Putting Readers First: Creating Content That Builds Trust
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Growing your audience and increasing your ability to monetize can happen a lot more organically and effectively if you use a reader-first strategy on your site. Here's tips on doing your own mini site audit and what brands and readers think when they see your blog. Presented at TBex 2015 in Fort Lauderdale, FL
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Putting Readers First: Creating Content That Builds Trust
- 2. Putting Readers First: Creating Content That Builds Trust Jessica Woodbury, CJ Affiliate jwoodbury@cj.com @jessicaesquire
- 3. Let’s Talk About Goals • Blog • Travel • Financial • Business
- 4. What Matters to Brands • Quality of Content • Quality of Photography • Relevance to their consumer • Numbers
- 6. The Most Important Question You Can Ask: What am I doing to help my readers?
- 7. Helping Readers Helps You • The more readers enjoy your posts, the more likely you are to get: • Returning readers • Social shares • Links from other sites • Brand interest • Higher search rankings
- 8. Types of Readers • Regular Readers • New Readers
- 9. Types of Readers • Direct • Referral • Social • Search
- 10. Regular Readers • Care the most about your voice and photos • Most sensitive to sponsored content • Rely the most on trust
- 11. New Readers • Social/Referral: • headline • Search: • answer question • provide information
- 12. All Regular Readers were once New Readers. All New Readers can become Regular Readers
- 13. Of course it’s for my readers. Who else would it be for?
- 14. Post #1 • Hotel I stayed in • Restaurant I ate at • Attraction I visited
- 15. What Do Readers Get Out of It?
- 16. Post #2 • Several hotels with detailed comparisons • Dining options with different cuisines • Research on multiple attractions • Package and tour options • Choices in different price points
- 17. What Do Readers Get Out of It?
- 18. Helping Readers Helps You • What’s the experience like navigating your site… • For the first time? • On mobile? • If you want to subscribe to posts? • If you want to follow on social? • If you want to contact you via email?
- 19. Helping Readers Helps You • Is your site design and navigation… • Simple? • Welcoming? • Bombarding people with ads? • Using pop-ups that are hard to close? • Working with ads that cover your images? • Making it easy to find relevant content?
- 20. Insider Information • When Brands Look at Your Site • Numbers aren’t enough • Working together means putting my brand on your site • I need to want to come back
- 21. Insider Information • What Matters for Search Rankings • Topicality • Authority • User Signals
- 22. Helping Readers Helps You • Improve search rankings • Detailed, thorough, relevant content • Links from other sites • Time spent on site • Clicking through to more posts
- 23. More Readers Means… • More leverage and influence. • More name recognition. • More brands say yes. • More people click and purchase through affiliate links.
- 24. Help Readers Monetize Better • Creating opportunities for sponsored content • Higher traffic • Higher search rankings • Higher social shares
- 25. Help Readers Monetize Better • Creating opportunities for affiliate links • Posts that answer questions help increase clicks and sales • Posts that help readers gather information increase conversion rates • Posts that rank in search help you leverage higher commissions
- 26. Add One Step To Your Post Process Did I help my readers?