Content marketing hangs its hat on one major concept: You pay less for more.

例如,以转换登录页面为例。精心设计的着陆页可以连续数年排名大镜头。我们谈论的是一项一次性投资,该投资可能会永远驱动合格的流量和转换。

听起来像是一项明智的投资,对吗?

但是,当您的域名权威正在拖动并且无法与大狗保持同步时会发生什么?

You over-leverage on PPC (don’t do this)

That’s exactly what happened to one of our newer clients in the facility maintenance space before they came to Brafton. As a provider of asset management solutions, they were relying heavily on PPC to own branded terms and relevant keywords.

经过几年的策略,他们的每一铅成本变得不可持续。bob综合app官网下载请记住,PPC投标不是静态的,所以连续竞标的保费往往会上升, especially on super-competitive terms.

We were tasked with:

  • 降低每个线索的入站成本。
  • 无品牌搜索词的排名。
  • Driving more unpaid conversions than paid.

To achieve these goals, our strategists put together a plan to deliver blogs, white papers, infographics and LinkedIn management services. We left no stage of the funnel unattended.

所以发生了什么事?

结果:

在合作伙伴关系仅五个月后,我们看到了非凡的投资回报率

我们观察到:

  • 每条线索成本降低63.3%($ 125至$ 45.8)。
  • 总体无薪潜水线增加了29.5%。
  • 余额为59%的非薪水与41%的薪水。

我们甚至很震惊地找到一篇博客文章驾驶8个宏转换,总价值为$ 2,800。此外,我们看到了博客发布与入站电话之间的直接关系requesting services. This adjunct goal was a nice cherry on top.

PPC和有机应该互相补充

无需抨击PPC,但是如果这是您可以使用的主要武器,则需要多样化。事实上,有机和付费策略可以很好地补充彼此,从而在信息和商业意志关键字之间达到平衡。

但是,如果刚开始时,您没有有机覆盖范围,并且在月底有数字命中呢?

您是否要在内容营销上进行大量投资以击中这些数字?当然不是。有机游戏是一场漫长的游戏,您正在为短游戏而玩。毕竟,您必须下个月将食物放在桌子上。

You might take a quick dip into your PPC account to artificially inflate your numbers for the time being. Sure, your traffic may increase and there’s a low barrier to entry, but, again, it’s extremely short-sighted

但是现在您已经设定了先例。您需要将PPC支出加倍,以便以您习惯的速度继续驾驶线索。这意味着更多的钱。这意味着更高的利用。

不久之后,您有一个成熟的问题。

您的有机排名和域名权限因缺乏投资而停滞不前,您正在支付更高的竞标费用。在不知不觉中,您的第一个月为红色。您在桌子上的热烈连胜已经结束,您没有答案。你做什么工作?

This is no horror story

It’s really not. Relying on PPC to keep you afloat is a fool’s gamble. It’s simply a matter of patting yourself on the back for immediate gains. Done in moderation one can realize incredible results. Done improperly, one can find him or herself in the poor house.

Our client is still utilizing PPC, but they are now realizing the long-term impact of strong content marketing and, eventually,无薪和付费转换的成本效益平衡。This new strategy will undoubtedly increase their Domain Authority, inbound links, unbranded search terms and, most importantly, unpaid inbound leads.

您的策略如何利用?bob综合app官网下载

杰夫(Jeff)是布拉夫顿(Brafton)营销团队的CMO。他专门研究SEO研究和测试。在他的个人时期,他是一名木工和慢跑者。他主持了一个播客,可以在下面找到:https://itunes.apple.com/us/podcast/above-the-fold-by-brafton/id1413932916