Page 118 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

mailing list substantially is one of my top goals going forward, because it’s so
critical to be able to speak directly to my readers.”

Advertising and Paid Media

In a podcast discussion, the always thought-provoking Mitch Joel said to me: “I
wonder if in the near future, paid advertising will be the only way we can ignite
our content.”

Certainly that’s a strong statement and a sentiment expressed by many
frustrated marketers. In any event, a paid promotional strategy integrated with
other content tactics has become a staple of most digital marketing efforts.

Organic reach is based on the assumption that you have to earn your way into
the newsfeed with great content that people love. Paying to increase your
exposure can dramatically increase the impact and engagement of each piece of
content, and it can be relatively cost effective, especially considering the time
required to work through other content distribution efforts. The paid option also
usually comes with analytics to help you measure the effectiveness of your effort
and optimize into the future.

Here’s a summary of paid distribution options that might be a part of an
overall content ignition strategy:

Advertising networks

Popular options include Google AdWords, Facebook and Twitter ads, Outbrain,
and OneSpot. There are many strategies for using advertising networks, but
they’re especially effective when you need to ramp up initial awareness at the
beginning of a campaign, when you don’t have time to build an audience, or
when the issue and content is particularly time sensitive (like an event). The
primary formats for digital ads are:

Pay per click (PPC): The most common paid method. When a user clicks
on the ad, the marketer pays for each click.
Search PPC: Requires the marketer to identify specific keywords. When
searched by a potential customer, the ad will display on the page of search
results.
Content PPC: Appears as content suggestions on sites, often underneath
similar articles.

Retargeted advertising