Businesses are increasingly focusing on creating content for their customers in the form of blogs, infographics, podcasts, surveys, and questionnaires. After they create their content, the next step is finding ways to share it. But how does a small or local business advertise their content? In this post, we will explore the ways businesses can learn to market their content. But, before we can answer that, we have to understand more about what content marketing and content advertising is.
Content Marketing and Content Advertising
Usually, when we hear the terms content marketing and content advertising, we assume that the two are interchangeable. However, though they are similar, they have important distinctions.
Content marketing is typically defined as creating and sharing resources online. Though it does not explicitly promote your brand, it is intended to garner interest in your brand. It relies heavily on search engine optimization (SEO) to increase exposure by incorporating keywords into the content.
In contrast, content advertising is the promotion of content through paid distribution channels. Whereas content marketing is a more organic way of increasing interest, content advertising relies on PPC and display ads to promote content. Additionally, through content advertising, you can specify which audiences you want to display your content to and at what times.
Both content marketing and advertising of course focus heavily on content. As such, your content should be engaging and informative. The quality of your content is what increases website traffic regardless of whether you use content marketing or content advertising. Although increasing your exposure is important, consumers should have a positive association with your brand due to your quality content; if your content isn’t up to par, then consumers won’t have a strong, positive connection to it.
How to Advertise Your Content
Small businesses should absolutely use a combination of content marketing and content advertising. However, knowing how and where to advertise your content is a separate issue, which is why Stiddle has compiled a list of tips for you below.
Pick the Right Content to Advertise
You should have a steady stream of content available, and because you’ll most likely have a lot of content, you might feel inclined to advertise all or most of it. However, that’s not the best use of your budget. You should pick the content that is the most engaging, has the highest quality, and relates to your products and services the best to advertise.
More isn’t always better, and in the case of content advertising, it’s better to focus on quality rather than quantity, especially since you’re paying for it. You should consider having a variety of content that you advertise instead of sticking to just one type. For example, you might advertise organic user-generated content in addition to your blog posts and podcasts.
Advertise to the Right People
While content marketing isn’t directly targeted to any one audience, content advertising can be when done correctly. When using PPC ads on search engines like Google or on social media sites like Facebook and Instagram, you can target your ads to specific audiences based on their demographics, interests, behaviors, and purchasing patterns. Targeting the right audience increases your chances of converting engagement with your content into potential sales. Thus, you can spend your marketing budget more effectively.
Even beyond targeting the right people, you can set your ads to appear at certain times in the day and to people who live close to your business, increasing your potential sales.
Know which Ads to Use
Content advertising allows you to market your content through various types of ads, most commonly search ads, display ads, and social ads. Search ads are paid links that appear on search engines like Google, and businesses are charged on a per-click basis. Display ads can appear as text, images, and videos and pop up on websites that match your business’s chosen topic. The fastest-growing type of digital marketing is social media marketing. Social ads appear on social media platforms like Instagram and Facebook.
There are multiple factors to consider when deciding which ads you want to use to display your content. Search ads are typically more effective in terms of selling products, and they draw people directly to your website and content. Additionally, the most powerful tool in search ads, Google Ads, is very effective at targeting the right users. However, they are often more expensive than other types of content advertising. and they lack the eye-catching photos and videos that appear in display and social ads.
Display ads are more effective at spreading your brand, and they reach over 90% of users who use the Internet. They aren’t as expensive as search ads thanks to the large amount of real estate for display ads. Because they appear as banners on websites, they have the advantage of being more dynamic and eye-catching. Unfortunately, due to their prevalence, many users associate them with spam so they don’t have good conversion rates.
Lastly, social ads allow companies to reach very wide audiences on platforms like Facebook, Instagram, and LinkedIn. These sites help businesses create and display their own ads, making them very user-friendly. Compared to display ads, they have a much higher conversion rate. Additionally, you can turn your posts on your business’s account into a paid advertisement. However, since so many people and businesses post to these sites daily, you have to post a steady stream of content and stay in touch with trends so that your content appears to users and is relevant.
Small and local businesses have many opportunities to turn their unique content into advertising for their brand. By using a combination of content marketing and content advertising, you’ll help your business stand out from the pack.
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