If you’re investing in blog or web content as a strategy, you should be using “related content” campaigns to help increase readership and page views. The concept is really simple, based on what someone is already reading or viewing, suggest something that they would most likely be interested in, and keep them engaged with you and your brand longer.
Here are two examples that we’ve used ourselves at Privy:
1. We noticed that one of our most read blog posts each month was about how to install Privy on a Squarespace website. Knowing that we recently announced the ability to offer cart value targeting for Squarespace as well, this seemed like a natural place to tell people about it and encourage them to read more. We know that anyone reading the initial blog post is likely to have interest in how we work with Squarespace, so we targeted the URL of the initial blog post with a flyout that linked to the second blog post.
2. This example involves messaging within our product. Our goal is to make Privy as easy as possible to use, but some sections aren’t as self explanatory as they could be. So we looked at one area, Reporting, and realized people might need a little more help on their first visit. By targeting anyone who was looking at the Reports Dashboard for the first time, we used a flyout that linked to a page in our help docs that proactively offered a resource for them to view.
In both cases, we were able to look at what we knew about the visitor and offer them a resource that would be helpful without using a form.
Another great example of using related content is from a company called Nested Bean that sells a sleep system for newborns. As part of their strategy they have a blog that provides new parents with tips to help them in the early days of parenthood.
They use this type of campaign to suggest a product that speaks directly to the topic of the article and the problem parents are likely trying to solve. Smart!