Defining and knowing our target audience in depth is essential for content advertising to be effective. Only in this way can we find out what their interests are and content that really adds value to them and helps us differentiate ourselves from our competition.
Pay special attention when creating content
Once we have a clear definition of our audience, we must create content that is perfectly adapted to it . Let us remember that our main objective is not to promote the advantages of our product or service, but rather to differentiate ourselves from the competition by offering a value or utility.
Therefore, the content that we create must be related to our environment and at the same time be useful for the user -for example, if we are an airline, instead of repeating our offers once again we could talk about our destinations and give travel advice to users. We must also take care of the design and the choice of images to improve the user experience during the visit. Finally, work on the composition and position of the , since they are the ones that will help us achieve our final goal.
The analysis is based on the success of any strategy . The main metric to measure are the visits received in each of the contents, the click through rates and the bounce rate they present. Only with this data will we be able to obtain very valuable information, about what is the content that generates the most interest and, on the contrary, what content does not add any added value to our audience. We must also be on the lookout for repeating patterns in terms of traffic sources – where do most of our readers come from? – or the seasonality of our visits – do we receive more traffic on a specific day or month of the year?
React if necessary
The objective of carrying out an exhaustive analysis of the results is not merely informative, but has to help us find errors or areas for improvement in our campaign. Once the pain points have been detected, try to find the reasons, react as soon as possible and re-analyze the improvements. And so on, continuously.
Do we observe that any of our content has a too high bounce rate? Perhaps we should improve the content, present it in some way that does not create so many expectations, or outright remove it. The correct choice? Test, analyze and react.
Make a correct management of expectations
Targeting a native advertising campaign or content advertising to a sales objective is probably one of the most serious mistakes we can make . We must bear in mind that this is a slow process, and that the objective in these cases is to be useful to the user and provide them with such value that, as soon as the need arises, they think of us as the first option.
That is to say, it is a mistake to measure the results by sales or generated leads, but we must also take into account the benefit that we are reporting to the brand in terms of its reputation, the times our recommended content appears and the growth of direct searches. that we will experience in the medium / long term.