4. Overview of Content Strategy
Identifying Your Audience
Targeting with Content
Providing Visitors Real Value
Encouraging Return Visits
5. Know Your Target Audience
• Target audience = customers
(Not Your Audience: Other Bloggers)
• Current audience and target audience may not
be the same group of people.
• Better align content to audience to grow $$$
6. Steps for Identifying Your Audience
1.
2.
3.
4.
Determine your best-performing keywords.
Identify your competitors.
Discover key demographics.
Drill down.
7. Tools for Audience Identification
Google Analytics - Referral Keywords
• See where you’re currently performing
• Identify areas for improvement
8. Tools for Audience Identification
SEM Rush – Competitor Keywords
• Reverse-engineer
keyword portfolio
• Identify missed
opportunities
10. Tools for Audience Identification
Bing Ads Intelligence – Excel Plugin
Be careful: You could get lost here forever
11. (Relevant) Content is King
Once you’ve identified your target audience,
capture them with content.
How do you know your content is truly relevant?
• Aligns with a business objective.
• Relates to visitors’ interests.
• Has an element of timeliness.
12. Keep Them Coming Back
• Consumers need to see a brand multiple times
before converting.
• Getting return visitors means you don’t have
to work as hard to grow traffic.
13. How to Retain Visitors on Your Site
• Provide real value
• Meet your audience’s expectations
• Be creative!
(Beta is going to blow your mind with a story about that later).
14. Content that Works
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•
•
•
•
•
Reviews
Video
Other Multimedia (images, sound, infographics, etc.)
Newsletters
Resources and tools (calculators, FAQs, Glossary, etc.)
Case studies, investigative reporting, original data
Additional Considerations:
Design & navigation ● Site load & performance ● Post consistency ● Strong brand ● Engagement
16. You’ve gotten this far….so now what??
Build Your Strategy, live your strategy
Not Stating the Obvious
Customization
Email / Newsletters
KPI Goals – Know them, Use them
Best Practices
18. Indirect offers that directly relate to
your content
FACT: 95% of home owners order pizza the
first night they move in.
When you move into a new place, what is
the first thing you set up?
21. Targeted messaging can generate dramatic gains in open and click
rates, significant reductions in unsubscribes and complaints, plus
improve mailer reputation and inbox delivery. ¹ Conversion rates in
a recent study increased by a staggering 208% on highly
targeted email campaigns compared with untargeted emails. ²
(1) eMarketer.com, Survey of Online Marketers in North America
(2) Marketing Sherpa, Artbeads.com Case Study
22. KPI Goals & Understanding
What They Mean To YOUR Top Line
Biggest Pain Point: Tighter budgets and lower payouts
– What are Advertisers/Agencies looking for?
• Increase Customer Base & Quality
– How do you stand out from the crowd?
• Quality Content
• Understanding Demographics
• Understanding Advertisers’ Goals
33. Monetization Best Practices
1
Placement of text links near price points to draw higher CTR
2
Using an icon in front of text creatives as its proven links with images perform better
3
Creatives and/or ad copy should always be above the fold
4
Utilize the term “free” effectively, including different variations (i.e. Complimentary, $0, etc.)
5
Relevancy: relate the ad copy to the consumers actions and what they are looking for
6
Keeping ad creative fresh – using advertiser ad serving platform to do this without using your own resources
7
Matching creative to site look and feel (colors, fonts, images, etc.)
8
Have a clear call to action for the consumer to take direction
9
Use “trusted partner” or “preferred partner” when applicable “we recommend”
10
Test, Test, Test!
