Content is the key to success in online marketing, and one that Google itself has indicated is crucial to your long term website success. But it is important to recognize that content is also slow, especially for new websites. Google is hesitant to reward websites that add lots of content right away, because it wants to verify that you’re not spam, that the content is yours, etc.
So what can you do in the interim? You can complement your content with other online advertising services, including Adwords and social media.
How to Integrate Adwords and Social Media Into Your Campaign
Most companies take a backwards approach – investing a lot of money into online advertising and social media, and little money into content. Since content is the key to long term, sustainable success, we generally recommend investing in content since it has a higher payoff.
But that doesn’t mean that the other two services are ill advised. Only that they should be a complement to your content strategy. You can use them to make sure that you can generate some immediate business now, and then use your content to make sure that you are able to attract more business in the long term.
- Adwords – With Google Adwords, it’s generally best to target lower budget long tails while you’re still testing your conversion rates on your content. There is a tendency to go for broke on the valuable but competitive keywords. While there is nothing wrong with targeting a competitive keyword, keep in mind that a new site has less branding and is less likely to convert, so you may be paying $10 a click and generating no new business, burning through hundreds of dollars that could have been used on content. When we work with client Adwords preferences, we generally recommend less investment at first and more investment if it’s clear there is a strong payoff.
- Social Media – Social media is easy to start and doesn’t necessarily require any investment. We do offer social media services at Great Leap Studios and we’ve been known to get above average results. But if you’re working with a limited budget, we generally recommend against sending us your social media at first. Instead, set up your content to post on your social media accounts (this is another important part of content) and then have someone come in once a day to make a quick update about something related to your business.
These two strategies can help you generate more immediate results, while your content marketing efforts start to pay off. You don’t need a huge investment, but you can generate the more immediate business that you were hoping to generate. Keep in mind too that content can also have an immediate payoff. Sometimes excellent content will still be ranked well in Google, and often your pages can work as long-tail keywords that may not have been targeted by other businesses.
Contact us today to find out more.
