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Engaging Audiences, while Increasing Content Monetization

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NEPA BlogCon 2016 Session 11 presented by Tim Buckley of Google.

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Engaging Audiences, while Increasing Content Monetization

  1. 1. Confidential & Proprietary Improving Engagement in Today’s Mobile /Social World
  2. 2. Confidential & Proprietary Building for today Engaging your users Unlocking revenue 1 2 3
  3. 3. Confidential & Proprietary Building for today’s users Confidential & Proprietary
  4. 4. Mobile first strategy tips 88% of users are less likely to return to a site after a bad experience Make it consistentMake it fast Source: “A Beginner’s Guide to Website Speed Optimization” Confidential & Proprietary Make it easy for your users
  5. 5. 74% of people will abandon a mobile website that takes more than 5 seconds to load 1/3 Source: Google Mobile Ads Blog Make it fast say speed is the most important factor when using the mobile web Confidential & Proprietary
  6. 6. Confidential & Proprietary PageSpeed Insights
  7. 7. Confidential & Proprietary PageSpeed Insights Confidential & Proprietary
  8. 8. Confidential & Proprietary Accelerated Mobile Pages ● Articles are loaded instantly ● Everyone has access to use it ● Deepen engagement with related articles
  9. 9. Make it easy for your users 61% Will leave a mobile site if they don’t see what they are looking for right away Ease of use Touch friendly Font size Step 1 Step 2 Step 3 1 2 3 Source: Google Mobile Ads Blog Confidential & Proprietary
  10. 10. Be consistent across screens Confidential & Proprietary
  11. 11. Confidential & Proprietary Take the Mobile Friendly Test
  12. 12. Confidential & Proprietary Engaging your users Confidential & Proprietary
  13. 13. Unique content Confidential & Proprietary
  14. 14. Video and visual content Confidential & Proprietary
  15. 15. Confidential & Proprietary Types of content that we share Emotion - when we care we share Social Proof - we’ll share what makes us look cool, smart, savvy Practical Value - If your content is useful, people will spread the word Stories - the undercurrent of contagious content. People don’t share information, we share stories. 1 2 3 4
  16. 16. Confidential & Proprietary Evergreen Trending In-depth 1 2 3 Ideas for new content Confidential & Proprietary
  17. 17. Confidential & Proprietary Social media and your site Confidential & Proprietary
  18. 18. Confidential & Proprietary
  19. 19. Confidential & Proprietary Social media best practices Post on a regular schedule Create catchy snippets Have a clear call to action 1 2 3
  20. 20. Confidential & Proprietary Unlocking revenue Confidential & Proprietary
  21. 21. Confidential & Proprietary Multiple ways to earn money from your content ● Access to over 1M Google advertisers ● Right ads at the right time for your audience ● Yield management for more control over ads on your site
  22. 22. Confidential & Proprietary Ad alternative: Contributor by Google Empower users Option to not see ads Educate your users that it costs money to remove ads
  23. 23. Confidential & Proprietary Ad alternative: Google Consumer Surveys ● Monetize through user friendly surveys ● Users are asked to answer a short survey in exchange for free access to the publisher’s content ● Publisher’s are then paid for each survey answered google.com/consumersurveys
  24. 24. Confidential & Proprietary Matched content A simple way to promote your articles to your users. Increase page views, time spent on site, reader loyalty, ad impressions, and ultimately ad revenue Generate revenue. When ads are served, they’ll be formatted to match the other recommendations within your Matched content units
  25. 25. Confidential & Proprietary Think mobile first Make your content unique Leverage social to drive more traffic Unlock revenue What’s your strategy? 1 2 3 4
  26. 26. Confidential & Proprietary Thank you

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