Most brands don’t generate nearly enough revenue from their content marketing investment. It’s no wonder. Search engines neutered SEO years ago, leaving little free prominence above the SERPs (search engine results page) fold. Now social platforms like Facebook and Twitter, hungry for their slice of display marketing budgets, spayed free content distribution in favor of utterly organic-looking social feed page promotion ad units. Unless marketers pay, not enough users see a brand’s content. There are too few site visitors and not enough conversions.
With so much less SEO visibility and social distribution, how will marketers get enough eyeballs on precious content? The answer is to fundamentally alter our thinking about the very purpose of display ads, to squeeze triple duty out of our display dollars by thinking of display campaigns as editorial calendar-based social content amplification programs measured against content marketing and conversion KPIs. This post offers profound new perspective on the inevitable confluence of display, social strategy, content marketing, Internet-wide distribution, and conversion. In coming years, most online marketers will think of display along the lines of what’s put forward here. Adapt or risk becoming irrelevant.
There’s also going to be a changing of the guard. Since 2007, a handful of social PPC content amplification marketers have learned to utilize display budgets better than big media companies, who get fat on percentage-of-spend revenue without being nimble enough for the new paradigm. Using display for psychographic content marketing, in social channels (and now Internet-wide) yields all the same awareness and traffic benefits of traditional display marketing and:
6 Irrefutable Reasons Why Psychographic Content Marketing IS The “New” Display
