Meeting Description: In the rush to prove ROI, it is easy for marketers to get caught up in the numbers without paying attention to the people behind them. Taking time to understand your audience and create content that speaks to their interests and desires is paramount to driving performance and inspiring loyalty. This webinar will help you identify the who, what, where, and how of your audience, and identify best practices in design, optimization, and amplification to ensure that your content reaches the right users at the right time. Content strategists, Justina Perro and Inbar Yagur will guide you through steps to create a plan of action that not only drives those coveted conversions, but also builds stronger relationships in the process.

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10 Tips to Discover, Reach, and
Convert Your Audience

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Inbar Yagur
@content_fairy
Sr. Content Strategist
Taboola
Mastered in film studies
Justina Perro
@iamjro
Content Strategist
Skyword
Master of 90s hip-hop karaoke

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#1 Define Your Audience

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Who? What? Where?

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She browses…She searches…
Multiple times a day
Her search topics include…
Health and wellness
Fashion
Entertainment
Home décor/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 décor 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

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#2 Create Content For Both
Your Audience and Product

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Sometimes You Can Let Your Audience Find You
• It’s important to identify your audience, but how do you know
that you’re 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.

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5 Great Ways to
Ask Someone Out
10 Tips to Impress
on a First Date
8 Reasons to Try
Online Dating

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#3 Find Your Purpose

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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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#4 Know Your Goal

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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 you’re maximizing your strategy.
• Brand awareness
• Creating a qualified user pool
• Social network engagement
• Direct response/conversion

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#5 Ease Into It

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Don’t just hard sell…

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#6 Speak to the Skimmers

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THE PROBLEM

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CTR ENGAGEMENT
THE GREAT ONLINE BALANCING ACT

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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

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#7 Optimize By Channel

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Customize by channel…
Twitter
Instagram
Facebook

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Do it right.

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Don’t make UX an afterthought…

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#8 Drive to Your KPI

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The bottom of an article is prime real estate.
Primary KPI
Secondary
KPI
SHOW PEOPLE WHAT TO DO NEXT

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SHOW PEOPLE WHAT TO DO NEXT

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#9 Reinvent

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It’s never too late to reinvent yourself…
2009 2014

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Always be evolving.

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#10 A/B Test Everything

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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, you’ll still learn from these
tests.

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A/B TEST EVERYTHING!
George Clooney's
Surprising Family
History
You Won't Believe
Who's Related to
Abraham Lincoln

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A/B TEST EVERYTHING!
George Clooney's
Surprising Family
History
You Won't Believe
Who's Related to
Abraham Lincoln
387.5%

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A/B TEST EVERYTHING!

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A/B TEST EVERYTHING!
57%

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Q&A

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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