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Friends of Search 2025 > The One KPI We Should All Be Optimizing For
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The One KPI We Should All Be Optimizing For

Melanie Deziel

There’s a nearly endless number of metrics we could use to measure the success of our content. Rankings, Views, leads, subscribers… the list goes on. But it’s time we start optimizing our content for a more foundational KPI that all the others depend on: Trust. This session will share a system for creating optimized content that earns and deepens audience trust.

Melanie Deziel

Co-FounderThe Convoy and GroupUps

Melanie Deziel is a keynote speaker, author, award-winning branded content creator, and the author of “The Content Fuel Framework: How to Generate Unlimited Story Ideas” and “Prove It: Exactly How Modern Marketers Earn Trust.” Melanie is also the Co-Founder of The Convoy and GroupUps, B2B marketplaces that help small businesses save money so they can invest more in themselves and their communities.

Melanie was the founder of StoryFuel and spent her days giving keynotes and leading workshops that teach marketers, creators, and companies of all sizes how to create better content. Melanie was the first editor of branded content at The New York Times, a founding member of HuffPost’s brand storytelling team, and served as Director of Creative Strategy for Time Inc.

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