“Behind every piece of bad content there is a medium that failed to distribute it because it’s not the finest content that wins, it’s the best distributed content that triumphs”
Content marketing has already been proven as an established method of internet marketing. Believing the experts, content marketing generates 3X more leads than other traditional lead generation mediums.
Moreover, it is not just about getting leads, but content marketing is a well-equipped kit with unique abilities to build brand identity and user engagement. Brands with well-planned content strategy always have this edge over the ones who are still untouched by this awesome marketing standard.
Out of all those who possess plans for content development, majority miss out the same level of planning for distributing the developed content. It means, despite over-producing, their content does not perform to the optimum level.
The best way to counteract this awkward situation is having three-level planning for content marketing-
- Content development
- Content scheduling
- Content distribution
In this article, we are going to focus on the third part (Content distribution). While there are numerous other options that digital marketers use, we will focus our discussion on a contemporary method that is gaining massive popularity among the marketers.
We will talk about web push notifications and how you can use it for a highly targeted content distribution.
Web push notifications | the contemporary channel for content distribution
You would say, prospects do not respond to your marketing communications. It’s true. However, it is also true that most of the marketing communications are poorly targeted.
In fact, a majority of them do not even reach to the prospects who would be actually interested in them. They reach somewhere irrelevant.
Push notifications have already secured a great name in filtering out the highly interested audience for the communications. With effective segmentation, a well-written web push notification lands specifically to a user who would be interested in the particular communication.
How web push notifications make ways out to relevant prospects?
Simple, through segmentation of the subscribed audience. Any decent web push notification service or tool offers inbuilt features to create different segments of the subscribers and sends a particular notification to that segment only.
For example, you can create segments based on gender. So when you are a fashion blogger and publish something about men fashion, you can always make sure that men, who would be interested in men fashion tips, would receive the notifications for the same.
There are numerous types of segments web push notifications services offer to realize a highly targeted push notifications campaign for blogging and content marketing. We will discuss them in the subsequent parts of this article. Before that, let’s find out what are the other ways in which web push notifications are beneficial for blogging or content marketing professionals.
1. Free from spam filters
One of the major drawbacks of email newsletters and SMS notifications is they fall prey to the spam filters. It is a well-known fact that emails and SMS are not so well-targeted. Due to this, a majority of email newsletters and SMS communications do not even make it to the targeted user’s inbox. While emails get trapped in the spam folders, SMS get blocked by the DND (Do Not Disturb) or DNC (Do Not Call) services opted by the users.
Web push notifications, on the other hand, are not bound by any such regulation. Hence, they always make it to the subscribed users’ notification panels. That is why, emails on average have 20-30% delivery rate, 3-5% click-through rate, and 14-18% click-to-open rate. While, Push notifications have 100% delivery rate and 10-11% click through rate, and boost app engagements by 88%.
2. Easy to subscribe and unsubscribe
Unlike emails, you can send push notifications to only those readers who have opted-in to receive them from your blog. Moreover, users don’t need to fill a newsletter subscription form to receive alerts of your latest publications. They can simply, opt-in to receive your web-push notifications from the web browser by clicking on “Allow” button on the opt-in pop-up box.
Below is how an interested reader of Neil Patel’s blog can stay updated on his latest blog posts by simply clicking on the ‘Allow’ button on this pop-up box.
Similarly, it is not tough to unsubscribe the same too. A user can easily go to ‘site settings’ on the web browser and unsubscribe from the same notifications.
3. Users don’t need sharing personal information
Out of 100 users who are interested in your blog posts, roughly 90 of them would feel reluctant to subscribe to your email newsletters. It is because they fear the misuse of their email addresses and other personal information. It is legitimate as many publishers unethically sell email addresses to the marketing agencies.
Web push notifications completely eliminate this fear by letting users subscribe to the alerts without sharing a piece of single personal information. Just a click on the notification opt-in box is enough to subscribe or block push alerts from a particular publisher. So when users subscribe to a publisher, they won’t receive spam alerts from any other publisher except for the relevant push messages from the subscribed publisher only.
4. Can be micro-personalized
No doubt, different email marketing services offer ways to segment users on multiple grounds. One can easily find fundamental segments (Gender, Time-zone, Age group etc.) on any decent email marketing tool. However, these segments are generally limited and do not allow creating micro-personalized segments.
Push notification, on the other hand, allows marketers to create custom segments in addition to the fundamental segments like those of emails. For instance, one can incorporate web-push notifications targeting users entering in a particular geographical location, also called as geo-fencing. You can use geo-fencing to send alerts to the users who would be interested in reading on a related topic to that location.
Say, you have published content about top locations to visit in Rome. You can push this content to all your subscribers landing on the Rome Airport.
You can create numerous custom segments to ensure only interested users receive your notifications. While some of your users would enjoy their stay in Rome, you can create another segment to push your picks for top-shopping malls to visit in Dubai. Bottom line is, the more are the segments, the more is the micro-personalization for your content and push notification.
5. Can target readers based on geolocation
As explained in the point above, segmenting users based on their geo-location is quite beneficial for bloggers. As web push notifications can be sent on both mobile and computer web-browsers, publishers can easily utilize geo-location sensors in mobile devices to send location-based alerts.
This is one of the major benefits of push notifications. While emails work on static geo-location or time-zone sensing, web-push notifications can be used for dynamic location sensing as the users are moving with their mobile or tablet device.
That is why geo-fencing is more stable in push notifications than in email alerts.
6. Presents a visual appeal
Visuals are always a better way to communicate messages. A simple text-based alert is not as efficient as messages bagged with relevant images in it. Chrome push notifications are great examples of how web-push notifications can encourage users with banner images in the text messages.
You can add one banner image and one icon image in your Chrome web push notification. A relevant banner image to your blog post will give a boost in the click-through rates for sure. This option is only available for Chrome push notifications until now. However, it is no less useful considering 61% of the internet uses Chrome browser on different platforms.
7. Cross-platform targeting is convenient
About that! Nowadays, push notifications are supported on almost every platform. Be it a computer, smartphone, tablet, or even smartwatch, you can find a pop-up on all of these platforms. When users are connected with so much of different devices, an all-around targeting would definitely be beneficial for bloggers too.
Best thing is, you do not need a mobile app to send push notifications to your users. Web-push notifications can be sent to all those devices which support web-browsers. This feature is currently active for Google Chrome and many other web-browsers.
All the above-mentioned devices support web-browsers. When a user subscribes to your push notifications on Google Chrome browser, he/she receives the same notifications on all those devices he/she has logged-in with the same Google account. Same goes to Firefox or any other web-browser.
Using user account synchronization, you can always feed your content to the relevant users, irrespective of the devices they are using. Moreover, you won’t have to spend extra on developing a mobile app for each platform to feed the push notifications.
8. Can be used for re-targeting the readers
Push notifications can not only help in content distribution but also in the overall growth of your blogging sites. For example, you can sign up for affiliate marketing of popular eCommerce sites.
Now, when a user lands on one of your published posts, you can promote related affiliate products within the article. If the timing is correct and the user is genuinely interested in the article, he/she would be definitely interested in the suggested products.
In addition to in-content product-promotion, you can re-target these readers with product suggestions separately with push notifications. You can push alerts about related offers and discounts to the users who have read a particular article.
The basic idea is about offering a guided shopping environment in addition to content marketing and making some passive income with blogs.
Success is undeniable with web push marketing
The rapid reconstruction of marketing media and web technologies has facilitated a way for marketers to enter into the audience’s mind.
When users are getting more and more attached to their mobile phones, a cross-platform medium like web-push alert is undeniably an affluent option for content distribution across all the platforms.
Moreover, notifications are hardly a weight for users. Unlike emails or SMS, they do not get plugged in the inboxes. They are delivered and erased in real-time. As a result, they produce some spontaneous results in the real-time alone.
There is no limit to the utilization of web-based push alerts. From eCommerce to content marketing, there is always a scope for innovation with this tool.
Depending on your creativity, you can always innovate new ways to engage with and entice users to your content and then to the brand. It is safe to say that push notifications are still underutilized and possess a much more rewarding possibility with proper planning and more creative ideas.