Corporate Blogs: Axios and Shell Global

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Axios and Shell Global - Corporate Blogs

Axios doesn't publish a traditional corporate blog, but rather publishes 21 different newsletters. Shell Global's lone corporate blog is the Shell Climate Change blog.

Findings

Axios

1. Post Frequency

  • Axios's blogs are in newsletter format.
  • Axios maintains 21 different newsletters (we counted all the newsletters to arrive at that total).
  • The frequency of posts vary by newsletter.
  • Axios AM, Axios Sports, and Axios Markets are the newsletters posted daily.
  • The following newsletters are posted on weekdays: Axios PM; Axios Cities; Generate; Login; Pro Rata; and Vitals.
  • The following newsletters are posted one day per week: Axios China is posted on Fridays; Codebook is posted on Thursdays; Axios Media Trends is posted on Tuesdays; Axios Science is posted on Thursdays; and Axios Sneak Peek is posted on Sundays.
  • The following newsletters are posted twice per week: Axios Future is posted on Saturdays and Wednesdays plus Axios World is posted on Thursdays and Mondays.
  • Axios Trends is posted on a quarterly basis.
  • Axios Space is posted weekly.
  • The following newsletters are posted periodically: Axios Autonomous Vehicles; Axios AM Deep Dive; and Axios Edge.

2. Content Offered

  • The content offered across those 21 different newsletters include the following categories/topics: Politics; Autonomous vehicles; China; Cities; Cybersecurity; Future/Innovations; Business and capital markets; Trends/Disruption; Energy; Technology; Digital media; Private equity, venture capital, & M&A; Science; Space; Sports; Healthcare; and global news.

3. Audience Size

  • The audience size for Axios newsletters totals 360,000 subscribers.
  • The audience size for Axios's website generally amounts to 11.8 million visitors each month.

4. Writers on Staff

  • The writers on staff for Axios's newsletters are Mike Allen, Joann Muller, Bill Bishop, Kim Hart, Joe Uchill, Felix Salmon, Kaveh Waddell, Erica Pandey, Amy Harder, Ben Geman, Dion Rabouin, Sara Fischer, Dan Primack, Jonathan Swan, Miriam Kramer, Kendall Baker, Caitlin Owens, and David Lawler.

5. Audiences

  • Axios's newsletters target the following audiences: News followers, political enthusiasts, politicians, business leaders, energy industry leaders, tech experts, digital media followers, finance professionals, science professionals, healthcare professionals, and sports fans. We determined those audiences by reviewing the descriptions of each newsletter and identifying who they pertain to.

Shell Global

1. Post Frequency

  • Shell maintains one corporate blog titled Shell Climate Change.
  • Blog posts are published between one and four times per month, which we determined by reviewing the posted articles over the last two years.

2. Content Offered

  • As its name implies, the content offered on the Shell Climate Change corporate blog pertains to climate change in general.
  • However, the blog includes specific categories surrounding the general topic of climate change.
  • Those specific categories include the following: Emissions trading, carbon price, carbon storage & capture, climate science, low carbon economy, United Nations Framework Convention on Climate Change, renewables, policy, and a general "uncategorized" segment.

3. Audience Size

4. Writers on Staff

5. Audiences

  • The audience of the Shell Climate Change blog appears to include climate change experts, climate activists, and energy industry professionals. We determined those audiences by assessing the content included in the blog and the credibility of the blog's author, who is Shell's Chief Climate Change Advisor.

Your Research Team Applied the Following Strategy:

We identified the above blogs by first visiting each company's homepage and looking for a link or reference to any blog(s). On Axios's website, no blog was mentioned, but there were numerous newsletters that are published regularly. Accordingly, we included and analyzed those newsletters above. On Shell Global's website, the only mention of a corporate blog was the Shell Climate Change blog, which we included and analyzed above. The other types of published content through Shell Global included press releases and media, which were neither blogs nor newsletters. Thus, we didn't include them in our research. We even used the search feature on Shell Global's website to look for any blog(s), yet the only relevant result we found was the aforementioned Shell Climate Change blog.
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