CEO of How To SaaS | Fractional CMO + Advisory Services for PE and B2B Companies | 📖 Bestselling Author of Post-Acquisition Marketing | 🎙️ Host of the PE Value Creation Podcast
The room to spend on paid media in most industries is finite. After a while, you always hit a ceiling on spend. Similarly, if you’re creating content purely for SEO, you will hit a limit on how much traffic your content can drive. It’s not that these plays are ineffective. They work and need to be implemented inside most companies. But the real value to be created is when content and paid media to work hand in hand to target ideal customers to create demand. This kind of marketing takes a true understanding of customers, a belief in the power of content and a willingness to invest paid media dollars to build a longer-term affinity within an industry. In a paid social driven demand engine, content + paid is how you get to infinite distribution to scale revenue significantly faster. Your competitors can’t just bid up where you’re investing like they can on finite, zero-sum channels like search because you’re never playing the same game. It’s also how CAC comes down because the barrier to entry is creativity, not dollars. #marketing
This has been brought so well!
Well said
Do you know of any studies that prove that paid media also has the effect of pushing up the organic ranking? Thanks! 😊
Agreed! And the extra ingredient is thoughtful high quality content, both in your site/landing pages and in ads.
Thoughts Chris Walker?
Couldn't agree more! And I say this because we have benefited tremendously from this.
Interesting post! Thank you.
Data & Analytics Insights, Unlocking Revenue with Analytics
3yIn many ways, we're returning to the fundamentals of marketing, a space where creativity and opportunity align to create tangible value that in turn drives revenue. But for all the cool new martech tools, methodologies, specialisations, channels etc, it's still about connecting the right people to the right product (ie. A tangible good or an intangible service). When I was at university many years ago, my entrepreneurship professor who at the time had his own management consulting firm in south Africa said if you're in business to make money then sadly you won't make any. But if you're in business to help people you will make bucket loads. That really stuck with me over the years.