Content marketing

Leveraging Content Marketing for PPC and SEO

When creating an annual marketing strategy, you want to be efficient with your resource allocation. Our goal is to create lean, effective marketing plans for our business clients that allow them to grow using trackable, scalable marketing metrics.

So, where does content marketing fit into all of this?

Unlike straightforward pay-per-click digital marketing campaigns, it can be difficult to completely gauge the effectiveness of a good “content strategy.” Traditionally, content strategy is used to help your brand resonate better with your primary audience on social touchpoints to allow for more impactful marketing campaigns. However, in recent years, a solid content strategy is used not only for social media marketing or PPC campaigns, but also to improve your organic reach as well.

Content marketing uses the content creation process and strategy found in SEO, and executes it via social media interaction for continued feedback and improvement. Click To Tweet

The real question is – how do we measure the impact of proper content marketing?

Digging back to the business goal of generating sales, there are only two “real” metrics for marketing that you’d want to capture: the number of qualified leads or potential customers, and the quality of the traffic you’re receiving.

Content marketing addresses both metrics at once, by creating a strategy to specifically speak to your primary audience, and draw in such clients through inbound marketing.

Leveraging Content Marketing For PPC

A strong content marketing strategy allows you to improve the quality of your PPC leads. When a lead visits your website through a PPC campaign, it’s because you’ve done a good job crafting an ad to cater to their immediate search needs.

Once your visitor is on the site, they’ll often browse multiple pages to “see if you’re legit” before making a decision to go with your product or service. This is where you can impress them by having a solid content strategy. Like an eloquent speaker introducing their key points, you’ll present your audience with a series of related articles on your website, carefully linked together in a seamless user experience.

What better way to reach your audience, than to have them find all the information they need on a single expert’s website…yours?

Leveraging Content Marketing For SEO

It’s straightforward to understand that great content, optimized for specific keywords, can help your website’s ranking for those keyword(s).

However, “keyword optimization” and other SEO practices only capture the “robotic” side of marketing: optimizing for search engines. Some SEO practices result in less-than-ideal content creation standards – have you ever read a “heavily optimized” blog post, only to give up halfway?

By integrating your content strategy into website content, you’re helping to keep your audience engaged on your page, increasing time spent on site and improving clickthrough rates to your pages.

Optimizing content for organic reach via search engines is ineffective, if your clickthrough rate is low. Click To Tweet

Remember that Google and other search engines are built with the user in mind – not advertisers. As search engines become more efficient, the value of consumer-centric content rises along with the importance of a cohesive content strategy.

Not sure if you need a pair of eyes to review your content strategy? Or, do you not have a marketing plan in place at all? Contact our marketing agency in Vancouver – we’ll be happy to help! Also…we always have chocolate!