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Good content makes customers loyal, forms a positive brand image, and raises sales in the long term. But it only works if content reaches its target audience. To bring together prospective clients and relevant messages content marketing platforms are used. Learn how they can improve campaigns of marketing agencies, media buyers, and companies.
良好的内容可以使客户忠诚，形成积极的品牌形象，并长期提高销售量。 但是，只有在内容达到目标受众的情况下，它才起作用。 为了将潜在客户和相关消息聚集在一起，使用了内容营销平台。 了解他们如何改善营销机构，媒体购买者和公司的活动。
传统展示广告有什么问题？ (What’s Wrong with the Traditional Display Advertising?)
Various advertising formats demonstrate not equal efficiency in the B2C and B2B markets since decisions of private and corporate customers are influenced by different factors. While B2C sales are often driven by emotional aspect, prospects in B2B segment need relevant expert information to initiate a purchase. Since transaction price is high, they make decisions thoughtfully and need more time and data to make a deal. Marketing managers should consider these features when managing advertising campaigns for B2B advertisers.
各种广告格式在B2C和B2B市场中显示出不平等的效率，因为私人和公司客户的决定受到不同因素的影响。 虽然B2C的销售通常是由情感因素决定的，但B2B细分市场的潜在客户需要相关的专家信息来发起购买。 由于交易价格高昂，因此他们需要周到的决策，并且需要更多的时间和数据来进行交易。 市场营销经理在为B2B广告商管理广告活动时应考虑这些功能。
Unfortunately, the lion’s share of advertisers still promotes their goods and services through traditional online-display advertising id est banners. Low efficiency of such advertising strategy is caused by two major problems:
不幸的是，大部分广告客户仍然通过传统的在线展示广告横幅来促销他们的商品和服务。 这种广告策略的效率低下是由两个主要问题引起的：
1 — the wrong content 2 — is shown to the wrong audience
1-错误的内容2-向错误的受众显示
Let’s talk about both issues in details. To be honest, banners annoy everyone and bring no useful information to B2B prospects at all. People use ad blockers widely, and we all know what banner blindness is. Moreover, banners are even more irritating on mobile because they often cover useful content. The information on a banner is insufficient for B2B prospects that they could make rational decisions. So, the banner format is not suitable for attracting corporate clients. Nevertheless, traditional online banner ads remain among three most popular advertising tools in the B2B market:
让我们详细讨论这两个问题。 老实说，横幅广告惹恼了所有人，根本没有为B2B潜在客户带来任何有用的信息。 人们广泛使用广告拦截器，我们都知道横幅广告的盲目性。 此外，横幅广告在移动设备上的吸引力甚至更大，因为它们通常包含有用的内容。 标语上的信息不足以帮助B2B潜在客户做出合理的决定。 因此，横幅格式不适合吸引公司客户。 尽管如此，传统的在线横幅广告仍然是B2B市场上三种最受欢迎的广告工具之一：
B2B Paid Advertising Usage
B2B付费广告使用
The second reason for poor performance is the insufficient targeting of the audience. When the audience is cold impressions don’t turn into conversions. Campaigns with weak targeting are unwinnable in advance. The B2B audience doesn’t make spontaneous decisions, corporate clients should be led to the purchase gradually with the help of relevant content depending on the funnel stage.
效果不佳的第二个原因是受众的针对性不足。 如果受众群体冷淡，印象就不会转化。 定位较弱的广告系列无法提前获胜。 B2B受众不会自发做出决定，应根据渠道阶段，在相关内容的帮助下逐步引导公司客户购买产品。
As a result, advertisers are disappointed: the spendings are high while ROI is low because they actually pay for impressions to the wrong audience. If you, as an advertising agency or media buyer, want to optimize the performance of your campaigns and gain the competitive advantage you should provide something more effective for your B2B clients.
结果，广告商感到失望：支出很高，而投资回报率却很低，因为他们实际上是在为错误的受众群体支付印象数。 如果您作为广告代理或媒体购买者想要优化广告系列的效果并获得竞争优势，则应该为B2B客户提供更有效的服务。
The question is how agencies can raise the efficiency of B2B advertising? We suggest the following:
问题是代理商如何提高B2B广告的效率？ 我们建议以下内容：
1 — move from banners to native advertising by promoting useful expert content 2 — publish sponsored content via modern programmatic technologies (dynamic RTB) 3 — use targeting possibilities at the highest level 4 — adhere to account-based marketing rather than to traditional methods of inbound marketing 5 — employ personalized content adjusted for every account at every stage of the purchase funnel 6 — automate the process via custom-built content distribution platform 7 — catch the opportunity when the market for programmatic content distribution is immature and the competition is low
1-通过推广有用的专家内容从横幅广告转向本地广告2-通过现代程序技术(动态RTB)发布赞助内容3-在最高级别使用定位目标4-坚持基于帐户的营销方式，而不是传统的入站方法营销5-在购买渠道的每个阶段采用针对每个帐户调整的个性化内容6-通过定制的内容分发平台7使流程自动化-在程序化内容分发市场不成熟且竞争较低的情况下抓住机遇
Thus, the solution which will raise the efficiency of B2B advertising is using native advertising and programmatic marketing combined into a modern content marketing platform.
因此，将提高B2B广告效率的解决方案是将原生广告和程序化营销结合到现代内容营销平台中。
Why native advertising? Because it’s considered by potential clients as something useful and credible, containing relevant information and giving objective reasons to make a purchase. The perfect weapon is B2B native advertising adjusted for the specific audience or even for the specific client if we talk about account-based marketing.
为什么要使用本地广告？ 因为它被潜在客户认为是有用和可信的东西，包含相关信息并给出了购买的客观原因。 完美的武器是针对特定受众甚至针对特定客户(如果我们谈论基于帐户的营销)进行调整的B2B原生广告。
Creation of high-quality native content requires a lot of time and money, and it should be distributed with the maximum effectiveness to return those costs. Therefore the right content must be shown to the right audience at the right time. The task is simplified greatly by programmatic technology usage. Owing to the sophisticated algorithms that analyze user's profile, performance, interests, and context in a split of a second the prospects get the most suitable content.
高质量的本地内容的创建需要大量的时间和金钱，并且应该以最大的效率分配这些内容以退还这些费用。 因此，必须在正确的时间向正确的受众显示正确的内容。 编程技术的使用大大简化了任务。 由于可以在一秒钟内分析用户资料，性能，兴趣和上下文的复杂算法，潜在客户就可以获得最合适的内容。
Now is the best time to employ the synergy of native advertising with the programmatic marketing since the niche of programmatic content distribution is half-empty and the competition is low. The whole concept is realized in the content marketing platforms for sponsored content distribution based on deep targeting (account-based marketing) and programmatic advertising. Such platforms have ample opportunity for deep targeting and real-time performance optimization. They help to heat prospects step by step leveraging personalized content for every stage of the purchase funnel.
现在是利用本地广告与程序化营销的协同作用的最佳时机，因为程序化内容分发的利基是半空的，竞争也很低。 整个概念在基于深度目标(基于帐户的营销)和程序化广告的赞助内容分发的内容营销平台中实现。 这样的平台有足够的机会进行深度定位和实时性能优化。 他们通过在购买渠道的各个阶段逐步利用个性化内容来帮助潜在客户。
内容发布平台的工作机制 (Work Mechanism of a Content Distribution Platform)
Content distribution platform in action
内容分发平台正在运作
A B2B enterprise that acts as a content distributor connects to the content platform and loads personalized text or video content into the admin panel. Usually, the different levels of access can be given to advertisers served via the platform. The platform also allows setting detailed targeting parameters: media, geo, demographic, behavioral, etc. Then, the programmatic technology turns on: when a prospect loads his favorite media site, the platform defines his interests and the buyer journey stage with the machine learning algorithms and shows him an adjusted article or video via the sponsored content widget.
充当内容分发者的B2B企业连接到内容平台，并将个性化的文本或视频内容加载到管理面板中。 通常，可以为通过平台提供服务的广告客户提供不同级别的访问权限。 该平台还允许设置详细的定位参数：媒体，地理位置，人口统计，行为等。然后，编程技术便会启动：当潜在客户加载他最喜欢的媒体网站时，平台将通过机器学习定义他的兴趣和买方旅程阶段算法，并通过赞助的内容小部件向他显示调整后的文章或视频。
Thus, influencers and decision-makers of the key accounts get the right content in the right time. The engagement is much higher, and you pay for the engagement only, since content distribution platform employs the pay-per-engagement model. Except for the top-of-the-funnel content distribution, the platform also provides retargeting instruments.
因此，大客户的影响者和决策者可以在正确的时间获得正确的内容。 参与度要高得多，并且您只需为参与度付费，因为内容分发平台采用了按参与度付费模式。 除了渠道顶部的内容分发外，该平台还提供重新定位工具。
Content engagement is measured accurately at the two levels — buyer persona and key account — directly within the media, and the statistics are gathered in reports that can be sent to integrated automated marketing ecosystems. Moreover, you can optimize active campaigns on the grounds of real-time engagement metrics.
直接在媒体内，在两个级别(买方角色和主要客户)上准确地测量内容参与度，并将统计信息收集在报告中，然后发送给集成的自动营销生态系统。 此外，您可以基于实时参与度指标来优化活动的广告系列。
Content marketing platform functionality
内容营销平台功能
内容营销平台的好处 (Benefits of the Content Marketing Platform)
成本效益 (Cost-effectiveness)
Owing to the built-in dynamic RTB technology you pay the lowest price for the most relevant inventories for promoted content. You also can optimize campaigns on the run to achieve the maximum performance and ROI.
由于内置的动态实时出价技术，您可以以最低的价格购买与促销内容最相关的广告资源。 您还可以在运行中优化广告系列，以实现最佳效果和投资回报率。
完美的定位 (Perfect targeting)
The content distribution platform leverages clients’ data, for example, from internal CRM system, third parties data from attached DMPs, and own data reporting for the deepest targeting.
内容分发平台利用客户的数据(例如来自内部CRM系统的数据)，来自附加DMP的第三方数据以及自己的数据报告，以实现最深入的定位。
深度参与 (Deep engagement)
High targeting level provides deep engagement of the audience since appropriate content meets interested potential clients at the right time.
由于适当的内容可以在适当的时间与有兴趣的潜在客户会面，因此较高的定位级别可以吸引受众的深度参与。
详细报告 (Detailed reporting)
Owing to the embedded analytics tools the content marketing platform gathers performance data right in the media. Thus, marketing managers can measure the engagement level and optimize content and targeting parameters. The platform can be integrated with other marketing tools to which you can send the reports on active campaigns.
借助嵌入式分析工具，内容营销平台可以直接在媒体中收集绩效数据。 因此，营销经理可以衡量参与度并优化内容和目标参数。 该平台可以与其他营销工具集成，您可以向其发送有关活动的报告。
较短的交易时间 (Shorter transaction time)
As target accounts and decision makers get necessary information just in time, they need less time to make a deal.
随着目标客户和决策者及时获得必要的信息，他们需要更少的时间进行交易。
忠实的客户 (Loyal clients)
Your clients are satisfied with conversion rates and ROI and feel confident and secure because they have access to the campaign's analytics. At the same time, you are the one who sets the level of transparency and defines the level of access.
您的客户对转换率和投资回报率感到满意，并因为他们可以访问广告系列的分析数据而感到自信和安全。 同时，您是设置透明级别并定义访问级别的人。
简单的广告系列设置 (Easy campaigns settings)
The content marketing platforms have user-friendly interface and many automatization opportunities. It means less manual work, easy campaigns setting, launching, monitoring, and optimization.
内容营销平台具有用户友好的界面和许多自动化机会。 这意味着更少的人工工作，轻松的广告系列设置，启动，监视和优化。
Benefits of the content marketing platform
内容营销平台的好处
为什么Amoniac可以提供最佳平台 (Why Amoniac Can Deliver the Best Platform)
The Amoniac company builds custom content marketing platforms for purposes of agencies and media buyers. Such platform will widen your advertising tools set and help attract clients working in the B2B market. Leveraging smart content distribution your client will experience individual approach and higher efficiency metrics.
Amoniac公司为代理商和媒体购买者建立了定制的内容营销平台。 这样的平台将拓宽您的广告工具集，并帮助吸引在B2B市场工作的客户。 利用智能内容分发，您的客户将体验到单独的方法和更高的效率指标。
The team of Amoniac developers has deep domain expertise in the field of digital marketing and content distribution owing to the several similar projects delivered. Therefore we can build the platform fast avoiding many difficulties we have faced while developing previous projects.
由于已交付了多个类似的项目，Amoniac开发人员团队在数字营销和内容分发领域拥有深厚的专业知识。 因此，我们可以快速构建平台，从而避免了在开发先前项目时遇到的许多困难。
What major features we can realize in the platform:
我们可以在平台中实现哪些主要功能：
- text or video content support 文字或视频内容支持
- access for multiple clients 多个客户端访问
- detailed targeting parameters 详细的定位参数
- integrated programmatic algorithms 集成编程算法
- support of multiple distribution partners 多个分销合作伙伴的支持
- built-in content widget 内置内容小部件
- access to several DSP and possibility to switch between them 访问多个DSP并可以在它们之间进行切换
- detailed analytics collected directly from the media 直接从媒体收集的详细分析
- integrations with automated marketing ecosystems 与自动化营销生态系统的集成
- retargeting instruments 重新定位工具
The features set can be adjusted according to your business needs which are above all for us. With such a powerful tool you’ll get the competitive advantages and come to a new level in the B2B advertising. If you need more information on the content distribution platform development, you are welcome to contact us via any convenient method.
可以根据您的业务需求调整功能集，这对我们来说是最重要的。 借助如此强大的工具，您将获得竞争优势，并在B2B广告中达到新的高度。 如果您需要有关内容分发平台开发的更多信息，欢迎通过任何方便的方法与我们联系。
摘要 (Summary)
Content marketing platform is a must-have tool for agencies of all sizes. Leveraging such an instrument, you can provide exclusive service to your clients and receive extra earnings in return. From now on, you're selling no impressions or clicks but readers or viewers involved in clients' content, and they are rightly more expensive. Provide your clients with ample targeting opportunity, access to first-class third-party data, leading ad exchanges, top publishers, and detailed analytics. Adjust campaigns on the move providing the highest return on investment ever.
内容营销平台是各种规模的代理商的必备工具。 利用这种工具，您可以为客户提供独家服务，并获得额外的收益。 从现在开始，您不再出售印象或点击，而是出售涉及客户内容的读者或观看者，而且价格当然更高。 为您的客户提供充足的定位机会，访问一流的第三方数据，领先的广告交易平台，顶级发布商以及详细的分析。 随时随地调整广告系列，可提供最高的投资回报率。
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