According to the World Economic Forum, there are roughly five billion searches made each day. There’s no denying that there are ample numbers of searchers for the marketing content that companies put out.

So why can it feel so hard to reach them sometimes? Often the mistake many businesses make is relying too hard on either organic promotion or paid ads for promotions.

So what’s the secret? The answer lies in a careful balance between organic results and paid ads. This is the key to maintaining a good content marketing ROI.

Examples of Organic Content Promotion

Organic content promotion refers to anything that increases the visibility and engagement of content without the use of paid advertising. There are many different types out there, but you can break the most popular types down into three categories.

The first involves the use of SEO. When you use SEO to optimize your content, it’s much more likely to appear in search engine results for any relevant keywords.

However, you will need to include relevant keywords and be an authoritative source to begin ranking highly with these types of organic results. If you want to use SEO, make sure you’re using these techniques to get the most out of any campaign.

The second category is social media. Social media is great for content promotion because it allows you to post articles, guides, and posts directly in front of an audience that wants to read about your business.

If the content is engaging enough, it even has the potential to be shared by people which further extends your organic reach. Lastly, there’s influencer marketing. This happens organically when an influencer willingly posts and shares your product or services.

Examples of Paid Ads With Content Promotion

Ad promotion involves the use of paid advertisements to reach a wider audience. The most common area to see this applied to in content promotion is through Google Ads.

When you search a relevant keyword on Google, you’ll typically see the first two to three results are sponsored links. That means that someone paid to have their relevant content appear at the top of the search rankings.

With this type of ad, you’ll pay-per-click. That means that the more people who engage with the sponsored content, the more you’ll pay for it. Google Ads is perhaps the most cost-effective way of driving engagement for a specific article or video.

The other main type of paid ad for content promotion is social media ads. With this option you can pay to have your Facebook, Instagram, or X content appear on people’s feeds.

While this will be labeled as a sponsored post, it’s still a fantastic way to get your content in front of people’s eyes. And, like Google Ads, it comes with a lot of demographic and keyword options to reach a relevant target audience.

How Do You Balance These Areas?

So marketers will tell you that one form of content promotion is better than the other. However, the reality is that both organic and paid ads have a place in most digital marketing campaigns.

The challenge is finding the right balance between them. In this section, we’ll go over some of the ways you can find this balance.

1. Set Your Goals

Without a clear idea of what you’re trying to achieve, your content promotion is going to be directionless. So ask yourself some questions to set your marketing goals.

Do you want to improve your business’s brand awareness? Or do you want to drive traffic to a specific piece of content? Once you have clear goals you’ll be able to get a better idea of whether more organic or paid promotion is right for you.

2. Use Organic Content Promotion for Credibility

The role of trust in business shouldn’t be underestimated. If a business can establish its credibility as an expert in the field, then audiences are going to be much more susceptible to its products and services. Organic content is vital for building this type of trust and credibility.

3. Use Paid Ads for Conversions

Sadly, when it comes to marketing it takes money to make money. Nowhere is this more apparent than with paid content promotion. Compared to organic promotion, paid promotion drives conversion much more quickly. It’s also great if you want a boost of traffic quickly.

4. Track Your Results and Optimize

It’s not likely you’ll find the balance right away. So make sure you track the progress of any organic and paid ad campaigns. Find out what’s working and what’s not, then adjust the balance accordingly.

How a Digital Marketing Company Can Help You Maximize Content Promotion

Creating valuable content is the key to unlocking your digital media success in this day and age. However, without effective promotion, your content is almost sure to get lost in the sea of the internet.

As we mentioned, finding the sweet spot between organic and paid promotion is the key to optimizing the ROI of content marketing. However, as you can tell from the last section, finding that balance can involve a lot of trial and error.

When you hire a digital marketing agency you get access to expertise that can help you find this balance much more quickly.

Since time is money when it comes to marketing, this can help you see an ROI sooner. More importantly, it frees up your time to focus on running your small home service company.

Ready for the Content Marketing ROI You Deserve? Contact Optic Marketing Group

We hope this guide helped you learn how balancing organic results with paid ads can lead to the highest content marketing ROI. The problem is that the balance varies for each business.

And finding it can require both a lot of expertise and trial and error. When you partner with Optic Marketing Group, you’re getting a company with multiple tried and true digital marketing strategies.

We work with you to find the specific balance between paid and organic content that’s right for your business. So, if you’re ready to get the ROI that you deserve, contact us today.