When done right, content marketing can produce remarkable results for a company.

It is precisely for this reason that more and more business owners are focusing on creating high quality content to achieve their business goals.

But the thing is, not everyone is effective in their content marketing endeavors.

You're probably already investing a lot of time and energy creating great content, but you're not getting the results you want.

One of the ways to get maximum impact with minimal effort is to use content marketing to reach out to a like audience.

Regardless of what type of content you want to create for your audience, whether it's videos, blogs, or social media posts, you can use them as a foundation to quickly grow and grow your audience by attracting more people who are accurate how your existing customers are.

Without a doubt, your content shapes the way your audience interacts with your brand.

Using blogging, videos, ads, or other forms of content to serve a similar audience increases the number of people who see and engage with your content or business.


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That way, you can use your content in a variety of ways to build relationships with people who fit your definition of an ideal customer.

When creating content, think beyond a single point of contact.

For example, if your website audience reads one of your blog posts, leaves, and then switches to social media, they may see different parts of your content, giving you more opportunities to build relationships.

How do lookalike audiences work?

Big data enables business owners and advertisers to learn more about their customers than ever before.

From preferences and interests to attitudes and hopes, intelligent social media platforms can tell a lot about our customers.

For example, Facebook probably knows us better than we do.

Like other social media platforms, Facebook monitors thousands of digital touchpoints for users every time they browse the platform.

It constantly monitors the behavior of users:

  • How they like to interact with content.
  • What kind of content they like or share.
  • And much more.


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This is how Facebook finds new audiences that are similar to your existing ones.

It collects all kinds of data and behavior patterns to identify users who match your criteria.

Facebook tries to understand user behavior so that advertisers can create better advertising campaigns and reach their ideal audience.

For example, when you create a new ad on Facebook, the platform will ask you about your goals.

Do you want to increase traffic to your website or increase brand awareness?

You can choose from a wide variety of campaign goals.

How to use your content marketing to reach your lookalike audiences

Lookalike audiences are a great way to reach a cold audience that goes beyond behavioral goals and interests.

Let's say we want to run targeted ads to warm the traffic, e.g. B. website visitors, Facebook followers or people on our email list.

You can use the Facebook Lookalike audience feature to reach cold audiences that are similar to your warm audiences.

And that's actually very easy.

You can set a similar audience size between 1% and 10% depending on how closely you want to match your basic audience.

The 1% includes those that exactly fit your basic audience.

If we talk about the US that is 1% about 2 million people.

As you move towards 10% the audience size will increase, but the matching will become less effective.

How to use your content marketing to reach your lookalike audiences

Facebook uses sophisticated algorithms to study what people are really doing on social networks.


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For example, data from social websites clearly shows how much time people spend on social media, what type of pages they like, how many links or ads they click, etc.

Google is good at finding people who are looking for certain things.

But we have to think beyond that ability.

We want to take what we've learned from Google and ask Facebook to use its database and find more people who are just like our website visitors or blog readers.

That's magical, isn't it?

It's magical because now you no longer have to run your ads to blind or cold audiences.

You can now show your ads to people exactly like those already sent to your website or blog content by Google.

These are the people who went to Google and entered a question that landed them on your website.

3 steps to using your content marketing to reach your lookalike audiences

You can follow a systematic three step process to leverage your existing content marketing efforts and reach your target audiences alike.


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Here is a simple three step process on how it works.

1. Create a blog post or cluster of topics

First of all, you need to create a blog post, a series of blog posts, or a cluster of topics directed at a specific topic.

You have probably already written and published many blog posts on your website.

Previously, you created blogs to improve your search ranking or to educate your audience about something.

Now you need to accomplish an additional goal, which is to identify the people who are engaged in your content.

2. Get traffic to this content

Needless to say, in order to attract quality traffic to your website, you need great content.

When creating blog content, make sure you make multiple posts on a topic so that you can create specific groups of website visitors based on what they enjoy reading.

Once you've found readers in your blog posts, you can move on to the next step.

You want at least a few hundred or 1,000 people to read it first.


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3. Start a lookalike audience

After you have access to your content, use these people as your starting audience. Then head over to Facebook and start a similar audience on social media to make them more accessible to your ideal people.

This way, you can use your remarketing audiences to get your like audiences on social media and find more new people.

This is a shortcut to quickly attract more ideal employees to your company.

That way, you can keep growing your audience 365 days a year.

Let me walk you through the whole process to further explain what I am talking about:

Let's say we have a number of blog posts that deal with influencers.

Here is an example of a cluster of topics related to the keyword and topic "influencer".

How to use your content marketing to reach your lookalike audiences

As soon as it is decided which topic cluster or blog we want to use, we go to Facebook and create a target group of people who have visited our pages and which contain the word influencer.


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Here's an example to show how to do that:

If someone visits one of our websites or blog posts on the topic of influencer marketing, we can assume that they are interested in influencer marketing because they tried to find information on this topic through Google.

For this particular example, you visited one of the pages on our website listed in the image above.

You would have searched Google for phrases or keywords that resemble one of our listed pages:

  • What is an Instagram influencer?
  • How many followers do you need to be an influencer?
  • How do I become a social media influencer?
  • What is influencer marketing?
  • What does influencer marketing cost?
  • Does influencer marketing work?
  • How to Measure Influencer Marketing

How to use your content marketing to reach your lookalike audiences

We take these specific page visitors and challenge Facebook to create a similar audience of these people that finds us the 2.2 million people in the United States, people very similar to our organic traffic.

How to use your content marketing to reach your lookalike audiences

And you get that same audience to run Facebook ads for that specific audience on social media.


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So if your content team writes great content on your organic search team, you will get more organic search traffic.

You're using this blog post, series of blogs, or cluster of topics to start a similar audience on social media and make your blog content more accessible to more of your ideal people.

This whole process enables you to reach out to a very targeted audience on Facebook.

You repeat the process over and over.

You can target specific actions

Small businesses often don't have enough website traffic to target people after page views.

In some cases, however, you don't need to target all of your website visitors.

Suppose you want to grab the attention of people who have recently attended your webinar because everything you sell is directly related to that webinar.

Instead of remarketing all website traffic, you can target specific page visits or a landing page where the webinar will take place.

It is advisable to provide current customer information.


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You can add date range parameters when creating a custom audience with Facebook data.

For example, you may want to target your most recent website visitors.

Why Lookalike Audiences Are Important to Every Business

Facebook uses its massive user data to target the people you otherwise couldn't reach.

Most importantly, targeting similar audiences optimizes your ad spend and lowers overall customer acquisition costs.

Since I've already shown how creating a series of blog posts on a topic can improve your credibility and search engine rankings, I want to explain why this is important and how to do it.

The importance of a topic cluster in content marketing

If you are a business coach helping entrepreneurs build successful startups, you can write blog posts on various topics such as branding, budgeting, risk analysis, fundraising, etc.

When you create a topic cluster, you take a subtopic and write multiple pieces of content around it.


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The purpose of blogging is to solve specific problems that your target audiences are facing.

You can easily find the questions your audience is asking, then blog posts to answer those questions.

Your prospects use certain keywords or search terms to find solutions that are related to your business.

For example, many people want to know "how many followers they need to be an influencer".

You can use platforms like Ahrefs to see how many people are searching for specific keywords and questions on Google.

Once we found a topic relevant to our high-traffic company, we created a blog post that answers that question in detail.

You can do the same and create relevant helpful content.

By doing this, you will attract traffic related to your business and ultimately direct that traffic to Facebook to further show them your ads.

By creating topic clusters, you can also get higher rankings on Google and gain authority on specific topics and keywords so that you are the leading resource on the topic.


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Here is an example:

Here's what happens when you go to Google and say "How do Facebook ads work?" Enter.

Google asks frequently asked questions on this topic:

How to use your content marketing to reach your lookalike audiences

Or the following is what Google shows when we enter "How does Facebook work":

How to use your content marketing to reach your lookalike audiences

Pick some of the questions related to your brand and create content around them.

For example, you should write a blog post that only answers each of these questions.


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This is one of the fastest, cheapest ways to find out what your business should be content writing about.

If you are ever run out of questions or content to create for your audience, this is one of my favorite ways to come up with fun ideas.

Remember, newsgroup alignment is key

Your content will have no impact if your message doesn't match what your audience is looking for.

So make sure you align your content marketing with your audience goals.

Here are some suggestions too

  • Create your messages on purpose and tweak them for relevance to your audience.
  • Immerse yourself in your audience's mindset.
  • Get insights into what is triggering your audience.
  • Talk to your customers directly to find out what interests them.

And size matters …

Another important element to consider here is the size of your Facebook audience.

How broad or specific your Facebook audience should be so that you can target the right people to get the right impact without spending a lot of money on advertising.


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When targeting your Facebook audiences, consider your budget constraints.

In other words, set an audience that your budget can actually reach.

It would cost a lot of money to get your ad to 2 million people and influence them the way you intended.

You have to be very specific with these audiences if you want to increase conversions.

Use your website visitors as your starting audience.

Your website visitors are the ones who have already shown interest in your products or services.

So it would be a lot easier to get them to visit your Facebook ads than to convince new people who don't know about your business.


Content is a phenomenal tool that can help you in so many unique ways.

All you have to do is compose the right message and show it to the right people, at the right time.

If you do, you can use your content marketing efforts to reach your Facebook lookalike audiences and attract new customers.


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More resources:

Photo credit

All screenshots by the author, December 2020


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