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Putting Readers First: Creating Content That Builds Trust
Putting Readers First:
Creating Content
That Builds Trust
Jessica Woodbury, CJ Affiliate
jwoodbury@cj.com
@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
Putting Readers First: Creating Content That Builds Trust
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?
Putting Readers First: Creating Content That Builds Trust

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Putting Readers First: Creating Content That Builds Trust

  • 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?