{"id":4961,"date":"2020-07-20T15:04:32","date_gmt":"2020-07-20T15:04:32","guid":{"rendered":"https:\/\/prettylinks.com\/?p=4961"},"modified":"2020-07-22T17:14:05","modified_gmt":"2020-07-22T17:14:05","slug":"how-to-combine-your-content-marketing-and-ad-strategy","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/","title":{"rendered":"Como combinar sua estrat\u00e9gia de marketing de conte\u00fado e de an\u00fancios"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Conte\u00fado<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d2bd061fb05\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d2bd061fb05\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Why_Combine_Content_Marketing_and_Paid_Ads\" >Por que combinar marketing de conte\u00fado e an\u00fancios pagos?&nbsp;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#SEO_as_a_Middleground_for_Content_and_Paid_Ads\" >SEO como um meio-termo para conte\u00fado e an\u00fancios pagos<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Relevant_Keywords\" >Palavras-chave relevantes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Data_and_Analytics\" >Dados e an\u00e1lises<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#How_Do_You_Combine_the_Strategies_Effectively\" >Como combinar as estrat\u00e9gias de forma eficaz?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Focus_on_the_Content_First\" >Concentre-se primeiro no conte\u00fado<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Set_Up_Your_PPC_PPI_and_Display_Campaigns_Around_Your_Content\" >Configure suas campanhas de PPC, PPI e Display com base em seu conte\u00fado<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#Promoted_Tweets_Facebook_Posts_and_Instagram_Posts\" >Tweets promovidos, publica\u00e7\u00f5es no Facebook e publica\u00e7\u00f5es no Instagram<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/prettylinks.com\/pt\/blog\/how-to-combine-your-content-marketing-and-ad-strategy\/#In_Conclusion\" >Em conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Lembra-se de quando o marketing de conte\u00fado era um assunto tabu?&nbsp;<\/p>\n\n\n\n<p>Era um intruso em um mundo de publicidade paga e \"marketing s\u00e9rio\". Ningu\u00e9m queria se arriscar com blogs (uma pr\u00e1tica relegada a adolescentes chor\u00f5es e amadores), infogr\u00e1ficos ou guias. E ningu\u00e9m queria se desfazer de seu dinheiro suado para fazer isso. <\/p>\n\n\n\n<p>Houve um tempo em que at\u00e9 mesmo empresas com or\u00e7amentos enormes zombavam do conte\u00fado, das palavras-chave e da otimiza\u00e7\u00e3o de mecanismos de pesquisa.\u00a0<\/p>\n\n\n\n<p>Como os tempos mudaram!<\/p>\n\n\n\n<p>Para ser justo, o marketing de conte\u00fado <em>foi <\/em>bastante<em> <\/em>no in\u00edcio. \u00c9 caro ter blogs escritos, v\u00eddeos feitos e outras formas de marketing org\u00e2nico criadas. N\u00e3o se pode culpar as pessoas quando se pensa nisso. O marketing de conte\u00fado bem feito \u00e9 um investimento (tanto em tempo quanto em dinheiro), e o ROI n\u00e3o foi f\u00e1cil de mostrar no in\u00edcio.<\/p>\n\n\n\n<p>A publicidade paga por clique (PPC) enfrentou obst\u00e1culos semelhantes. As empresas evitavam o marketing nas m\u00eddias sociais e no Google como se fosse uma praga, preferindo se limitar a an\u00fancios em banners. Agora voc\u00ea tem uma terminologia que todos os profissionais de marketing conhecem, como <em>pagamento por clique<\/em>, <em>pagamento por impress\u00e3o<\/em>e <em>taxas de cliques<\/em>. Os especialistas em SEO agora s\u00e3o ativos valiosos da empresa, empresas multimilion\u00e1rias usam o marketing do Facebook e todo mundo j\u00e1 impulsionou uma ou duas publica\u00e7\u00f5es.\u00a0<\/p>\n\n\n\n<p>Os azar\u00f5es venceram em grande estilo, e agora precisamos deles mais do que nunca. Com tantas d\u00favidas em comum, n\u00e3o \u00e9 de se admirar que o marketing de conte\u00fado e a publicidade paga formem uma dupla t\u00e3o pr\u00e1tica. <\/p>\n\n\n\n<p>N\u00e3o h\u00e1 nada mais poderoso do que criar um conte\u00fado fant\u00e1stico e depois distribuir e promover esse conte\u00fado com publicidade paga.\u00a0<\/p>\n\n\n\n<p>Nesta postagem do blog, discutiremos a combina\u00e7\u00e3o de sua estrat\u00e9gia de an\u00fancio e conte\u00fado para economizar tempo, gastar menos dinheiro e melhorar sua distribui\u00e7\u00e3o.<\/p>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Combine_Content_Marketing_and_Paid_Ads\"><\/span><strong>Por que combinar marketing de conte\u00fado e an\u00fancios pagos?&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Porque eles se encaixam perfeitamente.<\/p>\n\n\n\n<p>Voc\u00ea elaborou todo o conte\u00fado perfeito, investindo um or\u00e7amento saud\u00e1vel em tudo, desde e-books at\u00e9 guias curtos. Voc\u00ea est\u00e1 sentado em uma mina de ouro de informa\u00e7\u00f5es que seus clientes potenciais querem, n\u00e3o, PRECISAM saber.&nbsp;<\/p>\n\n\n\n<p>E agora?<\/p>\n\n\n\n<p>A publicidade paga d\u00e1 suporte ao seu conte\u00fado para que ele se destaque e alcance as pessoas certas. Muitos m\u00e9todos de marketing org\u00e2nico (n\u00e3o pago), inclusive o marketing org\u00e2nico de m\u00eddia social, est\u00e3o sendo abafados pelo grande volume de pessoas que participam. O principal motivo para apoiar seus esfor\u00e7os org\u00e2nicos com um gasto \u00e9 que voc\u00ea ver\u00e1 um ROI melhor em ambas as \u00e1reas se alinhar suas metas.\u00a0<\/p>\n\n\n\n<p>O estabelecimento de metas \u00e9 importante para qualquer campanha de marketing, mas \u00e9 ainda mais importante para sua estrat\u00e9gia combinada de marketing\/an\u00fancios pagos. Saber exatamente o que voc\u00ea quer de seus esfor\u00e7os lhe proporcionar\u00e1 os melhores resultados (e mais rapidamente).&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SEO_as_a_Middleground_for_Content_and_Paid_Ads\"><\/span><strong>SEO como um meio-termo para conte\u00fado e an\u00fancios pagos<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Uma das sobreposi\u00e7\u00f5es mais significativas entre o marketing de conte\u00fado e os an\u00fancios pagos \u00e9 o SEO. Os dois nichos de marketing devem aplicar completamente o uso correto de muitos conceitos relacionados a SEO para obter sucesso. A seguir, apresentamos dois desses conceitos relacionados a SEO.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Relevant_Keywords\"><\/span><strong>Palavras-chave relevantes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>O marketing de conte\u00fado sem pesquisa de palavras-chave \u00e9 gritar no escuro, e a publicidade paga sem essa pesquisa \u00e9 jogar dinheiro em um po\u00e7o. Fazer uma extensa pesquisa de palavras-chave refor\u00e7a sua compreens\u00e3o do que seus leads querem, como alcan\u00e7\u00e1-los e como convert\u00ea-los.&nbsp;<\/p>\n\n\n\n<p>A combina\u00e7\u00e3o de sua lista de palavras-chave cria um marketing cont\u00ednuo que se mant\u00e9m dentro do or\u00e7amento. Pense da seguinte maneira: com o apoio das mesmas palavras-chave, seus recursos (gratuitos ou n\u00e3o) podem ser utilizados como downloads e p\u00e1ginas de destino para seus an\u00fancios PPC. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Data_and_Analytics\"><\/span><strong>Dados e an\u00e1lises<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>O que os n\u00fameros lhe dizem e como voc\u00ea pode agir com base nesse conhecimento?<\/p>\n\n\n\n<p>Se voc\u00ea tiver um desempenho bem-sucedido com determinadas pe\u00e7as de conte\u00fado, \u00e9 pr\u00e1tico adicion\u00e1-las \u00e0s suas campanhas de an\u00fancios pagos. Para obter resultados mais amplos, analise seus conte\u00fados de melhor desempenho e redirecione-os para downloads de p\u00e1ginas de destino, publica\u00e7\u00f5es em m\u00eddias sociais e muito mais.<\/p>\n\n\n\n<p>Dessa forma, a combina\u00e7\u00e3o de marketing de conte\u00fado e an\u00fancios pagos cria leads melhores e mais qualificados.<\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Do_You_Combine_the_Strategies_Effectively\"><\/span>Como combinar as estrat\u00e9gias de forma eficaz?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>No marketing de conte\u00fado, a prova est\u00e1 no pudim, e \u00e9 bom que o pudim seja bom! O sucesso de seu conte\u00fado depende muito de sua finalidade, relev\u00e2ncia e disponibilidade para seu p\u00fablico. As estrat\u00e9gias pagas dependem da pesquisa de palavras-chave e da segmenta\u00e7\u00e3o do p\u00fablico.\u00a0<\/p>\n\n\n\n<p>Voc\u00ea pode criar o esfor\u00e7o perfeito de marketing conjunto elaborando primeiro a estrat\u00e9gia de conte\u00fado e, em seguida, criando suas campanhas de marketing pago para complementar o conte\u00fado.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focus_on_the_Content_First\"><\/span><strong>Concentre-se primeiro no conte\u00fado<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Sem um conte\u00fado incr\u00edvel, seus an\u00fancios pagos s\u00e3o fracos. Se voc\u00ea \u00e9 um profissional de marketing experiente, provavelmente j\u00e1 tem o que precisa para come\u00e7ar. D\u00ea o pontap\u00e9 inicial em sua jornada realizando uma auditoria de blog e conte\u00fado.<\/p>\n\n\n\n<p>Analise cada conte\u00fado que sua equipe criou e anote os dados - o que funcionou? Pegue as melhores pe\u00e7as e reserve-as para usar em sua estrat\u00e9gia de an\u00fancios. Se n\u00e3o conseguir encontrar nenhum conte\u00fado que tenha tido um bom desempenho, voc\u00ea precisar\u00e1 criar alguns (e test\u00e1-los, se poss\u00edvel) para gerar os melhores resultados poss\u00edveis. Lembre-se de que o conte\u00fado \u00e9 a atra\u00e7\u00e3o, e os an\u00fancios pagos s\u00e3o a venda.<\/p>\n\n\n\n<p>\u00d3timas ideias de conte\u00fado para come\u00e7ar:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Guias e instru\u00e7\u00f5es<\/li><li>Detalhamento<\/li><li>Infogr\u00e1ficos<\/li><li>Folhas de dicas<\/li><li>Blogs consistentes (blogs regulares podem ajud\u00e1-lo a ganhar <a href=\"https:\/\/www.hubspot.com\/lead-generation-tips\">68% mais leads<\/a>)<\/li><li>Podcasts<\/li><\/ul>\n\n\n\n<p>Depois de criar um conte\u00fado de alta qualidade, \u00e9 hora de desenvolver sua estrat\u00e9gia de an\u00fancios pagos.\u00a0<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Set_Up_Your_PPC_PPI_and_Display_Campaigns_Around_Your_Content\"><\/span><strong>Configure suas campanhas de PPC, PPI e Display com base em seu conte\u00fado<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>H\u00e1 muitos caminhos a serem seguidos quando se trata de publicidade paga.\u00a0<\/p>\n\n\n\n<p>O Google Adwords oferece uma infinidade de op\u00e7\u00f5es para PPC e outras op\u00e7\u00f5es pagas. A plataforma conta com uma extensa ferramenta de pesquisa de palavras-chave, muitas op\u00e7\u00f5es de acompanhamento anal\u00edtico e muito mais.<\/p>\n\n\n\n<p>Outras plataformas como <a href=\"https:\/\/www.outbrain.com\/\" title=\"https:\/\/www.outbrain.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Outbrain <\/a>oferecem an\u00fancios gr\u00e1ficos e op\u00e7\u00f5es de distribui\u00e7\u00e3o mais r\u00e1pidas sem tanto trabalho de sua parte. A plataforma de an\u00fancios escolhida depender\u00e1 de seu or\u00e7amento, do tempo que voc\u00ea tem para se dedicar ao gerenciamento de an\u00fancios e de suas prefer\u00eancias de op\u00e7\u00f5es.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Promoted_Tweets_Facebook_Posts_and_Instagram_Posts\"><\/span><strong>Tweets promovidos, publica\u00e7\u00f5es no Facebook e publica\u00e7\u00f5es no Instagram<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ao compartilhar novos conte\u00fados nas m\u00eddias sociais, vencer os algoritmos \u00e9 um pesadelo. Pode ser \u00fatil usar os recursos de promo\u00e7\u00e3o dessas plataformas para divulgar seu trabalho.\u00a0<\/p>\n\n\n\n<p>A publicidade no Facebook oferece uma grande variedade de op\u00e7\u00f5es, incluindo \u00edm\u00e3s de leads integrados. Voc\u00ea pode comercializar seu conte\u00fado diretamente no Facebook sem pedir que seu p\u00fablico saia do site, aumentando substancialmente as convers\u00f5es.&nbsp;<\/p>\n\n\n\n<p>O Twitter e o Instagram t\u00eam servi\u00e7os semelhantes. O Twitter oferece tweets promovidos. O Instagram oferece postagens promovidas e hist\u00f3rias do IG, abrangendo um grande p\u00fablico de leitores e observadores. A utiliza\u00e7\u00e3o de publicidade paga em plataformas de m\u00eddia social \u00e9 uma das melhores maneiras de distribuir seu conte\u00fado, e seus resultados aumentam exponencialmente com o crescimento de seus seguidores sociais.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_Conclusion\"><\/span><strong>Em conclus\u00e3o<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Com tantos or\u00e7amentos limitados e incertos por a\u00ed, o marketing de conte\u00fado apoiado por publicidade paga \u00e9 mais importante do que nunca. Seu marketing \u00e9 uma \u00e1rea em que voc\u00ea n\u00e3o quer deixar a bola cair quando se trata de crescimento dos neg\u00f3cios, ou mesmo apenas de manter seu impulso atual. Se usar as estrat\u00e9gias acima, voc\u00ea estar\u00e1 criando conte\u00fado que converte e usando an\u00fancios pagos para que esse conte\u00fado seja visto por mais pessoas em pouco tempo!<\/p>\n\n\n\n<p><em>Voc\u00ea usa publicidade paga e marketing de conte\u00fado juntos? Voc\u00ea \u00e9 f\u00e3 de um e n\u00e3o do outro? Informe-nos sobre sua estrat\u00e9gia pessoal na se\u00e7\u00e3o de coment\u00e1rios abaixo!<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Lembra-se de quando o marketing de conte\u00fado era um assunto tabu?  Era um intruso em um mundo de publicidade paga e \"marketing s\u00e9rio\". Ningu\u00e9m queria se arriscar com blogs (uma pr\u00e1tica relegada a adolescentes chor\u00f5es e amadores), infogr\u00e1ficos ou guias. E ningu\u00e9m queria se desfazer de seu dinheiro suado para fazer isso. 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