When it comes to getting exposure for your business and attracting new customers there are two major methods to consider - the infamous Google Adwords and the often misunderstood Content Marketing. Both essentially lead to the same goal of driving potential customers to your business but in slightly different ways.
Google provides one of the largest and most effective pay-per-click advertising platforms around. The Adwords network, if used correctly, is a powerful way to gain prominence in the search engine and attract a wealth of new customer opportunities. However, the costs associated with this method can be quite high. This depends on things like keyword competitiveness, number of clicks your ad attracts, and click through rates.
With Google Adwords you can usually expect fast, trackable and specific results. This is ideal if you have a marketing budget and want to quickly drive paying customers to your site.
Things to consider:
- Make you calculations: does it make sense to pay several dollars per click
- Take your time (and budget): it may take a few months to achieve optimal performance on keywords, ad variations and bids
- Adwords is complicated and complex - take your time and patience to study how it works
- It's risky too: a mistake on campaign settings can be costly
Content marketing is an online marketing strategy aimed at creating and publishing high quality, relevant and consistent content to attract clearly-targeted audience, and ultimately, to drive profitable customer action.
Cheaper, less financially risky, and more accessible are just some other ways to describe content marketing.
Compared to pay-per-click, content marketing often produces slower results. This method is less about getting people to click and buy, and more about engaging, informing and nurturing customer relationships. For brand development and long term business growth, this form of marketing is undisputed.
Content marketing, when done right, can lead to better search placement in the search engines. Thus achieving prominence without paying the ongoing costs associated with Adwords. This method is for businesses that don't mind playing the long game.
Things to consider:
- Make sure you have quality, in-depth content on place
- Be prepared to wait months for positive results (if any)
- Yes, there may be no success: it's still a mystery how search engines such as Google will rank your content pages
Different businesses may find one method more effective than the other. However, the most effective way to achieve marketing success online and to minimize risk, is to use a combination of these methods.