Boosting Your Content Marketing With Paid Advertising This Year

Time and time again, content marketing is considered the standard recommendation for every business.

But why is that?

73% of companies that spend from 10% to 70% of their total marketing budget on content marketing were very successful.

— Semrush

Content marketing is the fitness of online businesses. It’s what everyone should be doing because it’s cheaper and more beneficial in the long run than other marketing practices, but… some companies still need to catch up.

Not judging here, but we have some juicy content marketing pros you must pay attention to.

There Are Two Gigantic Content Marketing Benefits

Many business owners must consider which digital marketing strategy will have a better return on investment (ROI) and carefully administrate their budget to achieve long-term goals.

This makes content marketing appealing to them:

Benefit #1: Content marketing is inexpensive compared to paid advertising.
Benefit #2: Content marketing enables brands to build long-term benefits like exponential growth and visibility without extra costs.

51% of the businesses that invest in content marketing publish content every day.

— The Manifest

Nonetheless, some business owners and marketers highlight the advantages of paid advertising over organic content marketing.

Organic Content Marketing vs. Paid Advertising

Why would anyone pay ads if content marketing seems so efficient?

Budget flexibility — Despite paid advertising being… you know… paid… we could launch PPC campaigns with as little as $1 a month. Is $1 your ideal budget? Probably not, but you get the idea.
Measure and track results — Popular ad platforms like Google Ads and Meta Ads have real-time analytics we can use to optimize and scale campaigns.
Targeting features — We can target potential clients based on search behavior, browsing history, demographic data, and more. This helps us reach very specific audiences, a fantastic opportunity that content marketing just can’t provide.
Fair industry competitivity — With paid advertising, we can target brand or competitor-related keywords to show up when your competitors do. Or ensure your brand isn’t overpowered by a much bigger social media community or SEO score. When done well, paid advertising could give small and medium-sized companies a fair chance against giants in their industry.
Marketing data gathering — Ads platforms provide accurate data from your campaigns that precisely tell how your target audience reacts to your brand. This is remarkable because it can inform your subsequent marketing efforts.

Are Organic Content and Paid Ads Polar Opposites?

When users are exposed to both paid and organic content from brands, the ads are perceived as less intrusive and don’t interfere with their experience…

— TikTok

In all my years of experience, I have never ever seen a single-legged marketing strategy succeed.

Therefore, I often suggest not choosing one over the other but looking for opportunities to integrate both options in a cohesive, complementary effort.

Content marketing and paid advertising work together, not against each other.