As user generated content (blogs, forums, social media) is growing steadily, the long tail of keyword search possibilities is growing along. And now that the targeting (narrowing) options of Google Content campaigns are getting more sophisticated, setting up focused content network campaigns, and so limiting wasted clicks, has become very interesting.

But there are many questions among affiliate marketers on how to do this the right way or if it even works. Recently I found that Perry Marshall has embraced Shelley Ellis as a content network specialist. And when Perry recommends her, you can bet she is really good. So I nosed around a bit and found some interesting material. At her site she gives a nice example of the power of the content network and the traffic and conversions you can get:

As you can see in the ‘general’ example, where general search and content campaigns are compared, the content network traffic is 100x higher. Of course the clickthrough rate is lower but still, clicks are 600% higher, but more importantly the ratio between clicks and conversions (conversion rate) doesn’t drop, when compared to the search campaign. And that’s tells you that the content network can be very, very profitable!

Of course, the right way of targeting is very important here. So I nosed around a bit more and found a radio interview of Shelley Ellis by PPC Rockstar, where they delve deeper into the technical aspects of targeting the content network. Hear it for yourself and find out the ‘what’ and the ‘how’, I think you will like it!

By the way, she also talks about using social media networks, like MySpace and LinkedIn, in combiation with a content campaign. If you were told to never use them, listen carefully to what Shelley has to say …

Finally, here is a link to a case study by iCrossing (a company where Ellis has worked and did some client content campaigns) about the integration of search and social media. Social media are becoming more important by the minute and you’d better find out the best ways how to use them, because people online are relying more and more on social media for advice and to make their buying decisions!