Making the Most Out of… Part 2
I almost didn’t write this tonight, but I told myself when I wrote my last post that I needed to finish my new series this week (to keep it relevant). However, I knew I could write this post if I wrote about my new favorite platform to use, content discovery. I am a bit biased since I work for a content discovery platform, but I truly believe that it’ll soon be an integral part of all strategic communication.
Why would I use a content discovery platform?
Why wouldn’t you use a content discovery platform? If you use Facebook or Twitter ads, or even a display network, content discovery is the new(er) kid on the block making waves in post-click engagement and a better correlation between marketing efforts and ROI. The great thing about content discovery is that it’s not necessarily an ad or product page, it’s content – and sometimes really great content you didn’t know you needed.
3 TIPS FOR SUCCESSFUL CONTENT DISCOVERY CAMPAIGNS
- You really need some great content. While not-so-great content will get you clicks, having great content will definitely help in terms of high CTRs and low CPCs. (CTR = click through rate, CPC = cost per click).
- Lower CPCs gradually over time. The one thing I’ve learned in these past 6 or so months is starting at a higher CPC and gradually lowering over time to ensure a campaign’s longevity resulting in consistent or higher CTRs over the same amount of time.
- Don’t just sit there, make optimizations. Content discovery platforms usually allow for UTM source pass-back and conversions. Use these tools to your advantage and don’t always let your campaigns just run. If you want to track blog sign ups, ask about conversion pixels or ask to block certain source ID’s you are seeing a low performance from in Google Analytics. By making smart optimizations you are making room for a great campaign with a much better ROI than a regular display network.
I could talk about tips all day for running successful content discovery campaigns, but these three things are very important. While sometimes campaigns will just falter, if you implement these practices more times than not, you’ll see why content discovery is a better platform to invest in.
Is that it?
No, like I said those three tips are very important, however a lot of successful content discovery campaigns are made by testing things out. There’s no one-size fits all to the perfect campaign, but if you think of it like Cinderella you’ll find that someday the strategy will fit just right.
This post was short and sweet but if you have any questions about making the most out of a content discovery platform, just ask, I’m happy to help.
P.S. Did you watch the U.S. Open tonight? That third set was insane! #SerenavsVenus