What are the benefits and drawbacks of using paid media for content marketing?

Most companies exclusively tie paid efforts to creative advertising efforts. A better way to look at it is distribution efficiency & scalability to your ideal customers. Content created by subject-matter experts that puts your expertise on display can and should be part of your paid media motion.

Paid media is interesting as it is a double-edged sword. It provides immediate results but comes at a monetary cost. Through paid channels, you can generate awareness, promote your brand, and get your content in front of many eyes with little effort. However, as easy as paid media is, you need true, evergreen and organic content as the backbone of your content and web traffic.

Beyond targeting, consider the power of retargeting. People who've already engaged with your content or site are more likely to convert, so serve them tailored ads. Also, explore native advertising – seamlessly blending your content with the platform's vibe is gold. Remember to allocate your budget wisely, focusing on channels that resonate most with your audience. Paid media isn't just about spending; it's about investing smartly to amplify your reach and ROI.

Benefits - whilst there are fewer today, there are still benefits in that you can really disrupt a market with your message if you're a challenger brand and stand out from the crowd. You've got to have really strong audience segmentation and targeting though to make it work. Other benefits if your CTA is really strong and you're driving sales, is a really low CPA if your channel is right for your target audience. If you're brand building however it can be a cheap way to drive traffic but not longevity or conversion. Drawbacks include content fatigue because people are bombarded with paid ads 24/7. You could take a modest paid budget and run a far more exciting OOH campaign and generate masses of PR exposure for free.

Unlike organic, paid media is a fast way to test whether your message and offer resonates with your market. You can test in real time which hooks, angles, and creatives work best. Paid media also gives you the power to retarget your audience so you can bring back people who often slipped through the cracks. Last but not least, paid media gives you unrivaled insights into audience demographics, which can help you create new angles and offers.

Paid media is riddled with fraud, with some channels more fraudulent than others. You have to be accept that you're probably losing at least some money to fraud. You also have to be mindful or where your name and logo might end up, because it can be some pretty awful places if you're not careful.

3 Drawbacks of Paid Media: 1?? Cost: Paid media can be expensive, especially if you are targeting a large audience or bidding on competitive keywords. And as soon as you stop paying, the leads go away. 2?? Complexity: Paid media platforms can be complex to use, and it can take time and effort to create and manage effective campaigns. 3?? Ad blindness: Many users have become blind to ads, and they may skip over your paid ads without even noticing them. The problem with paid ads is that you might end up wasting money. ?????? Hey there ??, I'm Alyssa. Follow me if you want to learn how to grow your business and brand through storytelling.

For content marketers, paid media is a distribution channel. (Note: For performance or growth marketers, it has a whole other purpose). Paid media can be great to reach new audiences and expand existing reach. While most paid media focuses on offers, BOFU CTAs, or general brand awareness, there's an opportunity to expand reach new readers of your content by promoting through paid. The key is to know your audience, be strategic with which platform you use (i.e. Google Ads often aren't great for promoting content, but Facebook and LinkedIn are, depending on where your audience is), and if your content isn't A+ level, you won't have good success. The key is to experiment and test to see if paid media can work to promote your best content.

Start by aligning your goals with the right metrics - it's like setting your GPS. - For brand awareness, track impressions and engagement. - For leads, watch clicks and conversions. Remember that content rules the game. Create stuff that solves problems, answers questions, or entertains - it's all about value, not just sales. Be where your audience hangs out. Choose platforms and formats that match their vibes. Facebook for videos, Google for searches, TikTok for that cool factor - meet them where they are. Paid media is a precision tool - these practices will help you hit the bullseye!

When incorporating paid media into your content marketing strategy, it's crucial to align your goals and metrics, ensuring they resonate with your broader content objectives, whether it's brand awareness or lead generation. Crafting high-quality, audience-centric content that offers value without excessive promotion is paramount. Selecting the right platforms and formats based on your audience's habits and preferences is equally essential; where your audience hangs out should influence your choice of advertising platforms. Continual adaptation, A/B testing, and keeping up with industry trends are vital.

One challenge I have found in paid media is relevance over time. Some paid media pieces resonate with your audience well, others not so much. Only testing can reveal which ones do and over time this can fall off... so, fresh content is needed throughout a paid campaign.

One significant issue is the high cost, which can be prohibitive for small businesses and startups. There is also the problem of ad blindness, where consumers become desensitized to ads, reducing their effectiveness. Additionally, measuring the return on investment (ROI) can be complex, making it difficult for companies to assess the true value of their ad spend. Another challenge is navigating the rapidly changing digital landscape, where algorithms and consumer behaviors evolve quickly, requiring constant adaptation and optimization of strategies. Finally, there is increased scrutiny and regulation around data privacy, which impacts targeting capabilities and necessitates compliance efforts.

Though paid campaigns help us reach a wider audience in very less amount of time, what one should look out for is - are these campaigns reaching the RIGHT audience. One tip is to start with less amount, start with the platform where you know for sure your users exist, set a clear goal (reach, sign ups, conversion etc). Try atleast 2 variations for each goal, have a crisp CTA (Call to Action), Monitor the campaigns regularly, Optimize them based on suggestions & results, then start increasing the ad spends based on results. So, an approach which is steady & has a set goal is the key to make the most out of paid campaigns!

Paid media mastery is a game of finesse. Segment and personalize your content to match each step of the buyer's journey. Awareness, consideration, and decision stages need tailored messages. And don't forget retargeting; it's like a gentle nudge in the right direction. Testing is your secret sauce. A/B tests, multivariate tests - they're your growth engines. Dive into data and feedback, refine your elements, from headlines to landing pages. But here's the kicker – user-generated content and influencer marketing. Let your customers and influencers tell your story. Their voices amplify trust and credibility. Share their testimonials, reviews, and social posts as ads.

Using "hey, look at me" tactics or "please follow us because we're paying for this" don't work very well in paid engagement ads. You have to offer something the audience really wants.

If you're new to paid media, you have to accept that you're going to make some mistakes and get your nose bloodied at times. Learn your lessons and keep going. Maintain an experimenter's mindset.

In my honest opinion, when done well, an advertorial (i.e. native ad) is the best way to use paid media market content. Here's why: 1. In the age of influencers, top-notch content has never been appreciated more. 2. With dwindling attention spans and the prevalence of ad blindness, most ads get ignored or skipped. This is where an advertorial -- a cross between organic content and an ad -- comes to the rescue. An advertorial that is: a) placed strategically on a website with high engagements b) not salesy & b) has top-notch content get noticed and read/watched, while capturing the attention and mind of the target customer. It also manages to get the message across while influencing the customer and nudging him closer to purchase.