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Building an Audience: Why Content Isn’t Enough

When it comes to executing a successful Content Marketing strategy, building and maintaining a loyal audience is key.

Just think about it: without anyone to read or view your content, all of your content creation efforts would be in vain.

And no matter how great your articles, infographics, and videos may be, they’re all rendered useless without an audience.

In other words, even the best message will fall on deaf ears.

Unfortunately, that’s exactly what happens to the majority of content creators out there on the web.

Creating “high-quality” content is no longer enough to separate yourself from the pack; there’s an entire set of tools that you need to employ to ensure that you get noticed.

A few examples of these tools include SEO, Social Media, and Paid Ads.


Search Engine Optimization, or SEO, has become less of a luxury and more of a necessity in recent years.

Just to prove my point, I typed in “Digital Marketing” into Google and was met with 2.71 billion results.

Of course, no one in their right mind would take the time to investigate each and every one of those results. Unless your content shows up on the first page, it’s almost as if it didn’t exist.

According to the stats, 90% of the world’s population visits the front page and goes no further. If your content shows up on the second page, you’ll end up reaching 10% or less of your potential audience.

This is why companies invest so much money in getting their content to show up in the SERP (Search Engine Results Page).

So, how does SEO solve this problem?

By implementing specific keywords into your content and optimizing it for readability by search engines, you have a much higher chance of ranking on the front page.

Complex algorithms enforce these benchmarks and either promote or demote your links based on how well you follow them. A page that isn’t mobile-friendly or keyword optimized, for example, will get ranked lower than a page that is.

Now, some SEO experts may tell you that they can get you a spot on the front page, but this is impossible to guarantee. Don’t believe (or hire) anyone who makes this promise to you.

The only way to “guarantee” visibility is by paying the search engines directly for it. This brings us to the next tool in our kit: Paid Ads.

Paid Ads

In a sense, search engines like Google operate on a “freemium” model.

For absolutely no cost, you can appear in the SERP and even rank #1 organically with a lot of blood, sweat, and tears.

However, the biggest players have the resources to simply buy up the top spots on the results page, benefitting both them and Google.

Another form of paid ads is Google Ads.

Google buys ad space on websites and “rents” it out to Google Ads users with a Pay-Per-Click model. The greatest advantage of this model is that you don’t have to pay unless you get a click, meaning you won’t spend money unless you get visitors to your page.

In order to keep things competitive—and to get the most profit—Google gives this ad space to the highest bidder.

While SEO and Paid Ads are technically separate strategies, they must be used together to make the maximum impact. There’s simply too much competition out there on the web to neglect either one.

If you’re planning on utilizing Content Marketing for your brand, make sure that you have room in your budget for paid advertising in addition to the content creation and SEO itself.

Social Media

Social Media platforms like Facebook, LinkedIn, and Twitter provide an environment for you to interact with your audience more naturally.

Baked-in features like shares, likes, comments, and follows create a sense of community that paid ads simply can’t imitate.

Deciding which social media platforms to use depends on who your target audience is. For example, LinkedIn is more frequently used by middle-aged professionals than, say, Twitter or Tumblr.

Before wasting any time or money on social media, it’s important that you narrow down the demographics of your audience first. Then, you should try to figure out where they spend their time online.

Once you know where your audience hangs out, you need to figure out what kinds of content and what messages they tend to respond to.

Learning how to talk like your audience is another essential part of crafting a great social media page. You wouldn’t use words like “lit” with a group of senior citizens, but you might with millennials.

Spending time on your competition’s page and reading through comments is a great way to learn how their community speaks—which will give you insight into your own.


As a writer, I wish I could say that writing great content was enough to succeed in 2019—but it’s not.

Even as I write this article, I need the help of SEO, Paid Ads, and Social Media share to promote it. Otherwise, I’d get lost in the bottomless sea of blogs that already exist on the internet.

And if you’re currently producing content for your brand but aren’t getting the traction you need, take a look at how you’re handling these 3 elements.

At Sales Buddy, we not only provide SMBs with the content they need to reach their audience but also with your own marketing technology stack and distribution across our exclusive B2B network.

We also give you a custom dashboard to monitor PPC and ad spending on all of your favorite devices while hot leads arrive directly to your Inbox or CRM.

Well, want to generate more leads for your business?

Schedule a quick chat with Corey.

About the Author Michael Edgar

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