How to Unlock the Power of Paid Content Marketing

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7

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.

Type:
Podcast
Publication date:
August 25, 2020
Added to Growth Gems 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
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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
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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
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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
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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
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6

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

17:59
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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
This is premium content. Upgrade your plan in your profile to get access.
💎 #
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
This content is available to Growth Gems premium members only.
Apply Now
💎 #
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
This is premium content. Upgrade your plan in your profile to get access.
This content is available to Growth Gems premium members only.
Apply Now
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