Community: 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?