Paid search engine marketing (PPC) has been essential to the success of online B2B marketing for an incredibly long time (by digital marketing standards anyway). According to the CMI , it’s the type of paid media used most often by B2B Marketers, and is considered the most effective as well. But...
Most brands don’t need big fan or follower bases. The targeted paid content solutions in each platform is very good and getting better every day. If you want to reach a particular segment, you will do it with a thoughtful 3-step dance.
As consultants, it is our job to advise our clients about the best strategies and tactics to accomplish their business objectives. Sometimes this includes paid advertising. Google Adwords, Facebook Ads, and other paid online advertising are very effective ways to get in front of an audience. There’s no denying this.
There are three types, each has certain advantages and disadvantages, but when used in concert represents an optimized approach for brands to ensure the maximum amount of prudent content gets seen and business goals are met.
The Content Promotion Strategy Decision Tree is a flowchart designed to help you answer that question. Depending on your content marketing campaign’s timeframe, budget, and goals, you can determine whether an earned, owned, shared, paid, or converged media strategy makes the most sense for that campaign. You’ll also want to pay attention to which type of content fits into each strategy.
Some people think content promotion isn’t complicated. It’s just making sure content is optimized for the search engines, sent to an appropriate email list, and then broadcast it socially, right? If only it were that simple. Search algorithms aren’t as reliant on on-page factors for determining relevance anymore, organic social reach is declining, and not every brand has a huge opt-in email database at their disposal.