How PPC Can Boost Your Content Marketing Conversions

By Michelle Bizzell, January 26, 2015

People often think content marketing will promote itself. Phrases like “content is king” are thrown around, but good content isn’t enough if no one sees it.

Content promotion is time-consuming. You have to create the best content out there. Then it’s time to get people talking about it. Usually through social media. But there’s another channel that could be working for you.

Good pay per click strategies can put your content in front of potential customers. Here are three tips to help boost your content through the power of PPC.

1. Change Your Call-to-Action to Include Your Content

All good ads have a good call-to-action. However, ads that just tell you to “click here” aren’t convincing. For all I know, it means “click here for a computer virus.” Instead, the call-to-action should tell me exactly what will happen when I click. I’m much less suspicious of an ad that’s direct, like “download our free ebook now.”

A call-to-action that tells the customer what they’re clicking on is good. One that tells them why they should click is better. Focus on the problem your customer faces. Your content has the solution to that problem. Sell the benefits of your content in your call-to-action. Go beyond “download our PPC ebook.” What can you do for your customer? Try “become a better PPC marketer.”

Related Post: Get Crafty for More Effective Calls-to-Action

Benefit driven CTA's are the final push in getting someone to click.

2. Think About Where Your Content Fits Into the Sales Funnel

If a customer gives you their email, they’re more likely to buy something. It’s like giving someone your number for a date. There’s no guarantee they‘ll go out with you, but the chances are higher than if they just said ‘hi.’

Your content works the same way. Some types of content, like infographics, will be visible to anyone. They’re for the top of the sales funnel. Other types, like free downloads, will be designed to generate leads. When someone fills out the download form with their email, they’ve moved further down the funnel.

Related Post: A Trip Through the Sales Funnel

How you set up your campaign is determined by your content’s purpose. You might be looking for views, email subscribers, or focused solely on sales. With PPC, you can target all types of customers. Know where a piece of content is reaching customers. Match that with your goals. Then decide on copy, keywords, and budget.

Broader reaching content drives traffic at the top of the funnel. Content hidden behind a form requires more commitment. It might be better suited for people closer to making a purchase, or with stronger ties to your company. Think about using strategies like long-tail keywords to reach people further down. Then offer up just the right content for them.

3. Use the Information You Get From Your Analytics to Tailor Your Content

Brad Shorr of Straight North talked about this in a post for Content Marketing Institute. Your PPC and content teams should always be communicating. Have you found that most of the people who click on your ads work in a specific industry? Consider making more content just for them.

Related Post:The Five W’s of Calls-to-Action: Who, What, When… You Know the Deal

Shorr does warn us to remember that content needs context. The beautiful graphs in Google Analytics don’t tell the whole story. But, if you’re discovering new niches in your market, it is time to act. Create something for them.

Content marketing and PPC can go hand-in-hand. After you have made content to delight your audience, don’t leave it in the dark. Following these tips can make your PPC content campaign a shining success.

PPC Optimization Checklist