Stacking Growth | The B2B Marketing Podcast
Expert Session: Repurposing Website Content for Ad Creative with Matthew Sciannella
Oct 7, 2024
Matthew Sciannella, Senior Director of DemandGen at Refine Labs, shares his expertise on optimizing content for ad strategies. He discusses the shift from paid search to paid social, emphasizing the need to understand user behavior. Matthew highlights leveraging existing website content into engaging formats like carousel ads and short videos. He also explores measuring LinkedIn ad engagement through metrics like dwell time and the importance of storytelling. Collaboration with creative teams is essential for effective content repurposing in compliance-heavy industries.
44:49
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Quick takeaways
- Transitioning from PPC to paid social requires understanding user behavior and tailoring creative messaging strategies effectively.
- Repurposing existing website content like case studies and product updates can create engaging social media ads, saving time and resources.
Deep dives
The Shift from PPC to Social Advertising
Transitioning from traditional PPC advertising models, such as Google Ads, to social media platforms like LinkedIn and YouTube requires a different mindset and approach. Unlike PPC, where users are actively searching for products, social media users are often browsing passively, necessitating more creative and engaging content. Marketers must avoid the pitfall of measuring social ads with the same metrics as PPC, as this leads to ineffective strategies. A successful social advertising strategy focuses on delivering compelling content that resonates with users' interests, rather than just driving clicks.
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