Get updates on new articles, webinars and other opportunities:

How to Get More Eyes on Your Content by Leveraging Paid Channels

by Janessa Lantz

You’re into content marketing, right?

Well, I’ve got some bad news and some good news.

The bad news is that it’s becoming really hard to be heard through all the noise. People are busy and don’t have time to carefully research how your product or service can help them is limited. So you can’t rely on great content alone to grow your audience.

The good news is that while content is primarily an “inbound” approach, content marketing actually does quite well with more traditional “outbound” methods.

Nobody likes strangers barging in, shouting Buy Now! But a well-targeted ad offering quality content is unobtrusive and often quite helpful. And that’s what content marketing has always been about—being helpful.

We’ve had great success at RJMetrics growing our audience (and getting customers) using advertising. Because these aren’t the first channels that many content marketers turn to, you’ll net the added benefit of standing out in a world of crappy ads while you grow your pool of owned contacts.

Keep reading, and I’ll share six tips (gleaned from our own experience) to help you grow your audience using paid channels.

CE blog - grow your audience

1. Match content type to channel

To jump start a conversation with someone, you need a topic that’s relevant to their interests. At RJMetrics, we’ve found Adwords is the one channel where we can consistently convert paid traffic to trial sign-ups. This works because the ads are based on what people are already searching for, so this is a natural fit.

If I google “crazy cat videos,” for example, I get an ad that might prompt me into buying my kitty a snack. Makes sense.


On LinkedIn, we’ve found an audience that is specifically receptive to webinar ads. That makes sense too, since LinkedIn provides a social space for professional interaction, and webinars are a great way to learn from and connect with other professionals in your field.

When you begin using paid channels, you won’t have a storehouse of information of what’s worked. Instead, think about what’s made you click on an ad before and why that worked. Think about the context and tailor your ad to match that customer experience of that moment.

2. Tailor your follow-ups

Paid content leads are “soft sells.” They weren’t looking for your product, and they will rarely be ready to convert right away. Your goal isn’t to get a customer as soon as possible. It’s to build an audience that you can slowly nurture into a customer.

You’re playing the long game. Have your drip programs set up, be helpful, be smart. It’s what content marketers have always been good at.

3. Tag rigorously

If you want to get credit for your work, tag your links! A few simple UTM tagging tips:

  • Keep your naming conventions simple – When you get started with analytics, it’s tempting to want to measure the performance of each individual piece of content. Don’t. Success has more to do with pairing the right content to the right channel. If you measure the performance of individual pieces, you’ll find yourself overwhelmed and frustrated.
  • Always use lowercase – Google Analytics sees uppercase and lowercase as two different things. You’ll save yourself a lot of headaches by choosing to make everything lowercase from the beginning.
  • Tie the campaign to a lead – If you use a marketing automation system like Pardot, Marketo, or Hubspot, they will store this for you automatically. This is what will help you see if those Twitter leads ever turned into paying customers.

Screen Shot 2014-04-21 at 6.44.44 PM

If you need help with UTM tagging, Google has a handy URL builder. Make a spreadsheet, organize your campaigns, and tag your links. It might feel annoying. It would definitely be faster to skip this step. But in a few months when you’re asked to cough up results, don’t be surprised when Bob gets all the credit.

It’s a good idea to create a spreadsheet to track your tags. Here’s a screenshot from our campaign spreadsheet, complete with a gentle reminder from the boss to remember UTM tags.

Screen Shot 2014-04-29 at 5.10.50 PM

4.Test, grow. Test, grow

Don’t try to do everything at once. Start small. A petite testing budget, $100-$500, should be enough to get you going. Once you gain some traction, grow. Be sure to give your tests enough time to have worthwhile data. You won’t get definitive results overnight.

5. Evaluate success

In the first few weeks of testing a new paid content channel you should be looking for the classics:

  • Spend
  • Impressions
  • Clicks
  • Leads

These are leading indicators that give you an early idea of how one channel stacks up against another. But if the impression to click conversion rate is alarmingly low, it’s a sign you should change something before blowing a bunch of money. Once you have more data collected, start looking at:

  • Qualified leads
  • Customers

These are much more accurate indicators of the viability of a channel. Measure conversion rates at each of these stages—from impression to click, click to lead, lead to qualified, and qualified to customer. And measure the cost of everything. Track every last dollar.

6. Write amazing content

Paid content marketing is an excellent way to get in front of a new set of prospects you would otherwise miss, and it’s surprisingly easy to get clicks. Be careful with this new found power.

If you’re delivering great content and targeting with care, your paid leads will turn into owned leads that turn into brand advocates, amplifying the reach you originally paid for. But if you’re sloppy, don’t be surprised to find yourself with a bunch of pricey unsubscribes on your hands.

Doing outbound the inbound way

After a full sales cycle, you should have enough data to start doing more complex analysis. Think about things like calculating Customer Lifetime Value by channel and calculating churn rate by channel.

What campaigns and channels are bringing in customers that stick around? You certainly don’t want to keep putting money into a channel that brings lots of high-churn customers.

Many content marketers would prefer to leave paid marketing to the advertisers. Don’t be one of them. Write excellent content, target with care, and—as always—be helpful. It’s effective, and it’s an excellent way to multiply your impact.



Get updates on new articles, webinars and other opportunities:

Janessa Lantz

Janessa Lantz is a data-driven marketer at RJMetrics. RJMetrics helps online businesses make smarter decisions with their data. You can find Janessa on Twitter @janessalantz.


Comment Policy

Please join the conversation! We like long and thoughtful communication.
Abrupt comments and gibberish will not be approved. Please, only use your real name, not your business name or keywords. We rarely allow links in your comment.
Finally, please use your favorite personal social media profile for the website field.


Your email address will not be published.

  1. Jessica H says:
    June 2, 2014 at 5:31 pm

    YEP! keeping track of the links is super tedious, but you are so right. In the end it pays off. Thanks for the great article

    • Janessa says:
      June 2, 2014 at 6:29 pm


      Thanks for backing me up on the importance of using UTM tags 🙂 It can’t be said enough.

      – Janessa

    • neil says:
      June 3, 2014 at 2:10 pm

      Jessica, glad you liked it. Thanks for reading 🙂

  2. May 30, 2014 at 5:49 am

    Neat ideas 🙂
    It’s maybe just that I haven’t had my afternoon coffee yet, but I didn’t quite understand that part about tagging; did you mean you’re being credited within your own company (as in, I wrote this amazing ad, not Mike across the office) or did I just not get anything?

    • May 30, 2014 at 6:34 am

      Heidi, she’s talking about UTM parameters. These are extra code added to the end of a link that allows you to track them.

      Read more about them here:
      Create them by going here:

    • Janessa says:
      May 30, 2014 at 6:41 am


      Sorry for the confusion, coffee or no coffee, reader’s should be able to follow along with what I’m saying 🙂 As Kathryn said, I’m talking about UTM parameters. For example, if you’re running a LinkedIn ad and not tagging the link with the proper UTM parameters, your traffic might be showing up in Google Analytics only showing LinkedIn as the source. In that scenario, your social media team is going to get the credit.

      Hope that helps!
      Thanks for reading,

      • May 30, 2014 at 7:15 am

        Ah, yes! I did know about UTMs, I just didn’t quite understand what ‘getting credit’ was refferring to. Thanks for clearing that up 🙂 Cheers!

Show Me My Heatmap

Currently looking at @CrazyEgg reports and understanding them. @lorenagomez would be so proud! LOL!

Nicholas Love