Nowadays, it is mandatory for micro and macro companies to have an online presence. However, it is even more important for them to be visible to their target audience. So how should they do it? Pay for ads to be more prominent? Or produce quality content? Pay for advertising or have good content?
In this article, we’re going to shed light on one of the most heated debates in digital marketing, which divides opinion even among professionals. After all, what is the most efficient strategy? Paid advertising (Ads) or quality organic content?
Creating good content is what gets a company found on Google. If content is created without planning or dedication, it won’t be able to attract visitors and consequently generate results. That’s why you should avoid fatal digital marketing mistakes!
As 3.8 million searches are carried out on Google every minute, Google is considered to be the oracle of the modern world, and it is therefore necessary to understand the strategy of paying for advertising or having good content, because for Google, content is king! . Also, get to know the 5 essential Google tools to scale your business.
It’s unbelievable, 347,000 scrolls are made on Instagram every minute has definitely become the social network of the moment, especially among young people, and it’s an important tool for betting on the right content. To help you, we’ve provided an article on “What not to do in 2023 and what trends to adopt”
Content Strategy
“Traditional marketing speaks to people. Content marketing speakswith people.” – Doug Kessler. Criar conteúdo significa na prática, oferecer materiais úteis e relevantes para um determinado público, em diferentes formatos e plataformas, o objetivo passa por atrair mais consumidores para um determinado negócio.
When we talk about having good content, we are also talking aboutorganic content. In other words, it’s nothing more than spontaneous visits, without ads. This type of traffic usually comes from search engines such as Google.
It is considered along-term strategy (in most cases it takes 6 months to get results) because it takes time to produce relevant content and requires updates to the site, i.e. it takes time to bring returns.
Despite this, thecost decreases over timefor example, content created in blog posts or websites continues to generate new traffic even years after the date of publication, and over time the investment is diluted,generating more customersthus increasing theROI.
Paid advertising strategy
There are those who believe that “without a paid advertising strategy, the business is doomed” (Paulo Faustino – Brazilian digital marketing event Digitalks), but is this really true?
Paid advertising (a form of advertising that you pay to be shown, such as ads on websites, social networks…) is focused onspecific target audiences, – https://pt.semrush.com/blog/publico-alvo/ – fazendo com que exista um maior alcance do número possível de conversions over a given period of time. Therefore, a practically linear amount is paid for the result, but even so, when this investment is withdrawn, thebenefit disappears.
This option brings amore immediate returnhowever, the return only increases if there is an increase in investmentROI remains constant, although it is more immediate, resulting in a higher volume of traffic to the site.
Deciding which is best for your company will depend on the context where the company is located and its objectives. There is no single answer to the initial question. What’s more important: paying for advertising or having good content?
Finally, we realize that the biggest difference between the two is the time frame and the possible objectives. With paid advertising you can see immediate and predictable gains. With good content advertising, on the other hand, the gains are long-term.
Whatever you choose, you shouldn’t leave content aside. After all, if you build a business on paid ads, there will come a time when the model becomes unsustainable.
After all, what to choose?
It is essential to have a good understanding of the options in order to make informed choices when drawing up your marketing plan. You need to consider your objectives for each of the following aspects – the examples will help you understand:
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Your segment
Have you ever wondered what your competitors are doing? If you publish new articles on your blog and share them on social media, you will generate interaction. This is a good indicator that your content strategy can make sense for your business.
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Your short, medium and long-term needs
If you urgently need to hire someone for a vacancy, paying for advertising will help you get more candidates in a short space of time.
On the other hand, if your aim is to collect CVs to fill any needs, you can start creating articles in which you explain why you are a good company to work for, what yorffer employees and share entertaining content about your organization’s daily life.
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The season
Christmas, sales, Black Friday and even other commemorative dates call for special actions. Imagine the case of a cake store: it is very likely that throughout the year they will choose to keep communication costs low, prioritizing sharing recipes on the blog and publishing delicious-looking photos that will keep their customers engaged.
However, to cope with the huge demand during the festive season, you can expect them to invest in paid advertising, especially to attract new customers.
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Paying for advertising or having good content?
In short, there is no ideal strategy that applies to all companies. Choosing between paid advertising and content depends on the type of target audience, marketing and business objectives.
Paid advertising makes it possible to reach a huge number of people quickly and effectively so that the visibility of a product or service grows exponentially. For example, advertising on social networks can be segmented by
- interests,
- age,
- geographical location.
This allows you to reach the target audience you so desire. In addition, paid ads provide real-time performance metrics. This helps you understand how your campaigns are working.
Content can be good for building your business’s authority in a particular sector and niche. Content marketing can include various types of material that can be shared with social media or on the company website. For example:
- articles,
- blogs, – https://upwego.pt/dicas/aumentar-visitas-do-blog-a-importancia-da-imagem/
- videos,
- infographics.
Content that is relevant and useful can build a long-term relationship with your customers, attract and engage your target audience.
Ultimately, a combination of these two strategies may be the best way for most businesses. Paid advertising helps to amplify visibility in the short term. Content, on the other hand, helps to build brand awareness and trust in the long term. Test different strategies and analyze the results to determine what works best for your target audience and business.
Remember, these strategies are not mutually exclusive, in fact they complement each other very well!
If you’re not sure what is the best choice between paying for advertising or having regular quality content for your company, so as not to waste your resources, it is best to talk to us.
