Web Content vs. Paid Advertising

Long Term vs. Short Term Strategy

A content rich website is a long term strategy, while advertising generally only produces short term results. As soon as you stop advertising your customers stop seeing you. However, building a content rich website, which is updated regularly builds your organic rankings through Google over the long term. While there may be advantages and disadvantages of both strategies each have their place in an all round strategy of promoting your website. Let’s take a further look.

A Content Rich Website

What is meant by a content rich website? Quite simply it means that a website has a significant amount of content, not just any old content but content of the utmost quality. The various types of content may include the following:

  • High Quality appealing photos
  • Informative Videos
  • Interesting articles or blogs
  • Announcements of new products or services
  • “How To” Guides
  • Detailed product descriptions
  • A mix of informative, unique or humorous content
  • Quality as a priority over quantity
  • Content which helps to solve problems or pain points for your readers

Does this mean that you can simply copy and paste content from another website? NO, Absolutely Not!

For all content that you produce regardless of what type, it is imperative that it is original and fresh, not recycled or copied. This cannot be stressed enough.

Original & Fresh = Google Love, Copied or recycled = No Google Love

Quality original content written for Search Engine Optimisation (SEO) including keywords and keyword phrases for your particular niche or product is a great way to improve your website ranking. Google Algorithms crawl the web for both original and copied content and ranks your website either positively or negatively, accordingly.

Building your Content Rich Website and maintaining it may be a long term strategy but it is also a very sound strategy at the same time. While it may some take time and effort, your efforts are rewarded by achieving long term organic rankings with Google at a minimal or low cost base.

Paid Advertising

Paying for advertising is another option with the two most popular methods being through your Facebook Business Page or through Google AdWords.

Like Web Content, advertising has the same purpose and that purpose is to get customers to visit your website and once there to purchase from you.

While paid advertising has the potential to produce some great results, potentially it can also be quite expensive and if you fail to get your targeting correct many dollars may have been spent with little positive results.

Understanding the intricacies of how various advertising applications work to gain the maximum benefits from your dollars will likely be on a steep learning curve in order to get it right. Much testing and analysis of results is required to determine what works and what doesn’t. You can choose to “go it alone” or alternatively hire an expert to manage your advertising strategy on your behalf, albeit at a cost.

Consider this, just as you would do in your own business. Say you have a clothing store and a customer were to purchase a red coat, you might up-sell them by showing them a red scarf or hat to match, advertising platforms such as Facebook and Google do exactly the same. They monitor your advertising and will encourage you to spend further by offering suggestions to promote posts to reach more people, to increase your daily spend, or to add additional keywords and keyword phrases to your campaigns. Should you take up their recommendations it can become extremely easy to “blow out the budget”. Restraint is the key here to not blindly follow their recommendations.

Here are some examples:

Facebook Advertising: Facebook allows you to target customers based on their interests, behaviours, demographic, geographic location and such, and offers a variety of ad types all aimed at getting your products or services in front of interested people. Since nearly everyone has a Facebook account, your reach potential can be huge, if you get it right. Note: Facebook has announced that they will be making huge changes around about April this year, no one yet knows exactly what these changes will be, but it’s fairly certain that these changes will have a very significant impact on businesses who use Facebook for promoting products and services. These changes potentially are unlikely to be positive for businesses.

These are just some of the offers that our own Facebook Page Web Content Writing receives regularly in addition to what we do already with Facebook.

  • Promote Your Business for just $137
  • Promote your business to locals for just $245 to reach up to 2000 people in your area
  • Boost this post to reach up to 78,000 people in your local area, only you can see this preview (preview of how one of your previous posts would look once boosted)
  • Increase your budget for this post that you boosted recently to reach more people
  • Posts like this reach more people when boosted for just $5 per day

Generally, the anticipated reach to customers is nowhere near what Facebook states.

Google Advertising/Google AdWords

A simplistic view; Google AdWords works by bidding on keywords based around your niche. The cost of keywords may range from a just few cents to dollars per keyword depending on the popularity of that specific keyword or keyword phrase. You also choose an average daily budget, which is averaged out over a month. Depending on the cost of each keyword and your average daily budget depends on how many potential customers get to see our ad.

Google AdWords makes recommendation too. You may already be spending hundreds or thousands of dollars per month, but there’s also more ways to reach more people right?

Some suggestions may appear like this, see below:

  • Recommended keywords for you to reach more customers
  • “We’ve added these keywords so you reach more customers”, without your permission
  • Increase your daily budget to reach more people – spending more gives more impressions, which means more people potentially see your ad. Sometimes you simply just spend more for no result.

Perhaps this is a slightly cynical view on my part, but remember that both Facebook and Google are on the stock exchange and therefore they will do everything that they can to grow their profits for their shareholders. Enough said about this as you might get the view that I’m not a fan of either platform, which is of course totally untrue. Each has their place as part of a well thought-out overall strategy.

Striking the right balance between content and advertising is key to your success.

 

 

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