1©2015 Skyword
10 Tips to Discover, Reach, and
Convert Your Audience

2©2015 Skyword
Inbar Yagur
@content_fairy
Sr. Content Strategist
Taboola
Mastered in film studies
Justina Perro
@iamjro
Content Strategist
Skyword
Master of 90s hip-hop karaoke

3©2015 Skyword
#1 Define Your Audience

4©2015 Skyword
Who? What? Where?

5©2015 Skyword
She browses…She searches…
Multiple times a day
Her search topics include…
Health and wellness
Fashion
Entertainment
Home décor/shopping
Her search mindset is…
Active discovery
5© 2014 Skyword Inc, Confidential. All rights reserved.
Budget conscious
She is interested in…
Voicing her opinion
Quality over price, but still savvy shopper
Impulse purchases
Mobile apps
Looking at retail sites daily
The latest fashion trends and accessories,
home décor for small spaces, simple
solutions to daily needs (cooking,
organization)
She is…
25 to 34 years old
Single or married
She has…
An active lifestyle
Learning to be domestic
busy
Socially responsible
8,000,000
Young female
working
professionals
in the US
City dwelles
Online Behavior Shopping HabitsDemographics Search Behavior
She trusts…
Friends
Influencers
Like-minded peers
Active
“green”
Apartment living/condos
mobile
Brand loyal
Young Female Working Professional
“I have the world
at my fingertips”
fashionista
“33% of female millennials say they would buy everything online if they could”
eMarketer via brianhonigman.com

6©2015 Skyword
#2 Create Content For Both
Your Audience and Product

7©2015 Skyword
Sometimes You Can Let Your Audience Find You
• It’s important to identify your audience, but how do you know
that you’re 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.

8©2015 Skyword
5 Great Ways to
Ask Someone Out
10 Tips to Impress
on a First Date
8 Reasons to Try
Online Dating

9©2015 Skyword
#3 Find Your Purpose

10©2015 Skyword
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.

11©2015 Skyword

12©2015 Skyword
#4 Know Your Goal

13©2015 Skyword
Know Your Goal
• Is 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 you’re maximizing your strategy.
• Brand awareness
• Creating a qualified user pool
• Social network engagement
• Direct response/conversion

14©2015 Skyword
#5 Ease Into It

15©2015 Skyword
Don’t just hard sell…

16©2015 Skyword

17©2015 Skyword
#6 Speak to the Skimmers

18©2015 Skyword
THE PROBLEM

19©2015 Skyword
CTR ENGAGEMENT
THE GREAT ONLINE BALANCING ACT

20©2015 Skyword
THE AVERAGE INTERNET USER
Skimmers:
Scan the page quickly,
skim a few paragraphs,
then decide if they want
to fully engage
Readers:
Arrive on your site and
immediately engage 30% and Shrinking
70% and Growing

21©2015 Skyword
#7 Optimize By Channel

22©2015 Skyword
Customize by channel…
Twitter
Instagram
Facebook

23©2015 Skyword
Do it right.

24©2015 Skyword
Don’t make UX an afterthought…

25©2015 Skyword
#8 Drive to Your KPI

26©2015 Skyword
The bottom of an article is prime real estate.
Primary KPI
Secondary
KPI
SHOW PEOPLE WHAT TO DO NEXT

27©2015 Skyword
SHOW PEOPLE WHAT TO DO NEXT

28©2015 Skyword
#9 Reinvent

29©2015 Skyword
It’s never too late to reinvent yourself…
2009 2014

30©2015 Skyword
Always be evolving.

31©2015 Skyword
#10 A/B Test Everything

32©2015 Skyword
Test 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, you’ll still learn from these
tests.

33©2015 Skyword
A/B TEST EVERYTHING!
George Clooney's
Surprising Family
History
You Won't Believe
Who's Related to
Abraham Lincoln

34©2015 Skyword
A/B TEST EVERYTHING!
George Clooney's
Surprising Family
History
You Won't Believe
Who's Related to
Abraham Lincoln
387.5%

35©2015 Skyword
A/B TEST EVERYTHING!

36©2015 Skyword
A/B TEST EVERYTHING!
57%

37©2015 Skyword© Skyword 2015 ‹#›
Q&A

38©2015 Skyword 38©2015 Skyword
Connect with us on LinkedIn!
Inbar Yagur
Sr. Content Strategist
Taboola
LinkedIn:
https://il.linkedin.com/in/inbaryagur
Justina Perro
Content Strategist
Skyword
LinkedIn:
https://www.linkedin.com/in/justinarowe