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DiggIt seems that The Telegraph has been using Digg successfully to drive more traffic to its website, and provides a useful example for other newspaper and blogs to follow.

By encouraging readers to Digg the stories they are reading on the newspaper site, The Telegraph has managed to increase the amount of traffic it receives from the social news site, and is now largest recipient of Digg traffic in the UK.

This chart from Robin Goad at Hitwise illustrates the growth in the amount of traffic The Telegraph has been receiving from Digg: 

Hitwise - traffic from Digg to Telegraph.co.uk

Better still, The Telegraph was also second in the list of most visited news and media sites after Digg last week, in both the US and UK.

A look at the most voted stories from telegraph.co.uk on Digg shows what kind of success the newspaper has had on the site. The top story has an impressive 7,653 Diggs, and there are 56 articles from the site on there with 2,000 or more votes, meaning that this content is regularly featured prominently on the site, attracting more visits.

Telegraph Digg success

So how has it achieved this? 

While most blogs and news websites now have Digg buttons placed around their articles, telegraph.co.uk has taken this a step further by providing a widget next to its news articles which shows the most popular and upcoming Telegraph articles on Digg:

Telegraph Digg widget

I like these kinds of features on newspaper sites in general, to showcase most commented / most curious stories etc. People are often drawn to them when looking for something interesting to read, and they provide a useful way to promote content. The Digg widget is a useful extension of this, and encourages readers to vote for articles more than a simple Digg button would.

It isn't just this though, as the Telegraph is making an effort to make its content more appealing to Digg. There are lots of lists that have done well on Digg, '101 Best Websites', '101 Best Books', making for good linkbait.

There are also some very un-typical Telegraph headlines which are designed to catch the eye of Digg users, 'Girls in Bikinis + Tigers = Awesome view!' is one such example, which you would expect to find in the tabloids rather than a broadsheet.

Whatever the methods though, it seems to be working...

Graham Charlton

Published 13 February, 2009 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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