3 Tips to Combine Content with Paid Social Advertising


Social media is growing by leaps and bounds. It’s not only helping people connect with each other, but it is also helping brands reach out to their target audience. Small and big companies are leveraging the power of social media every day to grow and enhance their business.

However, social media is not as simple as it used to be a few years ago. As more and more people jump onto the online social networking bandwagon, sites like Facebook and Twitter have become crowded. This is making it harder and harder for brands to stand out from the rest.

Today, if a business wants to tap into social media, it has to combine content creation and paid social media. According to a study published by Kenshoo Social marketers who pair social advertising with organic tactics are getting better results than those who are only focused on content.

But the question is, how do you effectively use organic content with paid social advertising? What do you do to ensure you’re getting more business without hurting your brand image? Here are a few useful tips to help you do just that.

Strike a Balance

Given that you have a balanced strategy, social media can be a powerful marketing medium. In order to make it work, you need to strike a fine balance between organic content and paid social. You cannot simply go ahead and buy yourself into Facebook’s News Feed or Twitter’s tweet stream — it just doesn’t work that way.

There’s no doubt that paying to broadcast your marketing message to social audiences is a viable tactic. However, it shouldn’t be done at the expense of organic content. Similarly, avoiding paid social advertising and completely depending on your organic approach is also not feasible.

If you ignore organic social media in favor of sponsored advertising, then you not only risk lowering the visibility of your future content but you will also fail to engage your audience. On the other hand, if you ignore paid advertising, your content may get lost due to heavy competition. If you want to make an impact and have your message reach to more number of targeted users, then it’s important that you balance organic with paid.

Pay to Promote the Right Content

When it comes to paid social media, your business should take a smart approach to promoting content. Instead of aiming in the dark, pay to promote only content that has already taken off. In other words, a piece of content that has proven to be naturally engaging (and evergreen) deserves to spread further with the help of paid advertising.

By using an organic approach to test what kind of content is appealing to your target audience, you lower the risk factor and get a higher return on your advertising investment. Also, a content piece that attracts more shares can and should be used as a model for creating future social media content for your campaign.

Have Concrete Goals

In order to launch a successful campaign you have to start with concrete goals for your social media marketing strategy. Combining great content with targeted social advertising works only when you are clear about your main objective. Ask yourself, what do you want to achieve with your social marketing efforts?

A study carried out by Ad Age shows that most of the marketers buying Facebook ads do so to increase awareness of their brand, than to get more leads or likes. So like many, if your goal with Facebook is to spread more awareness about your product or service, then optimize your ads accordingly. But if you aim to use social advertising to generate leads, then optimize your ads for more specific conversion actions. In short, the more concrete your goal is, the better results you will get.


Regardless of the size of your company, social media can be a useful tool to drive more business and build a stronger brand. By combining organic content with paid social advertising effectively, you increase your chances of getting noticed and achieving better returns in the long run.

Image via Shutterstock

About the Author

Kyle Sanders
Kyle Sanders is an digital marketing consultant and has been published on Microsoft, Intuit, and other industry-leading small business websites. He's a co-founder of Complete Web Resources, an Austin-based professional SEO services firm specializing in improving search placements for small and medium size businesses across a litany of verticals.
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