What Is Content Marketing?
The content you publish on the internet like your blog will either make or break your marketing efforts. In an attempt to ensure the content resonates with your audience, you must take advantage of content marketing. This involves tailoring the content for a particular purpose. With content tailored to your audience, it becomes possible to drive organic traffic to your site.
Your content has the potential to boost the credibility of your brand. Content gives you a way to address the needs of your customers, too. To be most effective, your content must excel in two areas: search engine optimization (SEO) and social media.
SEO content aims to secure high rankings on search engine results pages (SERPs). You can deploy several methods to achieve this goal. Some of these goals include keyword optimization, link building, and generation of high-quality content.
SEO content is focused mainly on meeting search engine requirements for high SERP rankings. However, it also strives to provide value to the end user. Content that is relevant and valuable to end users has a better chance of ranking higher on the SERPs than content focused solely on SEO.
Social Media Content
With social media content, the focus switches from trying to please search engines to focusing solely on the intended audience. This audience consists of the social media users on whichever social media platform you are targeting.
The social media users you target may or may not be aware of your brand.
The goal of your social media content campaign will vary depending on your marketing purpose. However, common goals include generating a buzz, drumming up publicity, and increasing brand awareness.
You may also use social media content to build trust and encourage interaction between your brand and the audience. When carefully crafted, your social media content becomes a medium in which you can constantly engage in a two-way exchange with your audience. With this approach, both parties have an equal say in the communication process.
SEO vs. Social Media: Which is Better?
So which is better: tweaking your content for SEO or for social media? The truth is, both approaches have their benefits and drawbacks. To choose the right type, ask yourself these questions:
- What does my audience need?
- What is my niche?
- What opportunities are available within my niche?
If you already enjoy high SERPs and a healthy flow of traffic to your site, focusing your efforts on social media marketing can expand your brand awareness. This could serve as an effective strategy for boosting flagging ratings. It also helps you counteract negative feedback and user complaints regarding your products or services.
On the other hand, if your social media channel has a lot more activity than your main website, you’ll probably find it more worthwhile to invest some time and effort into generating content for SEO and linking purposes.
You should also consider the relative timelines by which SEO and social media content generate results. Content generated for SEO purposes tends to have a longer-lasting and cumulative effect. The results aren’t usually immediately perceivable, but an effective SEO campaign will continue to improve your rankings for years to come.
In contrast, social media content has the potential to go viral very quickly. If you’re lucky, the visibility and notoriety that this provides for your brand will be massive. Of course, the fast-paced nature of social media means that there’s always yet another piece of content just waiting to blow up. Consequently, your site’s fame and popularity could fade just as quickly as it occurs. Even so, the hype generated by an especially-effective piece of social media content might be enough to keep your brand in the public eye just long enough so that people start remembering your brand.
Traditionally, content creators have near total control over the communication process with SEO marketing. Consumers are relegated to the role of receiver, serving as audiences for the message delivered. On social media platforms, consumers have just as much control over the communication process as the content creators do. This process establishes an open dialogue in which there is a free exchange of ideas between both parties.
It’s often said that social media gives audiences more control over the communication process than it does to content creators. In the case of eCommerce websites, customers generally initiate dialogues about the quality of a company’s products or services. Customers share their thoughts and opinions about the company with which they are communicating.
Of course, this free-flowing exchange of communication has its share of drawbacks. Along with the positive comments, there may be negative comments. However, business owners can still use social media to their advantage by addressing customer complaints and negative feedback in a proactive manner. In this way, social media content serves as a damage control tool.
Content That Performs on Social Media and in Organic Search
Wouldn’t it be neat if you could create content that performed well from both social media and organic search perspectives? Well, you can.
Infographics are a good example. Their visual nature makes them appealing to social media audiences. At the same time, they provide relevant and useful information. This makes them ideally suited for SEO-focused link building. More so, you can add the content found inside of the infographic to the bottom of the page on which the infographic is published. This increases the SEO value of the infographic.
Video content marketing also works equally well for both social media and SEO purposes. Creating video content allows you to secure the attention of your audience on social media. It also gives you the chance to boost your ranking on YouTube. Since YouTube is the second most popular search engine, it’s important to get good rankings on this site. Plus, videos are known to increase time spent on page, and they help brands achieve higher conversions.