Most brands are already pushing out content, whether it’s just a weekly blog or a full-blown native advertising partnership with Buzzfeed. A recent Nielsen study showed that consumers shown branded content recalled the brand 86% of the time compared to 65% for pre-roll ads.
Don’t Rely On Retargeting
Many clients request retargeting options, which enable an advertiser to reach customers who have already completed certain actions—say, adding an item to their cart—on their ecommerce site.
Retargeting type of ad targeting is all the rage on Facebook and on Google display simply because it’s more easier to convert “warm” leads (those familiar with your brand) than cold ones.
However, retailers are frequently unsure how to start, and can end up retargeting ads to the same stale audience.
Invest in Relationships
More and more brands are investing in content, but shoppers’ attention is just about the same.
That’s why it’s important to focus on building loyalty amongst your customers. And part of this is by telling your story in a way that resonates with them. Content can help brands both build loyalty and walk away with new leads. And the more loyal customers you gain, the more robust your retargeting strategy can be.
“You can build better connections with customers by aligning your values with theirs, and content marketing is a powerful way to do that,” says Percherskiy.
Redbull is a classic example. They usually do ads that focus on content rather than their product. They’re just building their brand.
Their Youtube channel has over 5 million subscribers— but they focus on the content and they don’t mention the product. One key thing about that – you have to already be a gigantic brand with billions of dollars in sales, let’s be realistic.
Use a Killer Distribution Strategy
Now for one of the most important parts of a branded content strategy: distribution.
There are two main ways online advertisers showcase branded content:
- On-Site Organic (SEO-Driven): Content that lives on owned property (e.g. a website). This can drive traffic to a site over a long period of time, and can potentially be amplified by email blasts. Nordstrom’s blog, “The Thread,” is a good example of on-site content
- Native Ads: Content lives on the brand’s website, and is promoted via natural-looking “native” spots on popular publishers websites. (This is what Stackadapt does.) Native ads are sometimes created by a particular publisher on behalf of a brand, such as this Harper’s Bazaar post on its blog:
Programmatic native ads can help a brand gain more “street cred” by showing up on trusted websites, but I recommend a combination of these twofor the best results.
However you decide to split your funds between social and programmatic, the key is to build out high-quality content on an ecommerce site, then use promotional pieces of content across the web to drive traffic back to that main piece of content.
And that means more leads and retargeting options for you.
Repurpose The Customers’ Content on Social
In a 2015 survey, marketers claimed most effective types of video content were customer testimonials (51%), explainer/tutorial videos (50%), and demonstration videos (49%).
There’s a reason why customer testimonials happen to have the biggest impact. More shoppers trust their peer’s opinions over the brands themselves. A lot of retailers start by creating content on their own site and repurpose it across their other channels.
But, let’s be honest. It doesn’t matter how good your distribution strategy is if you’re putting out boring content.
Many brands claim they want to create more engaging content – but evidence suggests otherwise.
Yes, brands would love to create viral content, but they end up falling short of the mark or settling for “safe” but DULL content. Well, at the end of the day, it comes down to being really honest about the quality of your content. And there’s a good litmus test to tell if your audience will actually like your content.
And I’m not just talking about mobile-optimizing your content. I’m talking about making content that’s downright for-mobile.
Marketers spend so much time in front of computers, they think that’s how everyone experiences the web. Mobile use is So big, but…office people don’t understand this.
So, here are some numbers to illuminate how big mobile has grown:
- In 2015, Google announced more searches took place on mobile devices than on computer (Google)
- Smartphones accounted for 45.1% of web-shopping traffic in early 2016 (Bloomberg)
- 60% of omnichannel shoppers said they planned to start making more purchases using mobile devices in 2016 (Facebook)
Don’t Be Loud— Be Targeted
It’s crucial to put out quality content in the right places at the right time. High quality targeted content can be the key to gaining loyal customers in a noisy world.
Thank you for reading the blog.