Content marketing campaigns often focus on organic search and conversion. But just as good content is driving SEO, it’s also becoming a prominent feature of paid ad campaigns on social media and around the web.
Drive relevant traffic to your website and social media content with targeted and fully-managed paid campaigns
Castleford’s unique set-up and scale make us the ideal partner for paid, content-driven campaigns. Our writers, editors and designers create a huge range of content from blogs, news and landing pages to whitepapers, graphics and videos. Working with our content marketing strategists, they help clients grow and improve their websites, populate their social profiles and run regular email campaigns.
As well as creating content that improves organic search performance and boosts on-site conversion, our specialist in-house teams produce content for paid campaigns – and also run those campaigns.
Our Promoted Content service provides a turbo boost for our clients’ content marketing activity, getting their content in front of relevant people, fast.
One of the recent trends in social media has been the attempt by leading platforms to position themselves as publishers. Rather than just networks for people to communicate with each other, social media is becoming the place people go for news and information on the topics they care about.
If you take LinkedIn, for example, the recent discussion series, the promotion of LinkedIn influencers and even the changes in the layout earlier this year have made the social network for professionals look more like an online magazine.
The new Facebook layout in response to the challenge from Google+ saw the world’s biggest social network take a big step in the same direction. Twitter is now a regular source of breaking news, with the tweets of politicians, celebrities and business leaders providing more mainstream media quotes than any journalist’s Rolodex.
This trend is having an impact on social media advertising. For all the big social platforms, ad revenue remains the foundation of their business model, but what that advertising looks like is becoming increasingly diverse.
For brands that publish their own content, social media is becoming the place to share and promote articles, guides, graphics and videos. As well as pushing that content out through their existing network, these organisations can also build paid ad campaigns around it.
Similar opportunities are also presenting themselves around the web, on popular blogs and news sites. If you have quality content of your own to share, the right positioning can get more eyeballs on to it quickly.