I'm going to do a little walkthrough of this new opportunity. It all starts with content marketing, a form of marketing focused on creating, publishing and distributing content for a targeted audience online.
From an ESP standpoint, content marketing comes into play when a distributor is searching on the platform. Let’s pretend they’re lacking inspiration for their client’s next promotion and want more information on certain products before they go to the end-buyer with a solution. They’re searching a specific product category and scrolling as they come to a sponsored section. It has a little blurb of content with the option to read the full article or check out specific supplier products in the category listed. So, the distributor is served content they can use to help them sell, as well as relevant products.
This search behavior aids in engagement, recall and awareness of your brand. By marrying content marketing with relevant ESP searches, you are helping searching distributors and creating an experience around your products, instead of just a product listing.
This opportunity is called Sponsored Content in ESP®. Ready to learn more? Reach out to your account executive.