PPC and Content Marketing: Timing

In earlier posts, I talked about the 4-step content audit and audience research. In this post, we’ll talk about the timing of content marketing PPC.

In many ways, timing is important for all types of PPC. Maybe you’re running a sale for a limited time, or doing a promotion around a holiday. You might have a marketing calendar that helps you determine when promotions should run.

PPC for content marketing is no different, although it’s critical to pay attention to timing. Ideally, you’ll have an editorial calendar that tells you when new content will be published. The editorial calendar is your roadmap for planning PPC for content marketing.

But what if you don’t have an editorial calendar? You can still be successful – you’ll just have to work a little harder.

The first step in planning when to promote content is to review your content audit and audience research data. Hopefully, you’ve organized the information in your content audit into a matrix by content type. If not, you can do that now. There are several different ways to organize the content to figure out when to promote it. One I like is the Periodic Table of Content Marketing by Econsultancy.

Then, organize the content by audience. Think about the seasonality of your product or service, and that of your audience as well. For instance, if you’re marketing to landscapers, summer is going to be their busiest season. That doesn’t mean you shouldn’t market to them in the summer – especially if you have articles or tools that will help them be more efficient during the busy season. But be aware that because they’re busy, they may not use every PPC channel. They might stick to search, to find answers to pressing problems, and save social media for times when they’re not as busy.

If your industry isn’t very seasonal, or if your content is more evergreen, you might want to organize it by type or theme, like the Periodic Table illustrates. Then, set a schedule to push out different kinds of content.

It’s likely you’ll have some content that’s time-sensitive, like a promotion, limited time offer, or holiday-related piece. Make sure to slot that in during the appropriate time.

By now you probably have a good grip on when you’ll launch each piece of content in PPC. There’s one more step in the timing process, and it’s frequently overlooked: when to stop promoting each piece of content! Sometimes it will be obvious; but what about assets that might get outdated over time? If you’re a software provider, for instance, you’ll want to expire any content referring to old releases.

And most content, even evergreen content, gets stale over time. Be sure to track the performance by asset so you can spot any attrition in your content marketing PPC campaigns.

Make sure to do a periodic check to make sure old content isn’t still running. Remember, you’re paying for the engagement, so you don’t want to pay for people to click on old content!

Don’t forget to include testing in your timing plan. While testing is easier in some PPC channels than others, you should always be testing – whether it’s pitting 2 pieces of content against each other, testing audience segments, or even images in Facebook ads. You should also test what type of content performs best: white papers vs. videos, for example. Build all of this into your timing plan.

Finally, lay out all of the timing into your Periodic Table or editorial calendar. Not only will this keep you on track, it’ll help you plan your campaign setup. It might make sense to have campaigns based on promotion dates, especially in search where you don’t have to worry about audiences. Mapping out the timing will help guide your campaign setup process.

The key here is to think everything through ahead of time! So many advertisers just jump in to a Facebook or Twitter Ads campaign without thinking about timing. We’ve all seen the “Save on Mother’s Day Gifts” ads that are still running. With advance planning, the timing of your content marketing PPC will be easy.

Got any tips for timing your content marketing PPC? Share in the comments!

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