When you put a lot of effort into creating amazing content, you want a ton of people to see it. But how do you go about doing this?
Sure, you can hire a PR or social media team, but that can be expensive both in terms of salary and time spent training. There is another option that allows you to see the direct results of the money you put into it: paid search. How can you see direct results? Because you control everything: how much you spend, where your ads show, when they show, what they say, and where that traffic lands on your website. Most teams can’t say the same about their PR and social teams.
But wait, you might be saying. Paid search, really? A lot of people think of paid search advertising as just a way to send traffic to relevant conversion pages. However, it can also be used to drive traffic and social engagement to informative content pieces.
Paid advertisements on Google can help get your content seen above the SERPs by people all over the world who are actually searching for what you offer. Not to disappoint most businesses, but consumers’ primary use of the Internet isn’t for shopping. Rather, it’s for finding information and engaging with peers – things that content lends itself to. You can use content to add new potential customers to your CRM funnel, which can also increase brand loyalty down the road.
Before you can leverage the possibilities that AdWords can offer for your content strategy, you need to get your feet wet. If you are new to paid search, here is a step-by-step guide to setting yourself up for success below. Once you’re set up and familiar with paid search, my advice is to start the process by creating objectives for your advertising. You can read about how to prepare for your advertising in the links below. All the information provided here has been hand chosen by a paid search agency based on relevance and quality. All the research has been done for you! So no excuses – get into the game and start leveraging paid search for content promotion now.
Click image to open interactive version (via Simply Business).
Written by Adria Saracino
Adria Saracino is a marketer and blogger. When not consulting on content strategy, you can find her writing about style on her fashion blog, The Emerald Closet.