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10 Tips to Discover, Reach, and Convert Your Audience

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Inbar Yagur@content_fairy

Sr. Content StrategistTaboolaMastered in film studies

Justina Perro@iamjro

Content StrategistSkyword Master of 90s hip-hop karaoke

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#1 Define Your Audience

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Who? What? Where?IdentifyResearchDevelop Personas

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She browses

She searchesMultiple times a dayHer search topics includeHealth and wellnessFashionEntertainmentHome dcor/shoppingHer search mindset isActive discovery

5 2014 Skyword Inc, Confidential. All rights reserved.

Budget conscious

She is interested inVoicing her opinionQuality over price, but still savvy shopperImpulse purchasesMobile apps Looking at retail sites dailyThe latest fashion trends and accessories, home dcor for small spaces, simple solutions to daily needs (cooking, organization)

She is25 to 34 years oldSingle or marriedShe hasAn active lifestyle

Learning to be domesticbusySocially responsible8,000,000Young female working professionals in the US

City dwelles

Online BehaviorShopping HabitsDemographics

Search BehaviorShe trustsFriendsInfluencersLike-minded peers

ActivegreenApartment living/condosmobileBrand loyalYoung Female Working Professional

I have the world at my fingertipsfashionista33% of female millennials say they would buy everything online if they couldeMarketer via brianhonigman.com

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#2 Create Content For Both Your Audience and Product

#2015 SkywordSometimes You Can Let Your Audience Find You

Its important to identify your audience, but how do you know that youre 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 Out10 Tips to Impress on a First Date8 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

#2015 SkywordKnow Your GoalIs 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 youre maximizing your strategy. Brand awareness Creating a qualified user poolSocial network engagementDirect response/conversion

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#5 Ease Into It

#2015 SkywordDont just hard sell

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#6 Speak to the Skimmers

#2015 SkywordTHE PROBLEM

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CTRENGAGEMENT

THE GREAT ONLINE BALANCING ACT

#2015 SkywordTHE AVERAGE INTERNET USERSkimmers: Scan the page quickly, skim a few paragraphs, then decide if they want to fully engageReaders: Arrive on your site and immediately engage 30% and Shrinking70% and Growing

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#7 Optimize By Channel

#2015 SkywordCustomize by channel

TwitterInstagramFacebook

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Do it right.

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Dont 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 KPISHOW PEOPLE WHAT TO DO NEXT

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SHOW PEOPLE WHAT TO DO NEXT

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#9 Reinvent

#2015 SkywordIts never too late to reinvent yourself

20092014

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Always be evolving.

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#10 A/B Test Everything

#2015 SkywordTest 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, youll still learn from these tests.

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A/B TEST EVERYTHING!

George Clooney's Surprising Family HistoryYou Won't Believe Who's Related to Abraham Lincoln

#2015 SkywordA/B TEST EVERYTHING!

George Clooney's Surprising Family HistoryYou Won't Believe Who's Related to Abraham Lincoln387.5%

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A/B TEST EVERYTHING!

#2015 SkywordA/B TEST EVERYTHING!

57%

#2015 SkywordQ&A

Skyword 2015#

#2015 SkywordConnect with us on LinkedIn!Inbar YagurSr. Content StrategistTaboolaLinkedIn: https://il.linkedin.com/in/inbaryagur

Justina PerroContent StrategistSkyword LinkedIn: https://www.linkedin.com/in/justinarowe

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