Content marketing is one of the most effective ways for businesses to showcase their expertise. While some businesses allocate the majority of their marketing budget on content marketing, others prefer paid search such as Google AdWords and Facebook ads. In contrast to popular belief, content marketing and paid search are not mutually exclusive – even for small budgets. Content such as blog posts, guest blogging, white papers, and more can actually boost the results of paid search campaigns.
Before we get into how exactly content marketing can help paid search efforts, here is a brief overview of some of the advantages of content marketing:
- Showcase your expertise and generate value for the reader at the same time
- Build stronger relationships with potential customers by being more relatable
- Generate more educated leads that are likely to convert faster
- Establish yourself or your business as a leader in the industry
While it is well known that content marketing goes in hand with SEO and SMM, it is fundamental for paid search as well.
Here are five ways content marketing can support paid search.
1. Create a Landing Page that is Content Focused
Show off your content on your landing pages. This works particularly well if competitors are driving traffic to generic landing pages that are not focused on user experience and adding value. Examples could be to share abstracts of articles, quotes, summaries, guides, or even an entire article.
Don’t forget to insert as many call to actions as possible to convert users. For instance, if you are advertising with the goal to generate leads you should have at least three call to actions:
- Fill out the contact form
- Use the live chat
- Join our newsletter
2. Support Paid Search with an Updated Blog
Not all potential clients will take action after visiting your landing page. Often times, users tend to navigate a site to learn more about a business before purchasing or inserting their information. Blogs are a great way to engage users while showcasing your expertise and convincing them that you are the best provider to hire or shop to buy from.
To put your best foot forward, update your blog at least twice a week and provide valuable content. Like all content marketing efforts, also blog posts should of course be related to the services or products you offer. They shouldn’t sound like an ad but simply be helpful to potential customers.
3. Provide Additional Information with White Papers
Sometimes there is so much to say about a product that you cannot fit it all in one landing page without creating a text heavy page. While long landing pages frequently convert well, going through too much text or extensive in-depth guides can be discouraging. Landing pages should be long enough to get the core benefits and functions of the products or services across. All the rest can be displayed on dedicated pages or offered as white pages.
White papers allow you to simplify landing pages and provide more information only to those users that really show interest in a product and are eager to go through detailed guides. Having a stripped down landing page typically attracts more interested users since they will be more likely to understand what you are all about in within the first three seconds of being on the website.
4. Establish Yourself or Your Business as an Expert
Maintaining your own blog is great but in order to establish yourself as an expert in your field or the go-to company, it helps to be published by a third party. Start contributing to online or offline publications that are read by potential clients. Start with guest blogs and then turn occasional posts into a regular publication schedule. Make sure to showcase your PR work on a page on your website or section on your landing page, e.g. “as seen on.”
Less is more. It is better to have a few highly informative articles than many articles about everything and anything. Quality is what sells and converts potential clients.
5. Create Extensions for Specific Topics
If you are using Google AdWords, you can create sitelinks extensions that lead to articles about specific topics. This typically increases the CTR and is a great tool to provide additional information to the potential customers who are looking for more information.
One of the best things about site links extensions is that you can easily split test them. Find out what calls to action work best and implement the best performing ones on your landing pages as well. Two birds with one stone.
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