This is Blog 1 in the Jurevicious Studios 2014 Content Marketing Series
PPC ads may be an important part of your traffic flow. They can definitely be a viable part of a sales funnel. Unfortunately, they are often temporary (for as long as you’re willing to pay for them), and they just sit there in one place waiting for audiences to come to them. Again, it’s not that we discourage the use of PPC advertising for certain situations. It’s just that we’ve seen better returns with multimedia content marketing. It’s simply perfect for exponentially boosting the size of a sales funnel long-term.
Let’s take a look at what you get with a PPC Ad vs. Sponsored Content:
- Temporary Web Traffic
- A Temporary Backlink
- Cost: Ongoing Per-Click
- Long-Term Web Traffic
- Permanent Backlinks
- Relevant Backlinks
- Loyal Fans
- …and as a result, more Traffic and Conversions
- Cost: One-Time
Types of Media Used in Content Marketing
Content marketing, also known as sponsored content, comes in many forms, each with its own purpose and campaign efficacy.
The most common form is the blog or article. The content is written to be highly engaging and helpful, with anchor text links to the sponsor’s site and perhaps a picture or graphic ad linked to their site as well. It may or may not end with a call to action, relating the content back to the sponsor and suggesting the reader may want to visit their site. Expertly-crafted articles have great off-page backlink and keyword optimization potential.
Slideshows on sites like AuthorStream and Slideshare have become well-known sources for relevant backlinks and helpful ways to get your content out to your audience. They are good for building author rank and relevant backlinks. If you design them well, they can go viral almost as easily as a video too.
The next most common form of content marketing is the video, but it will very soon be the most common (we believe). It could be anything from an educational tutorial to a humorous animation. This too would be branded in some way, and likely include a call to action or a notice of sponsorship at beginning and/or end of the video. This type of content is perfect for boosting SEO, increasing conversions, and reducing bounce rates.
In the 40-and-under crowd, infographics are getting pretty big. They are shared exuberantly across social media sites – especially on Pinterest and Facebook. They are great for extending brand exposure and building author rank when they share important stats and include a style that portrays the company voice. Remember, every time it’s shared on any social media platform, it is a new backlink and social vote for your site.
With the previously mentioned forms of content marketing, you can be a little more subtle with your branding and it will still help you considerably (if not better). With an interview though, it’s much more you- or your-company focused. A skilled writer will weave your quotes into helpful and entertaining content and people may click the anchor text links or the picture to find out more.
Taking a poll may not seem like a good marketing tactic, but it’s great on two fronts. It has great viral potential because of its interactivity. Plus, if you make it a really relevant question, you can gather some important data about your target demographic. If you use the right polling system, it can even be shared across social media for a wider test group and more brand exposure.
Content Marketing is a One-Time Cost with Permanent Results
Pretty much any kind of media your target audience enjoys should be one you’re considering for content marketing. Those we’ve mentioned are merely the most effective we’ve seen at accomplishing our clients’ business goals. They come to us needing more:
- brand exposure
- social presence
- audience interaction
- search engine optimization
and they don’t want to have to pay for every penny they earn along the way. This is the frustration with PPC Ads. Sponsored content is paid for up front, designed and branded, and then, usually, posted on a well-known industry website. If not there, it gets posted on some type of blog or media site from which it can be promoted. In other words, you get more results with content marketing than with PPC ads and you’ll pay less for them in the long-run.
Read All the Blogs in Our 2014 Content Marketing Series:
Blog 1: Content Marketing: Our Funnel’s Bigger
Blog 2: Tips for Creating Content Marketing Campaigns
Blog 3: Top Content Marketing Opportunities