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Casey Bond Beta_karimzadeh Casey Bond Beta_karimzadeh Presentation Transcript

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