Social media marketing
- Establishing a social media presence on major platforms
- Creating shareable content and advertorials
- Cultivating customer feedback throughout the campaign through surveys and contests
Search engine marketing (SEM) is the wider discipline that incorporates search engine optimization (SEO). SEM includes both paid search results (using tools like Google Adwords or Bing Ads) and organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per click advertising, article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time nor over the same keywords. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices
Content advertising is the process of producing content with the intention of promoting that content through paid distribution channels. This can include PPC campaigns, paid social, sponsored placements, and any other type of paid promotional opportunities. Any content format can be produced as part of a content advertising campaign. For example, you could create a whitepaper focusing on a problem common to customers in your industry, with the intention of promoting this whitepaper through paid social ads. As long as the content being produced is to be promoted via paid distribution, you’re using content advertising.
We all know that there are plenty of benefits of content marketing, but how does content advertising differ from “traditional” content marketing? In the grand scheme of things, the concept of content advertising should be something of a misnomer. After all, content marketing is a core element of inbound marketing, which itself is designed to be as minimally disruptive to consumers as possible. Traditional advertising, on the other hand, is often intentionally disruptive, designed to capture the attention of viewers and entice them to take action.
One element that both content marketing and content advertising share, however, is an emphasis on quality. Just because you’re distributing and promoting your content through paid channels doesn’t mean that the content itself should be any less valuable to your audience as your “organic” content. If anything, the quality bar should be even higher, since you’re paying to promote that content.
Additionally, just because you’re promoting content via paid channels doesn’t mean you should resort to sleazy, disruptive tactics favored by TV and radio advertisers – your audience expects (and deserves) better. This can dissuade prospective customers and tarnish your brand, even if your content is of high quality.
Another crucial difference between content marketing and content advertising is that content marketing campaigns often rely on SEO and organic rankings, whereas content advertising bypasses the challenges of declining organic reach by leveraging the strengths of paid promotional channels, such as highly granular audience segmentation.
We’ve warned against the dangers of relying on organic traffic for some time, and with organic reach diminishing every day, it could be argued that content advertising is the next logical step in the continuing evolution of content as a marketing tool.
AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords. Please see below for the info about Pay-Per-Click advertising.
Pay-Per-Click or PPC is the system used to monetize search engines. In other words, how to search engines make their money? By selling advertising space on their results page. The impression a user sees when searching for your search term is free, the click will be billed to your SEM account. The more advertisers are willing to pay for clicks after searches for specific keywords, the higher the ranking for advertising, which leads to higher traffic. The higher position is likely to cost $5 for a premium keyword, and $4.50 for a third location. A third advertiser earns 10% less than the top advertiser, while reducing traffic by 50%. The investors must consider their return on investment and then determine whether the increase in traffic is worth the increase.
There are many reasons explaining why advertisers choose the SEM strategy. First, creating a SEM account is easy and can build traffic quickly based on the degree of competition. The shopper who USES the search engine to find information tends to trust and focus on the links showed in the results pages. However, a large number of online sellers do not buy search engine optimization to obtain higher ranking lists of search results, but prefer paid links. A growing number of online publishers are allowing search engines such as Google to crawl content on their pages and place relevant ads on it. From an online seller’s point of view, this is an extension of the payment settlement and an additional incentive to invest in paid advertising projects. Advertisers with limited advertising budgets are virtually impossible to maintain the highest rankings in the increasingly competitive search market. Therefore, it is difficult to break into the market without a big advertising budget for the top search terms. Google’s search engine marketing is one of the western world marketing leader while its search engine marketing is biggest source of profit. Their search engine providers are clearly ahead of yahoo! and Microsoft. The display of unknown search results is free, while advertisers are willing to pay for each click of the ad in the sponsored search results.