Ad-blocking isn’t new, but its recent growth is making a significant impact on both publishers and advertisers alike. And with a developer audience, the likelihood that they’re using ad-blocking software increases, as tech-savvy individuals are more likely to use ad-blockers.
So how do you combat ad-blockers as a marketer? If you haven’t jumped aboard the ever-popular content marketing train, now is the time. Content marketing is used by 91% of B2B marketers, and a content marketing strategy costs 62% less than traditional marketing. Yep, it costs 62% less. Glad we have your attention now. Take a look at how you can get started with content marketing to complement your online advertising efforts.
Blogging and Articles
One of the most straightforward ways to start your content marketing strategy is through blogging. By utilizing experts in your organization, you can start to build a library of quality content that your audience can rely on.
We’ve discussed utilizing subject matter experts in your organization before to establish yourself as an expert in the space and provide potential buyers with helpful content. Not only will a blog become a platform for showcasing thought leadership and building authority, but it could actually increase ROI. According to Hubspot’s State of Inbound Report, those who make blogging a priority have 13x increase in ROI year after year.
Looking at additional channels besides your own blog like guest blogging and syndication programs can also drive great results. Through DZone’s Most Valuable Blogger (MVB) Program, a blog syndication program that allows DZone editors to curate the best content from trusted experts in the field, allowing marketers to reach a new audience of millions of software professionals.
White Papers, eBooks, and Research Reports
White papers, eBooks, and reports are longer pieces of content that can add value to your marketing strategy and that are often gated for lead generation. In fact, the top 3 content formats that B2B buyers seek out to research a purchase decision includes white papers, case studies, and webinars. White papers and eBooks give you more space to communicate with your audience than a banner ad and are frequently shared between colleagues.
Creating research reports or being featured in major publications will also drive new traffic from a PR standpoint. Whether your product is featured in a Gartner Magic Quadrant, a DZone Research Guide, or in other publications, you’ll position your brand and product as a leader in the space.
Multimedia Content and Banner Ad Alternatives
Don’t confine your marketing strategy to written communication. Content can include graphics, videos, and more. Multimedia content is often more likely to be shared and can be a simpler way for your audience to get the information they want.
Adding videos to your content marketing strategy can be a game changer. Dr. James McQuivey of Forrester Research explains that 1 minute of video is worth 1.8 million words. So instead of taking the time to write over a million words, try working in some videos on your website or recording a conference session that a SME presented.
Another type of content to consider creating is infographics. Infographics are easily digestible–it actually only takes us 1/10 of a second to understand visuals. At DZone, we see our infographics as strong pieces of content that our audience values. We publish an infographic in our monthly research guides, and often get responses like these:
As another alternative to banner ads, DZone offers pre-content and post-content text ads as a way to promote your latest resource that won’t get blocked by ad-blockers. Zone sponsors see on average 381 clicks on their content text ads. Utilizing widgets and other online advertising methods that aren’t standard banner ads can help you continue to reach your audience.
As you’re working on your content marketing strategy, it’s key to remember that a multichannel effort will provide you with the best results. If you’re interested in discussing how to build a campaign that resonates with software professionals, reach out to the .
We want to know–how are you managing your marketing strategy to work around ad-blockers?