For the past three years, Ancestry has used content to drive sales, writing and promoting blog posts like “Do You Have Royal Blood?” to encourage people to buy its product.

This strategy goes against conventional wisdom, in which banners are typically meant for driving sales and content to drive awareness.

“Every piece we create, we’re hoping to get a subscription or Ancestry DNA signup,” said Ancestry head of content marketing Steve Dalton.

TV has long proven to be an effective channel for Ancestry.com, a provider of genealogical software and services with more than 2 million subscribers.

And 1 million have purchased its DNA testing product, AncestryDNA.

Commercials advertising Ancestry are meant to be emotional and explain the value of using the family history search site and DNA product. TV is also an effective way to reach Ancestry’s target audience, which tends to be in the 45- to 65-year-old range.

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