& the number we're most proud of: We paid a total of 99 brilliant folks to support our community initiatives and events (including our speakers, writers, emcees, and freelancers).
Thank you to each and every single one of you for being part of our community, and happy holidays 💙💜💗
Jade is the Founder and Managing Director at Clever Clicks Digital.
With 10+ years in SEO and digital strategy, she helps growing businesses scale through smart, data-led marketing with a strong focus on organic growth.
We'd love to see YOU at one of our upcoming full-day marketing events! 50 days - London on February 5th, 2026 (6 standard tix left) 141 days - Portland on May 7th, 2026 (7early bird tix left)
288 days - Philadelphia on October 1st, 2026 (limited early bird tix)
You belong here: Join us in London this coming February
Your next career-changing day is waiting at WTSFest London.
On February 5th, 2026, hundreds of marketers, SEOs, and community-minded people will fill the Barbican Centre for a day built around learning, belonging, and genuine connection.
Over the past 12 days, we’ve celebrated our community by giving away WTSFest tickets, merch, mentoring sessions, WTSPartner tools, and opportunities to be seen and supported - and it’s been such a joy to see you all take part. To close things out, today’s final giveaway is a FREE WTSFest London recording ticket for you to catch up on every talk, insight, and moment from the event from wherever you are.
Thank you for celebrating with us, and for being part of what makes WTS so special ✨
Danielle is the Content Marketing Manager at Oncrawl. She’s spent a large part of her career exploring how storytelling, curiosity, and good communication can make even the most complex topics approachable.
Part 3: The Reality Check
It’s time to identify who's actually engaging with your content.
Real or not, you may have been writing for the same audience for a long time, and you may be attached to your ideal persona.
We assume we know our audience, but data often tells a different story. Here's where to begin. Start by looking at:
Which articles get the most engagement?
Don't make the mistake of focusing only on traffic. Look at real engagement analytics like time on page, return visits, and social shares.
This helps you understand what type of content actually resonates with your readers.
Who's sharing your content?
Check LinkedIn, Twitter, industry forums, and newsletters.
See who's amplifying your work and where those conversations are happening.
Which topics generate questions, comments, or follow-up conversations?
When looking for my core audience, I’m less interested in the article that got 10,000 views from a trending keyword and more interested in the one that got 500 views but generated ten LinkedIn conversations and five email inquiries. That second article found its audience.
What you're looking for are patterns. Not the content that performed well once because of a lucky search ranking, but the pieces that consistently resonate with a specific group.
Once you can answer those questions, take it a step further:
Research what your audience is actually searching for online.
Figure out if you're providing content that solves those problems or answers those questions. If not, adjust accordingly.
Talk to your sales or customer success team about what questions they hear most often.
Just ask! It's a simple yet often overlooked solution. Collect feedback from your audience about what they want to read.
Your actual audience might not be who you expected, but that's valuable information. It means you can stop wasting resources on content for non-existent readers and start serving the real community you've built.
The long game isn't about chasing every possible reader. It's about serving the right ones exceptionally well.
If you've made it this far, thank YOU! A reminder that everyone is more than welcome to subscribe. We want to help amplify all the incredible people of marginalised genders in our industry, so the more people who subscribe, the more we'll achieve that as an industry.
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