It’s a widely debated topic: which will give you a better ROI, paid search advertisement or content marketing?


Not everyone has the time to invest in creating good quality content and with the option to go for paid ads, content marketing can often get pushed to one side. That being said, you shouldn’t discount this as “content marketing gets 3 times more leads than paid search advertising” – Content marketing institute.


Why Content Marketing?

Good quality content will bring traffic to your site organically – meaning that your audience is more likely to be invested in your business. A piece of great content will have more longevity than an ad campaign and it tends to be a less expensive alternative to paid ads! The more invested your audience is in your site, the better rankings and organic leads you will get. If someone has read your content and gets your business the lead will be better.

You’ll find that good quality content adds to your customer’s experience as it is helpful and informative. Especially if they are searching for a solution to a problem and you add value and tell them something that they didn’t already know.

Content marketing certainly takes longer to gain momentum, however Enquisite reports that “for every 1 click on a paid search result, the organic results generate 8.5 clicks.” If you’re looking to build long-term brand awareness and quality leads, then content marketing is a proven solution.

Why Paid Search Ads?

Paid search ads are great for increasing your audience quickly. According to Business Marketing Blog, paid ads can appear on search engines within an hour of the campaign being created. This is especially beneficial for example if your website is new and doesn’t have a heavy traffic flow. It’s also a great way to gain insight into key phrases but it cannot guarantee you a quality lead.

You’ll likely find that your website traffic increases through paid ads, however, if you find that your bounce rate also goes up then it’s likely that the traffic is irrelevant to your organisation. This could be a result of not using the right keywords in your ad.

Know your purpose

Paid advertising seems like it can provide a quick fix solution to all of your marketing needs. However, an increase in traffic and enquiries doesn’t always correlate to the quality leads that you need.

It’s all about knowing your purpose. If you want to build long-term brand awareness and add value to your customer’s experience, we recommend content marketing. However, for specific purposes such as reaching a new audience quickly, paid ads could be the solution for you.

Embrace is experienced in helping grow our client’s audiences through content marketing, get in touch for more information at