TBEX15 North America Fort Lauderdale Jessica Woodbury
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Transcript of TBEX15 North America Fort Lauderdale Jessica Woodbury
Putting Readers First: Creating Content That Builds Trust
Jessica Woodbury, CJ [email protected]
@jessicaesquire
Let’s Talk About Goals• Blog• Travel• Financial• Business
What Matters to Brands• Quality of Content• Quality of Photography• Relevance to their consumer• Numbers
The Most Important Question You Can Ask:
What am I doing to help my readers?
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
Types of Readers• Regular Readers• New Readers
Types of Readers• Direct• Referral• Social• Search
Regular Readers• Care the most about your voice and photos• Most sensitive to sponsored content• Rely the most on trust
New Readers• Social/Referral: • headline
• Search: • answer question• provide information
All Regular Readers were once New Readers.All New Readers can become Regular Readers
Of course it’s for my readers. Who else would it be for?
Post #1• Hotel I stayed in• Restaurant I ate at• Attraction I visited
What Do Readers Get
Out of It?
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
What Do Readers Get
Out of It?
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?
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?
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
Insider Information• What Matters for Search Rankings• Topicality• Authority• User Signals
Helping Readers Helps You• Improve search rankings• Detailed, thorough, relevant content• Links from other sites• Time spent on site• Clicking through to more posts
More Readers Means…• More leverage and influence.• More name recognition.• More brands say yes.• More people click and purchase through affiliate
links.
Help Readers Monetize Better• Creating opportunities for sponsored content• Higher traffic• Higher search rankings• Higher social shares
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
Add One Step To Your Post Process
Did I help my readers?