Five Things I’ve Learned For Our Fifth Birthday: The Urban List Founder

Five Things I’ve Learned For Our Fifth Birthday: The Urban List Founder
SHARE
THIS


What best describes you?

It has been five years since Founder and Director, Susannah George, launched The Urban List; a digital lifestyle guide that has gone on to become Australia and New Zealand’s top digital media platform in the local lifestyle sector. And on its fifth birthday, George shares her five digital lessons for success.

Since establishing itself as an online source of the best recommendations in Brisbane in 2011, The Urban List has not only expanded its lifestyle platform to cover Melbourne, Sydney, Perth and Auckland, but just in time to celebrate its fifth birthday, it is also able to boast an impressive 2.2 million unique visitors every month.

Speaking of this milestone birthday, George says there are many integral learnings she and her team are grateful for, which have positively contributed to their success.

Her five burning insights learnt along the way are:

  • You can’t fake it or you won’t make it

Having a full time content team on the ground in each city has been key to our success. Knowing the idiosyncrasies of a city only comes from living there and sharing the same passions of the people you are talking to very day.

  • Sometimes you will need to break the rules

We threw out the social media and content creation rule book pretty early on. Instead, we experiment and innovate constantly and rely on our reader data and sentiment to tell us what works and what doesn’t.

  • Don’t be a sheep and don’t be too full of yourself

We are irreverent, conversational and accessible whilst still being aspirational. People thought we were crazy moving into Melbourne and Sydney where competition is fierce, but we believed both markets would embrace our unique style and our growth suggests they did.

  • Know your audience but allow them to surprise you

We knew we couldn’t be all things to all people. Our decision to speak to millennial women with our content was deliberate. We know their passions and how much they love anything salted caramel, we know how to surprise and delight but we make sure we evolve and change as they do.

  • What you set is what you get

We’ve never been afraid of setting ourselves a high target. Our team want something to climb towards and be proud to arrive there.

While The Urban List may have only just blown out the candles on their fifth birthday cake, George says they are not afraid of continuing to set high targets.

“We’ve got a dedicated in-house content, design, marketing and business team. Together we strive to achieve the best possible outcome for our clients and believe in working collaboratively in order to do so.  It’s lucky we all love what we do!”

 

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]