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Wednesday, July 13, 2016

How to Combine Content Marketing with PPC


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How to Combine Content Marketing with PPC

Written by Neil Patel on July 1, 2016
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Many marketers believe that you either use Content Marketing or PPC to grow a business – but rarely both.
They’ll choose one approach and argue strongly for it, should someone question their decision.
One marketer might say, “content marketing is the gift that keeps on giving.”
Another might say, “PPC ads scale and can bring you fast, reliable results.”
But, who’s right?
I’d like to argue that both approaches are valid and that neither approach has to be executed exclusively.
Why not combine your Content Marketing efforts with your PPC efforts and create a ‘hybrid’ campaign?
That way you’ll be able to capitalize on your content now, while you wait for the search engines to catch up.
In this post, we’re going to take a look at the tactics that you can use to combine your content marketing efforts with PPC.
Download this cheat sheet to get to know about 7 benefits of using PPC to grow your business.
You’ll learn how you can make your content better using PPC ads and vice versa.
By the end of this post, you’ll have a great understanding of how you can combine the two approaches to make your marketing campaigns even more effective.
Let’s begin! 

What you need to focus on first

Before you take action on the strategies we’re going to explore, there are a few things that you’ll want to acknowledge.
This first is the need for great content.
It is essential that you create great content – failure to do so is going to result in those who click on your PPC ads clicking the ‘back button’ within seconds.
If you’re new to the game of content marketing, you probably have no idea what constitutes great content and how you should even go about creating such content.
For new marketers, and even experienced ones, the best approach often involves working backwards.
That means that you find a great piece of content that’s already doing well in your industry – and you then create something better.
Buzzsumo can be incredibly helpful here – and I think their tagline explains why.
image01
Let’s say that I want to conduct a hybrid Content Marketing/PPC campaign, based around the topic of ‘cycling.’
In most industries, ‘how to’ articles tend to do well and such articles should often be your first focus.  
If you want to create other types of content, you can also consider  – 
If I want to find examples of successful ‘how to’ content, within the cycling niche, all that I need to do is head over to Buzzsumo and type in ‘“how to” cycling.’
image07
As you can see, I now have a bunch of content ideas that I can begin working on. For example, I can take the ‘core muscles’ blog post and make it more detailed and I can also add more images.
Okay – so we’ve briefly covered why and how you can create great content.  When conducting a hybrid campaign, you’ll also need to ensure that you know how to set up a PPC campaign.
I’m not going to go into this topic too much here.
I have, however, covered it extensively herehereherehere, and here.
To keep it simple, you need to account for the following –
  • Knowing who your target audience is
  • Understanding how to target your ads
  • Having the ability to create great ads.
  • Collecting and converting leads
You can get a better understanding of your target audience by using Facebook Audience Insights.
There, you’ll be able to enter an interest that represents your target market and Facebook will return data that can be used to better target your ads across all platforms.
You can create better ads by looking at what your competitors are doing and constantly split testing your approach.
Something you might want to keep in mind is that you can use Buzzsumo to help you come up with headline ideas.
This is how…
In relation to the cycling topic we took a look at earlier, there was an article topic related to ‘core muscles.’
If I type, ‘core muscles,’ into Buzzsumo, I’m then presented with several headlines related to this topic.
image09
These can be used to inspire an ‘ad’ headline that will encourage people within your target market who are most likely interested in this topic to click on your ad.
The topic of core muscles might not appeal to everyone within the ‘cycling’ niche, but there’s a good chance that there is a sub niche, within the cycling niche, that are passionate about improving core muscle strength.
Using the tactic above will help me come up with a headline that appeals to that sub niche.
I like the headline, “How Yoga Practice Strengthens Your Core Muscles – Without Crunches.”
The ‘Without Crunches,’ section lets me know what people typically think is the traditional way of building core strength.
If I had the, “without crunches” text in my ad headline, there’s a good chance it would generate clicks because it creates intrigue, especially for people who are used to building core strength the traditional way.
The last thing you need to focus on is having a way to collect leads and a way of converting them, too.
If you’re pouring money into a PPC campaign, in order to promote your content, you’ll want a way to generate a return on your investment.
If you don’t have something like this in place, you’ll end up running out of money fairly quickly.
If you want to collect leads, consider having a pop-up appear on your site. A pop up can be set up using a tool like Sumome or Hello Bar.
image00
Even the most average pop-ups are known to convert at 3.09% – which isn’t too bad, especially if you weren’t looking to use a blog post to collect leads in the first place.
You can use a popup to promote a Content Upgrade – something that is known to convert really well.
Bryan Harris is achieving a 20-30% opt-in rate on his blog posts, thanks to content upgrades.
Once people sign up, have an autoresponder sequence ready that builds trust and reciprocity while it also eventually asks for a sale.  You can also send people to awebinar and that can also be used to present an offer.

Promoting your content using PPC

If you’re running a content marketing campaign, you’re probably posting content to your social media profiles.
If that is the case, it can be a good idea to take a look at what has worked well across all of your social media platforms and then promote the best performing piece of content, using PPC.
This works well, because you’re taking a proven piece of content that you know will work and you’re getting it out to more people, using PPC ads. This increases the odds that you will earn a positive ROI on your ad spend.
One way that you can do this is by making use of the, ‘Boost Post’ feature on your Facebook Page.
Go through your Facebook Page and find content that has done particularly well.
Underneath it, you will see a button called, “Boost post.’
image04
Click on this button and you’ll then be able to set up the targeting.
image02
You might want to run a number of campaigns sequentially.
First, you might want to run a campaign targeted towards people who have liked your page. This will ensure that all those who are definitely interested in your niche are made aware of your content.
You might then want the second kind of campaign that targets ‘People who like your page and their friends.’
Friends of people who like your page are likely interested in the same things. This may reduce the level of engagement you will receive, but it can potentially reduce the amount of time you have to spend on targeting your ad.
You may then want to run a campaign that involves you inputting targeting information.
It shouldn’t be too hard to come up with targeting data.  You can just use the Audience Insights tool to analyze your Facebook page and then using the data provided, targeting your ads accordingly.
If you don’t have a popular Facebook page, then the above strategies might not work for you.
If that is the case, then you might want to do the following.
You could either run some ads to promote your Facebook page, and then, once you have 4-500 members, begin running Boost Post ads.
Or, you just run Boost Post Ads straight away, even if you don’t have a popular Facebook Page.
It could be argued that it is better to have a Facebook page with some fans first.
This is because it increases the likelihood of you showing your content to people who are interested (remember – by liking your page, they’ve opted to be informed of updates) and hence, engagement will be higher and more intentional.
You’ll also benefit in the long term, because when you post content, you’ll gain from some ‘Organic Reach.’
After running a Boost Post Campaign, you’ll be presented with some stats, based on how your campaign performed.
image03
If you deal primarily with the B2B sector, you might want to use LinkedIn Sponsored Updates.
LinkedIn Sponsored Updates essentially work like a Boost Post ad does within Facebook.
That’s because you’re taking a ‘Company Update’ from your company page and you’re choosing to advertise it.
image06
Running LinkedIn campaigns can be expensive and you want to make sure that you have a good piece of content on your hands before you think about running some ads on LinkedIn.
In fact, it might not always be a good idea to use LinkedIn as your first method of promoting a piece of content using PPC Ads.
Test content on Facebook, first – if it does well there, promote it on LinkedIn.
If you promote good content and your ads are well targeted, people will begin to follow your company page.
NewsCred managed to achieve a 4.2x increase in views for their unsponsored company updates, after having run 20 Sponsored Update campaigns.
image05
On a side note, they also found that LinkedIn Sponsored Updates resulted in 6x the ROI of their AdWords ads.
You can set up a ‘Sponsored content campaign,’ by using the campaign manager and selecting the, ‘Sponsored Content Campaign’ option.
You’ll then be able to select the piece of content that you want to sponsor.
image10
Note: If you want to run a Sponsored Updates campaign on LinkedIn, you’ll need a company page.
PPC ads don’t have to be used to just promote content – you can also use PPC ads to come up with better content headlines, too.
You can use Twitter to help you get this done.
The process is as follows – 
  1. Come up with around 5-7 headlines that look as promising.
  2. Then, run these headlines as ‘Promoted tweets.’
  3. After running them for about 5 days, take a look at the data and you’ll be able to tell which ‘headline’ performed the best.
  4. Take the best performing headline and use it for the piece of content in question.
You’ve now increased the chances of your content performing well, organically.
If you’re wondering what kind of campaign you should run on Twitter, consider the ‘Website clicks or conversions’ option.
image08
That way, you’ll be able to see how many people are clicking on the link to your content, as a result of having read your ‘headline.’

Remarketing your content marketing

You can also use remarketing to help your content marketing efforts. It might be a stretch to call some of this remarketing, but a lot of what we’re going to cover is very similar to remarketing.
In any case, there are a few ways that you can do this.
One strategy is to simply have a Facebook Pixel installed that tracks people viewing content on your site.
This allows you to create a ‘Custom Audience,’ made up of people who have visited your site in the past.
When you come out with a new blog post, run an ad on Facebook targeted towards this ‘Custom Audience.’
In doing so, you will be able to drive content engagement fairly quickly.  This can also improve Organic reach, too.  
The fact that you’re running these ads towards people who were previously on your site also ensures that you’re promoting your content to people who will be interested.
Another strategy involves promoting, ‘Content upgrades’ or ‘Whitepapers’ for those who have read a piece of content on your site, but did not sign up to your list.
This will allow for you to better monetize your site, as you’ll be able to get more people into your funnel.
It’ll also improve engagement for future pieces of content, because you can email your list whenever new content is published.
You can also use the methods above to run targeted PPC Ads on multiple platforms.
For example, you could market to someone on LinkedIn and use theFacebook Pixel to track them once they’re on your site. You can then market to that individual at the lower Facebook PPC cost.
So, consider installing a Facebook Pixel, even if you’re running LinkedIn Ads.
Alternatively, you can use remarketing strategies to let people know of other pieces of content that they might be interested in – after having already read something on your blog.
In a way, this is similar to how you’d promote related products to someone, if you were running an ecommerce store.
Note: It’s worth mentioning that you don’t have to rely on Facebook for your remarketing efforts. You can also run remarketing campaigns across Google, too.
If you’re going to run a campaign like that, however, it is essential that you know how you’re going to monetize your traffic.  Otherwise, it could get expensive quickly.

Conclusion

Before reading this post, you might have struggled to understand how content marketing and PPC advertising can overlap and coexist with each other, when conducting your marketing efforts.
However, you should you now know how to make your PPC efforts more effective with the help of great content, and how to earn a quicker ROI on your content marketing, using PPC Ads.
Implement the strategies you have discovered in this post and see if what you’ve learned has the ability to bring your content marketing and PPC campaigns to the next level.
Best of luck!

Do you have any tips you can share in terms of how content marketing and PPC Ads can work well when combined? Please share below!

BERAPA SIH NILAI DARI BLOG GUE DALAM DOLLAR  ? HTTP://RICHARDNATA.BLOGSPOT.COM/2015/04/BERAPA-SIH-NILAI-DARI-BLOG-GUE-DALAM.HTML



Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id

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My STARTUP :

Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  




WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.


Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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