Content Marketing Blog mint

Content Marketing Blog

How Social Fits In To Your Content Marketing Strategy In 2014

Search engines are struggling to maintain market share as users move to social for answers. Rumors that Facebook is building its own search engine do not help the situation. As we speed along through 2014, do you know where you should be putting your effort to get the widest and most desirable audience for your content? Is it still the search engines? Or should you focus elsewhere?

In some ways, the jury is still out on this question, especially with those who have not got to grips with social media. In other ways, to those who have engaged deeply with social media for instance, the answer is clear.

The argument for a broader focus than just targeting the search engines is that content marketing via social is a virtuous circle in many ways. The more social activity you participate in, the more social signals you put out, so the more notice the search engines take of you, and so more people will find you on the search engines because you will move up the rankings.

There is more to it as well – social marketing of your content also brings you to the attention of a wider audience than simply relying on search engine listings. We all know how fickle the search engines can be and an algorithm update or change can see your site plummet down the SERPs for no apparent reason. It can be a long haul back up again if you take the traditional SEO route only.

Some of these updates and changes have meant that pure SEO is no longer a good option, whether that is on or off-page optimization e.g. keywords and links. The search engines want results to be more relevant, authoritative and popular. Judging popularity and authority simply from the signals used previously is no longer accurate (e.g. number of backlinks), because so many people are gaming the system, whether deliberately or by mistake. Now, social signals are playing a greater part than ever before and you need to be in it to win it.

Ask people where they get their info or e-commerce links from and you will find that an ever-increasing number act on word of mouth (or word of mouse) recommendations from social contacts and their network, rather than searching directly.

Social is used so much that it is now quite difficult to miss a breaking news item, a meme or a vital article or product – somehow social will find a way to get it to you, however small your social circle!  

How To Make Social Work For Your Business

To capitalise on all this social activity and enjoy its impact on the engines, you first need to understand clearly what your objectives are. The fact of the matter is that SEO in its real sense of the term is taking a back seat. It is secondary now to creating great content that your audience will enjoy and share with others.  

While some are very vocal about how many followers they have, this is not a metric of any value if those followers are not engaging with you, enquiring from you, or buying your goods.  You cannot control who follows you, befriends you, or comments, shares, and likes your content, nor can you know precisely why each individual has taken the decision to do so. All you can do is “Encourage to Engage”, monitor effectiveness of content, and create content and Calls To Action that suit your objectives.

Your needs will dictate not only which platforms are most appropriate, but also define what strategies you should adopt and experiment with. Worry less about defining the actual audience participants and more about what content you can create that shows your passion, knowledge and expertise that people in your niche will be interested in.

If the aim is to persuade people into the sales funnel, ironically the best procedure for doing so is to hold back on the hard sell. Keep the ads and product links to a minimum while providing quality and informative copy that drives desire without the reader being consciously aware of what you are doing.

You will need to build trust and relationships with your audience, and also with your peers. It is unlikely that you will ever be the business or blogger with the highest number of Twitter followers, but having friends with authority and popularity will increase your reach dramatically.

Facebook (or Twitter, LinkedIn, Pinterest, Google+, etc.) may not be the ideal platform for your key messages, because it may not be where your target audience hang out. Just having a presence and an automated mechanism for adding your content to your page on each social network will help to disseminate your content more widely and help to provide the social signals the search engines are looking for. The creation of a profile on a social network, however, does have ramifications.

Nobody has time to check every notification for every one of their profiles on every network each day. However, once you have a presence, you will need to be ready to jump in and get involved in discussions, answer questions, deal with complaints or negative reviews should they arise. For instance, anyone asking a question or making a complaint via Twitter to a brand expects a response within about an hour. Even, sometimes, in the middle of the night. 

So, one of the unintended consequences of using social in your marketing mix is that it also becomes a customer service point and you will need to figure out how to manage that so as not to raise expectations or fail to meet customer need. Your friends and followers will also expect a response to comments or when a discussion begins in the comments section. This is essential for a successful social marketing presence and you will need to allocate time to ensure that you do this effectively.

You could ignore all social media and continue pursuing standard SEO, deciding that the above sounds as though it may become a time sink with little measurable, monitorable outcomes. This would, however, be extremely short-sighted. It could result in you losing the potential traffic that can come from good social media marketing. You will also start to see the effect on your search engine rankings if your social signals are low or non-existent.

It is entirely your decision to what extent you include social media in your online marketing this year, but to omit it entirely would not be wise.

For more advice on social media and content marketing, call MintCopy at 888-646-8003 or send us an email.

Share


Recent Posts

Sheetal Pinto - 1/13/2022 06:00

Writing SEO content requires a seamless blend of three skills to get the best results. In order to be a skilled SEO copywriter, you must be able to produce creative and engaging writing, have sufficient knowledge of the topic, and be able to use relevant keywords seamlessly into your writing. Are you at a loss on how to create informative and creative content? Here are ten tips that can be added to your copywriting cheat sheet to help you improve your SEO content.

Sheetal Pinto - 12/16/2021 14:48

To prepare for the future, we must understand the past – and this year was a lot. The pandemic continued to showcase and alter consumer behaviour. International political events further divided the world and made consumers wary and aware of the corporations with which they involved themselves. Our focus was on helping businesses become and stay relevant while understanding and using the infinite tools and powers of the internet.
Join us for a review of our blog posts over the past year and see what you can take with you into the New Year.

Sheetal Pinto - 12/2/2021 01:02

Deliver Content that Converts

As you understand more about customer behaviour, your marketing efforts can be targeted to help your audience move through the sales funnel. After all, the bottom line for any business or commercial enterprise is making money, whether your content marketing goals are to get hot leads or to build an email list. You probably have a lot of top-of-the-funnel content that is designed to get your audience interested in your products or services. Now the questions is, how do you get that visitor to seal the deal?

Sheetal Pinto - 11/25/2021 06:00

Today’s digital marketing platforms give small businesses many ways to reach out to new customers. But if you’re like most companies, you don’t have an unlimited advertising budget. You want to be savvy about using your marketing dollars. Content marketing is a great way to develop your brand and find new customers, when you’re smart about how you do it.

Sheetal Pinto - 11/18/2021 14:25

Key Content Trends to Consider  

Orbit Media Studios just released its 8th annual survey about blogging and content trends. With responses from over 1,000 bloggers, the insight they gained into the industry can help drive your blogging efforts. Bottom line—blogging is effective, but getting results isn’t easy. You’re competing against over 600+ million blogs to get attention. Here are some of the key findings from the survey that can help drive your content strategy.

Sheetal Pinto - 11/4/2021 06:39

Knock, Knock!
Who’s there?
Olive.
Olive who?
Olive your content!
Your customers may never tell you that they enjoy your content, but you’ll know it when you look at the dashboard and see analytics that reveal engagement. When your audience shares content or makes comments on your site, it’s validation that they like what they see. What makes content good? Can your content scare your audience away? Let’s discuss some dos and don’ts in creating SEO content to make sure it's scary good, regardless of the season.

Sheetal Pinto - 10/28/2021 06:00

Ever tried to read a contract prepared by a lawyer? Did you get frustrated at the legal jargon before you finished the first page? Think of that the next time you prepare website content that is full of your industry’s jargon or tech-speak. Whether you’re writing B2C or B2B content, you need to address the user to engage them with your brand. How can you avoid getting too complex without watering down your content? It’s a balancing act of planning your content marketing to make sure you have a powerful voice while keeping messaging clear and simple.

Sheetal Pinto - 10/21/2021 14:35

When you sell to other businesses, you can’t rely on the same strategies as businesses that sell to consumers. Website content for B2B companies must engage multiple decision makers at various stages along the buyer’s journey. More importantly, your B2B content must present your company’s services in stronger light than your competition’s. So, while you may have a good idea about everything you want to say, it’s critical to find out what your audience wants to know and then ensure they find it on your website, first.

Sheetal Pinto - 10/14/2021 06:00

Imagine putting up a business sign and having the city come along and take it down. Not only that, but then they put up their own sign that advertises your business. Instead of being a Mexican restaurant, you’re now labeled as a Tex-Mex cantina. Think it can’t happen? Google is updating page titles that are displayed in search results. Your SEO content could be replaced with text that Google thinks is more relevant to the user. Here’s what to know and how to avoid getting your titles rewritten.

Sheetal Pinto - 10/7/2021 14:52

On the occasion of Canadian Thanksgiving, we want to thank all of you who have supported MintCopy over the years. As our customers, writers, partners and associates, you have allowed us to continue serving the content marketing needs of various industries around the world. We could never have done this without you, and we count on your continued support into the future. We are abundantly grateful.