Getting landing page content right is critical to campaign success yet the same people that agonize over preview images and headlines often neglect to think through how to best connect with readers post-click. The tips below will help make sure you achieve your campaigns goals.
Strategy: Advertorial vs. Editorial
When telling your brand story and educating audiences, it’s important to determine your content goals before selecting your approach: editorial vs. advertorial. The goals of editorial are primarily to engage, educate and drive user intent while the goals of advertorial are mainly to drive direct sales and are positioned as a hard sell.
Content Strategy
Tone
Tell a meaningful story (editorial) about your brand to engage your target demo (relevance) =, when and where they're consuming content (delivery). Be authentic, and use clear and prominent disclosures to label native ad content (transparency).
Rotation
Launch with 2 pieces of content. Rotate in new content every 3-6 weeks, and rotate out the lowest-performing article. A 2-4 week flight best optimizes CTR:
Format
The page format impacts how long your audience will engage with your content. Readers want to know how much heavy lifting they have to do, so the right format can make all the difference when it comes to readership.
Break up paragraphs with images, subheadings or bulleted lists vs. large blocks of text
Include photos, infographics and video to further drive time on content
Keep content concise and to-the-point (approx. 500-600 words)
Content CTA
The Call-to-Action button is the last element your audience interacts with, so you want to leave them with something short and instructive to drive clicks. Create a 3 –5 word CTA that adds value and extends the story, then place it at the bottom (or in the middle) of the article.
Visual
Short and instructive: 3-5 words
Add value and extend the story
Consider adding a second one into the body of an article
