Distribution is the key to ensuring your content’s success. As we saw earlier this week, there are myriad options for pushing your content to readers, each with inherent strengths and weaknesses, and a range of pricing options that rise as you get more targeted.
Using highly targeted social media buy or placing native ads on a trade site explicitly geared towards your buyer personas runs into another problem: competition. Not only will your LinkedIn ad targeting “COOs at companies with more than 1,000 employees, in the healthcare sector” be incredibly expensive, it’ll most likely be appearing right next to your competitor’s similar content. Running a native ad in your industry’s trade site could be even more of an issue, as a competitor might not only be advertising there as well, they could even have an exclusivity agreement that’ll lock you out.
Fortunately, there’s a way to not only beat your competitors to the punch, but unlock sites you might not have known your target audience was visiting, and make use of that insight to secure favorable ad rates. With Appinions, you get an analytical look at the sites your target audience visits, and can match those publications to the perfect pieces of content.
Content Marketing for Juniper Networks
Let’s say for example that you’re Juniper Networks – a manufacturer of networking equipment. Your larger rival Cisco is widely known to be a content marketing leader, so you know you need to secure some smart placements for your own stories to catch up. Fortunately, this is easy to do with Appinions, as you can analyze the publishers discussing the “networking / industrial routers” space and see exactly where your audience’s eyeballs are.
Right away you can see that social networks are not a huge driver for this sector, so you can consider scratching that Twitter ad buy. But sites like TMC Net and BusinessWeek do perform well, so you should investigate working with those two. Some quick research shows that both those publishers offer a variety of sponsored content options, so you can start ensuring your content and brand gain visibility with the right audience quickly.
Taking things one step further, if Juniper really wanted to stick it to Cisco, they could do an analysis of just their brand, see where Cisco is getting placement (and Juniper is not) and go directly after those publications so that they start getting equal attention and consideration.
Understanding Impact & Tailoring Your Content for It
Another powerful feature of Appinions Source Analysis is the ability to distinguish volume from impact. At first glance, one medium may have a lot of people discussing your industry; but is that media-type actually influencing the conversation?
Using Motorola’s new 360 smart-watch as another example, we can see that while it has a big presence on social media – that channel is actually having an undersized impact on overall influence.
So if you’re Motorola, you now know that your content production & marketing efforts should be less focused on Twitter / Facebook and heavier on blogs and news.
You can even use this Sources feature to further hone your content production to match any given home for it. Clicking on any publisher brings you a list of the relevant articles they’ve published on your topic, so you can start writing related stories that will best resonate with that audience. You can also view that source’s influencer list, to see who else (site authors, competing brands, etc) is having an impact in your category. As part of the full Appinions suite, you can learn from those successes, monitor your competitors’ actions and respond as needed, reach out to influential journalists, and more. This will all further enhance your newly informed content distribution buys.
Increase Your Native Advertising Intelligence
With insights like these, you can remove the guesswork from your content distribution. Not only will you know the exact right homes for your content, you can better tailor your messages to resonate with those audiences. Whereas content distribution was once a world of gut-feelings and escalating CPMs, you now have clear insight into where your content will have a perfect audience, and you can secure that placement before your competitors even have a clue.
So stop throwing away your content ad dollars, and schedule a chat with Appinions today.