5 Steps to Using Paid Advertising in Content Marketing

5 Steps to Using Paid Advertising in Content Marketing

What is Content Marketing?

Content marketing refers to a mixture of methods used by a marketer to promote their brand’s products or services. This can be done using different marketing techniques like blogs and articles, reports, product updates, webinars, case studies, and more. Business leaders today think of a product or brand blog as an essential tool to get the word out about their company. With the advent and high accessibility of the internet, it has become highly common for customers to find out significant information by reading such blogs. SEO-optimized content can make sure your brand’s marketing collaterals are seen by the right people who can potentially turn into customers. Usually, marketers use tools like keywords and links to market their products the right way, using content marketing.

How to use Paid Advertising in Content Marketing effectively?

In today’s technologically advanced world, there are a variety of ways to grow your business using content marketing. You can create written and visual content to advertise your company and sell products to customers from places far away. But what if we told you that you can now combine content marketing with paid advertising to make sure it is seen by the target audience? Although they are two distinct marketing strategies, they can be integrated to optimize your brand’s promotion. Using them in combination might even improve your chances of being noticed by the right crowd. Here are the 5 steps you can follow to using paid advertising in content marketing to efficiently market your brand:

1. Recognize the best medium for paid content

The smooth amalgamation of content marketing and paid content is what will make or break your company’s website. There must be steady growth in advertising content and not a sudden increase. It must also be incorporated slowly and naturally within the normal marketing content and shouldn’t look abrupt or out of place. The best way to add paid marketing content into other content is by understanding the best medium for it. Find out which content you create ranks the highest and gets the most engagements. Then, slowly add in some paid advertisements to seamlessly transition to a newer style that your audiences will get used to in time.

2. Understand the method properly before implementing it

To know if you’re using the right method to advertise with help of content marketing, you need to understand the medium chosen very well. Study the method by referring to other companies’ work and getting advice from experienced marketers. Picking the wrong channel for paid content can result in poor engagement and low return on investment. You need to perform detailed research to understand whether your chosen channel has the potential to find and engage with new leads. You do not want to invest resources in a medium that may not work, as it leads to long-term losses and a waste of time & money.

3. Keep a meticulous record and compare

A great way to ensure that you make the right decision is to keep a meticulous record of past results. You can use this data to analyze and compare to

come to the right conclusion and decide which content channel to choose for paid promotion. Go through traffic and engagement statistics, click-through rates, and other necessary statistics to understand the efficiency of each method. However, you also can not fully place your trust in data from the past. Use your judgment and knowledge of the current market to predict the outcome accurately.

4. Build your own data to test content

A lot of new companies do not have past data to look back at. In this case, you can create your own data system to test content. Facebook’s ad algorithm provides companies and their marketers with the possibility to compare the results of two different content types. This allows you to analyze hypothetical, nearly accurate data, that you can use to determine how to mix paid advertising with other marketing content. The algorithm may even highlight some new, unnoticed channels for you to promote your company through that may yield better results than tried and tested methods.

5. Retarget using different types of content

As you may already know, there is a funnel of content within different e-commerce marketing techniques. Top of the funnel content refers to any kind of media or written pieces that initially attract customers who are unfamiliar with the company. On the other hand, the bottom of the funnel content includes all media that is more focused on prospective customers who just need a final push to purchase something you sell. Understanding the clear difference between the two categories of marketing content can help you in coming up with new and exciting ways to market your brand on the internet. Platforms like Facebook and Google ad channels allow you to retarget content and increase the number of conversions on your site.

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Bottom Line

Using paid ads and marketing content together can be highly beneficial to a company. You can drive active leads into the business by identifying prospective customers using algorithms of paid channels. Business marketers new to the industry have sworn by content advertising, as a lot of their casual visitors have now turned into paying customers after being influenced by ads. All you need to do is understand the kind of content your brand needs and the ads that complement it.