The online marketing world is a rich and diverse playground, with dozens of different strategies and approaches that companies can use to attract more people to their websites and earn more conversions. However, despite this diversity, most strategies can be categorized as one of two main types: inbound and outbound marketing.
Outbound marketing is a more traditional form of advertising, using external ads to entice users to buy a product. For example, a search ad may encourage a user to purchase a bookshelf directly from the SERPs. Inbound marketing is about naturally drawing users into a site, such as through a content marketing and search engine optimization (SEO) campaign.
Though there are multiple strategies that fall into each category (and a few that blur the lines between them), the two main “fronts” for each are paid advertising and content marketing. So which is more effective?
First, we have to define what we’re really evaluating. How do we quantify or interpret the “effectiveness” of a marketing campaign? Is it merely how much revenue it generates? Or must it hit certain goals, such as user awareness or demographic targeting?
For the purposes of this article, we’ll be focusing on ROI, or return on investment. That means we’ll need to consider the cost of doing each strategy in addition to the potential benefits each strategy can offer.
Range of benefits
Let’s take a look at the potential range of benefits each strategy can offer. Paid advertising is rather simple; you can direct it toward any one ultimate goal, but the range of benefits is rather narrow. For example, if you advertise a series of products, you’ll be focused on achieving the highest possible number of conversions. You won’t see many other benefits, but you’ll maximize your benefits in this one key area.
Content marketing, on the other hand, has a host of different benefits. Provided you follow best practices for the strategy and seek both onsite and offsite publication, you’ll see increased brand visibility, greater brand reputation, higher inbound traffic from external sources, search engines, and social media platforms, and better conversion rates too.
Next, we have to look at the costs. Paid advertising has a rather straightforward model; in most cases, you’ll pay for each click that your advertisement generates, giving you a fairly predictable and straightforward model on which to build and measure your campaign. Different platforms have different costs, so it’s difficult to make a generalization here.
On the content front, things are similarly complicated because you don’t have to pay any money (necessarily) to engage in a strategy here. Instead, content marketing demands a heavy investment of time, usually several dozen man-hours per week, to develop, publish, and syndicate content across multiple channels.
The costs here are further complicated by the fact that each can be scaled to a highly flexible degree. New companies just getting started can invest a minimum amount to start building a foundation; by the same token, you can invest tens of thousands of dollars a month into either of these campaigns to see even bigger, better results.
Short-term and long-term gains
The differentiation between short-term and long-term gains is the big factor between paid ads and content marketing. The greatest strength of content marketing is also its greatest weakness; it takes a long time to build up. The first few months of your content marketing strategy, you’ll see hardly any momentum, but after several months, you’ll start seeing compounding returns as your permanent content continues passing authority and traffic and your reputation builds to much higher levels.
Paid advertising, on the other hand, can get you an immediate return, but there’s almost no room for growth—unless you front the money to make that growth happen, increasing your revenue but keeping your ROI more or less consistent.
Niche and industry considerations
You also need to be aware that some companies, some niches, and some industries naturally benefit from one strategy more than another. For example, service-based B2B industries tend to benefit from content marketing more, and consumer-focused retail companies tend to benefit more from paid advertisements. Think carefully about your position, and whether one of these has a particular advantage for you.
The bottom line
Ultimately, both paid advertising and content marketing are effective, so long as you execute them properly, and you choose which one(s) are right for your specific organization. The biggest difference is the timeframe and range of payoffs; with content marketing, you’ll see better long-term gains across a broader spectrum of areas, but with paid advertising, you’ll see more immediate, predictable gains. For most companies, a hybrid model incorporating both style is advantageous, but as long as you’re patient enough to wait for the payoffs, content marketing gets the slight edge.
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