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Could paid content placements help you target potential business customers?
Internet users are becoming increasingly adept at finding ways round pop-up ads, banners and other unsolicited online material. Software that allows people to limit or block this type of content is easily available – and this has therefore closed off a major promotional outlet for many businesses. So how can firms that want to attract and engage with business clients via the internet get around this problem? Paid content placements could be the answer.Just as brands pay to get their adverts on TV, radio and billboards, paid content placement involves paying to get material such as blog posts, features and infographics on popular online platforms, ideally those that their prospective customers regularly access.Whilst, of course, there’ll be costs associated with this tactic it may cost less than you think and could deliver strong returns if it helps attract valuable customers.So here are a few things to think about if you’re planning to invest in paid content placements.

Analyse results from existing digital marketing campaigns
If you’ve already got a digital marketing strategy in place, such as a blog or accounts on Facebook, YouTube or Pinterest, then analyse the metrics and use them to inform your future decisions.

Which channels and platforms are working best for you and which ones are not delivering?
By understanding which ones are actually generating strong returns, you’ll be better placed to ensure you get the most from future investment in paid content placements.

Identify blogs popular with your target audience
People in your target audience are likely to get industry updates from a number of key websites and blogs. Identify the most popular ones and find out if you can pay to publish occasional guest posts containing links to your website or key landing pages. This should significantly boost your visibility with the people you want to get on board and help to establish your brand as a credible and authoritative organisation.

Offer the right type of content to your target market
If you’ve already looked at the results from your previous digital marketing efforts, you should be able to determine what type of content worked best and produced the best levels of engagement. If you’re trying to get B2B customers on board, chances are you will be getting results from the more authoritative and educational content, such as infographics, white papers and how-to articles and videos.

Pay to boost ads & tweets on social media
Social media platforms offer users the opportunity to pay to boost the visibility of an ad or a particular post. This could be a great way to increase your profile in front of users who are searching for particular keywords or information on a certain subject.

Budget accordingly
Unfortunately, there is no one fixed cost for paid content placements, so you need to ensure you keep an eye on your spend and that you are placing your content on the platforms that are most likely to deliver the best returns.

Keep measuring results
Once you’ve paid for content placements don’t forget to keep monitoring their performance. For example you may find a piece of content that is performing well on one platform isn’t doing so well on another. This will help you hone and refine your future content placement strategy and boosts your chances of getting the best return on investment in the future.


Further Reading
How to Orchestrate the Concert of Paid Content Promotion.
Help Your Owned Media Hit its Goals: Combines Earned and Paid Promotions.
Content Marketing Institute.