We have clients ask us all the time: what type of marketing is best: PPC, SEO or Content Marketing? Our answer: All of them! While these three strategies certainly use different methods to bring in new leads and business through your website, it’s when they work together that you will score a digital marketing trifecta.
How’s Your Bounce Rate?
PPC and digital advertising brings traffic to your website; content is what keeps them there. The amount of traffic to your site is unimportant if your bounce rate is 95%. Without quality content that speaks to your audience, visitors are likely to click away.
Useful content that answers questions and provides valuable insight will build trust with your customers and make them want to stick around. A Reader’s Digest survey reports that 71% of U.S. adults pay more attention to brands they trust. Use paid advertising to bring people to your website and then let your content do the talking.
Types of content to consider:
- List posts
Posts demonstrating your product/service
Bonus Tip: Interlink your blog posts and content pages to increase the amount of time spent on site.
Dominate the SERP
Use paid and content marketing to have a better chance of dominating the SERP. By using SEO best practices to weave keywords and phrases into your content, it’s likely to show up on the same SERP as your advertisement. If you can appear twice on the SERPs, you give the impression to potential customers that you are a legitimate and important presence in the market.
Take some time to do some in-depth keyword research. Keywords that have a high cost-per-click and cost-per-conversion should be incorporated in to organic content as a cost-effective way to leverage them. This will allow you to use more affordable words and phrases in your paid strategy.
SEMrush has found that the number of direct website visitors to your site will impact your organic SERPs position. Time on site, pages per session, and bounce rate are metrics that indicate a higher quality of result to Google and therefore are prioritized higher.
Pay to Promote Your Content
Paid advertising provides an opportunity to push your content in front of more people and to increase engagement. With the hyper-targeted options available through Google, Facebook, Instagram, and LinkedIn, you’re able to ensure that the right people are seeing your content.
Not all content performs the same way, though. Take time to go through your analytics and review which blog posts, info graphics, list posts or other pieces have performed well. Focus on time spent on page, the links people clicked on from the blog post, and how many people signed up for your email list after viewing that content. These are the pieces of content you want to put your money behind, as you already know they resonate well with your website visitors.
Bonus Tip: Gated and seasonal content perform well as paid advertisements
By integrating PPC, SEO, and content marketing, there are many possible benefits, including an increase in organic traffic, increased paid clicks, savings in ad spend and increased profits. At Brawn Media, we’ll create a custom strategy using PPC, SEO, and content marketing to increase brand awareness and to deliver continued results and ROI.