Have you ever observed what makes you invest your time on a web page? Okay! Suppose that you searched for something on a search engine, you get related result pages on SERPs (Search Engine Result Pages), you click on a webpage and are directed to its landing page. Now what? Will you stay on that page if you don’t find something informative and interesting related to your search?
I guess the answer would be a ‘no’. It is obvious that you will go back to SERPs and look for a new web page that can satisfy your search needs. So, what do you think now? What keeps you engaged?
That was content, right! In conclusion, an engaging content can make the visitors stick to your web page. If you are running an online business or a digital marketing agency then it is important for you to have descriptive and topic-related content to gain more potential customers. You can take the help of PPC services to accelerate the process of gaining genuine customers for your businesses.
SEO, PPC and Content Marketing in tandem
Content marketing is a strategic marketing performed by a digital marketing agency or an advertising agency in order to convert viewers into leads then into profitable customers. Content marketing strategy is focused on creating and spreading more descriptive, informative, and relevant content to attract and engage the defined audiences that can further convert into potential customers and drive profitable actions for the business.
The best digital marketing strategy plays out when SEO, PPC and content work in tandem.
SEO without content marketing is like a digital marketing agency without clients. SEO is a technical process to optimize the website in order to gain more traffic that makes the websites rank on top whereas content is a boost to the SEO process. A topic-related descriptive content can attract more viewers to the website that can indirectly help in running SEO campaigns for the website smoothly.
Adding a well-written, easy-to-understand, informative, and relevant content to the website can actually make the website appealing. Also, an SEO specialist makes sure that the content contains lots of relevant and high traffic keywords, that can increase the visibility of the website as well.
Is that it? Can SEO content itself attract users?
Well, you can speed up the process by using PPC services.
PPC may sound costly, but it always helps to grow your business under the desired budget. When you’re running a PPC campaign, you don’t have to pay the whole amount at the go. You only incur charges when someone clicks on your ad.
Running a PPC campaign for your business can flourish and grow the business by displaying your ad pages on top of SERPs. It will lower the competition and you can normally see the difference in your business in a month after including PPC services to your business.
Some tips to combine Content Marketing, SEO and PPC
Running SEO, PPC and content marketing campaigns separately can boost your business online, but what if they all work together? Well, that would be like icing on the cake for your business.
There are many small businesses that invest in PPC. You can consider PPC as a secondary task for your business, but trust me if you are doing so, then you are missing a lot that can help to boost it.
At the time of developing a content marketing strategy, an advertising agency makes sure that the process of SEO content writing goes well. It is obvious that it can perform well to optimize the website but only optimizing a website can’t make it rank on top, so it’s better if you know how PPC and SEO work together and how to use it for your business. It must be difficult to get the idea of all these terms so you can always outsource PPC services to a certified digital marketing agency so that their PPC specialist, sharp-pen content writer, and content marketing specialist can run PPC, SEO content writing campaign, and content marketing campaigns for your website and can perform PPC auditing as well.
So, my suggestion is to run SEO, PPC and content marketing campaigns together. Here, are some tips given to clarify your doubts on how to combine and squeeze out the full benefits of content marketing, SEO and PPC to improve your website visibility and bring more leads to your business.
Adding PPC tested keywords create more efficient SEO content
If you want to develop a result-driven content marketing strategy then it’s good to focus on creating great content. Just add more trending and efficient keywords to your content. It is better to be double-sure before adding keywords to it because if you select the wrong keyword then you would have to redo your content, as these keywords would bring irrelevant clicks. In case of SEO, that’s unqualified traffic, but in the case of PPC, every click would cost you money, and we definitely want to prevent unnecessary expenses. There are different ways and genres to write content like ‘How to’ content, ‘A Guide to’ content, etc.
SEO specialists always go for keyword research first before they start writing content. They use many PPC tools like Google Search Console and Google Ads keyword planner tool, etc. in order to determine relevant and trendy keywords that are used by audience all the time. Once, they are satisfied with the keywords, they start the process of content writing.
It is obviously a time-intensive process, you may need approximately a week to finish a content with all keyword insertion, adding images, and publishing process. Not only this; after publishing, Google too, takes some time to rank the article. So, it might take few months to rank it on the page of SERPs.
You must be thinking of a quicker process, well, you can opt PPC campaign for your website then.
PPC services come with many benefits. If you want to test the user’s response on your content just go for the PPC ads and equip them with the keywords. Publish the content using these keywords in your PPC ad campaign and analyze how users are responding to it.
You also get the benefit of running A/B testing. Here, you can run the same content piece with different keywords. You can check the response of customers on the content, and based on that, you can choose and publish the content with higher a response.
So, starting with a PPC keyword research and running your PPC ad campaigns for content is a much faster process to test content keywords.
Get more leads in comparison to lead magnets
While developing a content marketing strategy, a tactic to get leads by creating lead magnets is always considered. Sometimes an advertising agency and business company use lead magnets where they provide free items or services like e-books, videos, e-newsletters, samples, and trial subscriptions to the consumers for the purpose to gain more responses and contact details from them.
You may have seen tons of lead magnets earlier. Think of the time when you searched for information and some website ask your email id provide free e-newsletter services. Well, that is a kind of lead magnet.
The below example of “SEMrush” website will give you a better understanding. You can see that the page is providing a free trial to grow your website’s online visibility.
Similarly, on different sites, they provide content or blogs as a source of information in exchange for some personal data.
A trusted advertising agency can help you in lead generation to turn more users into leads by achieving desired actions on the website by the viewers. But is that it? Well, you will be surprised to know that combining both PPC and content marketing can generate more leads to the lead magnets.
You may be thinking that good SEO content is enough to get leads, but despite what you think, writing numerous blogs itself is not successful in attracting visitors. Talking about a reality check, more than 90% of web pages don’t get any organic search traffic in SERPs.
If you are not getting enough traffic to your website by SEO content then there is no point to create lead magnets for it because if the quantity of visitors is low then the probability of converting lead magnets would also be low.
There is actually a way to attract more users to the website and that is by using PPC. To get enough leads you can run a well-strategized PPC campaign that leads people to the landing page.
Using high-traffic relevant keywords in the ads can bring more users to visit the page and after they are destined to the landing page, a visual content can convert them into leads.
The content must be attractive and informative. You can use more images, infographics, and graphs to gain more leads.
Attractive landing pages to gain more leads
Now, if you are getting plenty of traffic to your website but is that it? Well, visitors are not going to stick on your website if they won’t find the landing page attractive and informative. For, that you have to take the help of an SEO specialist to create awesome SEO content.
A good digital marketing agency or advertising agency always provides both PPC and SEO services to grow and rank your business. A PPC specialist knows how to improve your ad rank position by including these PPC services in the business and an SEO specialist knows how to create interesting and engaging content to engage more visitors to the landing page. Now, here’s what they do.
A PPC specialist can provide well-performing keywords and ideas for title, headings, sub-headings, and even for content to optimize it. But let’s face it, a PPC specialist is not the right person to create amazing content instead their work is to provide digital marketing strategy to make your webpage rank top on SERPs.
Whereas, an SEO specialist can contribute by creating a user perspective blog by using these keywords. They can make the blog more descriptive, informative, and easily understandable to users that can convert them into leads. Including more images and infographics can also increase visibility as they make it more attractive.
So, PPC and SEO together can create much better landing pages that can get more clicks and generate more leads for your business.
Using smart keywords can improve marketing campaign’s performance
Including best-performing keywords in PPC ads and SEO content together to run campaigns for businesses can bring more traffic to it. A group of well-performing keywords can themselves help a lot to raise the webpage on top.
While sharing a list of accurate keywords, a PPC specialist and an SEO specialist can decide how to divide them to get the best results for the organization.
- They can target the high-performing keywords together to gain the most traffic.
- Sometimes, it becomes hard to insert some keywords to SEO content and sometimes, you get high traffic keywords that can’t fit in PPC ad pages. In that case, a PPC specialist and an SEO specialist can divide, target and use particular keywords separately to gain high traffic for the website as much as possible.
At last, the main goal of using PPC and SEO keyword research service together is to attract more traffic to the website. Also, while conducting PPC campaign analysis you can check whether the keywords used are performing up to the mark or not.
It will not only enhance the PPC campaign performance, but will also help in running other marketing campaigns smoothly.
Promoting content using PPC on social media platforms
The content marketing strategy also includes promoting the content, you can possibly post it on your social media profiles to accomplish that. You can use different social media platforms to promote your content and can earn numerous interested users. It is a good idea to promote your best written pieces of content.
Social media marketing is a nice way to make people know about your business. You can post business-related contents to attract viewers to visit your web page. Your digital marketing agency can always help you to run a social media marketing campaign for content marketing.
The first option to promote your content could be using the ‘Boost Post’ feature on your Facebook page.
Read the following steps to know how to boost post on Facebook:-
- Login to your Facebook page and go to your Facebook page.
- Choose the content or the post you want to promote and click the blue ‘Boost Post’ button given below the post.
- The next step is to select the goal for the post that you just boosted. In case if you are confused in choosing the best goal for your ad campaign then let Facebook choose it and click on save.
- Then, choose what the ‘Call-to-action’ button on your Facebook page will say.
- Choose the targeted audience for your boosted post.
You are also allowed for detailed targeting where you specifically narrow down the audience.
- Next is to choose duration and timing for how many days you want to boost your post. You can also select specific days and time to boost the post according to audience presence by using the ‘Run ad on a schedule’ feature.
This is very useful because of its flexibility as you can select only those timings when you can respond to users. Also, you have to pay only for that duration of time.
- Then, with the help of the slider, select a budget that you want to invest while boosting the post.
- Choose the other Facebook platform where you want to display your post, and further, select the payment method further.
- Look at the result how your post would be boosted and if you are satisfied with the result then click on ‘Boost Post Now’ at the bottom of the screen.
Congratulations! Your Facebook boost post is now created.
In case you are dealing in the B2B sector, you can use LinkedIn Sponsored Updates.
LinkedIn Sponsored Updates works like the Boost Post feature of Facebook. Here, you are taking posts from your company’s website and promoting it in front of other companies.
Running a content marketing campaign on LinkedIn can be quite expensive so it’s recommended to run the content page on Facebook first before you go for LinkedIn.
Below steps are aimed to help you understand how to create and run a content marketing campaign on LinkedIn.
- In your LinkedIn profile login to your ‘Campaign manager’ dashboard. Click on the campaign group and then on ‘create campaign’. Now select the objective for our campaign.
- After the objective is selected, it’s time for you to target your audience. In the ‘Audience Section’ scroll down to ‘Who Is Your Target Audience?’ and select ‘Audience Attributes’ on the left.
- Next, select ‘Job Experience’ and then ‘Member Skills’.
Here, you can build up your targeting audience by searching member skills in search box, and then selecting them.
You can further qualify and narrow down the audience. The next page will give you plenty of options to filter the targeting audience.
At last, when you are done with the audience selecting uncheck ‘Enable Audience Expansion’.
- Now, it’s time to select the format of LinkedIn Ad format. You can select your desired ad type format in the ‘Ad format’ box.
After selecting Ad format, a check box will appear with the name ‘Placement’. There you can enable the ‘LinkedIn Audience Network’ depending on the number of audiences.
- Next is to select a budget and schedule for your ad. Select the daily budget. Then, create the schedule for it.
For Bid Type, my recommendation is to go for cost-per-click. This is less risky as well as you have to pay the amount only if someone clicks the ad. You can select the bid amount according to you but remember that for every ad, LinkedIn suggests some minimum bid amount that you can’t go below.
Further, you can also name your campaign as per your choice.
- Now, you are ready to display your ad. Click on ‘Create new ad’ on the next screen.
Start by filling the ‘Introductory text’. In the ‘Destination URL’ field, type your full URL.
After adding the destination URL, LinkedIn will show the first image on that page, use the title tag as the headline, and Meta description of the page as the ad description.
You can insert a different image by clicking on ‘Upload’. Write the ‘Headline’, the ‘Description’, and choose ‘Call to action’ for your ad.
After setting up everything click on ‘Create’
- Now, you can see the condition of your ad as ‘Campaign in Draft’. As you click on next you can launch your campaign, but before that use the review your ad and make the changes if required.
If everything seems fine then click ‘Launch Campaign’ and your campaign will be live.
So, in above given ways, you can run your content marketing campaign on different social media platforms. You can use other social media platforms as well, like Twitter.
Credible Digital Marketing services
It is possible that you encounter trouble in creating engaging content, running an efficient PPC campaign and optimizing website with the help of SEO. Well, in that case, you can always outsource SEO services and PPC services to us. When it comes to content, our writers have vast experience in the field and hold majors and Ph.D. in literature. Hence, you can subcontract content marketing services to OutsourceSEM.
Our PPC specialist can help to maintain a perfect budget for your PPC ads and bring the most out of your campaign while optimizing simultaneously and our SEO specialist creates a robust strategy to increasing your website visibility and help it rank on top.
We also provide SEO reseller services to different digital marketing agencies where they can hire us to provide seamless services to their clients.
Closing thoughts
By reading the above blog, you must be thinking of implementing both PPC and Content Marketing for your website. Well, they are equally important, and using both can boost your website to another level.
On one side, PPC can help in finding appropriate keywords for the content, on the other side, an SEO specialist can use those keywords in the content to make it appear on top. It’s a well-known fact that a paid result will be displayed more as compared to organic results.
A PPC specialist can help in gaining more traffic to your website and in ranking it on top of SERPs.
Whereas, an SEO specialist can create engaging, descriptive, and informative content to engage the viewers on the landing page so that they can further convert into leads.
This will benefit the business and will help to gain more quality customers and that, I believe, is the main objective of running a business website. You can also use social marketing platforms to run promote your content.
Hopefully, now you understand the power of running both PPC and content marketing content on your website.
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