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How to Use Organic Content with PPC (Pay per Click)

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When it comes to promoting your business you’re going to need to speculate to accumulate. Pay per click is still the most effective way to get your message out there, but…

…To really improve your search rankings and build an organic following, you also need to cultivate well written content. But how?

Good content falls into these categories:

  • Guides and information for reference.
  • News and up to date info.
  • Focused sales content.

So what do you need to focus on to improve your search rankings and boost your organic online profile? Well, each of the above has it’s benefits.

Guides and Information

This kind of content is what is called ‘evergreen’. That is, it will remain relevant for a period of time long after it has been published. By generating content that becomes a reference for people you build a degree of trust. They see you as a reliable reference and will, hopefully, come to you when they’re ready to make a purchase.

The best way to create this is either in blog form, or by building a downloadable resource such as a pdf or ebook, or even video. Although this kind of content is designed for information, it can include aspects of the ‘sales pitch’ to close that deal.


People like to stay abreast of the news and even if you’re simply releasing a new product, this might be news worthy for someone. Getting the word out with press releases is the most effective way to create a buzz around your product, but getting your press release out there is the tricky part. If you can get your press release published on a mainstream news site, somehow making it relevant to a wider audience, then that will reflect on your business in the long term.

News sites that rank well include:

  • Google news,
  • Yahoo news,
  • AP,
  • Reuters,
  • and your industry specific publications.

By getting onto one of these sites you’ll find your content picked up by other news agencies, so focus on these at first for best results. News content on its own is not particularly ‘evergreen’ but it can help to boost your back links and help your brand visibility.

Sales Content

When it comes to selling, we often know when we’re being presented with the hard sell. That’s not to say it isn’t effective though. A well designed landing page or newsletter can work wonders on your long term strategy by building a clear goal for your company. After all, what is your business if you don’t make any sales?

Creating sales copy that converts comes down to several factors including your use of language, imagery and even the product itself. After all, who buys a product they don’t have any need or requirement for?

Pay Per Click and Organic Content

Of course, using both of these aspects in your content strategy is the most reliable way to see a return on investment. Why pay to promote your business if your site is nothing but a sales portal? People want to read, look, browse and understand why your business is going to help them. Backing up your paid advertising with some evergreen information or even fresh industry news is only going to help you in the long run.

Put simply, creating organic content is a way for your brand to build a rapport with your ideal audience. After all, no one wants to be just a dollar sign do they?

If you’re ready to discuss creating some great content for your business, get in touch with us here at Sentient Creative. We’ll help you build a sustainable and effective content marketing strategy that will serve your business for years to come.

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