4 ways content marketing and PPC play well together

Experts proclaim the organic search rankings generated by content marketing are more valuable, which is reflected in the number of businesses that plan to select inbound marketing as their primary strategy. We’ve curated four key ways content-focused organic strategies and PPC campaigns can work together to make each other stronger: 1. Turn attention into trust PPC helps bring traffic to a website. The content is what keeps them there. Past data also shows 78 percent of consumers are more willing to trust brands that produce unique content. Companies that invest in both organic and PPC strategies have a better chance of dominating this space as a whole and increasing brand visibility. Content marketing and PPC working in concert give a boost to visibility. It’s important to think strategically when promoting content through paid options. You must analyze which content assets will benefit most from promotion and offer the highest return on investment. If you find specific phrases or long-tail keywords are helping your site organically, leverage them in paid campaigns as well to maximize engagement.

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Content marketing and PPC can bring out the best in each other. Here are four ways to maximize the benefits of both.
Content marketing and PPC can bring out the best in
each other. Here are four ways to maximize the benefits of
both.

Too many marketing professionals view content marketing and pay-per-click strategies as a one-or-the-other proposition.
Experts proclaim the organic search rankings generated by content marketing are more valuable, which is reflected in the number of businesses that plan to select inbound marketing as their primary strategy. However, there are others who insist an inbound approach is too time-consuming and doesn’t offer the same guarantee of return on investment as PPC.
Fortunately, there are also those who respond to both perspectives with a simple question: Why not both?
We’ve curated four key ways content-focused organic strategies and PPC campaigns can work together to make each other stronger:

1. Turn attention into trust


PPC helps bring traffic to a website. The content is what keeps them there.
Data shows the vast majority of Google’s total revenue comes from digital and display advertisements. The same goes for Facebook. Clearly, businesses are continuing to invest in driving traffic through paid ads. However, what are companies doing when visitors arrive?
It doesn’t matter how many people land on your website if their next action is to click away.
With so many websites competing for attention, a focus on crafting high-quality, authoritative content is the best way to show visitors your site is worth their time. Better yet, useful content that answers questions and provides valuable insights will work to establish trust with audiences.
Survey results from Reader’s Digest show 67 percent of U.S. adults pay more attention to trusted brands, with the same amount saying they’re willing to pay more money to support brands they trust. Past data also shows 78 percent of consumers are more willing to trust brands that...

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