An advertising strategy (SEA) cannot exist without a content strategy (SEO) and vice versa

To choose is to lose. Nevertheless, we still see that a lot of companies tend to lean more toward a digital marketing strategy that is heavily advertising (SEA) oriented while others then produce tons of content (SEO) in particular. 

Marketing that works in the short and long term

It is usually said that SEA provides quick results, while SEO is said to provide long-term results. It must be said: you can almost match the nature of business owners with their inclination for either SEA or SEO. The impatient business owner for whom things must move forward chooses SEA, his thoughtful, forward-thinking colleague chooses SEO. The problem with this is all too often: they strongly choose one or the other. Our motto is: choose one and the other. They are not in each other's way, quite the contrary.

SEO and SEA make each other stronger

In fact, we have never known otherwise: the strongest SEA campaigns we ever ran always had a strong and varied content foundation. Having an ad always just promote the same information or web page and saying you're doing everything from A to Z: its effect will bleed to death.

The reverse is also true: you can produce as strong content as you want, the effect of an ad on that new content page is what really gets your page read substantially. 

So our motto is: create an advertising and content strategy that go hand in hand.

1. First, decide what you want to talk about in the coming year. 

• What content do you already have?

That can be a lot: every page of your website, including product pages, are usable. And reusable, sometimes just highlighting them from a different angle. We recommend revisiting all pages of your website annually. 

• What content do you still need to create?

Are there new arguments or trends that could lead the buyer to one of your products? Capitalize on it with a blog and link to that product. Or approach your content differently: for example, by letting people talk about your product. 

In short: create a content schedule with themes by month, trimester or quarter. Make sure you have everything ready at the beginning of the scheduled period.  

2. Create an ad strategy based on that content planning

Put at least some ad budget on each new content item as well. Even though it may not lead to direct sales. Getting your product or brand top-of-mind is also valuable and can indirectly lead to sales. You can't convince every type of consumer by going straight to the point purely about your product. Some consumers need framing, background, information ... Find the necessary anchor points to lead them to your brand.

3. Pierce with purely commercial promotions and advertising

We certainly don't pretend that there has to be Shakespearean content behind everything. Sometimes it's enough to simply sell your products as well. You can create an ad schedule for that too: stipulate when you want to highlight which products. Especially necessary if you sell seasonal products or services. If necessary, find further synergy with your content planning. 

Planning is one thing, skillful execution another

Listing those themes and approaches and placing them tangentially in a period of the year is already a big part of the work. You can do most of that yourself, but we are equally happy to do it in collaboration, because we can put in our best practices and experiences.

Then there remains the real finishing touches: creating all the necessary content and skillfully scheduling all those ads. That has sometimes become a rather technical affair if you really want to get maximum return. All too often, we still see ads appearing off the cuff, with underlying technical or strategic imperfections causing some of the hard-earned ad budgets to evaporate digitally. 

Check out our About Us page: ClickForest has experts in both advertising strategy and content creation in its ranks. They like to join forces to roll out the ideal marketing mix for you, with a little more emphasis on SEA or SEO, but always with that cross-pollination in mind.

Interested in a marketing plan where advertising and content join forces to drive your sales to unprecedented heights? Contact ClickForest at ffrederiekk@clickforest.com, +32 473 84 66 27 , ask your question via the form or book directly a digital introduction with us!