Top 10 Ways Content Marketing and Pay Per Click Ads Stack Up in Marketing

Digital marketing is a broad term that describes a set of marketing processes that utilize all available digital channels to promote a product or service or build a digital brand.

Digital marketing has come to succeed traditional marketing and the transition from paper and newspaper ads to Social media and PPC campaigns entirely online. 

The channels that make up digital marketing include: Web sites, Social media platforms, Banner placement, Email marketing, Mobile marketing, SEO, Pay Per Click campaigns, Content marketing, Web TV, SMS, billboards and anything else with a digital foundation and distribution.

Lets take a look at 2 strategies: Pay Per Click and Content Marketing.

In the past when we talked about SEO we essentially meant link building, but this trend has changed since 2011 and content marketing has become the new SEO strategy.

This simply means that good content has become again the fundamentals of SEO and it is through content that you will build a better Internet presence and not through cheap link building techniques.

Content marketing - Pay Per Click -PPC- marketing

Paid Search Advertising (PSA) is about getting visitors by placing ads on search engines and other partner sites. The most popular approach is Pay Per Click (PPC) and the most well-known tool is Google Adwords which lets you advertise on Google and its partner networks online and mobile.

Now, lets compare both Content Marketing and Pay Per Click Marketing:


1. Content Marketing Is Informative

While Content Marketing actually uses information or inside about the product to get and keep customers, Pay-per-click has an advantage over cost per impression in that it tells us how effective the advertising was at the end of the promotion period.

Clicks are a way to measure attention and interest. If the main purpose of an ad is to generate a click, then pay-per-click is the preferred metric. Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click through rates and the resulting pay-per-click. 

That is to say the more clicks your product gets the more sales you make, if you are targeting your niche with keywords relevant to your content.


2. Difference between PPC and Content Marketing

So the Main difference here is that, Pay per click is search engine marketing, while content marketing is Display marketing with written content that has a long term value.


3. PPC Has The Advantage

Pay Per Click Marketing has the advantage of being a fast way to implement a campaign to see if your promotions will yield results. Getting a campaign up and live can happen in a matter of hours from keyword research to live ads.

This is very attractive if you need to move the needle quickly. The challenge is with this speed comes cost and the need to monitor closely to ensure you’re getting the most out of your investment "ROI".


4. Instant Gratification

E-commerce sites not only need traffic to their website, but they need traffic from people with immediate purchase intent. Pay Per Click Marketing is a perfect fit for this situation. Buyers clicking on a PPC ad typically have a strong intent to purchase.

You just need to be in front of them at the moment of their interest. Since the cost per click can be tracked, you can measure the ROI almost immediately. 


5. Long Research and decision process

Products or services sold through sales teams typically involve a longer research and decision process by the buyer before they’re ready to purchase. This is the perfect scenario for using Content Marketing to help nurture the buyer.

This strategy strengthens your approach in allowing the buyer to discover how your company is positioned to provide the best solution to their problem, it’s perfect leading up to their engagement with your sales team.


6. Solution Selling

Many businesses use a “Solution Selling” approach to help their buyer, by providing value in understanding problems the prospect is looking to solve. Using a Content Marketing Strategy ties directly to this solutions first approach and can be best integrated with the sales team’s solution approach.


7. Re-marketing

PPC Re-marketing is another fantastic method that gives you additional opportunities to convert your content visitors.

By placing a re-marketing pixel on the webpages that contain your content and/or resources, you can show re-marketing ads to someone after he/she has left your page and is browsing the web.

Again, this is helpful because you can tailor relevant messages based on what previous pages or content they visited on your site. You can offer additional information or promotional offers in order to entice them to come back, sign up, or make a purchase. 


8. Video Blogging

Perhaps your business produces video blog posts (Vlogs), webinars, video tips, or other video content such as product demos and loads them onto a business YouTube page (another good idea). You can actually place PPC ads right over your videos, so potential customers see them live.

If viewers like what they see, they can immediately click on your ad and go directly to your website versus having to visit your website on their own.

This is more beneficial because you can tailor the experience and the messaging to those viewers, which should increase your closing rate when they land your website.


9. Brand Recognition

Oftentimes, customers choose companies, products, and/or services based on brand recognition and trust. Steering these customers to your content through paid search efforts is a terrific way to beat your competitors and start building the relationship before they buy.

It’s a good idea to bid on relevant keywords around what your blog offers.

For example, if your business rents out cars and you have a blog that features daily car rental tips, you’ll want to bid on the keyword phrases like  “car rental tips,” “car rental guides,” “car rental resources,” etc. 

By bidding on these keywords and bringing in traffic to your content, you can reach potential customers higher up in the sales funnel. If you feel your content is especially helpful, it can go a long way to establish brand trust and thought leadership.

One thing you have to remember is that these customers may not be ready to buy yet and therefore may take longer to convert. Through additional messaging, you can nurture these customers until they’re ready to purchase.


10. Content Creation

Creating content is an easy way to get customers to your website and establish brand trust, recognition and thought leadership. Brand trust and reputation is a key step in the decision process for most buyers.

By pairing relevant content with PPC, you can increase the effectiveness and the overall impact of that content.