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How To Turn Complex Topics Into Content Your Audience Will Understand



How To Turn Complex Topics Into Content Your Audience Will Understand

Recently, a client in the technology industry wanted to develop clear, easy-to-understand content that their audience could relate to. But it didn’t seem possible.

Without skilled writers to translate technical concepts into business outcomes, this company could not build its content program, which affected its ability to differentiate in a crowded market. The constraints of a difficult reality seemed impossible to overcome.

Yet, their goal really was possible. Let’s explore five ways that you can turn complex ideas into interesting, engaging, and original content.

Define your audience’s technical knowledge

Successfully writing about complex topics depends on the audience’s knowledge level.

Matthew Rayback, senior manager of UX content strategy at Adobe, has spent the last decade building content programs for technology companies. “Do the work of understanding who your audience is and what their tolerance – or even expectation – of complexity is,” he says.

Do the work of understanding who your audience is and what their expectation of complexity is, says @matthewrayback via @SarahLParkerUK @CMIContent. Click To Tweet

The challenge is to avoid being too technical or too simplistic, both of which can prevent readers from connecting with your message. “If you’re writing about a highly technical subject to a lay audience, you likely need to find ways to simplify (think metaphors or examples, etc.),” Matthew says. “But if you’re writing about the same topic to a specialist audience, they will likely be insulted by a simplistic approach and will be evaluating you on your ability to reflect the complexity they’re looking for.”

To match your language with the terms, concepts, and examples with which your audience is familiar, map their technical knowledge before you write.

Example: A List Apart, a site for people interested in web standards and best practices, published an article – Breaking Out of the Box – for a developer audience. The piece uses technical language, such as “device postures” and “Window Controls Overlay for Progressive Web Apps,” shown in the text below, that this audience would understand. However, a layperson likely would find those terms disruptive to their reading experience.

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Understand the topic

Masooma Memom, a writer for SaaS brands, is experienced at mastering complex information to help educate audiences. She says the best way to write about complex topics is to learn about them first.

“After all, if you aren’t clear about the topic, you won’t be able to explain it to your readers,” she says.

The way to write about complex topics is to learn about them first, says @inkandcopy via @SarahLParkerUK @CMIContent. Click To Tweet

Build your understanding using one of these two approaches:

  • Explain your topic to a rubber duck. This is an old programming trick. Because the duck knows nothing about coding, the expert breaks down the problem by talking aloud to it. “This helps you identify flaws in your understanding of the topic and also gives you ideas for how to explain it simply and clearly to your readers,” Masooma says.
  • Visualize your topic with a concept map. If you don’t like talking to yourself, use a concept map to define the most important ideas. “Create one using arrows to explain how steps or concepts are linked. It’ll give you lots of clarity on the topic, prepping you well for writing about it in a clear manner,” Masooma explains.

These methods also help you frame your language to support your audience’s understanding.

Example: Moz’s internal links pillar page explains the topic in a way that demonstrates deep understanding of the topic. The image below shows how headings and subheadings – what are internal links, code sample, optimal format, SEO best practice – guide readers to the answers they need.

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Learn the lingo, then unlearn it

Knowing the topic is an important step. Yet, questioning how the word choices relate to the audience is what underpins success. Kim Grob, co-founder at Write On, leads a team of creative directors, content strategists, and writers who specialize in transforming complex information into compelling human stories.

“The really tricky part comes after you’ve got a good working knowledge of the subject. That’s when you’ve got to become something of a translator. You’ve got to take all that complex information and turn it into a story that people actually want to read,” Kim explains.

She says while understanding technical terminology and industry jargon helps create precise and clear writing, high-quality content comes from finding simple word choices to replace those complex terms.

“While some technical terminology will likely be needed to make your story precise and resonant for your readers, use it sparingly,” Kim says. “Focus instead on language that reflects the way people actually speak. This will help you find the human pulse in even the most technical content.”

Use technical terminology sparingly. Focus on language that reflects the way people actually speak, says Kim Grob of @WriteOnNetwork via @SarahLParkerUK @CMIContent. Click To Tweet

Amy Higgins, senior director, content strategy, at Twilio, has spent her career targeting content for specific audiences. Both Amy and Kim say simple word choices are crucial, but Amy suggests a novel approach to driving empathy.

“Use the ‘Will my mom understand this?’ testing method before you publish it,” she says. “Every mom is different, but let’s just say my mom is not the most technologically advanced. She once asked me, ‘How do I get on the Google? I can get on the Facebook, but not the Google’. If you simplified the topic and told a great, informative story, anyone should be able to understand the topic, no matter how complex.”

Use the ‘will my mom understand this?’ test before you publish content on complex topics, says @amywhiggins via @SarahLParkerUK @CMIContent. Click To Tweet

Example: This University of Utah article, What Causes Miscarriage, covers medical terminology – “congenital anomalies” – pairs it with clear and simple explanatory language – “anomalies you’re born with.”

1655290125 31 How To Turn Complex Topics Into Content Your Audience Will

Go straight to the source

Your specialists – internal subject matter experts and external influencers – are the best way to access deep industry knowledge.

Ashley Zeckman, vice president of strategy and customer success at Onalytica, has spent the last seven years leading B2B influencer marketing strategy for enterprise brands. She recommends going straight to the experts to turn complex information into interesting content.

Go straight to the experts to turn complex information into interesting #content, says @zeckman via @SarahLParkerUK @CMIContent. Click To Tweet

“Often, we find that the more complex topics are, the less interesting the final product tends to be. My best advice for writing about complex topics is to go straight to the source,” Ashley says.

Develop both internal and external expert outreach:

  • Leverage your internal experts for specialist knowledge. “SMEs give you the opportunity to access a wealth of knowledge, but they aren’t trained in content creation,” says Ashley. “Create a brief that includes questions you’d like their insights on at least five business days ahead of the interview. Then bundle together questions that will help you create multiple content assets.”
  • Scale your content creation with external experts and influencers. By boosting the depth of your expertise working with outside experts, you build credibility with your audience. Ashley suggests these ideas for external outreach:
  • Highlight the benefit to the influencer (monetary or otherwise).
  • Make participation easy in a medium that works best for them.
  • Engage them to promote the content they created by providing social images and suggested social messages.
  • Provide an individual tracking link to each expert so you can determine who resonates the most with your target audience.

“Then it’s your job to bring all these pieces together – by enlisting the help of others to provide deep expertise, you can focus your efforts on developing the red thread that ties the stories together and creates a memorable experience for your target audience,” Ashley says.

Example: The 2021 B2B Influencer Compensation Report from Onalytica and Convince & Convert combines influencer quotes, data, and customer challenges to create a single thread. This image reflects that package for the topic of authoring e-books and white papers.

1655290125 528 How To Turn Complex Topics Into Content Your Audience Will


Be a storyteller

Speaking to subject matter experts is one piece of the puzzle. Translating their knowledge into a compelling story that closes the gap between your business and audience is another. Becky Lawlor, founder of Sparkifico, has developed content for leading technology companies.

“Get rid of the jargon and use stories,” she explains. “Whether that’s customer stories you already have that you can pull from or hypothetical ones you create. Stories will help your audience better visualize and understand how the concepts you’re talking about can be put to action in the real world.”

To simplify complex topics, get rid of the #jargon and use #storytelling, says @lawlor_becky via @SarahLParkerUK @CMIContent. Click To Tweet

Develop your story around your customer, i.e., the reader:

  • Wrap solutions in customer stories. Use testimonials and case studies to make your customer the hero, navigating a series of conflicts to a successful outcome. “Don’t turn your case studies into long paragraphs or lists of information. Instead, build your customer’s context to make your content engaging and relatable,” Becky says.
  • Hook your customers with original stories. The best narratives come from people who have the same problems as your customers. “Use surveys and interviews to find out what is and isn’t working for your audience. Your stories need to come directly from your customers – whether that’s through case studies and testimonials or original research,” Becky says.

“Content created or co-created by customers gives businesses a direct line into the problems their audience are trying to solve and adds an air of credibility that can’t be achieved in other ways,” she explains.

Example: Salesforce’s case study on Cytiva, a biopharmaceutical company, uses first-hand narratives to connect with the readers and build a shared experience, including this quote about advancing human health: “Our sense of purpose has never been greater. It normally takes around 10 years to bring a new pharmaceutical product to market; the industry had to pivot to deliver in a matter of months.”

This type of frontline story can then inspire readers to solve their own challenges.

1655290125 237 How To Turn Complex Topics Into Content Your Audience Will


Turn technical jargon into powerful stories

I have learned the best way to write about complex topics is to tell stories developed from connections with audiences, experts, and industry knowledge. To get better at this, you need to identify your readers’ knowledge level, gain a basic understanding of the topic, write using the same language as the audience, and work with experts.

Only then can you connect these elements with powerful storytelling.

Translating technical jargon into stories is about following a process that enables the right balance for your readers. Marketers with this thinking can systematize high-quality content that delivers a clear message.

Need more guidance to hone your content marketing skills? Enroll in CMI University and get 12-month on-demand access to an extensive curriculum designed to help you do your job better and more effectively.

Cover image by Joseph Kalinowski/Content Marketing Institute

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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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