Content marketing is one of the most effective ways to reach new customers and that’s not a secret. It helps establish you as a leading voice in your industry, drives traffic to your site, and gives audiences useful, actionable content that they need to solve their problems.
People browsing the web would come across your content organically in a perfect world, and thanks to your painstaking SEO efforts would carefully read every lovingly written word on your blog, then buy tons of stuff on your site. Unfortunately, content marketing doesn’t work this way.
Fortunately, content marketing’s tactical advantageous benefit is that it allows you to create highly refined remarketing audiences based on your site traffic, a super-effective technique for increasing your conversion rates.
You can create custom audience segments based on virtually any criteria that matter to you, and that’s one of the best things about remarketing. Behavioural signifiers can be extraordinarily valuable when it comes to content, especially if you’re segmenting your database by intent or conversion funnel stage.
For instance, content remarketing can be used to create custom lists of all sorts of segments which can be then fed into ongoing campaigns or various nurture pathways. Eventually there are various lists generated like the one of people who read the blog on a regular basis but have yet to download one of the guides, of people who have downloaded several guides on particular topics and also visited certain pages of the site, and of people who graded their AdWords account after reading certain articles, or reached a certain stage in a conversion pathways but didn’t actually convert.
To put things in perspective, your content analytics are a treasure-trove of invaluable user data that you can use in your other marketing campaigns. Creating a remarketing list using analytics data from your content is largely the same as using other data sets to create remarketing lists. You’ll need to decide which kind of remarketing segment you want to create (PPC, Facebook, Google Display Network etc.) because this will affect which kind of tracking cookies you’ll be using. What’s worth noticing is that the Google Analytics tracking code is more versatile than the AdWords tracking code in most cases, as the Analytics code can include visitor behaviours while the AdWords code cannot.