Content Marketing vs Paid Ads – Which Strategy Is Right for You?

The purpose of marketing is to generate enough Traffic (callers, enquiries, visitors) for your business so that you can convert them into sales.

Sales and revenue improvement are the goals of investing in marketing, and there are two common ways to generate Traffic.

  1. Create Content and distribute it on social media within your network under the free post section to get traction.

  2. Buy media space on digital platforms such as Google, Facebook, Twitter, LinkedIn, Bings, etc., to broaden your reach and targeting.

Paid media cost money with no guarantee of return, and content creation takes time to develop, edit, and publish. So, which one is right for you?

Let’s find out the Pros and Cons of each strategy.


Content Marketing is a strategy that uses Content to attract and retain your audience. It means you create Content that serves as a “customer magnet” to increase the Traffic on your website.

Content Marketing relies heavily on highly searched Keywords, On-Page optimisation, and inbound backlinks to reach your prospects.


If done correctly, you get organic Free Traffic to your website.

All you have to do is write Content with targetted keywords and submit/ Post it to various social media platforms with or without a re-direction shortened link to your Blog page.

Index your Blog on Google Search Console and let the Google Bots crawl your page to appear on the Search Engine.

The more you post your Content/ Blog on various relevant websites, the more Traffic you will build. And with time, your Traffic will grow and appreciate until Google AI sees your Content as credible and gradually gravitate it to 1st page on the Search Engine Results Page (SERP)


It takes time to develop Content: research, write, edit, and proofread.

Furthermore, it requires labour hours to post on social media and create backlinks.

Overall, it takes time to see results; it may require 3 to 12 months.

content marketing, Content Marketing vs Paid Ads – Which Strategy Is Right for You?


Search Engine Marketing (SEM), such as Google & Bing Ads, or social media marketing (SMM), such as sponsored Ads on Facebook, Twitter, or LinkedIn, are examples of paid Ads or Pay-Per-Click campaign ads.  

The Key action is to apply the right Buyers’ (or high-intent) keywords and set proper segmentation filters on your Ads to see the result.

Depending on your setting, every time a prospect sees or clicks on your Ads, you will be charged according to the Bid price you set.


Before digital marketing, Yellowpages, radio, TV, and newspaper ads dominated the marketing industry. Their approach was the shotgun marketing strategy targetting your Ads and message to a non-specific group of people.

With SEM and SMM advertising platforms readily available to business owners, you can now laser in and target your specific message to a particular group of people. As a result, optimise your Ad spent and get more investment return.

The major advantage of Paid Ads is instant exposure of your service and product to your target market.

Unlike Content marketing, you do not have to wait.

And if your Ads are successful, you may achieve a 3 to 5 X ROI.


If you don’t know what you’re doing, SEM and SMM advertising can cost you a lot of money. Every day, Ad Spent can cost between $6.00 to $15 per click or $50 per click if you put it in the wrong setting.

If you need help with SEM and SMM advertising and management, check out here: FB Ads, Google Ads.


Paid ads can be highly effective and lucrative if you know what you’re doing: setting the right targetting, keywords, placements, and optimisation tactics. If done well, Paid Ads are an Investment rather than a cost.

However, know This!

Your prospects will check you out as soon as you pay and invest in paid ads. They will investigate your website, your Social Media presence, and Linkedin, perhaps to determine if you are credible or trustworthy.

And suppose you have a website that is old-fashioned or not on par with your competitor’s presence. In that case, your prospect will turn away, costing you money and potentially losing an opportunity to convert.

But if you want to play it safe and are on a Budget, you can start with content marketing: it is cheap, straightforward, and a long-term investment.

But if it were me, I would combine these two strategies because you will never have a perfect situation. I would invest a portion of my money in producing consistent Content. Whilst waiting for the Content to gain traction, I would invest in paid Ads to get instant exposure of my service and product to my ideal clientele. Hopefully, with time, the Content can drive some organic Traffic to your site.

And in conjunction, I would tidy up the website or create a landing page so that when you put out an Ad, you can capture the lead effectively and have a functional CRM to capture the details.

At Business Ignite, we have a marketing team to help create functional landing pages and perform cosmetic touch-ups on your website to ensure that it exudes a positive impression on your customers.


Victor Kon

Victor Kon is a “business builder” entrepreneur, trusted business advisor, and catalyst to your success. He helps entrepreneurs optimise, automate, and grow businesses that can run without heavily relying on sweat equity. With over a decade of experience running successful businesses in a multitude of sectors, Mr. Kon now utilises the expertise he garnered in those endeavours to help others achieve the same success in their ventures. Read More.

If you need help implementing your Business & Marketing strategies, do reach out to us, click here.



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