{"id":3541,"date":"2022-12-20T11:27:41","date_gmt":"2022-12-20T16:27:41","guid":{"rendered":"https:\/\/digitalstristg.wpenginepowered.com\/?p=3541"},"modified":"2024-06-11T14:22:53","modified_gmt":"2024-06-11T19:22:53","slug":"push-vs-pull-marketing-content","status":"publish","type":"post","link":"https:\/\/www.digitalstrike.com\/push-vs-pull-marketing-content\/","title":{"rendered":"Push vs. Pull Marketing Content"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Before you create that next piece of content\u2014<a href=\"https:\/\/www.digitalstrike.com\/blog\/\">whether it&#8217;s a blog<\/a>, <\/span><a href=\"https:\/\/www.digitalstrike.com\/solutions\/paid-social\/\"><span style=\"font-weight: 400;\">social media ad<\/span><\/a><span style=\"font-weight: 400;\">, or <a href=\"https:\/\/www.digitalstrike.com\/solutions\/email-marketing-services\/\">email newsletter<\/a>\u2014stop and ask yourself, &#8220;Why am I writing this?&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes down to it, there are two main <\/span><span style=\"font-weight: 400;\">types of marketing<\/span><span style=\"font-weight: 400;\"> content you can write: &#8220;push&#8221; or &#8220;pull.&#8221; You may have never considered it this way, but think of it like this:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pull content<\/b><span style=\"font-weight: 400;\"> is primarily created for <\/span><span style=\"font-weight: 400;\">search engine optimization<\/span><span style=\"font-weight: 400;\"> and is designed to pull your potential <\/span><span style=\"font-weight: 400;\">target audience<\/span><span style=\"font-weight: 400;\"> to your website from organic search. This type of content, which usually sits on a website, is an important aspect of your <\/span><span style=\"font-weight: 400;\">inbound marketing strategy<\/span><span style=\"font-weight: 400;\"> because rather than pushing a product, you can instead pull <\/span><span style=\"font-weight: 400;\">new customers<\/span><span style=\"font-weight: 400;\"> to you and allow them to explore, evaluate, and decide what they want from you, themselves.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Push content<\/b><span style=\"font-weight: 400;\"> is primarily created to push prospects towards your website using promotional <\/span><span style=\"font-weight: 400;\">marketing tactics<\/span><span style=\"font-weight: 400;\">; for instance, if you want to get a <\/span><span style=\"font-weight: 400;\">potential customer<\/span><span style=\"font-weight: 400;\"> to read a piece of &#8220;pull&#8221; content sitting on your site, you may offer a teaser of the information in an email or <\/span><span style=\"font-weight: 400;\">social media<\/span><span style=\"font-weight: 400;\"> post and then have a link to the website where interested users see it, click it, and then go to the full post to learn more.<\/span><\/li>\n<\/ul>\n<p><b>To sum up, push content creates intent while pull content captures that intent.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Why would anyone need to differentiate or think about whether content is &#8220;push&#8221; or &#8220;pull&#8221; prior to creating it? The reason is because the success of both types of content requires different <\/span><span style=\"font-weight: 400;\">marketing approaches<\/span><span style=\"font-weight: 400;\"> and, if not considered upfront, there is an increased chance that it will not perform as desired.<\/span><\/p>\n<h2><b>Ask Yourself: Why Are You Writing This?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There are many reasons as to why you may be writing something, whether or not you have consciously or subconsciously put into words the reason. These <\/span><span style=\"font-weight: 400;\">digital marketing<\/span><span style=\"font-weight: 400;\"> objectives include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Enhancing <\/span><span style=\"font-weight: 400;\">brand awareness<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Demonstrating thought leadership<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improving search results for a keyword<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Encouraging downloads from a site<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Providing high-end technical information on a product<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing engagement levels with your audience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.digitalstrike.com\/how-to-drive-traffic-to-your-site\/\"><span style=\"font-weight: 400;\">Driving high-quality traffic to a <\/span><span style=\"font-weight: 400;\">webpage<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Whatever the goal may be, it should be clarified to begin with in order to decide which content\u2014either push or pull\u2014is then required to meet the objectives. You choices of content are below:<\/span><\/p>\n<h3><b>Examples of Push Marketing<\/b><\/h3>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.digitalstrike.com\/solutions\/paid-social\/\"><b>Social media<\/b><b> advertising<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Paid promotion to support your content on a social network.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.digitalstrike.com\/solutions\/paid-search\/\"><b>Direct marketing<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; <\/span><span style=\"font-weight: 400;\">Pay-per-click<\/span><span style=\"font-weight: 400;\"> (<\/span><span style=\"font-weight: 400;\">PPC<\/span><span style=\"font-weight: 400;\">) advertisements on search engines.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/www.digitalstrike.com\/15-best-email-newsletter-marketing-practices\/\">Promotional emails\/newsletters<\/a><\/b> &#8211; <span style=\"font-weight: 400;\">Email marketing<\/span><span style=\"font-weight: 400;\"> to push your latest promotions or to push people to read your content on your website.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/www.digitalstrike.com\/solutions\/email-marketing-services\/\">Email advertising<\/a> &#8211; <\/b><span style=\"font-weight: 400;\">The placement of your <\/span><span style=\"font-weight: 400;\">promotional strategy<\/span><span style=\"font-weight: 400;\">\/content on other people&#8217;s emails<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Editorial advertising<\/b><span style=\"font-weight: 400;\"> &#8211; Offline and digital content on television, newspaper, radio, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Signage<\/b><span style=\"font-weight: 400;\"> &#8211; Promotional displays to attract prospects, such as signs, flyers, <\/span><span style=\"font-weight: 400;\">billboards<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">point-of-sale displays<\/span><span style=\"font-weight: 400;\">, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Product endorsement<\/b><span style=\"font-weight: 400;\">. Displayed product usage by a celebrity, high-profile expert, <\/span><span style=\"font-weight: 400;\">distributor<\/span><span style=\"font-weight: 400;\">, or <\/span><span style=\"font-weight: 400;\">influencer<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Public relations<\/b><span style=\"font-weight: 400;\"> &#8211; Press releases, press mentions, or guest-contributed articles that are distributed either by a PR company or on a news website.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/www.digitalstrike.com\/solutions\/search-engine-optimization\/link-building-services\/\">Backlinks<\/a><\/b> &#8211; <span style=\"font-weight: 400;\">Content on another website that links to your website using an anchor text.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Referral<\/b><b> marketing<\/b><span style=\"font-weight: 400;\"> &#8211; Comes from trusted sources in a variety of formats such as ratings, reviews, <\/span><span style=\"font-weight: 400;\">social media<\/span><span style=\"font-weight: 400;\">, email, or <\/span><span style=\"font-weight: 400;\">word-of-mouth<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ol>\n<h3><b>Examples of Pull Marketing<\/b><\/h3>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.digitalstrike.com\/landing-page-vs-homepage\/\"><b>Landing page<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; <\/span><span style=\"font-weight: 400;\">SEO<\/span><span style=\"font-weight: 400;\">-optimized content designed to pull your potential <\/span><span style=\"font-weight: 400;\">target audience<\/span><span style=\"font-weight: 400;\"> to your website from organic search.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.digitalstrike.com\/blog\/\"><b>Blog<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Also designed to pull people to your site from organic search, a blog is easily-digestible content on a variety of topics that can be directly\u2014or sometimes indirectly\u2014 related to your product or service.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.digitalstrike.com\/solutions\/social-media-marketing-services\/\"><b>Social media marketing<\/b><\/a> &#8211; <span style=\"font-weight: 400;\">This content aims to engage visitors providing them with not just sales promotional content but valuable information.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Email content &#8211; <\/b><span style=\"font-weight: 400;\">Valuable and often promotion-free content in which the reader has signed up for an <\/span><span style=\"font-weight: 400;\">email list<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Whitepapers<\/b><span style=\"font-weight: 400;\"> &#8211; Long-form, informational document to promote a product or service that sits on a website but can often be an <\/span><span style=\"font-weight: 400;\">incentive<\/span><span style=\"font-weight: 400;\"> to download.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.digitalstrike.com\/resources\/case-studies\/\"><b>Case studies<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Persuasive content that uses real-world examples to demonstrate the value of your product, service, or brand.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Video content<\/b><span style=\"font-weight: 400;\"> &#8211; Any type of video that offers valuable information related to your product, service, or brand.<\/span><\/li>\n<\/ol>\n<h2><b>Which Should You Choose?<\/b><\/h2>\n<p><b>Differences between the two that may help you decide&#8230;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The differences between <\/span><span style=\"font-weight: 400;\">push and pull<\/span> <span style=\"font-weight: 400;\">marketing plans<\/span><span style=\"font-weight: 400;\"> primarily revolve around your relationship to the <\/span><span style=\"font-weight: 400;\">customer base<\/span><span style=\"font-weight: 400;\"> that you are targeting and the sales goals you are trying to reach. Here are some examples of when one should be used over the other.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Goal:<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Push marketing focuses<\/span><span style=\"font-weight: 400;\"> on <\/span><span style=\"font-weight: 400;\">short-term sales<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Pull marketing builds a target audience over time that\u2019s, in many cases, from scratch.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Demand:<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Push <\/span><span style=\"font-weight: 400;\">marketing works<\/span><span style=\"font-weight: 400;\"> with the products that people are already familiar with or have an established interest.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Pull marketing can help start demand for a <\/span><span style=\"font-weight: 400;\">new product<\/span><span style=\"font-weight: 400;\"> where there was little to none to begin with, like if you&#8217;re selling something people may have never seen or heard of before.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reputation of the brand<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Push marketing helps new brands generate buzz in order to get a <\/span><span style=\"font-weight: 400;\">startup<\/span><span style=\"font-weight: 400;\"> off the ground.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Pull <\/span><span style=\"font-weight: 400;\">marketing works<\/span><span style=\"font-weight: 400;\"> better for more established companies that have customers with <\/span><span style=\"font-weight: 400;\">brand loyalty<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Product type:<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Push marketing products are already familiar to audiences and usually require little to no researching or comparison shopping.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Pull marketing products may be one-of-a-kind in some ways and therefore may require additional information to learn more.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cost<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Push marketing may be more expensive, especially if you go the route of using paid advertisements.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Pull marketing costs less since so much of it relies on organic search to reach a <\/span><span style=\"font-weight: 400;\">target market<\/span><span style=\"font-weight: 400;\"> for a <\/span><span style=\"font-weight: 400;\">particular product<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><b>Questions to Ask When Starting Push Content<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When you are considering the <\/span><span style=\"font-weight: 400;\">forms of push marketing strategies<\/span><span style=\"font-weight: 400;\">, you want to think about these things first:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>What is the goal of this content?<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Are you trying to get an announcement out? Are you trying to help build company culture? Are you sharing something fun you think your <\/span><span style=\"font-weight: 400;\">target audience<\/span><span style=\"font-weight: 400;\"> may be interested in? The goal should be clearly defined before you start this type of <\/span><span style=\"font-weight: 400;\">outbound marketing<\/span><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Where will you be sharing this content?<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Is it a press release that will be shared across a network of news websites? Is it going to be used in a newsletter? Will it be shared on your brand&#8217;s <\/span><span style=\"font-weight: 400;\">social media marketing channels<\/span><span style=\"font-weight: 400;\"> like <\/span><span style=\"font-weight: 400;\">Linkedin<\/span><span style=\"font-weight: 400;\">, Facebook, etc.? Be sure to list all of the areas in which you can promote a piece.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><b>Questions to Ask When Starting Pull Content<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When you are considering <\/span><span style=\"font-weight: 400;\">pull marketing strategies<\/span><span style=\"font-weight: 400;\">, you want to think about these things first:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>What is the target keyword phrase?<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">This is the single most important step, without clear direction as to what you are targeting then you should not continue.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Is there actual search interest in that keyword phrase?<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Did you research to see if people are searching on the target keyword phrase? If not, then you are creating content that may rank in a top position but will never really drive any new organic search traffic to the website.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Are you using the optimal\/searched version of the keyword phrase?<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">What is the specific vernacular of your <\/span><span style=\"font-weight: 400;\">target audience<\/span><span style=\"font-weight: 400;\">? Are you using the optimal version of a keyword phrase? This can make a tremendous difference in the ability of the content to rank well.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Is there already relevant content on the website for that keyword phrase?<\/b>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Are you cannibalizing current content that may be targeting and\/or already ranking for the target keyword phrase? Doing this creates confusion with the search engines and ultimately decreases your chances of getting any of the content to index and rank well.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><b>The Key to Writing Successful Content<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Overall, <\/span><span style=\"font-weight: 400;\">implementing<\/span><span style=\"font-weight: 400;\"> both <\/span><span style=\"font-weight: 400;\">types of marketing campaigns<\/span><span style=\"font-weight: 400;\"> may be necessary in order to achieve your business objectives and make the most of your<\/span> <span style=\"font-weight: 400;\">marketing efforts<\/span><span style=\"font-weight: 400;\">. After all, with content being generated and distributed from a wider range of online sources, it will have a stronger support system and will therefore be more effective.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If done well, your <\/span><span style=\"font-weight: 400;\">content marketing strategy<\/span><span style=\"font-weight: 400;\"> will <\/span><span style=\"font-weight: 400;\">use pull marketing<\/span><span style=\"font-weight: 400;\"> and push marketing in order to gain better <\/span><span style=\"font-weight: 400;\">brand awareness<\/span><span style=\"font-weight: 400;\">, increased customer engagement, improved user experience, and overall higher-quality leads.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Want Help? Get in Touch With Digital Strike<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Digital Strike takes a holistic approach to all types of content. We&#8217;ll develop a customized content strategy for you that uses a good mix of both push and pull tactics to address any and every stage of the buyer&#8217;s journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Useful, helpful content gives prospects the nudge they need to advance researchers \u2192 to leads \u2192 to paying customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2026.and we can help give them that nudge! <a href=\"https:\/\/www.digitalstrike.com\/contact\/\">Get in touch with Digital Strike now<\/a>.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Before you create that next piece of content\u2014whether it&#8217;s a blog, social media ad, or email newsletter\u2014stop and ask yourself, &#8220;Why am I writing this?&#8221; When it comes down to it, there are two main types of marketing content you can write: &#8220;push&#8221; or &#8220;pull.&#8221; You may have never considered it this way, but think [&hellip;]<\/p>\n","protected":false},"author":41,"featured_media":3543,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[9],"tags":[50,30,121,120],"class_list":["post-3541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","tag-content-marketing","tag-digital-marketing","tag-pull-marketing","tag-push-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/posts\/3541","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/users\/41"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/comments?post=3541"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/posts\/3541\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/media\/3543"}],"wp:attachment":[{"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/media?parent=3541"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/categories?post=3541"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/tags?post=3541"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}