How a comprehensive content strategy amplifies SEO and PPC, and generates business.
Strategic content marketing and search engine marketing—both paid and unpaid—work together kind of like a positive feedback loop, each amplifying the value of the other.
You can’t choose just one. Not if you want results.
If you want your site to rank in search results and drive leads for your business, you have to do both.
Useful, well-written content pieces are the lifeblood that makes search engine marketing work. No SEO campaign can reach its full potential without killer content that converts. And well-written landing pages serve to reduce the cost and improve the conversion rate of PPC campaigns.
Think about it: even if your SEO or PPC campaign draws millions of website visitors a month, no one will convert into a lead if your content isn’t helpful.
And, because customers are making 70 to 90 percent of their buying decisions through online research before ever contacting your sales people, you cannot afford to be absent from search engine results when they begin asking questions online about your services.
In the past, you could address a prospect’s questions through mass media marketing or a sales call and close the deal.
No longer. Content marketing is the new sales process.
A prospect’s questions are being asked and answered online long before you even know the lead exists. You need to have SEO-optimized content pieces and PPC landing pages armed and ready to answer your prospect’s questions at the right time.
If you aren’t there to satisfy the intent of every search a potential lead is making, they will become your content-marketing-savvy competitor’s customer.