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Work smarter, not harder in 2023. Download the 2023 Full-Funnel ABM Playbook.

Embracing Intent Data to Build Relevancy in Content Marketing

By Nick Price

Smartphones have led to an explosion in content consumption, giving marketers and publishers the opportunity to capture the attention of consumers in new ways. However, with more content available than ever, brands have a responsibility to create a relevant dialog with customers.
Consumers are sharing a lot about themselves in their web browsing behavior, and it is the responsibility of brands to connect these data points into meaningful content. Kraft Foods Group is a great example of a company using content to capture audience interests. The CPG tracks how its audience interacts with web content, collecting more than 22,000 different attributes, which it then uses to help build user profiles. The brand mines these profiles for real-time insights to deliver relevant content to its various audiences. The company has found that its content marketing sees 4x better ROI than its traditional advertising.
Identifying consumer intent can help cut through the clutter and deliver personalized experiences. Som Puangladda, senior director of marketing for the buyer cloud at Rubicon Project, recommends the following tips:

  • Gathering the right intent data
  • Determining ad delivery and display format
  • Determining the context of ads
  • Retargeting

Publishers can also benefit from intent data, as they look to compete in the era of the walled gardens like Facebook and Google. In fact, according to Signal, 96 percent of digital publishers want the ability to identify customers and real-time signals to target with live-intent data and 80 percent want better data-driven capabilities to help advertisers target customized audiences at scale.
As the holiday season approaches, content consumption will only increase which makes it the perfect time to revamp your retargeting strategies and embrace intent data. Business 2 Community has more tips to segment audiences for your holiday campaigns.

  • Identify Target Groups
  • Set Up Campaigns Based on Intent
  • High Intent: Cart Abandonment
  • Low Intent: General Branding and Awareness
  • Medium to High Intent: Add to wish list

Examine your current content marketing strategy. Are you embracing intent data? If not, there is no time like the present. Give yourself and your consumers a gift this holiday season: Data and relevance.
Image via r2hox

Nick Price

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