Experts predict that the Content Marketing Industry will stand at 32 billion by 2018. Now given that big number, there is one thing that’s absolutely clear. It’s no longer the prerogative of only big enterprises. Organizations, of all sizes, should start taking Content Marketing seriously.
One of the key reasons for the growing popularity of Content Marketing is the fact that online consumers are changing. Trends show that consumers spend more time on branded content. Which is why enterprises are always pressurized to differentiate themselves from others and identify their USP. It has become essential for them to send out a strong and standard message to all audiences. Therefore, a strong content marketing strategy is mandatory as it helps in increased brand recognition, more engagement, and higher conversion rates.
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If you have brilliant content but no one sees it, that content is of no use. With wide-spread audiences, you need programmatic advertising to help you consolidate workflow, and streamline the way you distribute your brand message. Quoting the definition of Programmatic Advertising from our blog, it is the online ad bidding and buying system that allows marketers to reach the audience they’ve selected as valuable at the ideal time with a specified message. This system is automated by machines and touches online users across multiple device platforms.
Programmatic is not just a buzz anymore. If done right, it can help you to target your consumers better, increase click-through and conversions, additionally it ensures a higher ROI for your online campaigns.
Some of the ways programmatic advertising can change your Content Marketing Strategy are listed below.
It helps you find the right audience
Programmatic Advertising helps you reach the right audience at the right time rather compared to putting all your eggs in one basket. The unfortunate fact about today’s consumers is that they are not loyal to a particular brand. There are quite a few channels and approaches to reach the consumers and you have to prioritize and assess the most important ones for your business needs. Programmatic Advertising can help brands with a content-driven experience, which is the need of the hour. It helps you reach the target audience at the right time and distribute the content effectively.
Engagement with the consumers
One of the key objectives of Content Marketing is to build an interactive and two-way relation you’re your consumers and build their loyalty. With an analysis of consumer engagement, brands can understand if their content resonates with the consumers or not. If you study analytics closely (for example, if you’re aware of the bounce rate, scroll depth, onwards clicks, and similar metrics), you can streamline and improve your content and campaigns. There are programmatic platforms that help you to view such in-depth page-level analytics that is highly useful and helps to optimize the content marketing strategy.
Real-time configuration of campaigns
The automation of programmatic advertising helps to configure campaigns in real-time based on machine learning and artificial intelligence. It can help you to view the channels that are performing well, and the ones that are not. You can invest more on the channels that are high-performing (in real-time), tweak the campaigns and optimize your ROI.
Content Marketing Strategy, which is backed up by data and analytics, will perform better and expected to help you meet your objectives more rapidly.
If you combine programmatic and content marketing, the impact is powerful and effective. You can tailor your content in real-time and leverage from the relevant events and consumer behavior before it’s too late (since it all happens in real-time). The combination can help you create a strong brand message and when used with the technically advanced tools, you can leverage multiple channels for the right audience. Additionally, the page-level analytics can help you to optimize the campaigns on a continuous basis to maximize the ROI on content marketing efforts. To leverage the power of both content marketing and programmatic advertising, you need an expert who understands the working of both and how both can be combined in the best possible way to drive and engage your target consumers.