In Keywee's latest webinar, “How to Optimize Core Audience Development on Facebook,” we outlined a step-by-step approach to optimizing your core audience development strategy, including common pitfalls to avoid and which metrics to use when measuring success.

1. WEBINARSeptember 2016

2. Zack Rosenberg
Head of Sales, Keywee
@zacksoapbox
Brooklyn Presta
Audience Development, New York Magazine

3. Hello.
1. Why we’re here
2. Chat your questions, Q&A at the end
3. Live polls + games throughout
4. Winners!
5. We’ll share deck & recording

4. Keywee’s Clients
Hundreds of content creators work with Keywee

5. less stressed
Keywee
Audience-based content marketing software platform
● Keywee enables the creation, distribution and measurement of
content that drives business results
● Keywee helps publishers and brands:
○ Attract new customers, subscribers and signups
○ Expand readership
○ Increase brand awareness and engagement
○ Boost branded content initiatives

7. Introduction to Audience Development
Why do publishers
struggle with it?...
● The title “Audience Development” did not exist 5 years ago
● Readers are no longer a captive audience
● Understanding how to attract the right audience, in the right place
at the right time, and giving them a reason to come back

8. A Common Pitfall
● Paid Acquisition (Page Like Campaigns): Leveraging display
advertising to drive traffic to sites
○ Renting - not owning - your audience
How do publishers
“own” their
audience?...

9. Core Audience = The Holy Grail
● Goal: Own your audience
● Core Audience members are your loyal, repeat visitors
● By growing your core audience through effective paid acquisition,
you can eventually drive organic and low CPC traffic
Core audience can be 5x more valuable than average

10. Identifying your core audience
Keywee’s criteria for core audience:
A. Visited your website on at least 2
different days in the last 30 days
B. Visited at least one time prior to last
30 days and within the last 6 months
AND

11. Customer Lifetime Value
● A step forward towards defining the lifetime value of a customer
○ Core audience identifies audiences that are highly engaged
with the brand
○ Will “spend” more throughout lifetime and makeup for
acquisition costs

12. The Keys to Developing Core Audience
Key 1: Content
Creating/promoting the right content for your brand
Key 2: Growth
User acquisition + Qualification - Finding the right readers
Key 3: Engagement
Developing loyal, repeat visitors
Key 4: Price
Determining your target CPC

13. Poll
What aspects of audience development do you find the most
challenging?
1. Developing content that will attract readers
2. Growing a qualified audience
3. Engaging your readers
4. Achieving a low CPC

14. The Keys to Developing Core Audience
Key 1: Content
Creating/promoting the right content for your brand

15. Content
● First step towards building a core audience
● Thoughtfully choosing content to promote
● Content prequalifies the type of audience that is likely to come visit
Common Pitfalls
● Prioritizing lightweight, clicky content
● Limiting the amount of content promoted

16. How to Optimize
● Select Core Content - Articles that speak to the type of publisher
that you are fundamentally
● Prioritize content that is aligned with your brand and business
objectives over lightweight, clicky content
● Don’t go too narrow - The more content, the better

17. Core ContentNot Core Content

18. Core ContentNot Core Content

19. (Entertainment)
(Food)
(Local and national news,
politics)
(Tech) (Fashion and Beauty) (Human Behavior)

20. The Keys to Developing Core Audience
Key 1: Content
Creating/promoting the right content for your brand
Key 2: Growth
User acquisition + Qualification - Finding the right readers

21. Growth
● Ensure that the users you are attracting through paid channels are
the right fit for your publication
● Deliver content to specific audiences that are inclined to engage
and become Core Audience
Common Pitfalls
● The assumption that lookalikes will
perform similarly to your core audience
● Lack of analysis

22. Optimization
● Let content dictate the audiences that you are targeting, not the
other way around
● Use your existing content to pre-qualify users as potential core
audience members
● Validate traffic: Compare to existing core audience members
(Demographics, audience insights)
● CPC can be higher (In order to reach that core audience)

23. Cover Stories

24. The Keys to Developing Core Audience
Key 1: Content
Creating/promoting the right content for your brand
Key 2: Growth
User acquisition + Qualification - Finding the right readers
Key 3: Engagement
Developing loyal, repeat visitors

25. Engagement
● Nurturing your audience
○ Driving loyal, repeat visits from these qualified users
● Goal: Own - not rent - your audience
○ Get the audience to come back for free
Common Pitfalls
● Prioritizing quantity over quality

26. Optimization
● Optimize for high frequency and quality engagement
● Retarget the Core Audience - Delivering relevant content to sub-
audiences within the group
○ Identify weaker sub-group within the core audience and spend
more budget on re-engaging with them
● Introduce lightweight, clickable content
● CPC should be lower

27. Quality Engagement

28. The Keys to Developing Core Audience
Key 1: Content
Creating/promoting the right content for your brand
Key 2: Growth
User acquisition + Qualification - Finding the right readers
Key 3: Engagement
Developing loyal, repeat visitors
Key 4: Price
Determining your target CPC

29. CPC
● Define the value of traffic to you (Understand how to predict that
value)
Common Pitfalls
● Prioritizing the cheapest possible CPC
● Failure to compare different messages with different
audiences

30. Optimization
● Expect CPC to fluctuate
● Sampling: Allows you to gather preliminary information on how an
ad is likely to perform
○ Test multiple versions of an ad and target a variety of
audiences
How to Know You’re Getting the Best CPC for your Facebook Campaign:
http://www.adweek.com/socialtimes/yaniv-makover-keywee-guest-post-
cpc-facebook/643783

31. Fashion
VMAs
Couture

32. Fashion
VMAs
Couture
Fashion
Audience Score
MTV 0.056
Celebrities 0.038
Beyonce 0.036
Designers 0.026
Evening Gown 0.024
Red Carpet 0.023
Haute-couture 0.018

33. Haute-couture: 0.018
Designers: 0.026
Red Carpet: 0.023

34. Appeal to Your Core Audience
Example: Positioning stories for your Core Audience
VS.

35. Campaign Website
Clicks by Age
Campaign Website
Clicks by Gender
Know Your Core Audience

36. Measuring Success of Audience Development
● Organic Traffic - Expect to see an increase in organic traffic and
content virality → Increase in ad revenue
● Subscriptions - Begin to see a rise in subscriptions → Increase in
subscription revenue
● E-Commerce Conversions - Uptick in on-site conversions
Up to 10% more organic traffic off
of paid posts

37. Q&A
Ask us anything. Really.
(Use the Go2Webinar chat window.)