Driving traffic to blogs/content?

charlotte.spangler · July 2023

Hi all - I'm curious where the trends of success are for top of funnel ads (Awareness/Consideration).

Are people leaning toward using specific pieces of content like blogs or videos, using value props that appeal to that top of funnel (i.e. acknowledging the problem their facing), or a combination of both?

I've usually used specific blog posts for top of funnel display ads, but thinking that's not the best move.

Thanks!

Kyle Dugan · July 2023

Hi @charlotte.spangler, here at 6sense we typically use a specific blog post for TOFU display ads. We have experimented with using groups of content as well. Both work well for post-click engagement, but what I've found is that it's really all about the ad/message. The content is almost secondary to the message that you use. Honing in on intent through a keyword or keyword group and tailoring that message to the stage and keyword has been successful for us.

Hope that helps.

Stefano Iacono · July 2023

https://revcity.6sense.com/home/discussion/508/driving-traffic-to-blogs-content

Hey @charlotte.spangler - adding to what Kyle said.

A great section of "No Forms, No Spam, No Cold Calls" covers type of content to consider for ads by stage. Here's an excerpt which is helpful but recommend reading the few pages around it (page 198): https://docs.google.com/presentation/d/1j8BLlPaoX2SyZPgCeVvzVnS4x1DcijK0BgE9Dy_0QhQ/edit?usp=sharing

Rachel Zerilla · July 2023

@charlotte.spangler I totally agree with @Kyle Dugan on the message and leveraging keyword intent for funnel-based messaging- I was a 6sense customer before I was an employee, and we tested the keyword intent approach against the standard messaging we'd always used, and it outperformed by far :)

Driving traffic to blogs/content?

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