More and more brands are seeing the benefits of engaging the consumer – on the consumer’s terms – with relevant, quality content. However, many of these brands aren’t taking full advantage of the data they obtain from their content marketing efforts.
Through each step of the content marketing process, data is critical to creating relevant stories, including optimizing stories to improve their effectiveness. But this is only part of the opportunity that exists for brands with the data made available through editorial engagement.
This data can be a catalyst for downstream marketing efforts – those that take place after the content is published. Brands should actively distribute their content through paid discovery networks like Outbrain, Taboola and Disqus to both reach a broader audience and access a wealth of information about that audience.
Content Discovery as Marketing Catalyst
Paid discovery networks deliver interested audiences to stories on a brand’s content platform. From there, site analytics measure audience consumption habits. This data can be used for retargeting and microtargeting efforts.
- Retargeting: Site traffic builds a brand’s retargeting pool. This ensures that anyone visiting the brand’s content is served the brand’s display ad after leaving the content platform.
- Microtargeting: By retargeting through programmatic buying, brands can microtarget specific audience segments with relevant creative. Instead of a general, branded ad, the consumer sees an ad triggered by her specific content consumption.
For example, once a consumer clicks through content discovery and arrives on LasikPlus’ See for Yourself, he focuses on articles detailing the cost of LASIK vision correction. LasikPlus then retargets this specific audience segment with cost-related creative after leaving See for Yourself.
In addition to retargeting, several content-fueled marketing efforts also benefit from a brand’s publishing efforts, including search engine optimization, social media marketing, email marketing and public relations. All of these downstream efforts reap the reward of having access to relevant content that is optimized over time.
Integration Is Key
While the benefits to downstream marketing efforts are plentiful, integration across marketing strategy, operations and channels is key to realizing them. The promise of better consumer understanding is usually enough incentive for many brands to accomplish this goal. And in the meantime, they’re increasing their investment in content discovery.