Creating high-quality, visually appealing, authoritative content which gets readers excited is super hard. It usually takes a lot of time, effort and commitment.
So, when your content is finally ready to be published, it may feel like your job is done. However, in the content marketing game, hitting publish is often just the beginning.
No matter how good your content might be, it’s ineffective if nobody gets to see it. And this is where promotion comes into play.
The problem is content promotion is a challenging affair. Audiences are scattered over an ever-growing network of social channels. This makes it extremely difficult to reach them.
Moreover, their behavior and demands are consistently undergoing a sea of change.
Now, don’t give up just yet.
The future of marketing comes with new and exciting opportunities meant to make our job easier and more effective. And one of these opportunities is something called “programmatic delivery”.
If you want to learn more about this solution and its potential, you’re in the right place. Keep on reading.
The term programmatic is used to define the buying of advertising through algorithms and software.
It represents a new way of leveraging technology to buy and sell media and has had a huge impact on digital advertising.
One of the essential aspects which really set things into motion was real-time bidding (RTB). What RTB does is it creates an auction environment where different marketers can bid to show a different ad to a distinct user based on data about said user.
Why is this important? Well, because it allows marketers to showcase the right ad to the right person at the right time.
At this point, you’re probably raising an eyebrow. You’re wondering what does all this advertising stuff have to do with content marketing.
I’ll tell you right now.
From a content point of view, programmatic is still in its early phase. But, it can turn out to be a game-changer.
It’s just a matter of rethinking how we look at ads. What if you would occupy that space taken up by traditional ads to call attention to an authoritative review article from a prominent site?
Using programmatic delivery, you could target that review at people who are most likely to be interested in it.
For instance, you could target a review article of the best smartphones to use in 2017 posted by CNET at someone who visited a store which markets smartphones within the last couple of weeks.
Doesn’t that sound like an effective promotion strategy to you?
Using this mindset to assess the potential of programmatic delivery, the opportunities seem limitless.
As mentioned earlier, programmatic has just started developing from a content perspective.
This is new territory.
But one thing is for sure: It’s an exciting time to be a marketer. New developments in technology and methodology are here to inspire us to grow into stronger marketers.
All in all, the future of content marketing looks pretty interesting. It will be fascinating to see how things will change in the new future.
My hope is article has opened up your appetite for new opportunities.
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