Marketers are rapidly recognizing the value of content in driving brand awareness and conversions, yet many of them still struggle to create content for their target audiences.
The biggest hurdle that marketers face today is the lack of time and resources. Businesses not only have to find time to create content, but also have to hire a team of writers or editors who can write articles and blog posts while meeting required deadlines.
If you’re in charge of creating unique marketing content every week, you don’t want to spend too much time on research or writing articles.
Content marketing is the hottest trend in digital marketing. If you are looking to build a successful blog, you need to create content that people want to read and share.
But this is easier said than done. You not only have to write great content but also come up with ways of getting it in front of your target audience.
There are two ways to do this – one is to invest in paid advertising, the other is to leverage organic traffic by using SEO and social media.
Ways To Integrate Paid And Organic Content In Your Marketing.
Today, smart marketers are turning to a more coordinated approach to content marketing. They understand that there is no “one-size-fits-all” solution that will fit every brand and campaign. The implementation of paid, owned, and earned media should be a seamless process, where each channel works together for the best results.
Paid media is the most obvious approach, but it’s not the only option. In fact, it’s becoming a common practice to combine paid, owned, and earned content in order to build brand recognition and loyalty.
Paid content is content that you pay for. Paid content includes ads, sponsorships, and affiliate product links.
Organic content, on the other hand, is the free content that your website generates. This type of content includes blog posts, tweets, comments, and social media updates. Organic traffic doesn’t cost anything to acquire. However, it requires a great deal of work to create.
Here, I will show you how to integrate paid and organic content in your digital marketing campaigns effectively. To do this you need to: ·
1. Invest In Research And Analytics Up Front
It’s no secret that measuring the results of your digital marketing efforts is important. It’s also not a secret that many companies avoid or minimize their analytics and research investments, opting instead to “wing it.”
The importance of doing research and analytics before you invest in a digital marketing strategy cannot be overstated. If you don’t have the information on what works and what doesn’t, how can you create an effective strategy? By putting in the upfront work, you will be able to maximize your success.
2. Use Pay-Per-Click Advertising To Boost Organic Engagement
Unfortunately, some small business owners feel that when it comes to Internet advertising, it’s all or nothing. While it’s true that PPC needs to be used strategically in order to be effective, that doesn’t mean you can’t use it at all. In fact, I recommend that you start out with a small PPC campaign so you can get a feel for how everything works and decide whether or not PPC is right for your business.
When it comes to digital marketing, most people think of PPC as the only way to boost your organic traffic. While that’s true in many cases, there are a lot of other factors that can affect your organic engagement. For example, how often you publish new content on your blog directly affects how much engagement you’ll get from your audience.
In order to get more people to follow and engage with you on social media and blogs, you need to post more often. However, most people don’t have the time or the budget for that level of content creation.
3. Target Long-Tail Queries With Dynamic Search Ads
This strategy is called dynamic keyword insertion, or DKI for short. With DKI, Google will insert your product or service name into search queries when someone searches for relevant keywords that you specify in your ad group.
Google’s keyword planner, for all its usefulness, has a major shortcoming: it does not show you how much you can pay for a keyword. This is a problem because you want to know how much you can afford to bid on each keyword.
Fortunately, Google provides the exact same tool for AdWords advertisers. The tool is called the “AdWords Keyword Planner.” Let’s see how it works by searching for my company’s name, which happens to include a single keyword: “Digital Marketing Institute”.
4. Ensure A Clear Relationship Between Paid And Native Content
Native advertising is a hot topic, and it will continue to be so for some time. The reason is that advertisers are beginning to realize that they can’t just slap their name on another brand’s content and hope that people will like it.
Instead, the brands that succeed with native advertising are those who take the time to give context to their ads. They write sponsored posts that read like articles but mention the brand in passing. Those are the brands that get clicks and build momentum.
It is essential to separate native and paid content in order to avoid violations and penalties. Both of these forms of content are used to promote a specific product or service on a website. The fundamental difference between the two is that the former has a relationship with a site’s editorial, while the latter is purchased by an advertiser.
This separation will ensure that both brands and consumers are not confused about the nature of the content they are reading. Advertisers will feel more confident when sponsoring content, as consumers will be able to tell which content was purchased and which is genuine editorial content.
5. Analyze Keyword Performance In Paid Ads To Assess SEO Value
Paid ads can be an excellent way to determine how well a keyword will perform in SEO. When you’re creating an ad, you can analyze its performance and see how it is performing in search results.
Perform this analysis by logging into your Google AdWords account and navigating to the “Keywords Tool”. You can find this tool by clicking on “Tools and Analysis” and then selecting “Keyword Planner”. Once there, enter the keyword you want to analyze in the search bar and press enter.
6. Build A Consistent Story Across Paid And Organic Channels
We’re all familiar with the idea of a marketing funnel. Your market to prospects and guide them through your sales process, turning potential customers into full-paying customers. In that process, you build trust, share information, and help prospects understand how to solve their problems.
That funnel has two stages: Paid & Organic. Paid is when you’re spending money on ads to generate leads, and Organic is when you’re getting leads from social media shares, content sharing, and influencer outreach. The problem is that strategies for paid marketing don’t necessarily translate to organic channels.
Creatives are a dime a dozen and they’re everywhere. But oftentimes, brands miss the opportunity to unify their marketing efforts across paid and organic channels. High-quality content can be a differentiator between brands.
The success of your content will have a direct impact on your brand reputation. And that can lead to stronger customer relationships, which translate into more sales.
7. Incorporate Media Mentions Into Paid Ad Placements
If you have the budget, you can get your content in front of even more eyeballs by complementing it with paid social media ads. However, you don’t want to just shove your blog post or video into an ad. Instead, try using outstream ads to put your content in front of targeted readers who were already on a page of your site, or who had recently shared an article from your site.
It’s no secret that there are many different ways to advertise your business, but one that is often overlooked is to incorporate your media mentions into paid ad placements. This tactic can be incredibly effective in increasing brand awareness, building authority, and driving traffic to your website.
Using this tactic is simple: just find a relevant article that has been published about you or your business and use it as the background image of an ad you want to run on Facebook or Google AdWords. That’s it! But it does have some awesome benefits for your business.
8. Test Social Content Organically First To Inform Paid Strategies
Organic social content is still the best way to grow your online presence. There’s no denying the impact that organic social content can have on your business, and it’s something you should constantly be working on.
Organic social content is important because it allows you to understand what attracts people to your brand and helps you to create more of it.
If a post is successful, you can use this as a basis for a paid campaign. If a post isn’t successful, you can use this information to avoid similar campaigns in the future.
Conclusion:
Integrated marketing can seem overwhelming, but with the right strategy, it can lead to better results. If you are planning on integrating paid and organic content into your next campaign, these tips should be helpful. We would love to get your feedback in the comments section below!
