TBEX15 North America Fort Lauderdale Jessica Woodbury
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This document discusses how to create content that builds trust with readers by focusing on their needs and goals. It emphasizes that helping readers through high-quality, relevant content will lead to returning readers, social shares, links from other sites, and higher search rankings, which can then be monetized through sponsored content, affiliate links, and other opportunities. The key is to add a step to the content creation process to evaluate whether each post will help readers.
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TBEX15 North America Fort Lauderdale Jessica Woodbury
- 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?