Updated on September 13, 2021
At first glance, pay-per-click and content marketing may seem like contrasting ideologies. PPC provides immediate ROI. Also, content marketing takes time to gain momentum.
But the two can work together. PPC can act as a secret weapon for your content marketing, speeding up your content campaigns and giving you an edge over your competition.
Get attention and trust
Marketers often run Facebook advertising for highly targeted demographics. They send people who click on ads to an optimized landing page with sales copy, product photos, FAQs, reviews, security badges, and other trust factors. Their goal is to attract potential customers to click the add to cart button conveniently located for maximum visibility and then complete the purchase.
However, marketers often have tunnel vision about optimizing their PPC landing pages to buy conversions. Even if their PPC campaigns successfully drive people to the site, those viewers may feel like it's a waste of clicks because marketers haven't focused their efforts on getting visitors to visit. Visitors feel at home which only encourages them to convert.
College faculty' don't waste #PPC ads. Make clickers feel at home with the right #content, says @IAmAaronAgius via @CMIContent. #PayPerClickAdvertising #ContentDistribution Click to Tweet In a recent survey, 57% Consumers say they are fully prepared to buy from brands they trust. Before someone makes a purchase from an unfamiliar company, they often explore other pages on the site, looking for indicators of legitimacy. There is a blog that is updated regularly with many high value content and social proof metrics (many comments and social shares) demonstrate the credibility and trust-building needed to ultimately drive conversions.
SPEECH: PPC can be used to draw attention to your website, while content marketing can be used to build trust when these new visitors have arrived.
# PPC draws attention to your website. @IAmAaronAgius via @CMIContent says: #ContentMarketing builds trust as they come in. #PayPerClickAdvertising #ContentDistribution Click to Tweet
Laser target to engage content fans
Content Marketing sometimes used as a shotgun approach to brand exposure – you regularly upload content, hoping your core buyers read it and eventually become a paying customer.
While content marketing offers long-term benefits SEO ultimately helping buyers find you, in short, content marketing too often requires broad targeting.
Eg: guest blogging is a frequent tactic in content marketing. But if an infographic design company publishes a guest post on a digital marketing blog, only a fraction of readers are likely to be interested in hiring an agency to create visual content. for their brand.
But with the personality of the buyer written down , you can laser-target your content through a PPC campaign because you've analyzed demographic data – age, gender, geography, interests – from past customers. You can exclude unlikely buyers and include likely buyers in your content promotion.
Laser-targeted # advertise your content through the #PPC campaign, @IAmAaronAgius via @ says CMIContent. #PayPerClickAdvertising #ContentDistribution Click to Tweet For example, let's say you're selling mixed martial arts apparel. You want to target fans of former UFC lightweight champion Conor McGregor. While this type of targeting is better than nothing, it still won't get you to the right people.
Because his name transcends sport, many people who like Conor on Facebook may only watch mixed martial arts when he competes or they may just enjoy updates on his lavish lifestyle. and not interested in this sport. In other words, Conor McGregor fans on Facebook won't be your ideal costume customers.
Instead, let's say you target fans of boxers with little to no mainstream recognition but highly regarded in the mixed martial arts segment, such as fourth-place fighter Jorge Masvidal. It's very unlikely that someone is a Jorge fan without a deep connection to the sport - so this targeting makes more sense. By promoting your content to these fans, your buzz will be much higher.
TAKEAWAY : Laser targeted PPC campaigns can be used to ensure that your content gets in front of more searched leads.
Test your content elements
Split test is integral to running a successful PPC ad campaign, but this tactic can also work for content marketing.
Split testing is an integral part of running # successfully @IAmAaronAgius says PPC ad campaign via @CMIContent. #PayPerClickAdvertising #ContentDistribution Click to Tweet In PPC campaigns, landing page element such as images, sales copy, the location of the add to cart button or email opt-in forms, social proof, and value proposition can all be tested.
When using split testing for content, you can test factors like blog layout, tone, and title. It's best to run tests for at least a week and include multiple blog posts to ensure that your results represent real user preferences.
Metrics like clicks, time on page, conversions, and shares can be used to determine the winners of your split tests. If you are using a heatmap tool like Test you may want to record the average user scroll-down per page variation.
You can also check the length of the blog posts. While Longer blog posts often perform better than shorter ones , no two audiences are alike. Split testing will help you understand the situation with your audience. Upload two versions of your post: a long version (at least 1,500 words) and a shorter, more condensed version. Use Facebook ads to target your core demographic and send paid traffic to both pages and track results . Do this with multiple blog posts to ensure that any trends you spot are applicable.
SPEECH: Use PPC split testing to gauge your audience's preferences for blog layout, tone, article length, and titles.
Promotion of special content
As any marketer knows, your “best” content doesn’t always generate the most engagement. If you've ever run a content check it can be confusing to determine why some articles become popular while others increase.
If you have allocated substantial resources to create a special piece of content, such as Infographics eBooks, videos, etc., it's unacceptable to roll the dice on whether or not it gets attention.
By running the Facebook page Post interactive ads to promote your special content, you will get likes, posts and shares at low cost – especially if you are smart with your targeting as described above. If your content is really great, you will get organic reach due to interactive paid traffic.
Includes a call to action in the ad's text box, such as “tag a friend who would like this,” prompting people to show the content to their friends (as long as they find it highly valuable), Add more eyeballs to your content without any additional advertising costs.
TIP: Additionally, ad page post engagement can be used to promote content that already performs well. PPC advertising can bring your content (and your brand) to even wider audience .
Use @Facebook post engagement ads to promote special #content and watch organic reach grow @IAmAaronAgius through @CMIContent. #PayPerClickAdvertising #ContentDistribution Click to Tweet SPEECH: If you use Facebook engagement page posts to promote special content that paid traffic finds highly valuable, your organic reach will also increase.
Go with your audience
Even if you ignore all the other tips in this article, this one is by far the most powerful one.
Too many businesses never engage after a visitor views and leaves the site without interacting. However, all of these people could be leads who, for whatever reason, didn't engage on their first visit.
Use retargeting. For example, in ecommerce PPC campaigns, retargeting is often used to promote discount offers to people who have added a product to their cart but haven't completed a purchase. They use ads to bring them back to the purchase page.
But in terms of content, you can use retargeting through Facebook ads to promote a contextually relevant blog post to someone who added one of your products to their cart but purchase has not been completed.
Retargeting interrupted buyers with #PPC ads promoting relevant #content, said @IAmAaronAgius via @CMIContent. #PayPerClickAdvertising #ContentDistribution Click to Tweet For example, if you sell hair care products, a retargeted ad might promote a how to post about the steps to achieve shiny and healthy hair. The article may include a subtle mention of your product, but the goal should be to provide helpful and high-quality advice. By directing people to a helpful blog post, you'll not only increase conversions, but you'll also help build long-term relationships with customers that can be leveraged for repeat business.
Alternatively, you can retarget people who have engaged with a specific blog post with PPC ads that promote contextually relevant products.
TIP: Setting Facebook pixel a small line of code on each page of your website, to track and retarget people based on how they've interacted with your brand.
SPEECH: Use retargeting PPC ads to promote relevant content to someone who abandoned the purchase process.
I hope you can use these PPC tips to take your content marketing efforts to the next level.
Can you think of any other ways to improve content marketing using PPC? Please let me know in the comments section.
All tools noted in blog posts are identified by the author. Please include additional tools in the comments.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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