Why Your Content Marketing Strategy Is Bollocks

Why Your Content Marketing Strategy Is Bollocks
SHARE
THIS



Content marketing is an experiment in Australia. Brands are trialling it and seeing how it goes, but according to Ayal Steiner, general manager at Outbrain, two out of three brands don’t reckon they’re doing content marketing well.

“A lot of brands are reporting that they’re involved in content marketing,” Steiner explained to the audience at the Ad:Tech conference currently underway in Sydney. “When you look at a recent ADMA survey in Australia, you notice that despite feeling unsuccessful, more than 80% feel that they’re going to be doing more content marketing, and only 4% feel they’re going to do less of it.

“How come if you feel something isn’t successful, how come you’re going to do more of it? That, to me, is the definition of insanity. Keep doing the same thing and expecting a different result.”

So how can brands having a play in this space move past just dabbling and have a solid foundation and understanding?

Steiner says there are three factors needed to drive successful content marketing. “Getting the audience is easy. Keeping the audience on the page, that’s more difficult.”

1. Driving the right audience to the page

You could have your content on a number of sites that aim to drive traffic back to your landing page, but means nothing if it’s not the right audience.

“Traditional media buying, most of it is a push strategy,” said Steiner. “And that’s fine. But when you talk about content, it’s much more of a pull strategy. When you distribute content you’re actually trying to invite someone to read your content.”

That invitation means that not everyone has to accept it, added Steiner, but it’s a chance for those who are really interested to come to the site. Steiner outlined how headlines and images are key to attracting the right audience. Too generic a headline on display ads will attract more click-throughs, but not as many people will stay on the page. A more niche title won’t garner as many clicks, but then you’ve got the people you want.

“You’ve got to focus on qualifying and finding the right audience to the page,” he said. “Think about titles and images as your ability to target, in a very tight manner, the right audience to invite to your page.”

2. Driving the right behaviour on the page

Use your white space. Too many websites are not utilising the heap of white space that surrounds websites, said Steiner.

“Whatever it is you want to happen on the page, it doesn’t just happen. You have to engineer the page design and AB test and craft the pages on it to drive the right outcome.”

Using the example of Loreal’s Makeup.com in the States, Steiner pointed out how the site has pulled in house-ads to drive traffic to the site. What would be other white space has been filled up with editorial content and straight links to the online shop. makeup.com loreal “Here you have content, they’re bringing people to the content hub, but then shifting them away to drive an outcome. They can actually measure the sales that are created by funnelling people through that content,” he explained.

“They’ve maximised the white space around the page to drive the right outcome.”

3. Driving the right result after the page

In order to drive the right audience to the other areas of your site, be it the online store, the sign-up page or something else, Steiner said brands need to match the audience with a hook that will get them to go to where you want them to go.

“There’s no one template to be used across different audiences. You have the opportunity to segment the audience. Match the call to action on the page with the audience.

“Most of the brands that we see have a single page template and it’s exactly the same for everyone. You need to move beyond the single page template. When you do that, you can find what are the high value actions on the site.”

Please login with linkedin to comment

Advertising Standards Bureau Arty Labs Openpool

Latest News

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue
  • Marketing

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue

The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking
  • Campaigns

The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking

Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]

How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]

One Daydream Expands Into Alcohol Category
  • Marketing

One Daydream Expands Into Alcohol Category

Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]

Modern interior with furniture and creative business sketch on wall. Success and solution concept. 3D Rendering
  • Media

Commtract Appoints New Business Development GM

Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016,  has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]