Growing an audience with editorial content spiderwebs

Storytelling is crucial to a brand’s success. At ASHRAE Journal, technical storytelling increased engagement between the brand and its audience.

ASHRAE Journal’s print and digital publications help educate the HVAC&R and building sciences sector on how to create a more sustainable future. The monthly print publication is the industry-leading publication while the brand’s digital products – newsletters and podcasts – supply readers with shorter, most digestible pieces.

As managing editor of ASHRAE Journal’s print and digital publications, I helped grow the digital products’ subscriber base to more than 95,000 people and launched the ASHRAE Journal Podcast, which was downloaded about 10,000 times in its inaugural season.

Building an editorial ecosystem

The editorial ecosystem allowed us to create content spiderwebs based on high-impact topics in ClimateTech, sustainable building practices and more. These spiderwebs helped tie together short-form and long-form articles, peer-reviewed research and podcast episodes.

Here’s a quick look at some of the pieces:

• Mission possible: ASHRAE’s new global HQ
• ASHRAE Journal Podcast: Behind the design of ASHRAE's new global HQ
• ASHRAE Journal Podcast: Demystifying decarbonization
• Buildings’ effect on occupants: studying human performance in green buildings
• Sports & sustainability: Behind Allegiant Stadium’s energy-efficient building systems