How Content Marketing Really Works:

From Top of Funnel to Closed Lead

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www.wordstream.com/learn#contentremarketing

www.wordstream.com/learn

Want to get smart in paid search?

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Today’s Presenters

Larry KimFounder & CTO, WordStream

@LarryKim

Rand FishkinFounder, Moz

@RandFish

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Check out Quicksprout’s Guide to Content Syndication Networks

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Triple the Sales and Leads from your Content Marketing Efforts!

Content Remarketing!

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Why

CONTENTREMARKETING

?

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750k Monthly Visitors / Month, Growing +8% per month

Content Marketing Success?

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SUCCESS?

Problem #1: Low Visitor Engagement

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Problem #2: Most Content Did Poorly

• 5% of Content = 56% of Page views

• Half of Content < 500 Page views

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Problem #3: Low Conversion Rates

Key Challenge: Avg. conversion rate from blog content viewer to converted lead was low single digits.

Traffic Generation Activities

Customer

Signup

Offer Sign Up

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So, Actual Situation More Like …

Problem #4: Low Brand Recall

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How does

CONTENTREMARKETING

really work

?

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How to make

STEP 2 (Promotion)

& Step 3 (Sales)

happen with greater

magnitude & frequency

?

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Content Marketing +

Remarketing = Content

Remarketing

Introducing Content Remarketing

• Amplify/promote your content to the right people

• Dramatically accelerate & increase brand recall

• Generate Sales and Qualified leads

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How Content Remarketing Works

CREATEProduce content

& share on social

AMPLIFYSelectively promote top content on social media

TAGBuild remarketing

audience by tagging site visitors with a cookie

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ADVERTISETarget your audience with display & social ads promoting offers

FILTERApply behavioral

and demographic filters on audience

CONVERTCapture qualified

leads or sale

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Content Remarketing…

Where Content Remarketing Fitsin the Inbound Marketing Funnel

Lead Capture /Nurturing

Social Media Promotion

Blogging /Content CreationRelies on having great content

Dramatically amplifies social visibility

Makes this happen faster and more often

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Where Content Remarketing Fits In

SEO & Content Marketing

PPC

Marketing

Social Media

Marketing

Content Remarketing!

Content Remarketing is on the

Intersection of Social, Content

and PPC Marketing.

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Lets Review Some

Key Steps in Detail.

Paid Content Amplification on

Social Media

Facebook Organic Reach Stinks

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But Don’t Delete Your Account Yet!

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How does stuff go “Viral”?

Article Published On Friday at 5PM EST

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Shared Content on my Social Media

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Picked Up in Marketing Land 2 Hours Later…

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Exponential Growth

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Key Takeaway:

You Need Interesting Content

+ Influential People Finding Your Stuff

People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too.

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Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”

WordStream Articles

# o

f S

ocia

l S

hare

s

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Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”

WordStream Articles

# o

f S

ocia

l S

hare

s

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How To Target Super Connectors on

Social Media?

Targeting Super-Connectors on Facebook

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Targeting Super-Connectors on Twitter

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Not All Your Content is Interesting to

Super-Connectors

Probably Won’t End Up in The Wall St. Journal…

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Paid Social Promotion to Regular Fans Makes All of Your Content Do Better.

WordStream Articles

# o

f S

ocia

l S

hare

s

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How To Target Fans

(Regular People) on Social Media?

Targeting Fans on Facebook: Should I Boost Posts?

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“Boost Post on

Facebook”:

IT’S A TRAP!

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Boost Post is Too Untargeted

Target Using Remarketing

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Target Fans With Post Engagement Ads

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Targeting Fans on Twitter

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Targeting Fans on Google+ Using +Post Ads and Retargeting

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AfterBefore

The Flywheel Effect of Social Promotion

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Summary: The Key Audiences to Promote Content To…

1. Super-Connectors: Promote content to highly influential (authors, journalists, influential folks in your space, etc.)

2. Fans (Regular People): Target fans (existing followers) and use remarketing

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Converting Blog Traffic To Leads With

Remarketing

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Google Display Network is Everywhere

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Massive Reach on Google Display Network*

Define a Customized List of Users to Target Your Ads

Tip: Use Existing Blog Categories!

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Remarketing Audience Definition

Conversion

Rates

Increase

With More

Ad

Impressions

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Conversion Rates Double Over Time

• Set Membership Duration: 3x Avg. Sale Cycle

• Set Impression Caps to Unlimited!

• Run Multiple Ads Per Campaign!

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Be Bold! Get Tons of Ad Impressions

Higher

CTR =

Lower

CPC

Every 0.1% Increase/Decrease in CTR = +/- 20% CPC

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Quality Score on Google Display Network

1. Get HIGH CTRs not Low CTRs

2. You’ll Pay for More Clicks, But The Clicks Will Be Much Cheaper (as much as 400% less)

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The High CTR Game for Content Remarketing

Ad Quality on Google Display Network is Terrible

67.5% of “Display Ads” are actually Text Ads posing as Image Ads

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Image Ads Do Better Than Faux Image Ads (Text as Image)

Ad Format on

Google Display Network

Click

Through Rate

Text ads 0.23%

Image ads 0.31%

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Google Display

Network Ad

Format

CPC

(USD)

Text $2.31

Custom Image $0.48

Huge 381% tax on Text vs. True Image Ads

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Push Display Ads Back To Your “Hard” Offers

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Tip: Do a Conversion Path Analysis

• Define audience segments using the pages that most often lead to a conversion event

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Push Display Ads Back To Your Content

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Identify and

Promote These Like

Crazy

Not All Content is Equal: Only Promote

Your Best Stuff

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These Emotions Make People Click on Things

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Great Display Ads Look More Like Content

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14 Ad Formats on Google Display Network

• Vertical rectangle: 240 x 400

• Mobile leaderboard: 320 x 50

• Banner: 468 x 60

• Leaderboard: 728 x 90

• Square: 250 x 250

• Small square: 200 x 200

• Large rectangle: 336 x 280

• Inline rectangle: 300 x 250

• Skyscraper: 120 x 600

• Wide skyscraper: 160 x 600

• Half-page: 300 x 600

• Etc.

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Diversify Ad Formats To Maximize Impression Share

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These Display Ad Formats Get The Most Impressions

Ad Format Share ofImpressions

Leader board (728 x 90) 25.5%

Inline rectangle (300 x 250) 25.1%

Banner (468 x 60) 12.0%

Wide skyscraper (160 x 600) 10.1%

Large Rectangle (336 x 280) 8.6%

Mobile leaderboard (320 x 50) 7.4%

Half-page (300 x 600) 4.3%

Square (250 x 250) 2.8%

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Key Tip! Apply Demographic and Behavioral Filters

• Overlay User Demographics: age, income, gender, interests, location, device, time, site category, language, time, parental status, etc.

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WHY Content Remarketing?

Huge Increase in Repeat Visitors

Repeat Visitors Increased by 50%!

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Huge Increases in Time on Site

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Massive Increase in Brand Awareness (Direct Traffic)

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Content Remarketing Can Make Your Site be a Unicorn in a Sea of Donkeys

Key Takeaways

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• Content Remarketing Greatly AMPLIFIES

Content Marketing

• Remarketing = Commercial Intent via Audience

+ Demographics = WIN

• Huge Impact on Content Engagement

and Brand Recall

Thanks Guys!

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