Many content marketers think they need to choose between content marketing or PPC (pay per click) to grow a business. What they don’t realize is that you can use both. Often, marketers will die on their particular marketing hill and argue its defense if it is ever questioned.
Content vs. Pay Per Click
Those who prefer content marketing may say, “Evergreen content will attract an audience continuously.” While those on the side of pay per click may say, “Ads are scalable and great for quick and reliable results.”
So, who’s right? Each of these methods is valid. Neither one needs to be used exclusively. The smartest move may be to combine both of these methods and create a hybrid digital marketing strategy. It truly is a win-win scenario.
High-quality content is a great long-term marketing strategy that helps boost search engine ranking, build up your website’s authority, and create brand awareness. Because those who make content are such great writers and storytellers, your content can inspire your ads.
Pay Per Click
Pay per click isn’t so expensive in terms of cost or labor. It helps to generate leads and boost the conversion rate on your website. Think of a hybrid marketing strategy this way: by combining these two methods, you can capitalize on your content marketing strategy while you’re waiting for the search engines to catch up and start delivering high search results.
How To Combine These Strategies
This strategy starts with great content, but many people don’t know where to start. Start by looking at content in your niche that is already doing well, and improve on it. Other types of content, such as listicles, top tens, case studies, and series, also do well. Experiment to see what works.
- Have a pop-up appear on your site to help generate a return on investment, such as a content upgrade.
- Promote your content on your social media, then turn the best-performing content into pay per click advertisements. A way to do this is to use the Boost Post feature on Facebook.
- Use Facebook Pixel to help track your audience. It can also help build organic search results.
Combining these strategies can help boost revenues and create more eyes on your site. Make sure your content is engaging and relevant. No matter how fantastic your ad campaign is, your traffic will return to previous levels if your content isn’t engaging.