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The cost of advertising online isn’t going down. It’s a crowded marketplace and businesses are bidding for attention in a limited space. But there’s good news: attention isn’t always something you need to pay for. With a thoughtful approach to content marketing, businesses can create more value for their audiences while reducing dependency on expensive ad campaigns. Here, Perry Henderson, online marketing expert and founder of Missing Link Social Media, shares his top tips for harnessing the power of content marketing to help businesses tackle the rising costs of digital advertising.
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Content marketing versus paid ads
Advertising is immediate. You pay for clicks, traffic, and leads, but once the budget stops, so do the results. Content marketing works differently. It builds a long-term asset that earns attention over time. Together, they’re powerful: ads bring people in, and great content gives them a reason to stay, engage and return. As advertising costs rise, it’s no longer enough to throw your budget at ads – you need to create content that improves ad performance and stands on its own.
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Make your website useful
The internet is filled with noise and most websites add to it. Instead of only pushing sales messages, businesses can create content that answers questions their audience is already asking.
Build a library of resources that solves problems for your audience. These could be blog posts, how-to guides, or tools like calculators or templates.
Google rewards websites that are helpful, fast and easy to navigate. When your site delivers value, it becomes easier to find – without having to pay for every click.
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Use content to build trust
People don’t want to be sold to. They want to feel seen and understood. Share stories, case studies and testimonials that highlight real experiences.
Encourage your audience to participate. User-generated content – whether it’s a simple review or a shared photo – goes a long way in building credibility.
Trust reduces friction. When people trust you, they’re more likely to engage, click and take action. That means fewer wasted clicks and a better return on every pound you spend.
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Be everywhere without being everywhere
Repurpose what you already have. A single blog post can become a LinkedIn article, a podcast topic or an Instagram carousel. By stretching your ideas across platforms, you maximise your reach without multiplying your workload.
Share content where your audience spends their time. Don’t chase every new platform – focus on the ones where you can genuinely connect.
Think of your content as breadcrumbs, leading your audience back to your site or service. A clear, consistent presence across channels builds momentum without requiring a massive ad budget.
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Focus on conversions, not just traffic
Getting someone to your website is just the start. What happens next is what counts. Ensure your landing pages are specific to the ads or content that brought someone there. Generic pages create dead ends, while tailored ones guide visitors to take the next step.
Test everything: headlines, calls to action and page layouts. Small tweaks can make a big difference in how well your site converts visitors into customers.
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Play the long game
Content marketing isn’t about quick wins – it’s about building something valuable over time. The articles, videos and resources you create today can keep working for you years down the line.
Advertising and content marketing work best together. Ads drive traffic; content builds trust and keeps people coming back.
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The best channels for content marketing
Social Media
Platforms like LinkedIn, Instagram and Facebook are ideal for sharing content in formats that match user behaviour – articles, carousels, videos and short-form posts. Social media amplifies content to new audiences and nurtures engagement.
Email Marketing
Email is direct and reliable. Newsletters allow you to share valuable content with your audience, build relationships over time and re-engage readers without ongoing ad spend.
Search Engine Optimisation (SEO)
Well-optimised content, like blog posts and resource pages, helps your site rank on Google. Once published, it drives sustainable, long-term traffic without ongoing costs.
Amplify content marketing with paid ads
Paid ads and content marketing work hand in hand. While content builds trust and long-term value, ads ensure they reach the right audience faster and more efficiently. By promoting your best-performing blogs, videos or resources, ads can amplify their impact, driving immediate traffic and engagement.
Retargeting is especially powerful. It reconnects with people who’ve already engaged with your content but didn’t take the next step. A well-timed ad – like a reminder to download a guide, watch a video, or book a consultation – can move warm audiences closer to conversion.
Paid ads also provide quick, measurable feedback on what works. Metrics like clicks, views and conversions help refine your content strategy, so future campaigns are even more effective.
By combining content marketing with targeted ads, businesses can improve ROI, maximise visibility and make every piece of content work harder.
Final thought
Advertising costs may rise, but attention is earned, not bought. Businesses that invest in meaningful, useful content can stay visible, build trust and reduce their dependence on expensive ads. The key isn’t to outspend your competition; it’s to out-teach, out-share and out-listen.