• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
317
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. So You Want to Make More Money Blogging? There are an estimated 31 Million bloggers in the United States.
  • 2. Better Content, Bigger Pay Getting traffic is easy… How do you get the right traffic?
  • 3. Overview of Content Strategy Identifying Your Audience Targeting with Content Providing Visitors Real Value Encouraging Return Visits
  • 4. 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 $$$
  • 5. Steps for Identifying Your Audience 1. 2. 3. 4. Determine your best-performing keywords. Identify your competitors. Discover key demographics. Drill down.
  • 6. Tools for Audience Identification Google Analytics - Referral Keywords • See where you’re currently performing • Identify areas for improvement
  • 7. Tools for Audience Identification SEM Rush – Competitor Keywords • Reverse-engineer keyword portfolio • Identify missed opportunities
  • 8. Tools for Audience Identification Quantcast - Demographics
  • 9. Tools for Audience Identification Bing Ads Intelligence – Excel Plugin Be careful: You could get lost here forever
  • 10. (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.
  • 11. 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.
  • 12. 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).
  • 13. Content that Works • • • • • • 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
  • 14. Monetization 101 Techniques Banners Affiliate Networks
  • 15. 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
  • 16. Monetization Cycle Identify Your Reader Find A Reason To Monetize Build a Strategy & Execute T.A.O Look at Stats – Data Rules
  • 17. 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?
  • 18. Customization
  • 19. Email Newsletters
  • 20. 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
  • 21. 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
  • 22. Monetization Best Practices 1 Placement of text links near price points to draw higher CTR
  • 23. Monetization Best Practices 2 Using an icon in front of text creatives, as its proven links with images perform better
  • 24. Monetization Best Practices 3 Creatives and/or ad copy should always be above the fold
  • 25. Monetization Best Practices 4 Utilize the term “free” effectively, including different variations (i.e. Complimentary, $0, etc.)
  • 26. Monetization Best Practices 5 Relevancy: relate the ad copy to the consumers actions and what they are looking for
  • 27. Monetization Best Practices 6 Keeping ad creative fresh – using advertiser ad serving platform to do this without using your own resources
  • 28. Monetization Best Practices 7 Matching creative to site look and feel (colors, fonts, images, etc.)
  • 29. Monetization Best Practices 8 Have a clear call to action for the consumer to take direction
  • 30. Monetization Best Practices 9 Use “trusted partner” or “preferred partner” when applicable “we recommend”
  • 31. Monetization Best Practices 10 Test, Test, Test!
  • 32. 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!
  • 33. Follow Us @GoBankingRates @Go_Betak @Go_Casey