Casey Bond Beta_karimzadeh
-
Upload
philip-taylor -
Category
Technology
-
view
358 -
download
0
Transcript of Casey Bond Beta_karimzadeh
So You Want to Make More Money Blogging?
There are an estimated 31 Million bloggers in the United States.
Better Content, Bigger Pay
Getting traffic is easy…
How do you get the right traffic?
Identifying Your AudienceTargeting with ContentProviding Visitors Real ValueEncouraging Return Visits
Overview of Content Strategy
Know Your Target Audience
• Target audience = customers
(Not Your Audience: Other Bloggers)
• Current audience and target audience may not be the same group of people.
• Better align content to audience to grow $$$
Steps for Identifying Your Audience
1. Determine your best-performing keywords.2. Identify your competitors.3. Discover key demographics.4. Drill down.
Tools for Audience IdentificationGoogle Analytics - Referral Keywords
• See where you’re currently performing• Identify areas for improvement
Tools for Audience Identification
SEM Rush – Competitor Keywords
• Reverse-engineer keyword portfolio
• Identify missed opportunities
Tools for Audience IdentificationQuantcast - Demographics
Tools for Audience Identification
Bing Ads Intelligence – Excel Plugin
Be careful: You could get lost here forever
(Relevant) Content is KingOnce you’ve identified your target audience,
capture them with content.
How do you know your content is truly relevant?
• Aligns with a business objective.• Relates to visitors’ interests.• Has an element of timeliness.
Keep Them Coming Back
• Consumers need to see a brand multiple times before converting.
• Getting return visitors means you don’t have to work as hard to grow traffic.
How to Retain Visitors on Your Site
• Provide real value• Meet your audience’s expectations• Be creative!
(Beta is going to blow your mind with a story about that later).
Content that Works• Reviews• Video• Other Multimedia (images, sound, infographics, etc.)• Newsletters• Resources and tools (calculators, FAQs, Glossary, etc.)• Case studies, investigative reporting, original data
Additional Considerations:
Design & navigation ● Site load & performance ● Post consistency ● Strong brand ● Engagement
Monetization 101 Techniques
Affiliate Networks
Banners
You’ve gotten this far….so now what??
Build Your Strategy, live your strategyNot Stating the ObviousCustomization Email / NewslettersKPI Goals – Know them, Use themBest Practices
Identify Your
Reader
Find A Reason To Monetize
Build a Strategy
& Execute
T.A.O
Look at Stats – Data
Rules
Monetization Cycle
Indirect offers that directly relate to your content
FACT: 95% of home owners order pizza the first night they move in.
When you move into a new place, what is the first thing you set up?
Customization
Email Newsletters
Targeted messaging can generate dramatic gains in open and click rates, significant reductions in unsubscribes and complaints, plus improve mailer reputation and inbox delivery. ¹ Conversion rates in a recent study increased by a staggering 208% on highly targeted email campaigns compared with untargeted emails. ²
(1) eMarketer.com, Survey of Online Marketers in North America(2) Marketing Sherpa, Artbeads.com Case Study
Biggest Pain Point: Tighter budgets and lower payouts
– What are Advertisers/Agencies looking for?• Increase Customer Base & Quality
– How do you stand out from the crowd?• Quality Content • Understanding Demographics• Understanding Advertisers’ Goals
KPI Goals & UnderstandingWhat They Mean To YOUR Top Line
Monetization Best Practices
Placement of text links near price points to draw higher CTR
1
Monetization Best Practices
Using an icon in front of text creatives, as its proven links with images perform better
2
Monetization Best Practices
Creatives and/or ad copy should always be above the fold
3
Monetization Best Practices
Utilize the term “free” effectively, including different variations
(i.e. Complimentary, $0, etc.)
4
Monetization Best Practices
5
Relevancy: relate the ad copy to the consumers actions and what they are looking for
Monetization Best Practices
Keeping ad creative fresh – using advertiser ad serving platform to do this without using your own resources
6
Monetization Best Practices
Matching creative to site look and feel (colors, fonts, images, etc.)
7
Monetization Best Practices
Have a clear call to action for the consumer to take direction
8
Monetization Best Practices
Use “trusted partner” or “preferred partner” when applicable “we recommend”
9
Monetization Best Practices
Test, Test, Test!
10
Monetization Best Practices
Placement of text links near price points to draw higher CTR Using an icon in front of text creatives as its proven links with images perform better Creatives and/or ad copy should always be above the fold Utilize the term “free” effectively, including different variations (i.e. Complimentary, $0, etc.)
Relevancy: relate the ad copy to the consumers actions and what they are looking for
Keeping ad creative fresh – using advertiser ad serving platform to do this without using your own resources Matching creative to site look and feel (colors, fonts, images, etc.) Have a clear call to action for the consumer to take direction
Use “trusted partner” or “preferred partner” when applicable “we recommend”
Test, Test, Test!
1
2
3
4
5
6
7
10
9
8
Follow Us
@GoBankingRates
@Go_Betak
@Go_Casey