Organically, you can do a lot to reach and convert your audience’s content. SEO, blogging, SMM, link building, the list goes on.
Sometimes, however, these activities do not provide adequate reach. For example, you want increased visibility when publishing valuable content like an industry status report. On the other hand, however, you may want to boost invisibility. For this, there’s a way to supplement your organic efforts.
4.4 million posts go live every day, and 87% of B2B marketers utilize the same social media channels you use.
Answer? Content marketing This post will explain what content advertising is and how it may help you achieve your marketing goals.
What Is Content Advertising?
Content advertising refers to creating content promoted through paid distribution channels such as sponsored placements, advertisements, and PPC campaigns. The primary focus of content advertising is to build brand awareness by placing your content in front of your targeted audience that will find it engaging or compelling.
Once you have created engaging content, you can promote it through paid channels.
Although it may sound confusing, content marketing is not content advertising. While content marketing focuses on brand awareness through organic opportunities, content advertising concentrates primarily on paid advertising opportunities.
There are lots of opportunities to promote your brand using content advertising. For example, many email-oriented publishers offer paid placements in their newsletters for advertisers to use. With newsletters aimed explicitly at a focused audience, these paid locations can be the perfect opportunity for content advertising. Bringing your branded content to an audience that you find interesting or compelling is the formula you aspire to with content advertising.
YouTube is also one of the great places for content advertising. Once you’ve created video content that appeals to your audience, promoting it on YouTube is an ideal way to add extra life to the content you’ve spent your time and money on.
What Are the Benefits of Content Advertising?
One of the most crucial advantages of content advertising is that you do not have to worry about making your content SEO-friendly. This is because search engine optimization measures, keywords, and the like have no role in content advertising. Hence it can therefore be ignored entirely.
Instead, choose the distribution channel you think is best suited for the content and buy the appropriate ad space or ad time. Not only does this make the whole thing a lot easier, but it also makes it possible to use advertisements and content in a very purposeful way.
It is instrumental in social media because websites like Facebook usually know a lot about their users.
The ability to craft content with precision has another advantage: it can be used for particular topics and small audiences. General content marketing measures would be too expensive and inefficient. In addition, content advertising usually scales well because there is an appropriate advertising channel for each type of audience and reach required. This helps to make content advertising extremely cost-effective.
How to Get Started With Content Advertising
1. Identify Your Goals
Do you want to improve brand awareness? Generate more leads? Improve conversion?
You have an objective or goal that helps you know what content to promote and what kind of results to expect.
You will also get an idea of what kind of content they need. For example, a prospect in the awareness stage needs content that provides data without coming across as technical, which might leave them feeling intimidated.
2. Study Your Competitors
Knowing what your competitors are doing to promote their content and get more traffic helps you identify gaps in their content delivery strategy that you can fill.
For example, if they rely solely on Facebook ads to promote their content, you should consider showing where they are absent, e.g., LinkedIn, Twitter, or native advertising.
The quality of the content is essential, so you also want to evaluate the quality of the content they promote. For example, does their content show expertise, authority, and trust? If not, that’s another gap you’ll need to improve your content to fill in so that your ads perform better.
3. Start Small
Not all content is eligible for paid promotion. Also, not even your latest blog post. You need to promote high-quality posts to get a good ROI.
You also need to get some winnings with content advertising before doing everything else. If you are regularly publishing, you probably have some off-the-charts posts. Start with these as you learn what works and what doesn’t.
These pieces performed well organically, so a paid promotional campaign would put them on steroids. Furthermore, the cost of updating an old but valuable content blog post is less than publishing a new blog post from scratch.
Conclusion
Content advertising can be a valuable tool for promoting premium content on a large scale. The most significant advantage of this type of advertising is that brands don’t have to rely on others thanks to paid advertising channels, and the content appears exactly where they want it to be.
They also don’t have to bother with SEO guides or page listings and are better focused on the quality of their content. Also, since it is often a more cost-effective model, it is most likely to work for SMEs and global brands alike.
A few things to remember about content advertising:
- Content advertising only advertises your content.
- It’s an effective strategy because competition for organic reach is off the charts.
- Search, social, content discovery, publisher engagement, and email are all channels when getting started with content advertising.
- Offline channels can also be helpful for content delivery.
If you want to know more about Content advertising, you can contact us. Our experts are here to help you. Call now!