Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
Attracting the Right Visitors with Smart Content - Pubcon 2018 - Phillip Thune
1. #pubcon
Attracting the Right Visitors
with Smart Content
Presented by:
Phillip Thune
CEO Textbroker International
2. #pubcon
What is smart
content?
• Content specifically created with
a specialized audience in mind
• Based on location, preferences,
demographics, etc.
• Device-specific
• Content should never be one-
size-fits-all!
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How do you create
smart content?
1. Get to know your audience
2. Develop client personas
3. Figure out the questions your
users are asking, provide the
best possible solution
4. Optimize your content
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• What are their
needs?
• What frustrates
them?
• What are they
interested in?
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Getting to Know Your Audience
• Use Social Media!
– Insights into your followers/fans
– Ability to interact and communicate
– Ask questions
• Google Analytics/Other Tracking Software
– User behavior
– What content is performing well?
– What content is struggling? Twitter Analytics
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Your audience
is getting
smarter, are
you?
• 81% of shoppers research before
buying
• Increasing competition
“Google research showed that 73
percent of consumers will switch
from a poorly designed mobile
site to an alternative mobile site
that makes purchasing easier. And
two-thirds of smartphone users
are more likely to purchase from
brands whose mobile sites or apps
personalize the experience
based on their location”
https://www.adweek.com/digital/mobile-shopping-is-on-the-rise-but-remains-split-between-the-mobile-web-and-apps/ , https://www.adweek.com/digital/81-shoppers-conduct-online-research-making-purchase-infographic/
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• Fictitious people based on
client analysis
• Ask clients to fill out a
survey to collect data
• Use data from online activity
• Could include demographics,
interests, time spent on site,
site activity, occupation,
pain points, budget
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Use personas to
create smart content
• You know what interests they have
• You know what frustrates them
• You have the ability to create specific content just for
them!
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• In order to provide
smart content, you
must understand what
your clients are
searching for
• Do your research!
• Provide the best
possible solution
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Types of Searches
NAVIGATIONAL: THE USER WANTS TO VISIT A
SPECIFIC SITE – FOR EXAMPLE A GOOGLE
SEARCH FOR “YOUTUBE”
INFORMATIONAL: THE USER IS LOOKING FOR
INFORMATION – THEY COULD BE SEARCHING
FOR “HOW TO” TUTORIALS OR RESEARCHING
A SPECIFIC EVENT OR PRODUCT
TRANSACTIONAL: THE USER WANTS TO
PERFORM A TRANSACTION ON THE WEB VIA
SEARCH. FOR EXAMPLE – “HIGH-QUALITY
MEN'S APPAREL”
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Informational Searches
Textbroker Glossary Content
• Goal for Informational Searches =
Drive traffic to site
• Unfortunately, some sites reported a
decrease of 50-70% of organic traffic
when placed in the knowledge graph.
https://blog.vontweb.com/blog/google-knowledge-graph-impacting-seo
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Keyword Research
Collect Data
•What do my users want? What needs do
they have?
•Use tools (Google search console, ahrefs,
semrush, searchmetrics)
•Do web research (Wikis, forums, Reddit,
Q&A pages
•What is your competition doing?
1
Expand The Keyword Set
•Keyword planner/Google
recommended searches
•Ubersuggest/keywordtool.io
2
Analyze and Select Your
Keywords
•Use Google Keyword Planner
to analyze search volumes,
impressions and clicks
3
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Keyword Research Continued
A local reference: The issue of locality is important, and not just because mobile search queries now outnumber
queries from desktop computers. Consider whether local keywords are relevant for your topic and your users.
A time-related reference: When will your keywords be searched for? Be sure to reflect current conditions and
seasonal fluctuations by using appropriate search terms.
Tonality: Depending on who your users are, they may well use different language forms. Whether it’s local
expressions (e.g. in different parts of the United States, cinnamon rolls are known as ‘sweet rolls’) or different
your target audience, be careful to match your keyword selection to the tonality that your audience will expect.
Keywords should be directed toward the reader. Take care to consider not
just the needs of your users, but also their current circumstances. The
following points are particularly important:
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Overcoming Thin
Content
• How do you differentiate
yourself from all the
other vendors? Create
custom content!
• What do you think will
rank better? Duplicated,
thin content (standard
product descriptions) or
custom, high-quality
content that connects the
user to the
product/service?
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Smart Content Will
Help You With
Backlinks
• Smart content is
attractive
• Other sites will want to
share this with their
users because it
provides value to their
content Links to “Types of Searches”
glossary page
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Develop an Intelligent Content
Strategy
Research your
audience
01
Plan content
according to
user
groups/personas
02
Answer user
questions better
than anyone
else
03
Optimize both
on-page and off-
page content
04
Your #1 goal should be to provide something of value to your audience and
sites your audience will visit (backlinks)
