Constitution Daily, the blog of the National Constitution Center in Philadelphia, is one of the most widely read blogs in the museum field. Direct monthly users averaged around 150,000, as of February 2014, with an additional 500,000 readers monthly on Yahoo! due to a content-sharing agreement. Two years ago, Constitution Daily had 20,000 monthly users. Since then, an aggressive SEO strategy and a 200 percent increase in original content has fueled usage growth.
Using a content strategy similar to the Getty Iris blog’s strategy, Constitution Daily targets people with an interest in constitutional issues and scholarship, and it links back to the National Constitution Center’s main site as a way of indirectly promoting interest in the museum. One of example of this was a museum program to promote visitation called 27 Amendments In 27 Days in February. Constitution Daily drove 13,000 of 17,000 page views to the museum events page using a cross-linking strategy. Another innovative strategy is the blog’s podcasting program hosted on Podbean at http://nccpodcasts.podbean.com/. The podcasts include top constitutional scholars and they are hosted by NCC CEO Jeffrey Rosen, who is also the legal editor of The New Republic.
These innovations and the accompanying growth were accomplished with a smaller budget that two years’ ago, using commonly available web products, a self-hosted WordPress solution, and existing staff resources.