I spend a lot of time looking into the content of the sites like tea leaves, trying to ensure there's a range of diversity.
I don't just mean ethnic diversity here (soooo many smiling white people on the internet — especially wedding blogs), although of course that too. But for each site, there are whole palettes that have to be balanced.
For example, on Offbeat Families, I look at not only ethnic diversity, but also:
- family phase-based diversity (ie, not to much pregnancy stuff vs. conception stuff vs. stuff about parenting teens)
- family-type diversity (nuclear families, extended families, adoptive families, blended/step families, etc)
- identity diversity (heterosexual vs. LGBT is just the most obvious — this also includes balancing not too much attachment parenting stuff, not too much christian stuff, not too much hippie stuff, etc)
So, each site has these very specific topical patterns to look out for, but all sites also have considerations like:
- regional diversity (both US regions, international content, as well as making sure under-represented regions are prioritized and highlighted)
- taxonomic diversity (making sure our post categories are evenly used)
- representation of people with disabilities
- including a range of ages
- lots of different kinds of body types
- etc x 500 bajillion
I wish there was a Chartbeat-like tool that could help me track all these different factors. For my managing editors who are more visual, it can be challenging to look at a the titles of a week's worth of posts and recognize editorial patterns or imbalances. After a few years of doing this, I feel like I'm finally starting to get better — but I just got an email from a reader alerting me to a weird content cluster on one of the sites that I toooootally hadn't even noticed.
Clearly, I've got a long way to go.