In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.

Who would win if the two marketing strategies were compared separately? Of course, it depends on what you want to achieve with your marketing mix. But assuming that you're working towards a long-term goal of higher visibility and reach, more traffic and better conversion, then content marketing clearly emerges as the winner from this clash.

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Why content marketing is the clear winner:

Two key factors suggest that content marketing is preferable to paid ads: dynamism and sustainability.

The success of a paid ad campaign is very much dependent on the amount of budget invested. Of course, you can also optimize and adjust the settings here and there with paid ads, and yes, success can be recognized and measured very quickly. But only until the budget is used up. In terms of dynamics, this means that even an unknown brand can achieve very noteworthy success with paid ads in the very short term. Even if it is still in the build-up process.

This dynamic is different with content marketing. Here, you start at a very low traffic level with a previously set budget for content production. However, the content produced continues to have an effect even after the budget has been exhausted; provided that SEO rules and the relevance of the topic for the users have been taken to heart. This means that the increase in traffic will be exponential, but it can be achieved with a lower budget and it will be maintained in the long term.

If the dynamics of paid ads are like a sprint, then content marketing is a marathon. With paid ads, you profit from your investment until the budget is exhausted. With content marketing, it goes far beyond that. And so dynamism and sustainability go hand in hand here.

For a better success quotient, you can couple paid ads and content marketing and push owned media through paid ads in the short term. But especially when you add variables like identity creation, positioning, and differentiation from competitors to the equation, a company with long-term goals will do better with content marketing than with paid ads.

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All facts once again in the video

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You want to become more independent from paid ads?

Then we recommend our Content Marketing Academy, where you can train to become a certified Content Marketing Manager in just 6 weeks. Click here and apply today.

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