Many people think that content marketing and online paid ads are in opposition. At first glance, their polarity seems prominent but the reality is, they're at peace with each other. Whether you're a business-to-business (B2B) or business-to-consumer (B2C) marketer, both strategies can be effective.
In this article, we'll learn how these two channels can increase the visibility of your brand and improve lead generation. The content marketing guide will explain to you the benefits and definition of content marketing while the online paid ads guide will discuss its effectiveness and highlights. Learn more about content marketing and online paid ads below.
Content marketing is a strategy of sharing your brand through different mediums. While the form may differ from extensive reports to infographics, the goal is similar. Your content aims to link with present and potential consumers, creating relationships to inspire first and repeat sales.
How you opt to present your content depends on several factors including target audience, current content-generation resources, and developed distribution channels. Nonetheless, here are some guidelines for making your content:
The first few seconds of your article or video is crucial. At this early of time, you need to grab the attention of your readers or viewers. Make a good impression and convince your audience to spend a few more minutes with you.
A good strategy to engage your readers is to name the problem and give a sneak peak of the solution at the very beginning of your post.
In the past, search engines give more priority on quantity than quality. But now, search engines have become more complex and algorithms have been created to pay attention to quality. This is a good thing for content marketers who can only produce a few posts.
You know that your content adds value if:
It speaks to a particular audience
It shares new information and provides creative solutions for present problems faced by your target audience
It features facts and links from reliable sources
Just like any product or service, you'll win the competition if you offer something different. Instead of generating content that depends on the same traditional formulas or offers solutions to issues that have already been resolved, try modifying the script or finding a niche. Before you begin generating content, learn what's out there then get creative and provide an alternative. One trick is to see what content is currently at the top of the search you want to be seen on and create something better.
All content marketers know that being updated on current issues is key to success. Make sure that your content is current and relevant always. You can improve your content marketing strategy by engaging with your audience in actual time. Go back to old blog posts and revamp them to be new and relevant again.
Why Should You Invest In Content Marketing?
When developing your marketing strategy, the return on investment (ROI) of any strategic marketing approach becomes a vital factor of whether you should discard it or move forward. A lot of companies are realizing the advantages of having content marketing in their budget plan. In fact, B2B marketers allocate 28% of their budget to content marketing, according to the Content Marketing Institute.
Content marketing offers substantial benefits. Usually, content marketing produces three times the number of leads compared to traditional outbound marketing strategies. Best of all, it costs 62% less to generate.
According to the 2016 Demand Gen Report, 47% of customers viewed three to five pieces of content before talking with a sales representative. About 96% of B2B customers also want content with more information from industry leaders. This means potential buyers may treat your content as a source of information so you should use it well to promote your brand.
In the face of customers bombarded with ads daily, content marketing is something that's pleasantly refreshing. It isn't intruding and provides a value for their daily lives. In fact, a lot of small enterprises with blogs experience more lead growth with content marketing.
Content marketing also establishes a trust that no other marketing strategy can. Earning the trust of your customers means they'll listen and focus on your brand in the long run. It's subtly compelling without being too aggressive.
Compared to other methods, content marketing can increase your conversion rate by six times more. It can convert visitors into leads and leads into consumers. You may need to be patient for this great reward to manifest.
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Content marketing can help you capture your target audience and establish long term relationships, eventually increasing sales. Here are some benefits of content marketing:
Build brand awareness: People viewing your content will begin to create an impression of your brand. If you want to be considered as a reliable brand, create informative content. The more people trust you, the more likely they'll purchase your product or service.
Increase website visibility: Each new post you publish to your blog is an opportunity to get indexed by search engines. More quality pages indexed can give a better chance of ranking high on these engines. You can also use topics relevant to your customers and target long-tail keywords to get a higher search engine ranking.
Higher domain authority: If you write high-quality content, your site will be perceived to be more trusted, authoritative, and relevant. Your domain authority will rise even more if that content gets more inbound links from outside sources. A higher domain authority can lead to higher search rankings and more search visibility.
Reach audience who despise ads: Many people are annoyed with pop-up ads which is why they have installed ad-blocking software or simply ignore conventional advertising. With content marketing, you may reach this particular group of people who just want to know more about your product or service.
More content on your site: Obviously, the more time you invest in content marketing means more content for your website. This means more reasons for your audience to visit your site and more opportunities to convince them to make a purchase.
Drive traffic: Quality content can attract more people to your website, hence increasing web traffic. Once they're on your website, you can convince them to create a purchase.
Online Paid Ads
How Effective are Your Online Paid Ads
Paid ads can come in many varieties including Pay-Per-View, Pay-Per-Click, and display ads. With each new media channel, the usual step is to certainly follow, but from a marketer's view, are they really effective? On one group, we have people pledging of their effectiveness, while the other group considers paid ads as something invasive and spammy.
According to statistics, about 79% of users don't click online ads. Only 36% of users have learned of a new product through an online ad.
Internet users seem to have a bad perception of personalized and behavior-based ads. Statistics reveal that about 71% of users consider these ads invasive and annoying while 38% ignore these ads completely. However, more than the majority consider clicking an ad if it features a relevant message.
Once these users click on an ad, about 90% of users have never committed to buy or submit their contact information. More than 80% of users would prefer engaging with ads that directs to products or content than ads that direct to fill-up forms page.
Looking at the dismal statistics of online ads, does it mean that online paid ads are not effective? Not really. It can be effective with the right improvements. How?
Create more relevant messages and offers
Build trust with your audience
Test and target the right audience
Put valuable content and product information on your landing pages
When done right, online paid ads can give instantaneous results. The right research makes PPC campaigns much more that making an ad and establishing your bid. The right ad will start showing within minutes and you should see a rise in your web traffic and leads.
Contrary to popular belief, paid ads aren't as expensive as you might assume. While it's correct that some keywords are expensive, there are a lot of keywords available. This means you can target more affordable keywords rather than focusing on the expensive ones.
Highlights of Online Paid Ads
More than half of people click on Google ads when they're searching for a product online. There are a higher conversion and clickthrough rates of AdWords on the search engine network than display network. In terms of social media ads, Facebook ads are mostly used, followed by Google ads and LinkedIn ads. In the next 12 months, 70% of marketers plan to utilize social video ads.
According to Hubspot, 86% of people say that the ads increased in the past two years. Adblocking has earned about $22 billion in 2015 alone. The most famous adblocking app, the Adblocker Plus, has about 300 million downloads around the world.
About 77% of people favor ad filter over ad block. More than half of adblocker users install this app because they think that ads are invasive and annoying. To be more specific, 419 million people around the world have an ad blocker installed on their smartphones, according to PageFair.
About 73% of people despise pop-up ads. In fact, the majority of people leave a webpage because of a pop-up. They perceived a bad reputation of a brand if it uses a pop-up ad which is why 33% of marketers consider paid ads as a waste of resources.
Overall, sponsored ads are proven to be more effective than general pop up ads. When someone sees a Google ad that directly relates to what they are searching for, they are more likely to click on that ad first. Similarly, when a social media ad is directed toward the correct target audience, the ad's performance increases and is proven to generate more links clicks, leads, and even direct sales.
Difference Between Content Marketing and Online Paid Ads
Content marketing and online paid ads take different forms. Content marketing can be anything from videos, blog articles, and reviews. Honestly, it can be any medium with the aim to give value to customers.
On the other hand, online paid ads can take the form of social media ads, display advertising, and Pay-Per-Click sponsored ads. They usually appear in a site's specific sections that are normally allotted for paid advertisements. The main purpose of these ads is to sell a product or service to the customers and produce a fast conversion.
Content marketing seems to be less expensive and more cost-effective than online paid ads. Unlike online pads that you have to spend largely on website placements, content marketing is less expensive because most of the content is made in-house. With high-quality content, you can generate more traffic and build more trust from your target audience.
Many companies have shifted their marketing plans into content marketing because they cost less and generate better results on click-through-rates, conversion, and eventually, sales.
In recent years, these two marketing strategies have merged to create a better strategy when done together. It started by exchanging notes, basically. To be more relevant, online paid ads began to use keywords. This began a new era of online marketing known as search engine optimization (SEO).
By taking notes from content marketing, online paid ads began to learn how to be less annoying and be more useful and relevant. Much like giving a strong impression to persuade people to buy a product or service.
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