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Content Marketing With Remarketing To Drive Conversions

Now that we’ve covered how to avoid the biggest mistakes in content marketing, and content marketing on social media. Let’s take a look at how we can maximise your content marketing efforts with remarketing and how content can drive conversions.

Filter Your Audience

Content marketing is a great way to filter the type of service your audience is interested in. Let’s say you own a cleaning company with home and commercial cleaning services, and you notice a segment of users reading “home cleaning” articles on your blog.

With this data, you now know that these users are more interested in home cleaning than commercial cleaning services. This will allow you to perform more specific targeting, or it may even inspire a shift in your services for higher demand markets.

Drive Conversions

Most remarketing campaigns use interest and demographic targeting, but that is too broad to make an impact in a direct response campaign (e.g. make an enquiry, download, purchase, etc.). Users who have expressed a specific interest on your website or blog will form a “warmer” audience for remarketing, which increases the chance for a conversion.

Using the same cleaning company example above, if you use “home & living” interest targeting, you could get users who are looking to buy a new home, and have no interest in home cleaning services.

Data from your blog allows your remarketing ads to be more tailored to their preference, making the ads more relevant to them. Instead of showing a general brand banner, or an ad banner of your commercial cleaning service, which they have no interest in, showing “home cleaning service” ad banners to this segment will drive conversions in your digital marketing campaign.

Never Stop Growing Your Audience Pool

When a user shares your content on social media, your reach grows organically. Your content will, in turn, be read by users who have a similar interest in home cleaning.

Once the new user lands on your blog, more content may be consumed and shared. This is how content can grow your audience for remarketing.

Content should help build your website audience and even your page/post engagement audience. If your traffic and engagement volume is high enough, you should remarket to people who have engaged with your page/post, because this group are more likely to be interested in your services than users who haven’t. Remember, more relevant remarketing ads will increase conversion rate.

So that’s about it for the basics of content marketing. If you have any problems with your content marketing campaign, feel free to drop me an email at nicholas.chen@clickrmedia.com to discuss.

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