As brands increasingly flood social and digital properties with new content, even the best pieces are struggling to be discovered. When audiences encounter roughly 285 pieces of content daily, how can you ensure that yours is rising through the clutter?

1. RISING ABOVE
THE CLUTTER
WITH PAID MEDIA

2. 2
INTRODUCTION
As digital marketers, we understand the value content offers
brands to connect with audiences and move them to action.
We know 67% of B2B buyers rely more on content to research
and inform their purchasing decisions than they did a year ago.
And as a result, marketers are focused on ramping up efforts to
develop significantly more content than in years past - 76% of B2B
marketers report that they expect to create more content in
2016 than in 2015.
However, as brands increasingly flood social and digital
properties with new content, even the best pieces are
struggling to be discovered. When audiences encounter
roughly 285 pieces of content daily, how can you ensure that
yours is rising through the clutter?

3. 3
PAID PROMOTION HELPS
WHERE YOUR
AUDIENCE LIVES
BY THE RIGHT PEOPLE
BE SEEN
AT THE RIGHT TIME

4. ATTRACT RETAINENGAGE
MAINTAIN AN AUDIENCE-CENTRIC FOCUS
AS YOU PREPARE, LAUNCH, MEASURE,
AND OPTIMIZE CAMPAIGNS TO...

5. 5
Unlike baseball fields, content does not adhere to the, “if you build it, they will come” principle. It works
works best when you tailor it to address your audience’s interests, needs, and wants.
KNOW YOUR AUDIENCE
IDENTITY
Who are you attempting
to connect with?
INTERESTS
What kind of content
are they consuming,
creating or sharing
with their networks?
ENVIRONMENT
Where do they go to
discover content?
PAIN POINTS
What are the main pain
points experienced
by your audience at a
given time?
OBSTACLES
What is preventing
your audience from
achieving their goals?
VERNACULAR
How do they talk
about relevant topics?

6. 6
IDENTIFY WHERE YOUR AUDIENCE IS
IN THEIR BUYING JOURNEY
AWARENESS
INTEREST
EVALUATION
PURCHASE
CONSIDERATION
INTENT
ENGAGEEXPLORE

7. 7
THINK ABOUT YOUR OBJECTIVES
AWARENESS ENGAGEMENT ACQUISITION CONVERSION
Don’t fall into the trap of creating content for the sake of doing so – create and promote assets that drive the
measurable marketing objectives most impactful for your business.

8. CONSIDER WHAT YOUR
OBJECTIVES ARE WORTH
Digital advertisers spend (on average) $250 - $300 a day per
channel, but are these investment levels right for your
campaign objective?
• If you’re lacking historical data, launch your campaigns with
a modest introductory test spend. You can roughly estimate
your test spend by checking the average channel CPC and
multiplying that cost by the number of actions you desire.
• Evaluate the performance of your test campaigns
following a 2 to 3-week flight and optimization period.
• With that information, you can then calculate your
ROAS (return on ad spend) and scale campaign spending
to maximize ad performance and business returns.

9. 9
REVIEW YOUR CONTENT LIBRARY AND
IDENTIFY WHICH PIECES RESONATE MOST
WITH YOUR AUDIENCE

10. 10
PROMOTE CONTENT ON
AUDIENCE-PREFERRED CHANNELS
SOCIAL NATIVE SYNDICATEDARC
SEARCH AND
DISPLAY
Search
Network
Display
Network
Industry
Influencer
Social and
Blogger CollectiveAnalysts
PAID
INFLUENCERS

11. 11
MAKE A GREAT CREATIVE
FIRST IMPRESSION
Account for 47% of
engagement probability vs.
11% for targeting
Increases purchase intent
by +93%
Your ad creatives will be your audience’s first touch point with the destination you’re attempting to drive them
to, and the primary factor for whether they engage or not.
HIGH QUALITY ADS

12. 12
TARGET YOUR AUDIENCE
Launching a paid ad campaign to reach your target audience
is only effective if you can actually reach the right people.
While many platforms differ in their approach and options for targeting,
consider how you can build out targeting for some of these
general parameters:
• Interest, industry, and competitors
• Demographics and professional title
• Behaviors
• Historical data drawn from email and social lists
As you build your targeting, remember to be mindful of maintaining an audience size
that is realistic for your campaign spend. While “the more the merrier” sounds great
in theory, you may lose out if your spend is significantly less than what would be
necessary to reach your potential audience.

13. 13
BRING PEOPLE WHERE
THEY EXPECT TO GO
Successfully driving your audience to a desired piece of content or
digital location is great, but the work isn’t done yet!
You must engage audiences on priority digital destinations by
greeting them with:
• The content they expect to see (no bait-and-switches!)
• A clean and easy to navigate user experience
• An identical user experience on mobile and desktop
• Additional recommended related content

14. TAKE YOUR TRACKING FURTHER
Digital platforms offer marketers an impressive array of ad
performance metrics; however, you shouldn’t stop there!
Always pair individual ads with unique tracking codes that you can
generate via your CRM in order to gain a more detailed understanding
of your audience’s behavior after clicking an ad.

15. MEASURE SUCCESS
WITH THE METRICS
THAT MATTER
FOR YOUR OBJECTIVE
Sort through the abundance of digital marketing metrics and
select only those that are most relevant to your objectives
to measure success.

16. 16
AWARENESS ENGAGEMENT ACQUISITION CONVERSION
OBJECTIVE METRICS
Impressions
Follows
Reads/Views
Likes
Comments
Shares
CTR
URL Clicks
Other Clicks
Bounce Rate
Bounce Rate
Site Visits
Visit Duration
Signups / Leads
CPC
CPA Site Visit
CPA Signups

17. ABOUT US

18. HOW WE CAN HELP
Understanding the strength of your current content arsenal is mission
critical to planning your next content marketing campaign.
Get started with our Content Health Check! It’s a comprehensive,
diagnostic content audit of your digital and print assets that provides
actionable insights and an easy-to-follow roadmap to improve your
content marketing efforts. Get in touch with us today to learn what it
can do for you!
DBL@eastwick.com

19. CONTACT US TODAY!
Eastwick’s Digital Brand Lab (DBL) brings together the power of
insights and analytics, digital media, content marketing, and creative
services to develop cutting-edge campaigns that raise brand
awareness, engage audiences, stir up demand, and drive new leads.