I don’t know if you realize that every day from morning to night, hundreds of online advertisements pass by your eyes.

When you open an app, you see a splash screen ad; when you look at your friends circle , you see an information flow ad ; when you read an article, an ad appears at the bottom; when you watch a video, there is a patch ad in front; when you search for something, a bidding ad appears...

But think carefully, how many advertisements have you remembered in recent days?

This is the biggest challenge facing marketing today: readers are increasingly overloaded with information.

1. Why is the conversion rate of paid advertising gradually declining?

I often hear friends discuss a topic: the cost of bidding is rising, but the orders brought in are declining, and the boss’s face is getting longer and longer.

Bosses may not have time to think deeply about one issue: paid advertising has always had two bugs :

First, the ad space is very limited, and can only display a few lines of text and a picture, and the amount of information it carries is very limited;

Second, advertising space is relatively valuable, and most advertisements use boastful words and are highly homogenized.

The most important thing is that readers are now in a state of information overload .

Information overload means: first, customers have more choices, and second, the efficiency of selection decreases. In other words, in times of information scarcity, things that used to take three clicks to accomplish (sometimes you have to stop searching because there is not enough information to go deeper) now take 17 clicks to accomplish a task. When information resources are extremely abundant, your efficiency in selecting the best ones actually decreases.

Let's look at a CASE:

If you want to sign up for an Internet marketing training course, you search on Baidu and see the two bidding ads in the picture below. Which one would you choose?

After you only look at this title, a picture, and a few lines of advertising slogans, can you tell which company’s training courses have absolute advantages? Can you decide which one is right for you?

The reader feels the same as you do, he cannot be sure. They have no choice but to click in to take a look. Once they find that your website does not have what they are looking for, they will close your webpage. Unfortunately, you have been hit by mistake once and paid the fee for the click.

But he still hasn't found what he needs, so he can only continue to click, close, click, close... Before making a deal, he will habitually click all the bidding pages in front of him, and then come back to make a decision, so the conversion rate of the bidding is so low.

BUT, a low conversion rate does not mean no profit.

Many newly appointed marketing directors face an invisible pressure, which is that they need to show strong performance right from the start. If they are losing money, they need to turn it into profit, and if they are making a profit, they need to make a big profit.

If you want to see immediate results, of course it is recommended that companies start with paid advertising such as bidding. Payment is definitely the standard for companies to " quickly " gain (or expand) online market share! The effects of other marketing methods are much more delayed.

In the marketing department I was in charge of, bidding had to be standard. There was little staff expenditure, and only a bidder was needed to conquer the world. For high-profit products, the return on investment was quite considerable. A bidding account I was once in charge of had an annual online profit of 12 million. However, compared with those large Internet companies, an online turnover of hundreds of millions was too normal.

2. How does an individual decide whether to bid or not?

• For a self- employed entrepreneur who is short of money and time, content marketing is the first choice.
• For self-employed entrepreneurs who have money and want to see quick results, it is recommended to look at a company. You can get all the company procedures done for 10,000 yuan and then open a bidding account;
• For individual entrepreneurs who are passionate and patient, content marketing will definitely bring you unexpected surprises!

When it comes to content marketing, I just want to describe it with that advertising slogan: You deserve it!

3. Why is content marketing always effective and has a higher conversion rate?

SEO results come faster and stronger

Let’s first think about our own website. How many articles have received over 10,000 hits ? How long does it take for SEO to reach this level? Relying solely on SEO may take several months or even years, so it is better to take a roundabout way to distribute articles on all platforms to build personal and public account visibility. Once the visibility increases, traffic will flow back to the public account.

When distributing content , some media platforms have a high weight. When you publish an article on it and it is included, if you choose the keywords well, you can get a better natural ranking in the search engine . In addition, some self-media platforms such as Baidu Baike , Penguin , Yidian Zixun , and Toutiao have internal recommendation mechanisms, which can give you greater exposure opportunities.

If you use your own website to do SEO slowly, this is almost impossible. Therefore, while distributing, you can use your own website as a backup, as a website to showcase the brand and divert traffic to the official account. If it has a good ranking, it will also be an unexpected surprise.

Make fans more accurate through funnels

The traffic obtained from these websites through articles is very accurate, because readers not only search for your articles through keywords, but also want to get more of what they want after reading your articles. This requires readers to actively follow you through the public account clues embedded in the article (the next lesson will tell you how to get this skill to achieve a good reflux effect). Through such a funnel action, the traffic obtained is quite accurate and almost the highest quality.

Firmly establish a positive personal brand

Through a large amount of content exposure, the exposure of personal brands will be greatly improved, creating a personal super IP image, and greatly promoting the process of readers from understanding to trust. This will have an essential boost to your sales, and customers will pay without too much thought.

For example, regardless of the quality of the content, take a look at the search results of a certain beast. The information obtained is very rich, and the platforms ranked at the top have good credibility, which can reflect the image of a copywriting expert.

Although content marketing has such advantages, basically 99% of content entrepreneurs will fail, because content marketing requires extraordinary perseverance, rich experience and continuous creativity to produce high-quality content, and none of these can be missing. And those who want to make a living from content marketing, if they have life pressures and want quick results, will find it difficult to endure the loneliness and hardships on the road to content entrepreneurship. There are 2.6 million self-media people, and I wonder how many of them can stick to it and make a living!

Well, after reading the above content, I believe you have a certain understanding of content marketing and paid advertising marketing. If you want to achieve certain success in content marketing, I think you have made up your mind.