By Alan Coleman on 2 Aug 2013
We're a PPC agency who launched an Content Marketing (aka InboundMarketing) service in January of this year. Over the last 7 months we've been blown away not just by the effectiveness of Content Marketing, but also how complimentary Content Marketing & PPC are. We've developed a number of tactics with which we leverage our PPC expertise to act as a trampoline to bounce our Content Marketing campaigns to dizzy new heights.
Having just watched the MOZ webinar on "How to do PPC in an Inbound Compatible Way", (great work Rand & Larry!) I thought I'd contribute to the conversation and share some of our PPC & Inbound Marketing integration tactics. So here's number 1: 1/ How to use your search term report to read your target audience's minds. 
My favorite AdWords report is the search term report. It tells you the actual search terms your target audience are entering into Google. This is the closest you will ever get to reading their minds and is a fantastic source of market research. Here's a search term report for a client of ours who offers care to elderly people.
There are 4 search terms here that give me great ideas for content pieces:
1/ Panic Buttons for the elderly. This tells me our target market has concerns about their safety, and informational pieces on safety & security would be very valuable to them.
2/ Meals on Wheels for the elderly. This is a non-competing organisation serving the same market. Perhaps there are cross marketing opportunities (are guest blogs still whack?).
3/ Beautiful Older Women. The mind runs wild here! Cougar dating? Elderly glamour shoots? Hmmmm, after further thought we're probably best leaving this one well alone.
4/ Grants for older people. Do my target market know they are entitled to grants? Do they require assistance applying for them? This opportunity blows my mind! If you can help people in your target audience access grants they didn't know existed they will love you forever.
And that is the ultimate objective of marketing isn't it. To make people love you.
