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Rising Above the Content Clutter with Paid Media

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As brands increasingly flood social and digital
properties with new content, even the best pieces are
struggling to be discovered. When audiences encounter
roughly 285 pieces of content daily, how can you ensure that
yours is rising through the clutter?

Publicado en: Marketing
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Rising Above the Content Clutter with Paid Media

  1. 1. PAID MEDIA Rising Above the Clutter with
  2. 2. Introduction As digital marketers, we understand the value content offers brands to connect with audiences and move them to action. We know more than half of B2B buyers rely more on content to research and inform their purchasing decisions than they did a year ago. And as a result, marketers are focused on ramping up efforts to develop significantly more content than in years past - 70% of B2B marketers report that they expect to create more content in 2017 than in 2016. However, as brands increasingly flood social and digital properties with new content, even the best pieces are struggling to be discovered. When audiences encounter roughly 285 pieces of content daily, how can you ensure that yours is rising through the clutter?
  3. 3. Paid Promotion Helps B E SEE N BY THE R I G HT PEO PLE AT THE R I G HT TI ME WHE R E YOU R AU D IEN CE LIVES
  4. 4. Maintain an Audience-Centric Focus as You Prepare, Launch, Measure, and Optimize Campaigns to: ENGAGEATTRACT RETAIN
  5. 5. Know Your Audience Unlike baseball fields, content does not adhere to the, “if you build it, they will come” principle. It works best when you tailor it to address your audience’s interests, needs, and wants. IDENTITY Who are you attempting to connect with? INTERESTS What kind of content are they consuming, creating, or sharing with their networks? ENVIRONMENT Where do they go to discover content? PAIN POINTS What are the main pain points experienced by your audience at a given time? OBSTACLES What is preventing your audience from achieving their goals? VERNACULAR How do they talk about relevant topics?
  6. 6. Identify Where Your Audience is in Their Buying Journey ENGAGEEXPLORE EVALUA- TION INTEREST PURCHASE INTENTAWARENESS CONSIDER- ATION
  7. 7. Think About Your Objectives Don’t fall into the trap of creating content for the sake of doing so – create and promote assets that drive the measurable marketing objectives most impactful for your business. ACQUISITION CONVERSIONAWARENESS ENGAGEMENT
  8. 8. Consider What Your Objectives are Worth Digital advertisers spend (on average) $250 - $300 a day per channel, but are these investment levels right for your campaign objective? • If you’re lacking historical data, launch your campaigns with a modest introductory test spend. You can roughly estimate your test spend by checking the average channel CPC and multiplying that cost by the number of actions you desire. • Evaluate the performance of your test campaigns following a 2-3-week flight and optimization period. • With that information, you can then calculate your ROAS (return on ad spend) and scale campaign spending to maximize ad performance and business returns.
  9. 9. Review Your Content Library and Identify Which Pieces Resonate Most with Your Audience
  10. 10. Promote Content on Audience-Preferred Channels SOCIAL NATIVE SYNDICATEDARC SEARCH AND DISPLAY Search Network Display Network Industry Influencer Social and Blogger Collective Analysts PAID INFLUENCERS
  11. 11. Make a Great Creative First Impression Your ad creatives will be your audience’s first touch point with the destination you’re attempting to drive them to, and the primary factor for whether they engage or not. Account for 47% of Engagement Probability vs. 11% for Targeting Increase Purchase Intent by 93%
  12. 12. Target Your Audience Launching a paid ad campaign to reach your target audience is only effective if you can actually reach the right people. While many platforms differ in their approach and options for targeting, consider how you can build out targeting for some of these general parameters: • Interest, industry, and competitors • Demographics and professional title • Behaviors • Historical data drawn from email and social lists As you build your targeting, remember to be mindful of maintaining an audience size that is realistic for your campaign spend. While “the more the merrier” sounds great in theory, you may lose out if your spend is significantly less than what would be necessary to reach your potential audience.
  13. 13. Bring People Where They Expect to Go Successfully driving your audience to a desired piece of content or digital location is great, but the work isn’t done yet! You must engage audiences on priority digital destinations by greeting them with: • The content they expect to see (no bait-and-switches!) • A clean and easy to navigate user experience • An identical user experience on mobile and desktop • Additional recommended related content
  14. 14. Take Your Tracking Further Digital platforms offer marketers an impressive array of ad performance metrics; however, you shouldn’t stop there! Always pair individual ads with unique tracking codes that you can generate via your CRM in order to gain a more detailed understanding of your audience’s behavior after clicking an ad.
  15. 15. Measure Success with the Metrics from Your Objectives Sort through the abundance of digital marketing metrics and select only those that are most relevant to your objectives to measure success. AWARENESS ACQUISITIONENGAGEMENT CONVERSION Impressions Follows Reads / Views Likes Shares Comments Clickthrough Rate Other Clicks Cost-Per-Click URL Clicks Site Visits CPA Site Visit Visits Duration Bounce Rate Signups / Leads CPA Signups Bounce Rates
  16. 16. We Can Help Understanding the strength of your current content arsenal is mission critical to planning your next content marketing campaign. Get started with our Content Health Check! It’s a comprehensive, diagnostic content audit of your digital and print assets that provides actionable insights and an easy-to-follow roadmap to improve your content marketing efforts. Get in touch with us today to learn what it can do for you! DBL@hotwirepr.com

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