Worth a visit and a read: [marketingland.com
If you have a volume of issue focused traffic and loyal visitors (revisitors) . . well, that's the first requirement.
Second and third steps? For that insight you're going to have to get your lazy assets over to SEL and read the article. :)
Meh . . Not SEL . . Noooo . . that other land . . but I cannot edit the title . .