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      How to create engaging content to use in new-prospect outreach?

      In this article, we will provide tips, tricks, and suggestions on how to use Analytics Index data to create high-converting outreach content.

       

      Playbook Overview

      A lot of times different brands will engage with different types of content. It's best to out different types of content and figure out what works best. In this playbook, we will provide several different examples of content that has worked well in the past. If you need help on figuring out which brands to target, we have a playbook that helps agencies identify brands.

       

      Time Required: 5 minutes

      Difficulty: 3/10

       

      Quick Links: Content examples with email templates

      Example 1: ➡️
      How to provide brands with a category breakdown and a high-quality list of keywords for their most important category

      Example 2: ➡️
      How to identify a brand's top competitors and compare search activity over the last 4 weeks

      Example 3: ➡️
      How to create a sponsorship activity report that you can target multiple brands with the same piece of content


       

       

      Provide brands with a category breakdown and a high-quality list of keywords for their most important  category

      This piece of content helps prove a couple of things. First, it shows that you have a pretty intimate knowledge of their brand. Second, it proves that you have the ability to identify and prioritize keywords that are likely to convert that can be used in organic SEO and paid advertising.

      ➡️ Step 1: Learn what categories are most important to the brand

      ➡️ Step 2: Identify highly valuable category keywords

      ➡️ Step 3: Send the content to prospects

       

      STEP 1: Learn what categories are most important to the brand

      Setting up the Report

      1. Start by navigating to the Brand Snapshot Report and enter the brand name. You could have also gotten here by drilling in from the Brand Finder Report.
      2. Add the brand name to the Brand filter and run the report. By default the report will look at the last 4 weeks.
      3. Click on the Sales Performance link at the top of the page and scroll down to the Top-Selling Categories table.

       

      How to use the data

      This data will help you understand what categories the brand is competing in. You can choose if you want to send over a screenshot with the table, but it’s most important to choose a high-value category that you can provide keywords for. It’s important to choose a lowest-level category so that the keywords you provide are highly relevant.

       

      STEP 2: Identify highly valuable category keywords

      Setting up the Report

      1. Start by navigating to the Keyword Discovery Report.
      2. Enter the brand name in the Brand filter. This will pre-populate the Brand Specific Category filter with the brand’s category.
      3. Choose the category you have discovered in the previous step. If it’s a long list, you can start typing in the category and it will bring it to the top of the list.
      4. Run the report.

       


      How to use the data

      The table stack ranks category keywords by the opportunity score. The opportunity score is a combination of search volume and the likelihood the brand will convert for the keyword.

      Be Careful

      Always review the list before sending it to a prospect! You may want to remove branded keywords and any that may not be relevant to the brand. Occasionally keywords appear that aren't relevant due to mis-categorized items.

       

      STEP 3: Sending the content to prospects


      The message could be sent in a number of ways. We have found LinkedIn and direct email to be the most effective. Here is an example message you could try.

      Email Template

      Subject: Here's a list of the top 50 keywords Brand Name should be targeting for the Category Name on Retailer Name

      Body:

      Hi First Name,

      I was doing some keyword research into the Category on Retailer Site and noticed that Brand Name is a huge player with X items in the top 100 best sellers, congrats! 

      Here is a proprietary list of the top 50 most opportunistic category keywords by search volume and the likelihood your brand’s items will convert, please see them attached (or in a screenshot).

      This is only a small drop in the bucket of how agency name can help Brand Name. Please let me know if there are any other categories you would like keywords for or if we can perform an audit on how brand name can improve sales, search, and retail media performance.

       

      ➡️ Return to the top of the page

      ⬇️ Continue to the next example

       

      Provide brands with sponsored search competitive intelligence

      One of the most powerful parts of the Analytic Index platform is the ability to perform competitive intelligence. For this report we will demonstrate how the target brand compares to their top 3 competitors in sponsorship activity.

      ➡️ Step 1: Identify the brand's top competitors

      ➡️ Step 2: Identify highly valuable category keywords

      ➡️ Step 3: Send the content to prospects

       

      STEP 1: Identify the brands top competitors

      Setting up the Report

      1. Navigate to the Brand Snapshot Report and enter the desired brand name into the Brand filter and run the report.
      2. Click on the Competitive Brands link at the top of the page.
      3. Analyze the Top Competitive Brands in Search table

       

      The table shows the brands top competitors based on overlapping keywords for items. Highlight the brands you would like to compare from the table and copy them with control/command + c for the next step.

       

      STEP 2: Compare sponsored search activity across top competitors

      Setting up the Report

      1. Navigate to the Sponsorship Activity Tracker and click on the more filter.
      2. In the Brand filter, paste the competitive brands that you identified in the Brand Snapshot Report. (see filters in image below)
      3. Type in the name of the brand you are prospecting and press tab to add it to the list.
      4. Run the report


      From here you have a few different options. You can either take selective screenshots of the most relevant information or simply download the full report as a PDF by clicking on the three dots in the top-right corner of the screen and selecting Download.


       

      Step 3: Sending the content to prospects

      The value of this report is that you understand the brand’s competitive landscape and have intelligence that can be found nowhere else. Here is an example of an email that could be sent.

      Subject: Check out sponsorship activity for Brand Name’s top 3 competitors on Retail Site

      Body:


      Hi there,

      I was doing some research on Brand Name and I thought you would like some intel on your brand’s sponsorship activity on Retailer Site vs your top X competitors Competitor 1, Competitor 2, and Competitor 3... Please see the attached PDF.

      Let me know if you would like me to run the same report for a whole category or if you would like me to include any other competitors. We can also provide you with a full audit of your brand which includes a lot more great intel on your competitors.

      I have some additional intel on Brand Name and your competitors that I would like to share. When do you have 15 minutes available to chat?

       

      ➡️ Return to the top of the page

      ⬇️ Continue to the next example

       

      Create a sponsorship activity report that you can target multiple brands with the same piece of content

      The value created by this report is similar to the one above, but instead of targeting a specific brand, you can target multiple brands in a category with a single report.

      ➡️ Step 1: Create the sponsorship activity report
      ➡️ Step 2: Send the content to prospects

       

      Step 1: Create the sponsorship activity report

      Setting up the Report

      1. Start by navigating to the Sponsorship Activity Tracker and enter the department in the Department Filter. This will auto-populate the category tree filter with categories only found in the department.
      2. Start typing the desired category. It will filter the results as you type. Once identified select the correct category tree.
      3. Run the report

       


      By default, the report will show 10 brands. This gives you 10 brands that you can target with emails etc. You have the option to copy and paste portions of this report into individual emails, but we have found the most success in downloading the PDF. You can do so by clicking on the three dots in the top-right corner and selecting Download.



       

      Step 2: Sending the content to prospects

      The beauty of this report is that you can target multiple brands. Where you can add additional value is calling out the target brand in the body of your email. That way you get the account-based marketing touch with a report that covers multiple brands.


      Subject: Check out how Brand Name’s sponsorship activity on Retailer Site compares with other brands in the Category

      Body:

      Hi there,

      I have been doing some research in the Category and Brand Name ranked Rank Number for sponsored search activity. It looks like you guys are heavily sponsoring Sponsored Ad Type (Found in Sponsorship Activity by Brand table at the bottom). Check out the full report I have attached to learn more.

      We have some great additional details to share with you. I have several 15-minute slots open the next couple of days, which would work best for you?

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