Are you running a marketing campaign that favors either pay-per-click (PPC) or content marketing? If so, your strategy might be the perfect setting for a more balanced approach, where PPC and content marketing come together to make conversions and growth.
In a word, they can become best friends.
PPC and content marketing are sometimes treated as an either-or choice, but when combined, they are much more effective than either tactic on its own. While PPC capitalizes on consumers ready to make a quick decision, content marketing builds trust with those who want to take a minute to consider their purchase.
PPC and content marketing work brilliantly together:
PPC Brings Them to the Site; Content Marketing Convinces Them to Hang Out a Bit. Many consumers will click on a CTA embedded in a social post and go straight to a purchase.
But there’s an additional group of consumers who will click out of curiosity, but want to know a bit more about the brand. The PPC ad gets them to the place where content marketing steps in to build trust.
PPC Retargets; Content Marketing Gives You a Reason to Reach Out. When a visitor to your site doesn’t quite finish the purchase, there’s an easy path to retarget them. Reaching out with a blatant, “Hey! You didn’t buy it!” message is out of the question, but what do you say in your retargeting?
Content marketing is the perfect solution. When your visitor steps away from the cart, send them an infographic with frequently asked questions or a how-to video about your product. You’re keeping contact, furthering them along in their journey and keeping your brand at the front of their mind.
PPC is Quick Results; Content Marketing is the Long Game. You probably already knew this about your marketing strategy: some techniques produce quick, but short-lasting results, while others build momentum over time but take some patience.
Combining PPC with content marketing gives you a layered approach to lead generation. It mirrors how consumers operate, as well. Some make quick decisions while others prefer to get to know a brand over time.
PPC Techniques Work Pretty Well for Content Marketing. Marketing teams often run A/B testing for PPC ads. It’s helpful to know which wording, color scheme, landing page and CTA are more effective.
Take a page from PPC ads when you’re creating content and try an A/B test on your blog or video. Create two versions with variations in tone, style, word choice and length. You might be surprised to find that your audiences didn’t prefer the version you anticipated.
Finding the right mix of PPC with your content marketing can be a little tricky, but you don’t have to navigate this on your own. Reach out to us at SJC Marketing, where we can find the right mix of strategies to help your business shine.