first page.

Make the Most of Our SEO Toolset

RebelMouse's proprietary technology works for any kind of site, whether you're a brand, a new media company, or a legacy publisher. SEO doesn't have to be something that only developers and analysts can understand and augment. Our product is designed to put the power of search in the hands of content creators, editors, and social curators, too.

Start winning on search with every publish. Request a proposal today and let's start working together.

Subscribe to Our Newsletter