Stacking Growth | The B2B Go-to-Market 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

Creator website

Episode guests

Matthew Sciannella

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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.

Measuring engagement through metrics like dwell time on LinkedIn helps marketers refine their strategies and enhance campaign efficacy.

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.

Plan for Content Longevity

01:20

Maximize Impact with Minimal Investment

01:17

Intro

3min

Maximizing Website Content for Social Media Success

13min

Understanding LinkedIn Ad Engagement Metrics

2min

Maximizing Content Reach through Strategic Repurposing

16min

Strategic Literacy Branding

4min

Navigating Compliance in B2B Content Marketing

6min

In our August Expert Session, Chris Walker and Matthew Sciannella spent an hour delivering detailed analysis, actionable feedback, and tips on repurposing website content for ad creative.

Key takeaways include:

The transition from paid search to paid social requires a deep understanding of platform user behavior and creative messaging strategies.
Existing web content like feature pages, case studies, and product updates are the best starting points for repurposing into engaging ad formats such as carousel ads and short-form videos.
Use metrics like dwell time on LinkedIn to measure the engagement of your content and adjust strategies accordingly.

If you missed the event, you can access it here on our YouTube page. You can also find previous months' Expert Sessions including

Marketing in Competitive Categories, featuring Kyle Coleman
Scaling a Demand Engine, featuring Alice De Courcy

Leveraging Social and Community to Create Demand, featuring Dave Gerhardt

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