While some companies focus only on one sort of advertising and marketing, such as social media, others succeed by incorporating various techniques, such as content marketing and pay-per-click (PPC) advertising. Both of these strategies can help your business grow by improving SEO, attracting more consumers, and establishing a more powerful online presence. How can you use the power of these two tactics to help your company flourish today and in the future?
Content or Advertising: Which Comes First?
Whether it’s a short ad copy or a lengthy landing page, content is the foundation of all advertising. The importance of great content should be prioritized in your strategy.
Many of the same factors that you would examine when tailoring your PPC advertisements will be considered by writers when developing content:
- Who is your target audience?
- What your target audience wants
- What words, images, and content types get results?
Advertising becomes easy once you have engaging content.
How Can You Make Content Work for PPC Ads?
PPC advertising frequently uses highly tailored sales funnels and campaigns that combine images, videos, and text to close the deal or elicit the desired response. Rather than routing your campaign to a minimalist landing page on an empty website, you can direct them to a well-designed, robust website with plenty of useful blogs and features outside of the landing page. Customers are more likely to trust websites that appear to have been around for a while, and outstanding content enhances the possibility that a visitor will stay on your site for longer.
How can you make your content work for you on your landing page and throughout your sales funnel?
Awareness Stage: Using infographics, blog posts, videos, articles, or other content, you will identify and explain the customer’s problem or need.
Consideration Stage: Now that the customer is aware of their need or problem, your content can help them fill in the gaps as they conduct research through reviews, white papers, e-books, and landing pages.
Decision stage: The client makes a purchase and uses blog posts, tutorials, demos, trials, and other content to determine who is the best fit for their needs.
Can Pay-Per-Click (PPC) and Content Marketing Aid SEO?
Many businesses use content marketing as part of a multidimensional SEO strategy to attract more potential clients to their websites. Once your blogs and landing pages have gained traction and are naturally ranking towards the top of search engines, getting traffic becomes less of a priority.
What Are the Benefits of a Multifaceted Marketing Strategy for Generating More Leads?
According to studies, websites with 400-1,000 pages generate six times the number of leads as those with 51-100 pages. It’s simple to get more traffic and quality leads when your website has a dynamic content marketing strategy that includes quality blog posts that are optimized for search engines. This is true not only in the B2C area but also in the B2B space. B2B marketers who have an on-site blog generate 2/3 more leads than those who don’t.
Many PPC campaigns use retargeting as a crucial component. You can retarget visitors who leave your site without engaging or completing a transaction using content that already exists on your site. It’s not just about making a sale with content marketing; it’s also about building a trusting relationship with your target audience.