Climb up in style, just like Wal Green circa 1950. (Creative Commons / Blue Mountains Library / Flickr.)
One of our clients recently asked about the point of organic content like a on-going blog or social media strategy, rather than just paid ads. They recently re-branded and wanted to get ahead in search engine ranks along with grow their social media followers.
Instead of paying for results, they’ve got options. Create some of your own content on a regular basis, and you’ll have a longer and cheaper win-win.
To elaborate, here is part of our consulting effort to help articulate fast and cost-effective ways to climb the ranks with two kinds of great content: their product pages as well as blog posts about their products.
Paid vs. organic SEM (Search Engine Marketing)
Paid means always paying for placement and therefore some kind of result
Organic means paying once (for original content) and rising naturally for free
Paid placement means selling / sharing a product
Organic placement means selling / sharing a story that also sells a product and brand awareness
Paid (for content that isn’t new every week) means no fringe benefit for “freshness”
Organic inherently gets extra credit from search engines because it shows your site is “fresh”
All ads* aren’t the same (* Search and social ads)
Paid ads/keywords for evergreen, timeless pages will focus around search networks (e.g. Google AdWords, Bing Ads)
Paid ads/boosts for organic, timely posts will focus around social media networks (e.g. Facebook Ads, Twitter Ads)
Bulking up pages may look like clutter (e.g. Product Detail 1, Product Detail 2, Product Detail 3, etc.) …
… but we can easily repeat products if the angle of the blog content is different each time (e.g. best food in Los Angeles, best art in Los Angeles, best beaches in Los Angeles, etc.)
Why paid and organic is a win-win for marketing
Destination content provides you with timeless content: products for sale
Blog content provides you with timely content: stories to encourage sales
If just paid, you have to keep paying to keep you rank up.
If just organic, you keep producing content to keep your rank up.
But if both are done well, the result is fast and can last. One could even scale back from doing paid ads and stay afloat with a good (free) ranking in search.
Other sites & influencers might not link to product pages as much as they might link to blog posts (which in turn are linking to the product pages).
Content is king: it informs your social media posts, your e-mail marketing blasts, and your brand’s voice.
It might not convert new customers as well as a destination landing page …
… but it might be better at getting customers in the door, knowing your name.
If this was helpful or you have a need for organic/paid marketing, drop us a line.