According to data from Adstage, the average cost per click on Facebook ads has soared 136% since January 2017. Same with Twitter (18%).
Why? Supply and demand.
And going forward, it’s only going to head in one direction. Same goes for virtually all digital advertising. Just look at
what happened with Google Adwords.
So what’s the answer?
Play the long game.
Create a content marketing plan.
While paid advertising will definitely get you a faster pay off, content marketing has been proven to provide you with a far longer term pay off.
And you own the media.
So once you’ve paid for it, once you’ve set it up… it’s there for life.
Remember, if your paid ads are working now… but prices double or triple… will they still work?
Even if you have a paid strategy that’s working, consider building a content marketing strategy as a back up.
I learnt something last year which was really interesting…
It was about the difference between reading, and learning.
I was creating a content marketing plan. Now I’ve created several plans,
however I hadn’t revised some of the latest books I’ve read to finetune my
Dug into them. Reviewed them.
When I did, what I discovered was incredible…
I’d forgotten most of what I’d read.
So here’s what I did.
I learnt a little hack from Ryan Holliday, about how he researches books.
He reads the book.
Then he uses these 3 inch by 5 inch cards you can buy from Office works
or the news agency.
And after reading the book, he takes notes about all the most pertinent
points, and references where they are in the book.
This has been a game changer in the way I read… in the way I learn.
And in the 21st century, NOTHING is more important than learning.
I learn an hour a day. I block it into my calendar. Nothing kicks it out.
Because this is the important but not urgent stuff, we all should be doing.
And now I’m reading deliberately.
I encourage you to do the same.
By the way, did you know if someone has read 30 or more pieces of
Your content, according to Marcus Sheridan… the odds of them converting
In a sales situation goes up 8x.
In his case, from 10% to 80%.
There are all sorts of personalities in business, including the know it all.
And a very good way to put the know it all in their place is with these simple words…
“What do you know about… “
For example, let’s say you’re a copywriter and somebody is telling you how to approach an ad… 🙂
A simple question to ask is something along the lines of…
What do you know about advertising?
And then follow up with… how many headlines have you written? Have you heard of Claude Hopkins, David Ogilvy, Drayton Bird,
Clayton Makepeace, Gary Halbert?
How many hours have you invested rewriting ads in your own handwriting?
How many advertising campaigns have you been involved in which have generated hundreds of thousands of dollars?
Can you see how questions like this win you respect, and cause the know-it-all to think twice?
Adapt this technique for yourself, and let me know how you go.