Content marketing is often associated with search engine optimization since the two disciplines can work hand in hand. But there can also be a strong affinity between content marketing and advertising.
Content marketing is the creation, publication and distribution of content to attract, engage and retain an audience of customers and prospects.
Many businesses use content marketing to drive organic search traffic and engage visitors. Advertising can speed up the promotion of content while generating new and incremental sales.
A cycle is a way of thinking about the content marketing process.
There is a planning stage. Topics are selected and SEO entities and keywords are identified. The results are also chosen here.
Then the content is composed or created. It can be as unique as writing a blog post or as multiple as posting an online course.
Then the content is promoted. The results are measured. The performance of the campaign is used to start a new planning process.
Many content marketers use organic social media, SEO, and email marketing to generate interest in new content. But advertising should also be added to this promotional mix.
For example, a SaaS company related to e-commerce recently published a profile of one of its customers. The profile consisted of a video, a podcast and an article of almost 3,000 words.
Promotion in an electronic newsletter generated a few hundred pages visited on the day of publication. The combined traffic from organic social media and organic search totaled 31 pages visited in the first 48 hours.
During those same two days, a Facebook ad campaign promoting the profile generated 1,543 page visits at 15 cents per visit.
Here is another example. A midsize brand wanted disproportionate impact on YouTube. The company has planned a series of videos featuring Level B celebrities.
The problem was, the B-tier celebrities didn’t want to be tagged with a video on a new channel that might only get a handful of views.
The company therefore launched a Google Ads campaign targeting video views. The targeted video received 273,760 views in 12 days at an average cost of 4 cents per view. (Many video viewing campaigns are even cheaper.) The celebrity was thrilled, and the company confirmed it could attract future guests.
Here is a third example. A service company published a how-to article featuring their own offerings as part of the solution. The in-depth article was several thousand words long and included an accompanying video and three conversion opportunities.
A Google Ads search campaign targeting this handy article in October 2021 generated 224 conversions from 45,255 impressions.
In all of these examples, the advertisement amplified the content to achieve the desired result.
Conversion funnels and customer conversions
The content gets accelerated promotion and the advertising can generate conversions or leads because of the content.
This is important because most businesses’ content marketing and advertising teams have different KPIs.
KPIs for a content marketer can be site traffic, video views, or newsletter signups. Ad teams want conversions, clicks, impressions, and a low cost per action or customer acquired.
An advertising executive will be reluctant to spend her budget on video views if it doesn’t meet her KPI goals. There are at least two ways that content marketing can help.
First, content can drive conversions. The above article has helped potential customers and generated sales with a 7.32% conversion rate at an average cost of $ 33.32 per conversion. This was far less than the profit generated, meaning the ad team were happy to send traffic to the article.
Second, content can help create “hot” or “hot” audiences for the ad team. The marketer can retarget potential customers who have read a profile or watched a video. This process effectively moves the customer to a conversion.
In short, advertising can boost content marketing while setting up conversion funnels by retargeting people who engaged with the content.