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How and Why You Should Create Informational Content with POVs



How and Why You Should Create Informational Content with POVs

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Informational SEO content, by itself, only drives traffic.

It’s the ideas you put inside that determine whether it’ll drive anything else besides that (say, conversions, revenue, etc.).

But unless you’re a media outlet where the goal is to get views and clicks for ads, you don’t just want traffic.

You want your content to persuade your readers to do something — whether it’s to sign up for a product trial, buy your product, or contact you for a consultation.

That’s where points of view (POVs) come in. We’ll go into more detail about how POVs help your informational content drive sales, but first, let’s define what they mean and see an example.

Note: informational content is simply content you create to inform your readers about something. It doesn’t necessarily contain an opinion, call to action, or a sales pitch, just helpful information about a certain topic or object.

What’s a POV? And what does it look like?

As the term implies, a POV is your unique perspective or view about a topic. It’s how you see a particular concept — and it’s often formed by your experience or observations (or both).

A good example of a POV is something Kick Point’s president Dana DiTomaso did with a recent Whiteboard Friday, titled: “GA4 Audiences: Not Just for Ads!”

Right within the introduction, Dana shared her perspective (POV) on one of the features she thinks people weren’t using as much as they should:

Other articles on the same topic might be preaching other ideas, but Dana’s POV is that Google Analytics 4’s Audiences are more capable than just using them for ads.

And throughout the article, she continued sharing her unique perspectives on every point she raised in the article and video.

I’ll share why POVs like this are super important in the next section, but what Dana did with that piece is an example of what a POV in an informational content piece looks like.

Put another way, a POV is what you think as a person or as an organization about any given topic. It represents YOU. When asked, “What are your thoughts on {insert topic}?” Your response is your POV, and it is unique to you and your brand.

But why are POVs relevant for creating informational content?

There are probably many other reasons to use POVs in informational SEO content, but these five stand out:

Reason 1: Form deeper connections with search visitors

By providing your point of view on a topic, you’re offering your audience a glimpse into your thoughts, values, and viewpoints. You’re sharing a piece of yourself.

You’ll often need to dig into your personal experiences, thoughts, or even the experiences of other people and share your opinion on the topic.

As your audience consumes your “POV-driven” content, they’ll feel as if they’re getting to know you. And that, right there, is the connection you want to create — because people often prefer buying from people they know.

A good example of content forming a connection with the reader is the Moz piece I shared earlier by Dana. Another one is an article by ConvertKit on “How (and why) to build your first email marketing funnel.”

Screenshot of text from an article by ConvertKit

It immediately starts with the writer (Kayla Hollatz) sharing her experience about when she first heard the term “email funnel.”

This intro immediately shows the writer’s POV or viewpoint: email funnel is easy; doesn’t require an MBA to understand or use.

It eases the reader’s mind into the piece and encourages them to keep reading. And the more they do that, the better your chances of them taking the action you want them to take.

Reason 2: Become the go-to for “serial searchers”

Ever met people who have a strong habit of googling for answers to every question they have? (Hint: I’m one of them)

I call them (well, us) “serial searchers.” Once a question pops into our heads, it doesn’t take us too long to plug it into a search engine for answers.

And as we do that, we’d find that there are certain brands or publishers in specific industries/niches that often deliver the answers that:

  • aren’t fluff,

  • have been written by subject matter experts, and

  • actually solve our problem.

Over time, we recognize these brands as “thought leaders,” and they’re often going to keep getting our clicks when we see them in the SERPs (search engine result pages).

But I wanted to see if this is just me or if other search engine users have similar habits of recognizing certain brands as “go-to” sources for answers.

So I asked my LinkedIn connections if they typically click results from certain brands more than others. The result:

Screenshot of Victor Ijidola polling their LinkedIn audience on search engine usage

Apparently, 80% of search engine users in my network tend to recognize certain trusted brands as the go-to source for information or answers.

The bottom line here is, you want to be that website — or better yet, THAT AUTHOR — for your audience. And sharing unique and helpful POVs in your SEO content is one effective way to do that. And this is even more important now that Google rewards Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) in its search algorithm.

Reason 3: Hold attention for longer

If you share POVs that are helpful and unique, you’ll get readers excited about your content and make them more likely to stay on your page longer.

One time, I wrote an article featuring a couple of B2B marketers.

I asked them how long it typically took them to determine whether they’ll read an entire content piece. Here are some of their responses:

Screenshot stating that the person takes 5 seconds to determine if they will read an entire piece of content
Screenshot stating that the person knows within 10 sentences if they will continue reading a piece of content

In essence, they’re saying: It takes only a few seconds to decide whether a content piece, likely to consume 10 minutes of our time, is worth our attention.

If your POV is strong enough, chances are high they’ll wait. They’ll read your headline and then your intro. So if your POV resonates with them, they’ll keep reading.

Reason 4: Drive more conversions

Think about this for a second: Imagine you’re selling CRM software. A potential customer who doesn’t even know they need a CRM tool goes to Google and searches for “how to manage customer relationships.”

Your content is on the first page, so they click it. Once they’re in, the first line reads, “Customer relationship management isn’t about customer relationships. It’s about driving more revenue and conversions.”

Right there and there, you’ve introduced a POV that’ll likely pique their interest. Now, they’re in a “tell me more” kind of mode.

And if you play your cards right (more on this in a bit) and convince them that a good customer relationship management tool will grow their revenue, they can get inclined to sign up for your product.

Reason 5: Become a socially relevant brand

SEO content (informational or not) is usually not designed to be shared on social media or other platforms. Marketers who create this type of content are often only looking to get organic traffic from search engines.

And that often results in creating content that’s not engaging enough to make people want to click and share with friends in the industry (or content that doesn’t help your brand be socially relevant).

But if you’re creating content with specific POVs, you are likely to build a social brand — aka a brand people want to talk about and share on social media. An exemplary demonstration of this is the approach revenue intelligence platform Gong uses with their blog content.

They’re almost always creating informational content that’s both search engine friendly and engaging enough for social platforms. For instance, their blog post on Value Selling is crushing it in the SERPs as well as on social media.

When they shared the content on LinkedIn, it garnered over 180 likes, seven comments, and 10 reposts (which is huge on LinkedIn).

Screenshot of a LinkedIn post by the company Gong

Meanwhile, it’s ranking on search engine results pages (SERPS) for 25 keywords, meaning it’s organically driving search traffic:

Screenshot showing the number of keywords Gong ranks for using Moz Pro tools

This is happening because they’re not just cranking out SEO content; they’re creating search-friendly content with POVs that help them build a brand that’s socially relevant.

Bottom line: creating informational SEO content doesn’t mean you can’t also create content with a point of view and personality — in fact, it’s often better to do so.

How to create POV-driven informational content

Here are some of my best tips for creating POV-driven content:

1) Find relevant product-related topics

There are lots of topics swirling around in your industry, but you don’t need all of them.

Instead, you want to pick the ones that are most closely related to your product; those are the ones that’ll attract your target customers.

Once you find them, you’ll need to narrow down your POVs on each of them.

But before that, here’s how to find your topics in the first place:

Plug in your main product-related topic or keyword into Moz Keyword Explorer and it’ll give you a list of related topics.

For instance, if you’re a B2B software company selling CRM software for real estate businesses, a major topic for your business would be “real estate CRM.”

Plug that into the tool and it’ll return a list of keywords and topics you can use in your content.

A list of keywords using Moz Pro, relating to 'real estate CRM'

Your primary job here is to be brutally honest with yourself about which of these related topics would:

  1. be the most interesting for your audience,

  2. give you an opportunity to share your POVs, and

  3. present opportunities to drive sales for your business.

For instance, as a CRM software brand for real estate vendors, you’ll need to ignore keywords like “real estate agents near me,” and focus on topics related to CRM software like “CRM for real estate agents.”

Resist the temptation to select any topic just because it has a high search volume or a low level of competition. Put your focus on topics that’ll interest your audience and bring value (leads, revenue, etc.) to your business.

Next, narrow down your POVs on each topic you pick.

2) Identify your POVs on selected topics/keywords

Once you have your topics and keywords selected, identify your distinct point of view on each one.

Nothing too complex here, just your true position on each topic that you can defend.

And you can make this POV-identification process easy by simply asking, “What do I, or we as a business, think about {topic}?”

For example, what does a brand like Drift think about AI marketing — or the role of AI in marketing? Here’s what their POV looks like:

creenshot of an article about AI marketing by the company Drift

It’s simple and to the point.

Having a POV doesn’t always mean having big, grandeur ideas to share. Sometimes it’s simple and represents what you truly think about a topic — based on your experience and observations.

That’s the crux of having a POV.

It should represent you and your brand. It shouldn’t be something you just hand off to interns or inexperienced content creators to figure out.

It should be something that gets shaped by your expertise, experience, and values. That’s what your audience will connect with. They’ll connect with you and your ideas.

3) Introduce unbiased, contrasting approaches

First, what are “contrasting approaches?”

It’s simply the practice of introducing different POVs or methods to a problem.

Done well, contrasting approaches help to showcase one important element: your credibility. It tells the reader, “I’m placing all the cards on the table. Make your choice.” And they love it; 72% of customers — from a Gartner survey — said they prefer completing their purchase without the help of sellers.

They want to decide on their own without being told what to do. And introducing contrasting approaches, and genuinely highlighting the pros and cons of each, helps them do that.

Drip comes to mind here. They created a series of articles on Drip vs. other email marketing platforms, and they’re decently unbiased. This is what Drip vs. MailChimp looks like, for instance:

Screenshot comparing the differences between Drip and MailChimp

Buyers often appreciate seeing different sides to an issue like this without feeling as though you’re trying to manipulate them, so Drip’s execution was on-point here.

With contrasting approaches like this, you get to demonstrate your knowledge and authority on the topic, while also inviting your readers to think critically and compare their own opinions with yours.

Important note: It’s important to truthfully provide both sides of an argument — not just the one that supports your POV. But of course, ‌it’s okay to be a bit biased here and say you prefer your product over others — but genuinely explain why.

4) Back your POVs with recent data & case studies

It’s not enough to just state your opinions and perspectives on a topic. You need to support them with credible and relevant evidence that shows why your POVs are valid and valuable.

One of the best ways to do that is to use recent data and/or case studies that reinforce your points and make them believable.

For example, if you’re writing about how to optimize your website for SEO, you can use data from Google Analytics or Moz to show how your strategies have improved your traffic and rankings.

When you back points or claims with data like this, you eliminate objections and make your content more believable. And the more people believe your POVs, the more likely they are to trust you and the strategies, products, or services you offer.

5) Infuse your POVs into all parts of your content

All parts of your content here means: the headline, introduction, body, and conclusion.

Make sure to weave POVs all throughout your content — from start to finish.

And this simply means instead of just stating facts and figures, share your thoughts and experience for every point you raise.

Remember my point earlier about how sharing POVs means sharing a part of yourself with your audience — i.e. your own thoughts and views?

When you infuse POVs, you’re doing just that, and it’s an effective way to build a strong connection with your audience.

They’re informed opinions based on data, research, experience, or insights.

They show that you know what you’re talking about and that you have something valuable to offer. They also help you stand out from the crowd and differentiate yourself from your competitors.

For example, if you’re writing a blog post about the best SEO tools for beginners, you could share your POV on why Moz is better than its competitors — from your real-life experience.

By sharing your POV, you’re not just providing information. You’re providing value. You’re showing your readers that you understand their problems and you have a solution for them.

Sharing POVs inside informational SEO content can help to drive conversions because it builds trust and rapport with your audience. It also shows that you’re confident and authoritative in your niche. And it makes your content more interesting and memorable.

So next time you write SEO content, don’t be afraid to share your POV. It could make a big difference in your results.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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