Content marketing has emerged as an incredibly effective way to arm consumers with the information they seek and need, increase brand awareness, enhance engagement, and ultimately inspire action and conversions. As TopRank Marketing CEO Lee Oddenlikes to say:
But the kingdom iscrowded. According to Content Marketing Institute (CMI) and MarketingProf’s 2016 benchmark reports,88% of B2B marketersand76% of B2C marketerssay they use content marketing.
With so many marketers in the content marketing game—many of them creating and publishing new content daily—competition is stiff. In addition, evolving algorithms for social media news feeds and search engine results make it even more difficult to get the right eyeballs on your content.
So, what’s the solution? How can you get that great content you’re creating in front of your target audience?
One option is addingdigital advertisingto your tactical mix.
If you’re skeptical, I get it. Digital advertising often requires more budget and some argue that it’s ineffective. However, I’d argue that—when done right—digital advertising can work in beautiful harmony with your content marketing efforts.
While this one seems pretty obvious, it’s important to mention because it keeps things in perspective. The most successful content marketers use multiple content marketing tactics to reach their audience in a variety of ways and at different stages in the buyer’s journey.
Digital advertising can add a booster rocket to some of your tried-and-true marketing tactics. For example, let’s say you create an amazing eBook and then share a link to it on social media. Chances are, you’ll promote that eBook several times on your social media channels to get as much visibility (and hopefully engagement) as possible in your audience’s news feeds.
However, with a little bit of ad budget, you can bring your content higher up in news feeds and keep it there longer. In addition, the targeting capabilities have allowed you to expand your reach beyond your current following.
Quick Tip:Most social platforms give you dozens of options for choosing your audience. Pick too many options and you can end up shutting out good leads. Stick with the 2-3 most important parameters that will give you a relevant, but still sizable, audience.
One of the key drivers of content marketing success is in-depth audience knowledge, with marketers devoting a ton of time to audience research to better understand who they are, what motivates them and what pain points they need fixed.
Digital advertising allows brands to target a specific audience using keywords, affinity, topics, interests, demographics, geographic criteria, title, company—and the list goes on and on. This means you can leverage your extensive audience knowledge to directly target your core audience and serve them up helpful, relevant content.