Digital Advertising (PPC) vs. Content Marketing
Comparing Digital Advertising (PPC) vs. Content Marketing (Newsletters and Blogs)
Both PPC and content marketing are powerful strategies for growing a business, but they have different strengths, costs, and long-term impacts. Here's a side-by-side comparison to help you understand which works best for skilled trade companies:
1. Cost
Digital Advertising (PPC):
Pay Structure: You pay for every click, whether or not it leads to a sale.
Average Cost: ~$2.32 per click for Google Ads in most industries; up to $59.18 per action (e.g., lead or purchase).
Campaign Longevity: Ads stop working as soon as you stop paying.
Content Marketing (Newsletters and Blogs):
Pay Structure: Upfront costs for creation (e.g., writing, editing) but no ongoing "per click" charges.
Average Cost: $500 per newsletter or blog, with potential for long-term use.
Campaign Longevity: Content remains live indefinitely and continues to generate leads over time (evergreen value).
2. Audience Engagement
Digital Advertising (PPC):
Reach: Highly targeted but transient; ads disappear when the campaign ends.
Engagement: Immediate but short-lived; relies on users clicking through in the moment.
Content Marketing (Newsletters and Blogs):
Reach: Builds a loyal audience over time through email subscribers and organic website visitors.
Engagement: Sustained; newsletters and blogs foster ongoing relationships by providing value and keeping you top-of-mind.
3. Lead Conversion
Digital Advertising (PPC):
Conversion Rates: ~2-5% for cold leads.
Referral Traffic: Limited unless users bookmark your site or convert immediately.
Content Marketing (Newsletters and Blogs):
Conversion Rates: Higher for warm leads; newsletters nurture trust and lead to repeat business.
Referral Traffic: Blogs improve SEO, driving consistent traffic; newsletters encourage direct engagement (e.g., consultations, referrals).
4. Long-Term ROI
Digital Advertising (PPC):
Short-Term: Immediate visibility and leads, but no lasting value once you stop paying.
Long-Term: Minimal; requires constant reinvestment to maintain traffic.
Content Marketing (Newsletters and Blogs):
Short-Term: Takes time to see results but builds a strong foundation.
Long-Term: Content compounds value over time. A blog post or newsletter created once can generate traffic, leads, and engagement for years.
5. Branding and Credibility
Digital Advertising (PPC):
Perception: Can feel “pushy” or overly salesy; doesn’t build trust on its own.
Branding: Limited; relies on users visiting your website for brand recognition.
Content Marketing (Newsletters and Blogs):
Perception: Builds trust by offering helpful, non-salesy content that demonstrates expertise.
Branding: Enhances your reputation as a trusted professional, reinforcing your brand with every newsletter or blog.
6. SEO Impact
Digital Advertising (PPC):
No direct SEO benefits; paid ads don’t influence organic rankings.
Content Marketing (Newsletters and Blogs):
Blogs improve organic search rankings, driving sustained traffic to your website.
Newsletters can promote blog content, creating a feedback loop that boosts engagement and SEO.
When to Choose Each:
PPC Works Best If:
You need immediate visibility and leads.
You’re promoting time-sensitive offers or seasonal services.
Content Marketing Works Best If:
You want to build a loyal audience and foster long-term trust.
You need a cost-effective strategy with lasting results.
You aim to establish your business as an industry expert.
Combining Both:
Use PPC to drive short-term traffic to your newsletter signup or blog landing page.
Use newsletters and blogs to nurture leads generated from PPC campaigns, turning clicks into loyal clients.
Conclusion:
For skilled trades businesses, newsletters and blogs offer higher long-term ROI by building trust, credibility, and repeat business. PPC can be a valuable complement for quick wins but should be part of a broader strategy that includes content marketing for sustainable growth.
Would you like help crafting newsletters or blog posts tailored to this strategy?
