How to Unlock the Power of Paid Content Marketing

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Sandra Wu (Paid Content Marketer at Blinkist) talks about misconceptions when using Outbrain and Taboola, evaluating if it's right for you, writing good copy and finding the right balance on your landing page.

Source:
How to Unlock the Power of Paid Content Marketing
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
August 25, 2020
Added to the Vault on:
August 31, 2020
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💎 #
1

The ad is just an image and a headline. The image attracts people's attention and then people look at the headline which is really the first impression of the product. You need to make sure the image matches the headline.

05:04
💎 #
2

CTR is important but if you attract people that just want tips vs. interested in an app then they will not end up converting. You pay by click so you leverage copy to bring a qualified audience. Example with a weight loss app with the image being a woman running: first headline is ‘This app teaches you how to lose weight in 30 days’, and the second one is, ‘5 tips on how to lose weight in 30 days’. The first one will most likely have a better ROI. It's more niche but brings in a more qualified audience.

05:49
💎 #
3

An approach to find a good headline: try to match the style of the publisher(s) you think you'll be advertising on. Example: US on Outbrain then CNN is the top spender and you can keep the tone more journalistic.

08:54
💎 #
4

You can dress up headlines to make them not too plain in order to increase CTR while getting qualified audiences by using sensationalism through buzzwords. Example: "Moms like this app" → "Moms are praising this ingenious app".

11:19
💎 #
5

Your headline sets the expectations of the content on the landing page and shapes what you need to talk about on the landing page. Example: "Americans are loving this food delivery app" → you can be salesy. "Food delivery app reveals what Americans eat" → you need to deliver that insight first before being salesy.

14:40
💎 #
6

A lot of people are afraid of being too salesy but bury the app pitch down the page.

17:59
💎 #
7

Comparing just on the cost per install is a common mistake too. People coming from paid content marketing are usually more valuable down the funnel.

18:37
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💎 #
1

The ad is just an image and a headline. The image attracts people's attention and then people look at the headline which is really the first impression of the product. You need to make sure the image matches the headline.

05:04
💎 #
2

CTR is important but if you attract people that just want tips vs. interested in an app then they will not end up converting. You pay by click so you leverage copy to bring a qualified audience. Example with a weight loss app with the image being a woman running: first headline is ‘This app teaches you how to lose weight in 30 days’, and the second one is, ‘5 tips on how to lose weight in 30 days’. The first one will most likely have a better ROI. It's more niche but brings in a more qualified audience.

05:49
💎 #
3

An approach to find a good headline: try to match the style of the publisher(s) you think you'll be advertising on. Example: US on Outbrain then CNN is the top spender and you can keep the tone more journalistic.

08:54
💎 #
4

You can dress up headlines to make them not too plain in order to increase CTR while getting qualified audiences by using sensationalism through buzzwords. Example: "Moms like this app" → "Moms are praising this ingenious app".

11:19
💎 #
5

Your headline sets the expectations of the content on the landing page and shapes what you need to talk about on the landing page. Example: "Americans are loving this food delivery app" → you can be salesy. "Food delivery app reveals what Americans eat" → you need to deliver that insight first before being salesy.

14:40
💎 #
6

A lot of people are afraid of being too salesy but bury the app pitch down the page.

17:59
💎 #
7

Comparing just on the cost per install is a common mistake too. People coming from paid content marketing are usually more valuable down the funnel.

18:37
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💎 #
1

The ad is just an image and a headline. The image attracts people's attention and then people look at the headline which is really the first impression of the product. You need to make sure the image matches the headline.

05:04
💎 #
2

CTR is important but if you attract people that just want tips vs. interested in an app then they will not end up converting. You pay by click so you leverage copy to bring a qualified audience. Example with a weight loss app with the image being a woman running: first headline is ‘This app teaches you how to lose weight in 30 days’, and the second one is, ‘5 tips on how to lose weight in 30 days’. The first one will most likely have a better ROI. It's more niche but brings in a more qualified audience.

05:49
💎 #
3

An approach to find a good headline: try to match the style of the publisher(s) you think you'll be advertising on. Example: US on Outbrain then CNN is the top spender and you can keep the tone more journalistic.

08:54
💎 #
4

You can dress up headlines to make them not too plain in order to increase CTR while getting qualified audiences by using sensationalism through buzzwords. Example: "Moms like this app" → "Moms are praising this ingenious app".

11:19
💎 #
5

Your headline sets the expectations of the content on the landing page and shapes what you need to talk about on the landing page. Example: "Americans are loving this food delivery app" → you can be salesy. "Food delivery app reveals what Americans eat" → you need to deliver that insight first before being salesy.

14:40
💎 #
6

A lot of people are afraid of being too salesy but bury the app pitch down the page.

17:59
💎 #
7

Comparing just on the cost per install is a common mistake too. People coming from paid content marketing are usually more valuable down the funnel.

18:37
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Notes for this resource are currently being transferred and will be available soon.

Making the content/web flow work is especially relevant with the announced IDFA changes, whether people are coming from Outbrain/Taboola or Facebook.


[💎 @05:04] The ad is just an image and a headline. The image attracts people's attention and then people look at the headline which is really the first impression of the product. You need to make sure the image matches the headline.


[💎 @05:49] CTR is important but if you attract people that just want tips vs. interested in an app then they will not end up converting. You pay by click so you leverage copy to bring a qualified audience.

Example with a weight loss app with the image being a woman running: first headline is ‘This app teaches you how to lose weight in 30 days’, and the second one is, ‘5 tips on how to lose weight in 30 days’. The first one will most likely have a better ROI. It's more niche but brings in a more qualified audience.


Rather than playing around with audiences, playing around with copy is a good way to "select" your audience.

Key elements for a headline

Make sure you have a good article that does a good job at selling your ad. It should not be just a plain ad, otherwise you're just adding an extra step to the funnel.

[💎 @08:54] An approach to find a good headline: try to match the style of the publisher(s) you think you'll be advertising on. Example: US on Outbrain then CNN is the top spender and you can keep the tone more journalistic.


If you don't have a good article/landing page, there's no need to tweak your headline.

Click-baity titles end up costing you quite a lot if you bring unqualified audience (often young).


[💎 @11:19] You can dress up headlines to make them not too plain in order to increase CTR while getting qualified audiences by using sensationalism through buzzwords. Example: "Moms like this app" → "Moms are praising this ingenious app".


Landing page vs. app store flow

A lot of apps are going for the App Store flow, especially gaming apps. If the app is free then going directly to the App Store makes more sense.

The landing page has more value when you can show content that benefits from having that extra step in the funnel. If your app is high-end and needs more explaining/education then the content flow makes more sense.


Which content and selling page on the landing page

[💎 @14:40] Your headline sets the expectations of the content on the landing page and shapes what you need to talk about on the landing page. Example: "Americans are loving this food delivery app" → you can be salesy. "Food delivery app reveals what Americans eat" → you need to deliver that insight first before being salesy.


Sandra doesn't like to be too salesy but also doesn't like pitching the app at the bottom either (too late).

Common mistakes

  1. A major mistake is not coming up with good content. Paid content marketing channel is different than Facebook and Google so forget what works on these platforms.
  2. [💎 @17:59] A lot of people are afraid of being too salesy but bury the app pitch down the page.
  3. [💎 @18:37] Comparing just on the cost per install is a common mistake too. People coming from paid content marketing are usually more valuable down the funnel.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Making the content/web flow work is especially relevant with the announced IDFA changes, whether people are coming from Outbrain/Taboola or Facebook.


[💎 @05:04] The ad is just an image and a headline. The image attracts people's attention and then people look at the headline which is really the first impression of the product. You need to make sure the image matches the headline.


[💎 @05:49] CTR is important but if you attract people that just want tips vs. interested in an app then they will not end up converting. You pay by click so you leverage copy to bring a qualified audience.

Example with a weight loss app with the image being a woman running: first headline is ‘This app teaches you how to lose weight in 30 days’, and the second one is, ‘5 tips on how to lose weight in 30 days’. The first one will most likely have a better ROI. It's more niche but brings in a more qualified audience.


Rather than playing around with audiences, playing around with copy is a good way to "select" your audience.

Key elements for a headline

Make sure you have a good article that does a good job at selling your ad. It should not be just a plain ad, otherwise you're just adding an extra step to the funnel.

[💎 @08:54] An approach to find a good headline: try to match the style of the publisher(s) you think you'll be advertising on. Example: US on Outbrain then CNN is the top spender and you can keep the tone more journalistic.


If you don't have a good article/landing page, there's no need to tweak your headline.

Click-baity titles end up costing you quite a lot if you bring unqualified audience (often young).


[💎 @11:19] You can dress up headlines to make them not too plain in order to increase CTR while getting qualified audiences by using sensationalism through buzzwords. Example: "Moms like this app" → "Moms are praising this ingenious app".


Landing page vs. app store flow

A lot of apps are going for the App Store flow, especially gaming apps. If the app is free then going directly to the App Store makes more sense.

The landing page has more value when you can show content that benefits from having that extra step in the funnel. If your app is high-end and needs more explaining/education then the content flow makes more sense.


Which content and selling page on the landing page

[💎 @14:40] Your headline sets the expectations of the content on the landing page and shapes what you need to talk about on the landing page. Example: "Americans are loving this food delivery app" → you can be salesy. "Food delivery app reveals what Americans eat" → you need to deliver that insight first before being salesy.


Sandra doesn't like to be too salesy but also doesn't like pitching the app at the bottom either (too late).

Common mistakes

  1. A major mistake is not coming up with good content. Paid content marketing channel is different than Facebook and Google so forget what works on these platforms.
  2. [💎 @17:59] A lot of people are afraid of being too salesy but bury the app pitch down the page.
  3. [💎 @18:37] Comparing just on the cost per install is a common mistake too. People coming from paid content marketing are usually more valuable down the funnel.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access

Making the content/web flow work is especially relevant with the announced IDFA changes, whether people are coming from Outbrain/Taboola or Facebook.


[💎 @05:04] The ad is just an image and a headline. The image attracts people's attention and then people look at the headline which is really the first impression of the product. You need to make sure the image matches the headline.


[💎 @05:49] CTR is important but if you attract people that just want tips vs. interested in an app then they will not end up converting. You pay by click so you leverage copy to bring a qualified audience.

Example with a weight loss app with the image being a woman running: first headline is ‘This app teaches you how to lose weight in 30 days’, and the second one is, ‘5 tips on how to lose weight in 30 days’. The first one will most likely have a better ROI. It's more niche but brings in a more qualified audience.


Rather than playing around with audiences, playing around with copy is a good way to "select" your audience.

Key elements for a headline

Make sure you have a good article that does a good job at selling your ad. It should not be just a plain ad, otherwise you're just adding an extra step to the funnel.

[💎 @08:54] An approach to find a good headline: try to match the style of the publisher(s) you think you'll be advertising on. Example: US on Outbrain then CNN is the top spender and you can keep the tone more journalistic.


If you don't have a good article/landing page, there's no need to tweak your headline.

Click-baity titles end up costing you quite a lot if you bring unqualified audience (often young).


[💎 @11:19] You can dress up headlines to make them not too plain in order to increase CTR while getting qualified audiences by using sensationalism through buzzwords. Example: "Moms like this app" → "Moms are praising this ingenious app".


Landing page vs. app store flow

A lot of apps are going for the App Store flow, especially gaming apps. If the app is free then going directly to the App Store makes more sense.

The landing page has more value when you can show content that benefits from having that extra step in the funnel. If your app is high-end and needs more explaining/education then the content flow makes more sense.


Which content and selling page on the landing page

[💎 @14:40] Your headline sets the expectations of the content on the landing page and shapes what you need to talk about on the landing page. Example: "Americans are loving this food delivery app" → you can be salesy. "Food delivery app reveals what Americans eat" → you need to deliver that insight first before being salesy.


Sandra doesn't like to be too salesy but also doesn't like pitching the app at the bottom either (too late).

Common mistakes

  1. A major mistake is not coming up with good content. Paid content marketing channel is different than Facebook and Google so forget what works on these platforms.
  2. [💎 @17:59] A lot of people are afraid of being too salesy but bury the app pitch down the page.
  3. [💎 @18:37] Comparing just on the cost per install is a common mistake too. People coming from paid content marketing are usually more valuable down the funnel.