Content targeting is the way in which you can target users online based on the content they consume. This is also known as contextual targeting, and there are 2 main ways to reach your audience through this targeting method.
Placements: Target the content they consume online directly. This can be in the form of articles, blogs, or videos. The difference between this and audience targeting is it doesn’t care who sees the ad but rather it focuses on where they see the ad.
Search: Target what they search for on search engines. For example, when your customers do a Google search, you can show them content related to what they are searching for either as an ad or organically rank on the search engine (through SEO)
Your Next Steps
Think about whether your product makes more sense to target audiences or content. Usually, if your customers are at a more unaware stage, audiences work better (using platforms like LinkedIn and Facebook). If they’re at a more aware stage, then content usually works better (using platforms like Google Search ads, and Google Display Network ads) , since by it’s nature it’s further down the funnel.
Until next time!