Should you focus more time on PPC content (pay-per-click) or Organic content? Many companies ask themselves these questions. The answer isn’t always straightforward. There’s a lot to take into account when you’re using both PPC content and organic content to promote your business on Google (or other search engines).

The quick answer is both are just as important, but for different reasons. You need to weigh up the pros and cons of both PPC and organic content before you decide the approach you should invest in the most.

So, this article aims to show you the pros and cons of PPC and organic content. How you should approach each type of content, and how to help you decide which type of content is going to get the best results for your business. 


PPC Content: Pros, Cons & How to Approach

In short, PPC content should be a lot more concise. It should include a more direct approach to customer acquisition. 

One of the “pros” is that PPC content can get customers and clients onto your site a lot faster than organic content.

However, when thinking about PPC content, you have to factor in the additional costs of promoting your page. You’ll want to make a return on your investment. The additional cost could be considered a “con” as you’ll need to budget for promoting your content.

So, when approaching PPC content, your content should be designed in a way to get your customers through your door a lot quicker. 

Think of PPC content almost like landing pages. However, they can include more valuable information.

Where organic content can be a lot more in-depth, PPC content needs to be optimized. It needs to get to the point and generate leads a lot quicker so you can boost your conversion rate and gain a return on your investment.


Organic Content: Pros, Cons & How to Approach

With organic content, you have more freedom to create a more in-depth, detailed, valuable page. 

One of the pros of organic content is that it can help build your website’s rankings in Google. Organic content is one of the most important aspects of an SEO marketing strategy. 

Also, organic content has a range of benefits. Benefits like building brand trust and brand awareness. Gaining fans by offering value, and creating new customers. When you’re offering valuable, insightful content that helps your audience, you’re creating a bond between you and the reader. The value you offer can in turn be reciprocated. Your readers can become paying customers.


However, one of the cons of organic content is that it can take a while for the content to make an impact on your website’s SEO rankings. It can take time for a specific piece of content to gain traction. And, even though it is cost efficient to write the content yourself. You may have to outsource your organic content writing to a professional writer. Those costs can vary.

Best Approach

To make sure you get the most out of each piece of organic content, you should take time to explore how to best write about the particular topic or keyword that you want to target. 

Contrary to what many SEO experts suggest, there isn’t a magic formula that organic content should follow that will work for every website. However, you should simply try to make your content valuable, interesting, engaging, and as easy to read as possible. 

So, while the time you invest into creating organic content might be longer, and the results may take time to show, organic content can help your website’s SEO ranking in the long term and it also gives the ability to offer a lot of value to generate new customers.


Which Type of Content is Best for Your Business?

It depends.

If you’re a new business or new to digital marketing, it might pay to run PPC content campaigns now to generate leads a lot quicker — essentially getting customers in the door. Bear in mind you’ll need to allocate a budget for promoting your PPC content.

If you have more time on your hands and you’re prepared to wait a while for results, then you should focus on organic content to boost your website SEO rankings and establish yourself as a value-driven brand. 

Any well-rounded marketing strategy will call for the use of both PPC and organic content. But as long as you know the costs and benefits of both types of content, how they differ, and how you should approach each one, you can choose which one is most important for your business today and which one you can consider down the road.

Looking for more ways to optimize your digital marketing strategy and grow your business online? Then stay posted on the latest Intentionally Inspirational blog content and podcasts to learn how you can boost your business’s marketing strategy.


Written by Lewis James