Content Promotion: How to Balance Organic vs. Paid Advertising

A marketer spends hours and hours planning, creating, and designing their content. Thus, in terms of promotion, many marketers tend to fail. Promotion in content writing is a big part.

Marketers need to know how to successfully combine organic results with paid ads on search engines, social media, and other websites. Below we will have a look at how any marketeer can successfully combine organic and paid tactics in order to reach promotion success for their content.

How to achieve organic promotion: 4 Tips
In order to achieve effective organic promotion, marketers first need to grow and leverage their audience. Before creating content, they need to do research around buyers’ personal points, and then use that research to support their promotional goals.

Build Influencers:
If your company is not a fresh-start up company and it has been around for a while that’s good news. For any company, it is important to built-in an influencer base. In your research, you need to consider who would possibly represent best your business as customers. To do this their several tools that can be very useful and could help you find which influencers are best suited to promote your content. An example of such tools is Followerwork, Heepsy, and FollowerSearch.

Make sure that you spend enough time on your blog:
A blog can be your brand’s best shot at achieving organic success. As a marketer, you need to invest time in high-quality content that’s been published on an ongoing basis. A good way to succeed in blog content is by having a look at a few tools and templates for successful blog posts. Also, make sure to put some extra time to invest and boost your SEO for your blogs. SEO in your blogs can be very beneficial for your ranking. Another tip on that is to engage with your customers via the comment section in your blogs.

Keep Your PR Team Top of Mind:
It is important to keep your content and your PR Team close in order to ensure content promotion success. A few simple tips to grow your PR success organically:

• Use clever tools like Sendible and Followerwork that can help you search for journalists, publications, keywords, and any other information that is related to your topic.
• Get audience’s attention by using exciting story ideas and well-honed pitches.
• Create several journalist/story ideas to keep them engaged and maximize your outreach.
• Use guest blogging in order to extend your reach and build up some links.

Use the right social platforms:
Any Marketer needs to determine which of social media platforms are right for their business. This depends on the content and on audience engagement in each platform. Not all social platforms work best for every business. When your company is on many networks this can cause you to lose sight of your goals and risk over-saturating your audience. However, the most recent and popular platforms out there like the visual ones (TikTok, Pinterest, and Instagram), can be very valuable for organic content promotion.

The above 4 tips and tactics are great for helping you reach followers organically, so once you decide to pull paid promotion into your strategy, don’t stop using them. Thus, have in mind that if your content doesn’t work well in organic promotion, paid advertising probably won’t save it.

Organic vs. Paid Ads
Many marketers are trying t use only an organic approach to promoting their content, however, most end up realizing that they will only achieve the results they want through paid promotion. Any marketers who rely on solely organic posts on Facebook, eventually realize the network is now ‘pay to play’. According to research the average social media user spends 95 minutes a day on social platforms and is exposed to many of content every time he/she logs in.

When your purpose is to grow your audience and create loyal social media followers or favorable actions from highly targeted audiences, it is very useful to combine paid and organic tactics for SEO and social media in order to get results.

Paid Social Media Tactics

How to funnel money into social media promotion:
Facebook:
Facebook offers two options: Facebook Promoted Posts, which allows marketers to boost the reach of their otherwise organic posts, and Facebook Business (Ads) which gives you the tools to boost a post that is carefully targeting individuals by region, job title, industry, and more.

Twitter:
Promoted Tweets through Twitter’s paid promotion machine. This is one of the most cost-effective methods that can help marketers to use Twitter and reach targeted audiences according to specific demographics and targeted criteria. On Twitter, you can set the maximum amount you are willing to spend and easily track and monitor the performance of your campaign.

Instagram and TikTok: Instagram and TikTok are considered the newest visually-focused social media platforms which are perfect for B2C content. Like any other paid marketing channel, paid promotions through social media can deliver the type of marketing results you need, if you’re using the appropriate platform for your audience. Find the ones that are right for your business and you’ll easily increase conversions for content marketing success.

Most marketing agencies spend a lot of time creating unique content however in order to actually achieve content marketing success, they need to create and promote valuable content organically first, then add paid promotion where it makes sense to achieve your content marketing ROI goals. Content marketing is one of the most effective ways to attract customers. The key, though is to know how to use content effectively at all stages of the funnel to drive sales.

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