Content That Speaks to Your Audience
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Kelli Windsor
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Content That Speaks to Your Audience
- 1. Content That Speaks To Your Audience Kelli Windsor, Senior Manager, Member and Digital Communications kwindsor@fmi.org @FMI_ORG
- 2. 2 Background • FMI is the trade association for the grocer industry • Member Benefits: • Government relations • Food safety • Research • Industry expertise • Education/Training • Certification • Digital Communications include: • Website • Blog • Social media • E-newsletter
- 3. 3 Get To Know Your Audience
- 4. 4 #1 Google Analytics SEARCH: • Terms that bring visitors to your website • Terms visitors search on your site
- 5. 5 #1 Google Analytics UTM CODES: • See what is bringing traffic to your website • Shows what is not preforming well URL with UTM Codes Included: https://www.fmi.org/industry-topics/fresh- foods?utm_source=facebook&utm_medium=social%20media&utm_campaign=2017blog
- 6. 6 #2 Survey or Focus Group GOOGLE TRENDS: • People are very honest on Google (Seth Stephens- Davidowitz, author of Everybody Lies) • Related searches, regional searches, titles, keywords, storylines and more
- 7. 7 Everyone Remembers Their Vacation, Not The TripAdvisor Review
- 11. 11 Example: Boardroom 5-Part Email Series
- 12. 12 Remember to Tell YOUR Story
Notes de l'éditeur
- So you can create content they want
- “organic” was in the top 10 terms searched on our website Content you received when searching this terms was very outdated Wrote a blog post about portions of our research reports that talked about organic Since posting about a month ago this post is our 4th highest preforming blog post
- UTM codes embed code into links that Google Analytics picks up and can show you what is: Driving traffic to your site What is not preforming well Helped show that our Daily email from our vendor that curates news is our top driver of traffic to our blog posts. Also helps us adjust social media, content strategy, ads, etc.
- Quick surveys Phone calls are formal focus groups Google Trends – my new favorite thing
- Create Experiences. Not Content. Experiences are more memorable. Everyone remembers their vacation, but they don’t always remember the reviews they read when planning the trip. How we say something is as important as what we say
- Our members wanted to find what pertinent to their area of the industry and for us to tell them what is most important Newly redesigned FMI.org provides high powered search & curated content front and center Seamless and easy user experiences; don't make them work too hard to hear your story
- Tells the story of FMI’s two signature research reports – what shoppers say and how food retailers respond Scrollable infographic with a choose your own adventure and clear calls to action to download the reports Serves as a tool with media, introduces our breadth and depth and showcases our research Since launched in 2015 generated 1.5% of overall website traffic
- Uses interactive graphics to convey the top findings of the report and key take-a-ways Clear Call to action to take the assessment to see if you’re ready for this major industry change In first Quarter launched microsite and saw 5,000+ pageviews, 2%+ of website traffic
- Took a printed piece and created an email experience with the content 5 part email series with forward to a friend and sign up features delivered once a week to a targeted audience. Small test group, but saw open rates 20%+, high click rates and increased subscribers by 22%
- After producing content your audience wants, creating an experience, remember to see how it is preforming and make changes/tweaks. Become a Google Analytics lover, create custom reports that tell the story of what YOU did and how it is preforming Don’t be afraid of failing. That’s how we get better.