Gear Patrol Uses Data-Driven Editorial to Round Up Readers’ Most Purchased Products
It’s no secret that when the editors and staff writers at Gear Patrol review a product, they typically include a link to where that product can be purchased. This is pretty standard operating procedure among websites that conduct product reviews and coverage. However, Gear Patrol has earned trust and authority from its discerning, ready-to-purchase audience by delivering a well-crafted, thought-through approach to recommending products the staff loves.
In a fun, new editorial franchise known as The Month in Review, the Gear Patrol Editorial Operations team is using data collected through third-party affiliate partners to gather the top 10 most-purchased products for the month. Products are essentially voted on by our audience’s purchasing power. The Ed Ops team is resurfacing those items so readers who missed them over the course of the month can discover them. The first of these articles — February’s roundup — has already been a big hit with Gear Patrol readers.
“We’ve found that this data-driven editorial punches way above its weight,” says JD DiGiovanni, Assistant Editor of Editorial Operations. “We’re not looking at the items that generated the most revenue. We’re looking at the number of purchases made as a true gauge of audience interest. What the readers thought was cool and valuable.”
He also mentioned the power of this exercise when it comes to Editorial Operations as well. DiGiovanni continued, “We see these types of audience and data-driven articles as a confident way to open-source our insights and be transparent about the effect our hard work and authority directly has on product purchases. We also anticipate spotting trends that can potentially become a blueprint for upcoming coverage, as well as next year’s programming.”
Though The Month in Review was not initially intended as a sponsorable editorial franchise, moving forward it will be available to be ‘presented by’ interested brands. We envision these roundups continuing to generate a lot of interest from Gear Patrol readers.