The online industry for ads is mega-size with multiple ad networks from pay-per-click Google text ads to Yahoo’s display ad engine, and everyone else in between. Even intra-site networks are huge money-generators such as Facebook and YouTube. So, if the industry is so big, does it actually work for advertisers?
The answer to this question lies in the answer to a larger question: “What does a marketer expect for the money they invest in online advertising?” Some, maybe most, expect to increase their brand’s awareness. Others expect sales. The reality is, most marketers get a little of both. With click through rates as low as.01% on ad impressions, it’s not an easy defense at budget time. So, if that’s all there is for online advertising in traditional ad networks, what else is there?
Facebook and Twitter have made great claims that social sharing produces better results. But do they? Yes if brands are careful to use content that people care about. Articles and blogs, micro-sites and webcasts also find their place within the marketers world as yet another way to dispense their brand but it really boils down to what engages a user and garners brand recall?
It’s the content. It’s always been the content. If you create content that amuses your audience, teaches them something they didn’t know or provokes deeper thought, you will increase the time users pay attention to your brand. It is just that simple. Traditional advertising fails miserably because users do not care at all.
Your content must be produced with the highest quality – no cutting corners. If you can’t afford to pay to have content created, then license some content. Make sure you identify why your brand “fits” with the content you associate your brand with. If you’re selling soap, make sure your content represents squeaky clean!
Finally, content ready, what do you do with it? Most people post it to their website, write about it in their blog, Tweet and Facebook it and submit it to online post directories, in HOPES that someone or a multitude will click-thru, engage, and learn about your brand. The truth is, these types of postings are merely going to get you a few link backs and possibly discovered in search, but it’s truly not the distribution engine you need. Instead, search for ways to share your content in content marketing networks that are starting to pop up. The networks only distribute high quality content relevantly. You will be amazed how low cost they are and how smart InfoSharing widgets today can focus delivery of your content to your intended audience!
ProxyLead offers online distribution of branded content that users value. Contact us about creating, licensing or prepping your existing content for Internet-wide distribution in InfoSharing widgets. http://www.proxylead.com
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