On October 3rd, Oliver Wilke, Head of Sales & Business Development APAC Syndacast took center stage at the Content Marketing Forum 2016 at the Intercontinental Hotel; presenting methods that drive successful advertising campaigns to target audiences.
The points discussed in at the forum were:
1. How to create successful contextual advertising campaigns
2. Understanding the types of targeting methods available that include, day-parting, geo-targeting, behavioral targeting, and placement targeting
3. Learn expert targeting techniques that effectively transform non-engaging campaigns into hot, lead-generation campaigns
4. Key success factors in developing efficient and successful content campaigns to leverage influencers as your key opinion leader
How to Create Successful, Contextual Advertising Campaigns
One of the key points made during his presentation was noting the importance of content marketing, or better phrased as content amplification. What is it? Content amplification is a branch of content marketing that pushes material to get discovered on different platforms on the web. These types of materials range from simple blog posts to advertorials, written by influencers, to the creation of stunning infographics then distributed on the web for brand recognition.
However, the creation of engaging content is pointless unless recognized by the right audience at the appropriate time.
Let’s take a look at these effective content amplification strategies.
Industry Influencers – The use of industry influencers has grown two-fold over the past years, and it is expected to grow even more in 2017. Industry influencers are the go-to people marketers turn to when optimizing content for content amplification.
Connect with Your Target Audience – Content is pointless without a target audience. Establishing a powerful connection with your target audience is the key to building a rock solid relationship between your brand and your audience. This bond, or loyalty, must be shared and reciprocated both ways.
Share the Best – When brands plan on employing content amplification strategies which will result in conversions, sharing the best content is recommended. For example, you can share the best snippets from your blog and promote them on your social platforms for maximum visibility and engagement.
Monitor Competitors – It’s an extremely competitive field, and it’s imperative to keep an eye out for other competitors. Apply proper research to determine what content ‘clicks’ with the community. What are your competitors doing? What types of content are they delivering? What types of content that are trending and most importantly, what can you learn from it?
Pulling in Niche Communities – If your target is to increase traffic, you can post more generalized content that will undoubtedly, appeal to a larger audience pool. However, if you’re targeting conversion and ROI from your content, you must focus on a niche-specific community and post content that meets the demands of that target niche. If the content does well, it will be reciprocated in the form of likes, comments, shares, and ultimately, conversions.
Benefits of Content Amplification
For marketers, it is vital to provide something of value to your target audience. The content provided develops meaningful relationships and engagement with the audience which results in higher ROI than conventional advertising.
For businesses, engaging unobtrusively with consumers by solving real-life and real-time issues through high-quality content builds brand awareness, that may result in link attraction and increased traffic. Ultimately, this can lead to higher conversion rates and revenue generation in the long run.
For consumers, effective content amplification places the consumer above all else; the consumer chooses what types of content are valuable to them and how it can address their daily issues.
Native Advertising – How do you classify Native Advertising? Native Advertising is online content created for paid promotion purposes for a brand and placed on a media site which doesn’t use traditional ad formats. These traditional ad formats fall into the category of banner ads. Native Advertising uses editorial content such as a blog post or infographic.
Why should anybody go native? Native advertising is the go-to method for brands to get in touch with their consumers. Native ads look and feel similar to content on websites and publishers love native ads. Click through rates for Native ads tend to be higher and ultimately, your content earns impressions on top of your paid impressions with shares on social media.
Influencer Marketing – Influencer marketing is one of the most effective marketing methods today. Influencer marketing uses locally known or internationally known influencers to spread the word, or in this case, a brand’s messages to the general public. Bloggers find ways to balance their original, written content and sponsored content into their blog posts. Furthermore, influencers must ensure that the written content does not alienate their readers.
Why does the public follow influencers? It’s simple; influencers are real people, and audiences are more likely to follow someone genuine who they could relate to. Additionally, influencers are all about storytelling, and people enjoy reading stories, and if it’s appealing, stories get shared. For marketers, influencers are their voice and if their original and sponsored content are tied in well, there’s a higher chance of impressions, if not, conversions also.
In conclusion, content plays a vital role in reeling in your audience, which in turn, may transform into potential customers. With the implementation of content amplification, it is used to spread the word about you and your brand and how you can address a customer’s needs. With an abundance of tools now available, you can create effective content campaigns and transform your non-responsive campaigns into desirable, lead-generation campaigns with high rewards.
It is paramount to analyze your competitors, learn from their campaigns (success or failures), and commit yourself to research to employ the best marketing strategies that can make the effort worthwhile.