In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
Who would win if the two marketing strategies were compared independently of each other? Of course, this depends on what you want to achieve with your marketing mix. But assuming that you are working toward a long-term goal of greater visibility and reach, more traffic, and better conversion, then content marketing clearly emerges as the winner in this clash.
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Why content marketing is the clear winner:
Two key factors suggest that content marketing is preferable to paid ads: dynamism and sustainability.
The success of a paid ad campaign depends heavily on the size of the budget invested. Of course, you can optimize and adjust paid ads here and there, and yes, the success is very quickly recognizable and measurable. However, this only lasts until the budget is used up. In terms of dynamics, this means that even an unknown brand can achieve very significant success with paid ads in a very short time. Even if it is still in the process of being established.
This dynamic is different in content marketing. Here, you start with a predetermined budget for content production at a very low traffic level. However, the content produced continues to have an effect even after the budget has been exhausted, provided that SEO rules and topic relevance for users have been taken into account. This means that the increase in traffic will be exponential, but achievable with a smaller budget, and it will be sustained in the long term.
If the dynamics of paid ads are like a sprint, then content marketing is a marathon. With paid ads, you benefit from your investment until your budget is exhausted. With content marketing, the benefits continue long after that. And so, dynamics and sustainability go hand in hand here.
For a better success rate, you can combine paid ads and content marketing and push owned media in the short term through paid ads. But especially when you factor in variables such as identity creation, positioning, and differentiation from competitors, companies with long-term goals are better off with content marketing than with paid ads.
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All the facts once again in the video
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Want to become less dependent on paid ads?
Then we recommend our Content Marketing Academy, where you can train to become a certified Content Marketing Manager in just 6 weeks. Click here and apply today.
