As a content marketer, you’re no stranger to the digital mess brand promotion can create. Your eyes glaze over as you read sheets of stats, count the cookies collected and analyze twisting data points that tell a story you can’t quite interpret.
IBM estimates that 2.5 quintillion bytes of data are created daily, which is way more data than any marketer can sift through.
Without the right tools and techniques, many brands are unable to use this data strategically, and it’s partly because they don’t have a strategy, to begin with.
To build any plan, you first need to ask yourself what you’re trying to achieve. Do you want to capture new users, re-engage existing ones, or tap into new markets? From there, you can couple the right content with matching targeting features allowing you to achieve your goals without getting too bogged down in the details.
Outbrain knows a lot about content, and most recently, has expanded its ability to meet the data needs of savvy marketers everywhere.
So take a deep breath, uncross your eyes, and check out these three easy, data-driven ways Outbrain can further your content efforts.
Your data has doppelgängers. Like any audience group, certain datasets share behavioral characteristics that can be tapped into and replicated. Creating Lookalike Audiences in your dashboard provides the flexibility to target users who have a higher likelihood of converting. Past performance has shown a 52% increase in conversion rates and double the click-through rates!
Notice that a specific page on your site drives the highest number of conversions? Make a custom audience segment from it!
Ideally, you’ll want to create segments that focus on sitewide visitors and those that reached the checkout page but didn’t convert. These multipurpose audience groups can be used to exclude from new campaigns or even to drive conversions for sequential retargeting strategies. However you choose to implement them, these audiences are a great way to reach the right people at the right time, while adding scale to your campaigns.
Conversion Bid Strategy
You’ve got your conversions set up, now what? Optimize towards them! Changing your bid strategy to optimize toward conversions will allow you to garner more of these actions, utilizing your budgets in the smartest way possible. Even smarter, duplicate the campaign to A/B test click and conversion bid strategies to see which campaign provides the best return.
Bet you didn’t know you could do all of this on a discovery network, huh?
Your brand is evolving and naturally, your data will too. These strategies are easy to implement, quick to analyze and packed with ROI positivity. If you’re interested in learning more about how to power your campaigns, feel free to contact us.
Keep your content fresh and keep that data rolling in.