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While many marketing professionals endorse Pay Per Click (PPC) advertising for its ability to generate fast leads and a temporarily spike in website traffic, the digital marketing experts at Alecan Marketing Solutions believe that the key to sustainable, long-term growth lies in developing a great content marketing campaign first<\/em>, then supplementing this content with PPC as needed. To illustrate how effective content marketing can be (especially compared to traditional PPC campaigns), marketing pioneers Consumer Magnetism conducted a fascinating study comparing the success of their own content marketing strategy with their PPC campaigns.<\/p>\n

Read on for more!<\/p>\n

Content Marketing vs PPC<\/h2>\n

Defining The Terms<\/h3>\n

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• Content Marketing<\/strong>\u00a0\u2013 Designing, writing, or filming original content (i.e. blog posts, videos, infographics, photos, memes, etc.) and distributing this content across relevant websites, directories, and social media channels like Facebook, Linkedin, Instagram, Youtube, and Twitter. Great, shareable content generates traffic to a website, which in turn generates leads.<\/li>\n
• PPC\u00a0(Pay Per Click)<\/strong>\u00a0\u2013 An add campaign designed to generate website traffic for certain keywords using catchy, cleverly-written headlines. Because a business does not pay for the advertisement unless it generates a “click”\u2013that is, someone actually gets onto the website by clicking on the ad\u2013many marketing professionals prefer this to the (often) costlier content creation option.<\/li>\n<\/ul>\n

  The Study<\/h3>\n

  To accurately compare their PPC campaigns to their content marketing campaigns, Consumer Magnetism selected various types of\u00a0content\u00a0and determined the budget needed to create the “how-to” guides, white papers, tutorials, and infographics, then compared this content to the performance of a PPC campaign with an identical budget. The results, though astonishing, were not surprising.<\/p>\n