If you have an online business, surely you have already looked for alternatives to increase your sales and income. If you have reached the dilemma of choosing between investing in paid ads or organic content, I will anticipate you: neither one nor the other, choose both, combining Content Marketing and Google Ads is an excellent solution. Edgar higuerey Mar 9, 20 | 14 min read In many cases the two strategies are seen as enemies, after all, Finland WhatsApp Number List we tend to believe that whoever pays to appear in Google results is stealing the opportunity from those who seek to conquer the first positions organically, but this is not so true as it seems. The truth is that it is possible to combine Content Marketing and Google Ads to achieve results that you do not even imagine you can achieve. This is because the two strategies are extremely efficient and complement each other in many ways.
In this article, I’ll tell you a little more about the characteristics of each one and how you can put them together to build a successful digital presence. Keep reading! What is content marketing? Content Marketing is the digital strategy used to enhance and improve the visibility of a website in front of search engines in an organic way, from relevant content that answers the doubts expressed by users in search engines . By applying SEO ( Search Engine Optimization ) techniques , it helps the page to show up in the first results for user research related to topics related to a market segment, product or service. In an increasingly competitive online world , Content Marketing has become one of the most relevant strategies for the market. Its premise is to generate value to attract users by offering useful information and solving doubts and problems. In this context, quality content has a special place in the development of the shopping journey, guiding the consumer through a positive and trustworthy experience towards conversion. The main types of content that can be produced to meet the specific objectives of the strategy are:blog posts; e-books; infographics ; videos; podcasts ; social media posts; white papers; interactive content ; others. Business objectives that Content Marketing helps to achieveIn short, content marketing seeks to generate credibility, increase sales and win loyal customers of the brand .
Instead of praising their products and services, with the use of content, brands educate the market so that, in the long term, they become their consumers. In this way, instead of “forcing” the purchase, Content Marketing leads the visitor until they make a conversion in a natural way. That is why strategy is one of the pillars of Inbound Marketing , that is, the set of actions carried out by the company to encourage its audience to approach it naturally. Some corporate objectives that Content Marketing helps to achieve are:improve the image of the brand; generate qualified traffic to the website; build digital authority in a market segment; increase the life cycle of customers; reduce the sales cycle; educate the market on a technology or business strategy;position a brand as a creator of market trends; among others. In these contents we explain in more detail how Content Marketing meets these objectives:Results when applying Content Marketing ; Advantages of the strategy ; Content Marketing for Branding ; Content to retain customers ; 62 facts that explain why invest in Content Marketing ;Content Marketing Features The focus of Content Marketing is on generating relevance through information. Its most important resource is, in general, the blog , in which different types of content are produced to attract organic traffic, that is, without the need for direct capital investment to achieve it.
Content production revolves around the choice of keywords , terms used by users to search on Google and other engines. The study and correct application of these terms in the content is the main key to SEO. This, in turn, represents the techniques applied in the architecture of the blog and in the structure of the content to achieve indexing of the page in search engines and allow algorithms to identify and classify it according to its level of relevance. SEO is divided into two types: SEO on-page : they are optimizations applied within the page and the content, such as titles, URLs, meta-descriptions, design, among others. Off-page SEO : are actions outside the internal environment of the page that help optimize its positioning, such as external links on other pages, mentions and disclosures of content. The costs involved in this process are much lower than in other strategies, since a large part of the focus is on producing content, gaining traffic and leads in an organic and permanent way. In other words, if a Marketing company produces content that ranks first in Google for the keyword ” Digital Marketing ,” their effort will be directed toward keeping it on top for as long as possible.
In case it succeeds, the page with this content consolidates itself as an inexhaustible source of new open doors for sales, since users come to the blog through it and in their navigation they may be interested in leaving their personal data. This possibility can be specified from:subscription forms in a newsletter; Landing Pages for the offer of free e-books; Push Notification Bars; among others. From the moment they provide their data in one of these spaces, the user becomes a contact opportunity. And all your interactions with the blog after being logged in for the first time can be monitored and used in conversion strategies. But this does not mean that it is not possible to measure your return, after all, this type of strategy also requires some type of investment. Calculation of ROI in Content Marketing Some of the ones you can consider to calculate your ROI are:hosting service and CMS, such as WordPress ; content production (cost of hiring or payments of responsible employees or freelancers);data monitoring and analysis tools; image banks; equipment to record videos and audios (if you use these formats in the strategy).