1. 1. 12015 Skyword 10 Tips to Discover, Reach, and Convert Your Audience
2. 2. 22015 Skyword Inbar Yagur @content_fairy Sr. Content Strategist Taboola Mastered in film studies Justina Perro @iamjro Content Strategist Skyword Master of 90s hip-hop karaoke
3. 3. 32015 Skyword #1 Define Your Audience
4. 4. 42015 Skyword Who? What? Where?
5. 5. 52015 Skyword She browsesShe searches Multiple times a day Her search topics include Health and wellness Fashion Entertainment Home dcor/shopping Her search mindset is Active discovery 5 2014 Skyword Inc, Confidential. All rights reserved. Budget conscious She is interested in Voicing her opinion Quality over price, but still savvy shopper Impulse purchases Mobile apps Looking at retail sites daily The latest fashion trends and accessories, home dcor for small spaces, simple solutions to daily needs (cooking, organization) She is 25 to 34 years old Single or married She has An active lifestyle Learning to be domestic busy Socially responsible 8,000,000 Young female working professionals in the US City dwelles Online Behavior Shopping HabitsDemographics Search Behavior She trusts Friends Influencers Like-minded peers Active green Apartment living/condos mobile Brand loyal Young Female Working Professional I have the world at my fingertips fashionista 33% of female millennials say they would buy everything online if they could eMarketer via brianhonigman.com
6. 6. 62015 Skyword #2 Create Content For Both Your Audience and Product
7. 7. 72015 Skyword Sometimes You Can Let Your Audience Find You Its important to identify your audience, but how do you know that youre not missing out on something or somebody? Sometimes being overly targeted in your approach can work against you. Write and promote a piece that is just about you and what you do. Send it out into the world, see what emerges.
8. 8. 82015 Skyword 5 Great Ways to Ask Someone Out 10 Tips to Impress on a First Date 8 Reasons to Try Online Dating
9. 9. 92015 Skyword #3 Find Your Purpose
10. 10. 102015 Skyword How do you add value? Inform? Entertain? Inspire? Act as a resource to your audience aimed to teach and thought leader in your industry. People come to you to be in the know. People come to you as a source of entertainment. Think of BuzzFeed pre their news initiative. People come to you for motivation to be better and strive for more. Think MindBodyGreen.
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12. 12. 122015 Skyword #4 Know Your Goal
13. 13. 132015 Skyword Know Your Goal Is ROI truly hard to measure? Not if you know what you want to achieve! Each goal requires different metrics, and a different approach. Identify the purpose of each individual content piece to make sure youre maximizing your strategy. Brand awareness Creating a qualified user pool Social network engagement Direct response/conversion
14. 14. 142015 Skyword #5 Ease Into It
15. 15. 152015 Skyword Dont just hard sell
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17. 17. 172015 Skyword #6 Speak to the Skimmers
18. 18. 182015 Skyword THE PROBLEM
19. 19. 192015 Skyword CTR ENGAGEMENT THE GREAT ONLINE BALANCING ACT
20. 20. 202015 Skyword THE AVERAGE INTERNET USER Skimmers: Scan the page quickly, skim a few paragraphs, then decide if they want to fully engage Readers: Arrive on your site and immediately engage 30% and Shrinking 70% and Growing
21. 21. 212015 Skyword #7 Optimize By Channel
22. 22. 222015 Skyword Customize by channel Twitter Instagram Facebook
23. 23. 232015 Skyword Do it right.
24. 24. 242015 Skyword Dont make UX an afterthought
25. 25. 252015 Skyword #8 Drive to Your KPI
26. 26. 262015 Skyword The bottom of an article is prime real estate. Primary KPI Secondary KPI SHOW PEOPLE WHAT TO DO NEXT
27. 27. 272015 Skyword SHOW PEOPLE WHAT TO DO NEXT
28. 28. 282015 Skyword #9 Reinvent
29. 29. 292015 Skyword Its never too late to reinvent yourself 2009 2014
30. 30. 302015 Skyword Always be evolving.
31. 31. 312015 Skyword #10 A/B Test Everything
32. 32. 322015 Skyword Test It! Remember: People are unpredictable! Test often, test with broad strokes. Not just what you write, but HOW you write. Even if your first assumption is right, youll still learn from these tests.
33. 33. 332015 Skyword A/B TEST EVERYTHING! George Clooney's Surprising Family History You Won't Believe Who's Related to Abraham Lincoln
34. 34. 342015 Skyword A/B TEST EVERYTHING! George Clooney's Surprising Family History You Won't Believe Who's Related to Abraham Lincoln 387.5%
35. 35. 352015 Skyword A/B TEST EVERYTHING!
36. 36. 362015 Skyword A/B TEST EVERYTHING! 57%
37. 37. 372015 Skyword Skyword 2015 # Q&A
38. 38. 382015 Skyword 382015 Skyword Connect with us on LinkedIn! Inbar Yagur Sr. Content Strategist Taboola LinkedIn: https://il.linkedin.com/in/inbaryagur Justina Perro Content Strategist Skyword LinkedIn: https://www.linkedin.com/in/justinarowe