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August 28 Content Chat Recap: Driving Content Conversion with Programmatic Advertising

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James Haagenson ContentChat
This week, #ContentChat was joined by James Haagenson (@programmaticjim) to discuss how to use programmatic advertising to increase your content marketing conversions. Content marketers frequently struggle to build an audience, due to the limited reach of their content. That’s where programmatic advertising comes in. Note that throughout the chat, #prog is used as shorthand for programmatic advertising.

Note that throughout the chat, #prog is used as shorthand for programmatic advertising.

Q1: What is programmatic advertising and where do you see it in the content marketing funnel?

Programmatic advertising is advertising that’s tailored to its recipients, based on their real-time online activity.

There’s a wide range of user data that can be used to trigger programmatic advertising.

A primary selling point of programmatic advertising is your ability to narrowly target your ideal customer.


Q2: What are the content marketing benefits of investing in programmatic?

Programmatic advertising allows you to be in a buyer’s selection set without them having to have reached out to you directly.

Programmatic advertising can help get the right lead generation content into the hands of buyers in the consideration phase who didn’t already know you.

Programmatic advertising also benefits from infinite flexibility.

With programmatic advertising, you can easily re-engage site visitors who haven’t visited you in a while.

Q3: When advertising content, how can programmatic help boost other paid #leadgen tactics?

Programmatic advertising integrates nicely with other paid lead generation tactics.

It takes multiple instances of seeing your content for someone to recognize you. Programmatic helps ramp that up faster.

But there is such a thing as too much programmatic.

Q4: What are view through conversions and how are they valuable to content marketing?

Not all actions taken as a result of your programmatic ads happens directly through customers clicking on them. That’s where view through conversions come in.

There’s more to evaluating programmatic effectiveness than clicks.

Q5: How do I choose which audiences to target for my content marketing?

Start with mining your proprietary data, then consider purchasing data to fill in your gaps.

Leverage your buyer personas and use cases to define your programmatic audiences.

Understand—and serve up—the next logical piece of content for the audience. a.k.a. Right Audience + Right Content + Right Time

Q6: How do you measure the success of a #programmatic campaign?

Conversions are the holy grail of programmatic KPIs.

ROA is another popular programmatic KPI.

Cost Per Lead (CPL) is another programmatic metric to track.

Don’t forget to look at the effect programmatic is having on your other marketing metrics.

Q7: What companies are using #programmatic to drive their content marketing?

About Erika Heald

Erika Heald is a content marketing expert and executive ghostwriter. As founder and lead consultant at Erika Heald Marketing Consulting, she helps organizations define and document content marketing strategies that drive business growth. Erika led and grew high-performance content marketing teams at Highwire PR, Anaplan, and Achievers. You can also find her on her blog erikasglutenfreekitchen.com or hosting the weekly #ContentChat Twitter chat on Mondays at 12 noon Pacific.

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