Speaker Deck - Traveloka-Nida

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Content Marketing Series:
The Way to Communicate things:
“Data-Driven Content: Understand Your

Audience Need and Boost Conversions”
HI I AM
Nida Amalia S
Traveloka:
- SEO Content Specialist (2018 - 2019)

- Content Marketing (2019 - present)
Content Marketing Position
Basically, the content

marketing is an
opening gate for
customers before
deciding to take
action such as
purchase, subscribe
or download.
01
How to drive
conversion by
Content Marketing
Create AIDA content
Structure
Catch audience’s attention
1. Follow the issue

● Use Google Trends or trending topic social media to track the issue.
● Take the celebration day or special moment.
2. Show that we care

Shows your careness to audiences by giving them tips related to the
issue or what they need.
3. Being an emphatic
Use emotional appeals to create the content.
Make them interested
1. Knowing your audiences
Use this metric to define your audience: age, location, language,
interest, spending power, stage of life. Gather the data from Google
Analytics or Social Media Analytics.
2. Offer what they need

Define audiences that get specific content by their last activities on
App, targeting/retargeting on FB/IG ads or by keywords research.
3. Showing benefits
After audience receive the content that they needs, explain further
what benefits they can get if doing what we suggest.
Fulfilling audience’s desire
1. Explain what they would have if follow our

suggestion
Help them visualize the many ways your product or service can fit
into their existing lives.
2. FOMO strategy: tell them what would they missed

Use fear appeals to driving audience’s desire with showing them
urgency or deadline.
Lead them to take action
1. Use CTA and persuasive words
There are so many persuasive words you can use as CTA. “New”,
“Free”, and “Now” is most common words to leads higher CTR.
2. UTM link
Create the UTM link to track how many CTR you got by Campaign
Name or Campaign Source on Google Analytics.
3. Add CTA button/text

To complete your CTA, you can add hyperlink on:
Anchor text such as branded, generic, title tag, exact match etc. Or
a colorful CTA button:
02
Content
Distribution
On Page
● Blog ● Media
● Newsletter placement
● In app page ● Blog
● Push collaboration
notification ● Social media
● Social Media collaboration
Off Page
O Blog
N Blog is perfect place to driving
conversion by SEO strategy. And
it’s 3x generate more leads than
temporary ads.
P In 2017, HubSpot research found

that posting 2 times per month
A on your blog will generate an

average of 100 new visits.
G
E
O Newsletter
N Newsletters can grow your
database and increase web
traffic.
P
In a study conducted by
MarketingSherpa, 61% of
customers would like to
A
receive emails from brand
at least once per week.
G
E
O In App page
N Usually, this section
can lead ctr by
visitor on LP.
P
A
G
E
O
Push Notification
N People are on their
phones. User will
receive your push
notification on their
P device even if they're
exit from your app.
A
G
E
O Social media
N Increase your lead generation and
conversion by adding links on IG Story
post. This is a tactic for getting users
to engage with your website and
convert to a lead.
P
A
G
E
O Media placement
F Native advertising can
F give your content legs that

could never be achieved
via owned and earned
channels alone.
P
A
G
E
O Content Marketing
F collaboration
F
P
A
G
E
O Blog collaboration
F
F
P
A
G
E
O
Social media collaboration
F
F
P
A
G
E
03
How to measure
your content
Measurement
Formula:
1. Pageviews CTR: Click through

UTM/Pageviews
2. CTR
3. CPV (only for off CPV: Cost/Pageviews
page placement)
04
Case Study of
Performance
Content
Case study #1
Successful content Unsuccessful content

Analytics
Success Content Not works so well because..
● 65% audience is visual ● Miss out on audience

learners. analysis.
● Blog post with visual ● Higher PV can get by
get 94% higher other social media
engagement. channel: Facebook
Post.
Case study #2
PV: 25,437 PV: 6114
Successful content Unsuccessful content

Analytics
Success Content Not works so well because..
● Storytelling content ● Too suspicious we are

● Letter style selling something
● Very soft-selling ● Listicle content
Summary
1. You will receive the ability to sell the product
by 30% if success overcoming the first stage
of awareness.
2. Both on-page and off-page placement are
worth to do for distribute your content to
drive conversion.
3. You can define the content is success
numbers of PV and CTR, also low CPV. And
you can re-create the content that perform
well to be your next content strategy.
4. Visual content is always worth to try on your
content marketing plan.
Thank You
Reach me anytime through:
[email protected]

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Get Practical Skills and Case Study!

Content Marketing Series:

The Way to Communicate things:

“Data-Driven Content: Understand Your

- SEO Content Specialist (2018 - 2019)

Basically, the content

1. Follow the issue

2. Show that we care

2. Offer what they need

1. Explain what they would have if follow our

2. FOMO strategy: tell them what would they missed

3. Add CTA button/text

P In 2017, HubSpot research found

A on your blog will generate an

F give your content legs that

1. Pageviews CTR: Click through

Successful content Unsuccessful content

Success Content Not works so well because..

● 65% audience is visual ● Miss out on audience

Successful content Unsuccessful content

Success Content Not works so well because..

● Storytelling content ● Too suspicious we are

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