Pros and Cons of Combining Content Marketing with PPC Management: Fort Lauderdale Business Growth Solutions

by | May 10, 2023 | PPC

In many schools of thought, content marketing and PPC marketing are nearly opposites. While each strategy has its merit and brings something different to the marketing table, in most cases, combining them into one cohesive strategy offers the best of both worlds.

But there are a few challenges every business owner should be aware of before diving into the deep end of both pools. If you want to leverage PPC management, Fort Lauderdale businesses can consider these pros and cons.

Content Marketing Facts

Content marketing is a form of attraction marketing. It’s the practice of creating high-quality content that matches what your target audience is searching for online to generate organic traffic and interest. This includes social media content, blog articles, video content, PR pieces, podcasts, etc.

How you show up and serve your audience to educate them while promoting your brand is the backbone of your content marketing strategy. The key is to have a comprehensive approach that allows you to reveal your expertise and build trust with your target audience.

PPC Advertising Facts

PPC advertising is a pay-per-click digital marketing strategy that recruits paid traffic to your site or products rather than waiting for organic assets to gain traction in the algorithm. It’s built on a foundation of keyword research to target audience search queries but is pushed to the front of view or top of the page over organic search results.

PPC offers the fast track to two things: visibility and added costs. You can’t have one without the other with a PPC campaign. However, the good news is that you only pay for clicks on your content, not views. You can also create a list of keywords that aren’t an excellent match to your content or brand to reduce poor-quality clicks.

PROS Of Blending Content Marketing and PPC Management Fort Lauderdale

Content Converts Better Than Ads

While ads can show up where content may not,  there’s always that evident feeling of being sold to – which most consumers don’t like. They’re far more likely to click on content than on ads.

Content allows you to position your brand as a resource, not just a sales pitch. Combining this benefit with the power of PPC ads to increase visibility can achieve some measure of both.

Content Creates A Connection

When you provide valuable, targeted content for your ideal market, they’re more likely to develop a connection with your brand and see you as an authority in your niche. This creates the foundation of trust from which a future buying or working relationship will benefit.

By pairing PPC marketing with high-quality content, you can connect with a much larger audience and spread awareness about your brand further than organic efforts could do in the same amount of time.

PPC Campaigns Allow You To Test Your Content

If you’re unsure, precisely the type of content your audience connects with best, high-quality content fueled by PPC campaigns allows you to test it with a larger audience and measure performance. You can run A/B testing for the content format, headlines, keywords, etc., and learn more about what your audience wants to see.

PPC Can Expand The Reach of Your Organic Content

You should always continue producing content for your audience, whether blogs, articles, videos, or social media. But, if you do not see the engagement you need to generate inquiries, leads, or sales, a PPC campaign can spread the word much faster and expand your reach. As you connect with more people across the internet, awareness of your brand increases, your expertise is established, and your credibility increases.

Content Offers A Long-Term ROI

Your content will live online for as long as you want, completely free. If you boost visibility with PPC ads on a short-term timeline, your content can simultaneously build up your organic reach and yield long-term results.

CONS of Blending Content Marketing Content Marketing and PPC Management

It’ll Cost You More

On most platforms, posting and hosting your content indefinitely is free. Facebook, Instagram, TikTok, Pinterest, Twitter, podcasts, your website blog, YouTube, etc., are all effective channels where you can set and forget SEO-optimized content and let it work its magic over time. PPC strategies require a per-click cash payout that gets more expensive the more visibility you have. Of course, you can post content independently, but it will take longer to rise to the top of the algorithm.

PPC Ads Must Be Optimized

PPC campaigns are not a set-it-and-forget-it strategy. They do require regular optimization and updates as needed. Adding this to a rigorous content production process can be time-consuming and frustrating. However, you could stick to your strengths and bring in skilled teams for PPC marketing Fort Lauderdale businesses trust and never worry about ad optimization again.

Single-Channel Digital Marketing Strategies Can Be Dangerous

Relying on only one method is a surefire recipe for disaster. If you only deploy PPC marketing and have no content to supplement your efforts, you could lose an entire platform with no warning. Remember the 2017 debacle when Google unilaterally decided not to advertise for rehab? Many treatment facilities were left scrambling to get the word out with no PPC jet fuel to help them.

On the other hand, content alone can live online for years, never seeing the light of day or reaching your target audience without a bit of help from PPC strategies. Blended digital marketing strategies are the most successful option, allowing you to leverage the best of both worlds.

Better Together: Get More Eyeballs and More Leads with PPC Management in Fort Lauderdale

PPC and content marketing work in tandem and elevate your marketing results. Make the content you love, deploy it with a comprehensive content marketing strategy, and turn to the expert team for PPC management Fort Lauderdale businesses trust at Full Circle SEM.

Michelle Ober

Justin’s favorite sister-in-law that he “fires” regularly. Director of Content & Social Media for Full Circle SEM.

If you’re ready to take your brand to the next level, call 888-757-2714 or contact us here today.