Paid ads totally suck. That’s a strange thing for someone who manages paid advertising campaigns to say, yeah?

I guess I should clarify before all my clients fire me. Paid advertising can absolutely generate leads and sales and it should probably be a good part of your digital strategy because it can provide fantastic ROI. So what’s the problem?

This might be obvious, but when you pay for a month of ads, that money is spent. And to get any further benefit from your ads, you’ll have to pay to run them for another month. That’s the part that sucks.

Got it, paid ads suck, but what’s the alternative?

Start building long-term digital marketing assets in addition to paid ads. Here’s how it works.

Let’s look at a simple example of putting effort into posting to your blog. But FYI, this could just as easily be YouTube videos, social media, online directories, or anything else published online that you control…

Say you post a single blog to your website and it generates fifteen new visitors per month from Google searches (I’m making up numbers here, but they’re reasonable). Not too exciting, yeah? I agree, not much is going to happen from a few extra monthly visitors.

But instead of getting discouraged, let’s push on and publish one blog a week for the next year…

It’s time for some quick math! If all things remained equal and you get 15 monthly visits per blog post, you’d see an extra 780 monthly users on your site (52 weekly blogs * 15 monthly users = 780). But all things won’t remain equal. You see, as you consistently add quality content to your website, you’re raising the SEO value of all the content on your site.

Remember those old posts from 12 months ago? They aren’t only generating fifteen hits a month anymore. Thanks to Google loving the fact that you post great content on a regular basis, they’re now sending you twenty-five monthly users! So you’re actually getting 1,300 new users every month.

Let’s say we kept up the weekly blog publishing for two years. Now we have 104 total blog posts. All that content has convinced Google that you’re a serious authority on your topic and those posts are now generating an average of thirty users per month each. Your website is getting an extra 3,120 pair of potential customer eyeballs per month – just from your blogging efforts!

Focus on content and do more of this.

The long-lasting benefits of controlling your content

And unlike any ad platform, you own and control all this content. You could stop publishing to your blog this week and still receive the benefit of the traffic your old posts provide. You’ve created a marketing asset that will continue to pay off into the foreseeable future.

Not to mention, all this content can be repurposed. You can turn the best content into white-papers or checklists and use them as lead magnets (give them away in exchange for contact information). Not only that but once you have a bunch of content, posting to social media becomes easier and more effective. Post to all your social channels every time you publish a post and not only will you generate more traffic, but you’ll build your brand while helping your potential customers, too.

And remember, this example could have just as easily been YouTube videos, online directories, guest posting, and to a lesser extent, social media. If you don’t like writing, don’t blog! Find something that you enjoy and that you can stick with.

Now you know the “secret” to dominate your market online — the secret no one wants to hear. Because putting in consistent work over a long time isn’t the sexy solution people are looking for…

And that fact makes the “secret” even more powerful! Let them dump their entire marketing budget into ads. In two years, when ad costs have continued to rise and they struggle to run profitable campaigns, you’ll be two full years of content creation ahead of them. Who’s sexy now?