How to write the perfect plan for content remarketing

January 23, 2020

Athar Majeed

Content marketing is crucial in every company’s business strategy and has taken off in recent years. In this technological age, we’re constantly exposed to content marketing from blog posts to e-books, white papers, and other different types of content. The main goal of content marketing is to engage with current customers and attract new leads to your business. While content marketing has been around for a while, content remarketing has recently started to pick up. With the proper plan in place, content remarketing can help your business generate leads and boost conversions. Not sure where to get started? We’ve curated some tips on how to write the perfect plan for content remarketing to get you going.

What is content remarketing?

Before diving right into writing the perfect plan, it’s important to know what content remarketing is. To put it simply, content remarketing is essentially retargeting individuals that have previously expressed interest in your website. You can retarget these individuals through various means such as email, when they’re on a different website, and even on YouTube.

With content remarketing, you’re sending content to these individuals that have previously visited your website in the hopes of regenerating interest. It allows your business a second chance to make an impression and become a brand that your customers value. If done properly, you’ll be able to turn these visitors into leads and loyalists of your brand.

Define your audience

When writing the perfect plan, you need to start off by defining the audience that you’d like to remarket to. While it might be tempting to remarket to everyone, you’ll end up casting your net too wide and end up with zero leads. By defining your audience, you’ll be able to tailor content that suits their interests. For example, you could decide to target individuals that have visited the about page of your website, or even blog pages.

One of the upcoming digital marketing trends of 2020 includes IoT also known as the internet of things. In this day and age, brands need to be able to craft the perfect message at the ideal time, on the correct gadget, and to the right audience. By defining your audience, your content would be more catered towards the interests that result in a higher chance of them converting into a valuable customer.

More importantly, you’ll have to calibrate your tone and voice to your particular audience. Consider consulting resources and services like SupremeDissertations, PickTheWriter, IsAccurate, and Writing Judge to find the best ways to adapt your tone to your audience.

Retargeting existing customers

When taking a look at your audience, there’s no harm in also taking a look at existing customers. Even though these customers may have purchased from your website before, some of them may have become unresponsive after some time. Since you know that they’ve expressed interest before, you risk nothing in getting them to come back and take a look at your website again. Advertisements would also be incredibly cheap for this specific audience as there would be a higher clickthrough rate since the content of the advertisement would be incredibly relevant to them.

Taking a look at the right tools

When crafting your content remarketing plan, you need to make sure that you’re also taking a look at the right tools. There are plenty of tools out there to help you with content remarketing, but the two most important tools to look at are the Google Display Network (GDN) and Facebook.

The GDN is great for beginners as it lets you display text, images and even video ads on websites that are relevant to your industry. You’ll also be able to analyze the data as it’ll provide detailed insight into your campaigns and the overall results of your campaign. With Google reigning over a large portion of the internet, you’ll be able to reach a sizable audience.

Furthermore, mobile advertisements are all the rage at the moment as most individuals are on their phones using various apps and playing games. Since GDN has mobile ad capabilities, it’ll give you the ability to reach the mobile audience and capture their attention. GDN is also incredibly easy to use, all you have to do is sign up and follow the necessary steps to tailor your campaign.

“While GDN might have a huge network, it doesn’t include Facebook. Hence, Facebook is another great channel that can be incorporated into your content remarketing plan.” — Magda Lindgren, Marketing Specialist at WoWGrade.

Don’t forget youtube

While GDN and Facebook are incredible tools, don’t forget to incorporate YouTube into your content remarketing plan. With more than one billion users on this platform, this is one channel you don’t want to miss. Furthermore, you can also link GDN with YouTube and target all types of audiences – making this the ideal channel if you’ve curated video content. If you haven’t created video content, you should consider doing it for your business as videos help to capture attention, and is a top user experience design trend.

Through YouTube, audiences can click on your videos, subscribe to your channel, and view in-stream advertisements. You can also easily remarket on YouTube based on who engaged with your video content, who visited your channel, viewed your videos, left comments, etc.

If you’re working with a team of people, it can be pretty overwhelming to figure out who’s doing what and utilizing which tools. To make things more streamlined and easier to follow, having a workflow management tool in place, can help in boosting team productivity.

Content remarketing is becoming an important part of a marketing strategy, and marketers are seeing plenty of results in these advertisements.

Ensuring you have great content

Even with defining the right audience, and choosing the right tools, your content remarketing plan could still fail with a dry and boring advertisement. Nowadays, there’s plenty of advertisements online and your ad is fighting with a ton of others in getting your audience’s attention. Hence, there are a few things to take into account when writing the perfect content remarketing plan.

First, you want to make sure that you diversify your advertisement formats. While this isn’t necessarily directly related to the content, it’s still incredibly important. The number of impressions can vary by ad format, and you want to make sure that you’re capturing as much of your audience’s attention as possible.

Secondly, you want to create content that engages the audience and evokes emotions in them. People are drawn to advertisements that resonate with them on a deeper level, and they stay away from ads that are simple and overloaded with information. If you’re not sure where to get started in creating a compelling ad, it’s actually quite similar to content writing. Here are some tips to get you started. Armed with these tips, you’ll be sure to craft ads that would resonate with your audience.

Here are some useful writing tools and services you’ll find useful:

  • Hemingway — this tool makes your writing punchier and more readable;
  • Grab My Essay — a popular service that assists people with writing and editing;
  • Grammarly — needs no introduction, probably the best spellchecker out there;
  • Studicus — a renowned service where you can delegate content creation and be consulted on remarketing;
  • Best Essay Education — a place where can hire writers to edit or write your content;

Time to get writing

There you have it, some pointers on getting you started in writing the perfect plan for content remarketing. With the right plan in place, you’re opening yourself up to a whole array of opportunities. Content remarketing is becoming an important part of a marketing strategy, and marketers are seeing plenty of results in these advertisements. Just remember that you need to be tactful in your retargeting efforts and that it’s better to be specific and focused if you’re looking to convert your audience. With all of that in mind, you’re ready to start your journey towards a more profitable business with a solid content remarketing plan in place.


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