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💳 Amazon ads for non-Amazon sellers, Scaling your Content Operations, and more

Author

Shaival Mehta
July 12, 2024

Your AI curated newsletter

12th July 2024

Using the power of AI to save you hours skimming through unimportant articles.

TOP RANKED ARTICLES OF THE DAY

1. Amazon expands ad offerings for non-Amazon sellers

Amazon is stepping up its game by rolling out a beta feature that allows businesses not selling on Amazon to generate leads through display ads. This new feature enables customers to sign up directly within the ad, without leaving their current site.

Why It's a Big Deal

  • Wider Reach: Ads appear across Amazon's network, including Twitch, IMDb, and third-party sites.

  • Optimized Placements: Amazon automatically optimizes ad placements based on targeting tactics and desired outcomes.

  • Data-Rich Environment: Businesses can tap into Amazon's extensive user data to target potential customers more effectively.

Practical Tips for Marketers

  • Expand Customer Base: Utilize Amazon’s data and ad network to reach new audiences.

  • Efficient Lead Capture: Keep users engaged without redirecting them away from their current browsing experience.

  • Contact Amazon: Reach out to an Amazon Ads Product Development Manager to access this beta feature.

Impact and Implications

  • Leveling the Field: This feature helps businesses of all sizes leverage Amazon's advertising capabilities.

  • Digital Ad Space: Amazon's move signals a push to compete more aggressively in the broader digital advertising market, beyond just e-commerce.

Amazon's expansion into offering ad services for non-Amazon sellers highlights its intent to dominate the digital advertising landscape, providing new opportunities for businesses to grow and engage with potential customers through Amazon's vast network and data resources.

2. How To Unite Roles and Teams and Scale Your Content Operations

Uniting content teams and scaling operations can be a real challenge, especially for high-growth companies. Ali Orlando Wert’s insights at Content Marketing World reveal practical strategies to streamline processes, clarify roles, and break down silos for better efficiency.

Define Roles Clearly

  • Ambiguity in roles leads to dropped balls and inefficiency.

  • Use the RACI model: Responsible, Accountable, Consulted, and Informed to outline clear responsibilities.

  • Regularly review and document roles to avoid overlap and confusion.

Break Down Silos

  • Identify silo issues by looking for duplicate work, information access problems, and inter-department antagonism.

  • Develop a content mission statement defining your audience, deliverables, and desired outcomes.

  • Conduct process workshops to map workflows and create campaign briefs.

Scale with Structure

  • Effective team structures involve content specialists, aligned with product areas, and paired with marketing partners.

  • Form a content council to standardize practices and foster collaboration.

  • Implement capacity planning by tracking task times to manage workload and justify resource needs.

Operationalize Strategy

  • Integrate strategic goals into daily operations to ensure success.

  • Regularly review and refine processes to maintain efficiency and adaptability.

By focusing on clear role definitions, collaborative efforts, and structured scaling, content teams can achieve smoother operations and drive better results.

3. Why B2B marketers get their signals crossed

Understanding intent data can be tricky for B2B marketers. Often, what's sold as "purchase intent" signals can be misleading. Instead of relying on third-party data, dive into your own engagement data to find genuine insights.

The Problem with Intent Signals

  • Misleading Assumptions: Not all signals mean a prospect is ready to buy.

  • Small Percentage: Only about 5-10% of intent signals correlate with actual purchase intent.

Analyze Your Own Data

  • Engagement Over Time: Look at how often and consistently a contact engages.

  • Engagement Time: Measure how long they interact with your content.

  • Engagement Frequency: Check for repeated interactions.

  • Engagement Offer: Identify which content they engage with the most.

Real Insights

  • Understand Motivations: Use engagement data to understand buyer behavior.

  • Build Relationships: Focus on genuine interest to create lasting connections.

By analyzing your own data, you can better identify who is genuinely interested and tailor your approach to build stronger relationships.

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