Do you integrate your content marketing and PPC?

Absolutely - every channel and tactic you use in your marketing strategy should work together. In most cases I would only recommend using paid promotions for content as initial launch support and perhaps to boost particularly high potential content, but it can really be an excellent shot in the arm in these situations. In any case, PPC is most effective in a direct relationship with pure content (non-conversion focused pages) when used strategically to pull users in to that high funnel point and keep them moving down based on their engagement. Say your firm has just launched a brand new blog, but you haven't built up the steam to drive the traffic you need yet. Here are some quick steps you might take to get the ball rolling using PPC, then move those new visitors down the funnel to make sure you get the conversions necessary to keep moving while you get up to speed: Promote your content with an engine like Outbrain, nRelate, or Zemanta. Pay attention to what key, relevant sites on your lists are using in making your choice(s). Build a remarketing list from the visitors that reach your content. Exclude any that have already converted (bought your product, signed up for a mailing list, whatever the case may be). The next time you launch a really excellent piece - the one you just know is going to have people champing at the bit to really check out your product - launch a remarketing campaign (GDN, FBX, etc) promoting that new piece to the visitors on the list you built in step two - you already know they're interested in you, so the push from this piece will be even more effective with them. Repeat step 2 for the new piece - build another remarketing list off your killer new article that you just drove traffic to with your retargeting ads. Serve retargeting ads to this new list - this time actually directing them to your carefully optimized conversion focused product/service landing page. In using a method like this, you're not just buying eyes on your content and turning them loose - you're guiding them all the way to the close. If you're already well established, there are likely better ways to remarket and spend your money. However, if you're running a fairly comprehensive program and looking for more, something like this is always worth a test.

I think PPC is a good starting point to gain visitors and subscribers to your new content. Allow social and SEO to expand your user bases once you already have a consistent user base. The first step is to treat it as lead generation campaign, and capturing emails for your new content.  For example, say you are a gardening e-commerce site. Your content would be consistent articles on how to perfect gardening techniques, new tools, reviews...etc. Your PPC ads would reflect your value prop. of learning about one of the topics listed above. IF a user finds your finds your information helpful they can sign-up to receive emails with new posts, or they can share it via a social plug-in. This allows your SEO and Social to assist in spreading your new content around the web via the users you brought in via PPC.

I did it for one of my client and the results were amazing but it took substantial efforts. Client was basically dealing in more than a dozen of products and promoting them via content and PPC marketing but separately, she was not getting desired and even positive ROI. I segregated the PPC campaign into various campaigns. We first prepared the content marketing plan and executed as it was drafted without a single change and also draft the PPC campaign accordingly for each content we published, we had specific PPC search and remarketing campaign. We were tracking content visitors via Google Analytics Custom Report, not sure if the report was perfect but still fruitful. We had corresponding ads for visitors visited the specific article or a specific landing page. We actually wanted to understand what people exactly search and then buy. And whenever someone buy from us what exactly where they were looking for. And Our content marketing efforts were also in sync with our PPC efforts, so what we displayed in Google search results was also backed by strong articles and whatever was written in articles/ posts was backed by attractive and ads on content and search network and http://Google.com Google custom URL builder helped us in fetching the keywords and content people are buying from.

Content marketing is a balancing game of sharing content you curate from other sites and sprinkling in your own stuff here and there. http://www.heinzmarketing.com/2011/10/the-5-3-2-rule-for-social-media-content/, the 5-3-2 rule of social media sharing aims for a blend of your content, others’s content, and personal updates. Note that the 5-3-2 is not a daily quota but rather a ratio for any group of 10 updates you post over any timeframe: 5 should be content from others tools: http://scoop.it, http://swayy.co, http://bufferapp.com 3 should be content from you tools: http://ghost.org, http://medium.com/, http://wordpress.com/ 2 should be personal status updates tools: http://twitter.com, http://facebook.com, http://linkedin.com It may be counter-intuitive to integrate PPC with content from other sites, but you can use conversion tools like http://snip.ly to drive traffic back to your own site to balance the scale.