Content Marketing vs PPC: How to Combine The Two for Winning Results
In digital marketing, it’s easy to get caught up in the worlds of SEO, social media and PPC. But it’s important not to forget that all those strategies work together for marketing success. A key area of debate is the effectiveness of content marketing vs PPC and which to choose for best results. However, understanding how these different tactics can work together and combining the two can produce better results all round.
Pay-per-click advertising, or PPC for short, is an excellent marketing strategy – it’s an immediate ROI, costs less in the long run and helps your business get found by potential customers. But if you want to see the most out of your PPC campaigns, you need to pair it with great content.
Content marketing can help support your PPC ads, ensuring that you’re providing valuable content for consumers and driving them to conversion. This helps build trust and drive brand loyalty.
Great content will help build your brand’s credibility, trust and authority in search results – meaning more of your organic traffic will be converted into paying customers.
Read on to learn all you need to know about the content marketing vs PPC including the benefits of each, combining the two for better results, and helpful tips.
The benefits of using content marketing
Content marketing is a type of digital marketing that involves publishing high-quality content online to promote a brand. It is a cost-effective approach that can be used to attract leads, increase website traffic, and convert them into paying customers.
It’s also ideal for improving authority and building trust with your target audience. It helps you position your brand as a thought leader and improves their positive perception of your company.
A sound content marketing strategy can help your business get to the top of search engine results pages (SERPs) and keep potential customers coming back. It can also help you grow your email list, establish your reputation as a trusted source, and increase customer loyalty.
Content marketing is cost-effective and produces lasting ROI
One of the most important benefits of content marketing is that it can be cheaper in the long run. Compared to a PPC campaign, content marketing can be a much cheaper and more effective way to market a business.
The reason for this is that content can be produced at a lower cost than ads. This is because a content marketing strategy involves creating quality content that appeals to the needs of your target audience.
A content marketing strategy also helps to increase your brand’s visibility online and boost your search engine ranking over the long term. This can be a good way to attract new customers and boost your conversion rate over time.
Content marketing produces better-quality leads
When it comes to content marketing vs PPC, a healthy content campaign can produce better quality leads than PPC. It’s easier for marketers to track and measure results from content, and it can boost conversion rates by up to six times.
The key to successful content is to create high-quality information that addresses the user’s questions and concerns. This keeps them coming back to your site and gives you a better chance of making a sale when they are ready to buy.
When you use these tactics together, it’s easier to reach your target audience, and the content will build trust between you and the prospect. This is especially important when your lead isn’t quite ready to buy yet.
Content marketing produces long-term ROI
Many companies are shifting investment from paid ads to brand-building exercises including content marketing. The reason is that it can produce much longer-term ROI than PPC at cost.
If you want to get a long-term ROI from content marketing, track your results over time. This will help you understand how your content strategy is performing and make the best use of your quality content.
In addition, keep your content program in line with your overall marketing strategy. That means aligning content goals and metrics with those of your sales and marketing teams.
Content marketing vs PPC: the benefits of combining the two
When taken as standalone strategies the results from content marketing and PPC are also in isolation. But when you combine them in the right way they produce combined results and even benefit each other.
Use PPC and content for attention-grabbing and trust-building
PPC is a great way to get your brand’s name in front of the right people. It also allows you to target a specific audience, which you can’t do with content marketing.
A good PPC plus content campaign can help you get attention and build trust with your audience. It can drive traffic to content that answers their search queries or offers value.
Similarly, PPC can be a great way to promote high-value content like whitepapers, guides, and ebooks. You can use the keywords that drive the most traffic to these pieces in your PPC ads.
You can’t succeed in PPC without content marketing
PPC ads are designed to get clicks, but quality content is designed to help people find you (attraction), trust you (authority), relate to you (affinity), and then do business with you (action). A slick ad will prompt someone to click, but it’s what happens after they click that will determine whether or not they convert.
Using content marketing to drive conversions in this way means connecting the right audience with valuable and relevant content that will ultimately lead to profitable customer action.
Quality content has higher conversions than PPC ads
Content marketing is one of the most effective ways to drive traffic to your site and turn that traffic into customers. It helps your audience connect with you and learn more about your products, services and brand. It also builds trust and authority with potential customers, which can help you win over more prospects.
It’s a fact that quality content has higher conversions than ads. This is because high-quality content keeps users engaged and interested in your company’s product or service.
This makes it more likely for them to fill out a form or sign up for a newsletter, which increases your conversion rate and revenue. This is especially true if you use the right content for each phase of your buyer’s journey.
Boost your PPC ROI with great content
When weighing content marketing vs PPC, remember that both content and PPC are two of the most popular and well-used components of any successful digital marketing campaign. While you might be tempted to divide these disciplines into their respective silos, the truth is that they work hand in hand.
A high-quality, well-produced piece of content can improve your ranking in both organic search and paid search. A well-timed PPC ad can help to boost your rankings and generate new leads, all while driving your customers back to your website.
The downsides of using PPC with content marketing
Naturally, there are some potential pitfalls to using PPC with content marketing that you need to be aware of from the outset.
PPC will make your content marketing more costly
PPC is a form of digital advertising that charges you every time someone clicks on your ad. It’s an extremely popular model for many brands, but it can be expensive if you want to reach a large number of people.
In contrast, content marketing is more of an organic approach that builds your brand’s reputation through high-quality content and SEO strategies. Your main outlay will be focused on content creation and when you combine this cost with ads placement the total spend can start to rack up if not carefully watched and budgeted for.
PPC requires constant optimisation
Looking at the latter in the content marketing vs PPC debate, PPC can be a great way to increase the visibility of your content, but it needs careful targeting. This strategy can help you stand out from your competition in a saturated market, but it’s only effective while the campaign is running (and the budget is flowing).
To optimise your PPC campaigns, you need to keep them running constantly. This means regularly testing new ad copy, keywords, and targeting options to see which ones work best for your business.
Moreover, PPC requires careful targeting to ensure that you’re only spending money on people who are likely to convert. This can be done by segmenting your audience based on age, location, interests and more.
PPC needs careful targeting to work effectively
A well-crafted PPC campaign can be a great way to drive traffic to your content. However, it needs careful targeting to work effectively.
Unlike SEO, which focuses on search engine ranking, PPC (pay-per-click) is an advertising model that only pays when someone clicks on your ad.
Keywords are a key element of any PPC campaign since they determine the relevance of your ads to searchers. The right keywords can increase your ad clicks and conversion rates while ensuring you don’t waste money on ads that won’t generate revenue. But your keyword and segment targeting requires constant optimising and you can’t set and forget about your PPC campaign.
Content marketing vs PPC: 4 tips to combine the two
Content marketing and PPC can be used together to drive even better results and ROI. Here are 4 of the best ways to combine the two.
Use PPC to promote content early in your campaign
Use PPC to promote your best-performing content early in your campaign. This way, you’re making the most of your existing content while it’s still generating organic traffic. Getting it in front of more people means it’ll have a better chance of ranking on search engines and converting readers into customers.
Use PPC to A/B test content in your target audience
A/B testing is one of the most effective ways to understand which content is driving conversions. It can be used in many digital marketing channels but is particularly useful for PPC advertising to test the effectiveness of your content campaign. This will help you write high-performing copy that persuades people to click through your ads and purchase.
Use PPC to send traffic to high-performing content
One of the best ways to use PPC with your content is to send traffic to high-performing content. This can help your brand build trust in your audience and improve conversions in the long run.
Use PPC for remarketing content
Remarketing is a powerful tool that can help you reconnect with people who have previously visited your site or interacted with your brand. It’s a great way to get new leads and turn those visitors into customers.
PPC remarketing is the process of targeting people who have previously engaged with your brand, using ad space on Google Search and websites that they visit.
A good remarketing campaign will be highly targeted, using a combination of keywords and ad copy to reach the right audience. It will also include a strong call-to-action and a well-designed, high-converting landing page.
Content marketing vs PPC: the bottom line when combining both
The long-term advantages of a content marketing strategy are obvious; it helps you build your website, engage customers and increase your organic search rankings. In addition, it gives you an edge over the competition by generating high-quality leads and increasing conversions.
But it also takes time to see results, so you might not see the full benefit of this strategy for several months. For this reason, many marketers focus on PPC as a “quick-hit” short-term solution to drive quick qins early in a marketing campaign.
Paid ads can also be a useful tool for targeting people who frequently engage with your content but haven’t yet made a purchase or an inquiry. By retargeting these visitors with Google Search ads and via the Adsense network, you can keep your brand fresh in their minds so they remember to visit your site when it’s time for them to make a purchase or start an inquiry.
Above all else, keep your budget in mind when investing in a combined content marketing and PPC campaign as the costs can quickly spiral when left unchecked and a misplaced sense of throwing “good money after bad” can quickly arise in the hope of enhancing results. It is worthwhile consulting with an experienced agency during your strategic planning so you can maximise the return on your investment and reach your goals.
Contact us today to learn how we can help you reach more targeted users, build trust, and increase conversions.
Read more – Content Marketing vs PPC: The Pros and Cons