How to Find the Right Mix of Content, Search and Social for Successful Online Marketing
Online marketing is never an easy process to go through. You have to be able to combine the content side, the SEO side, and the social media side. We’re going to show you how to get the right mix of this to ensure that you have a successful online marketing venture.
The Three Sides
We know from studies that 60% of all direct traffic is actually organic, so it happens naturally. The majority of people finding your site are doing so through a search engine.
Whilst this says that you need to concentrate most of your efforts in SEO, it’s not the full story. There’s little point in bringing people to a website if you don’t give them a reason to stay. This is where quality content has to come in.
Social media, on the other hand, boosts your SEO efforts. When quality content is shared across social media, it acts as fuel that can attract a whole new audience to your website.
It’s a balancing act, and one that so many companies fail to master.
Establish a Clear Objective
Content is important, but you always need to check whether you’re meeting your goals. Company growth is obviously the goal, but this isn’t going to happen unless your content is pressing the right buttons. Hitting the right people builds trust and increases your overall reach.
Here’s what you need to be able to do to create great content:
- You must have a company unified in their objectives.
- Spot trends in order to take advantage of them.
- Research and utilise the right keywords.
- Use social media to send messages across different platforms.
Content and Organic Search
We can’t say it enough: quality content is what drives any online marketing venture forward. It’s not about written text all the time. Images and videos should play a part in what you release. Infographics, for example, are a type of alternative content that have been incredibly successful in recent years.
The issue with quality content is it isn’t simple to source. The company IBM estimates that 90% of all data around the world has been released within the last two years. When we talk about quality content to drive organic search numbers, we mean something that captures the attention of all.
Whilst it’s crucial that you produce what search engines want, listen to Google and place the human user at the forefront of everything.
So how should you create for both humans and search engines?
- Use keywords sparsely. This avoids spam whilst sending the right signals to search engines.
- Continue to use keywords in the URL and the page title.
- Write a useful human-orientated Meta description, which still includes keywords.
- Use image alt tags.
- Make content easy to digest with bullet points and headings.
Finally, you need to get to the point early. Your content should make it obvious what you’re offering and people should have their answer immediately.
High bounce rates negatively impact brands. If your content attracts people, yet can’t keep them on-board, you’re going to run into problems quickly. Again, this is why we mentioned spotting popular subjects from a distance. You need to ride that wave!
Search Engines and Social Media Relationship
We’ve already established that more content has been created recently than at any other point in human history.
In terms of competition, this represents a real obstacle. If we look at The Internet in Real Time, we can see that in the last 45 seconds, 90 hours of video was uploaded to YouTube and 23,488,200 likes were sent on Facebook. So now we have competition on both search engines and social media.
To make it even worse, Google’s indexing strategies aren’t all about the content we see. They recently started featuring Tweets on their results pages. This makes it even harder to stand out on Twitter. It was previously easier because, due to a dispute, Google refused to share any data from Twitter on its search engine.
On the other hand, this competition represents an opportunity for companies to start expanding their reach and meeting more people.
So how does a viral post on social media impact search engines?
Content power grows at an incredible rate due to Google’s algorithms. They take into account bounce rates and traffic rates. Content drawing in large amounts of new traffic will naturally reduce bounce rates, as long as it’s of a high quality. This creates an avalanche, which we call a viral post.
What Influences a Share?
If we take a moment to look at the New York Times Customer Insight Group, we can see that there are five factors influencing whether a piece of content gets shared on social media.
- It targets the urge for readers to connect with others.
- The brand the content comes from is reputable and trustworthy.
- The content is simple yet gives off a strong message.
- It plays on the collective public’s sense of humour.
- The content implies that it must be shared now. There’s a real sense of urgency to share.
These categories are essential, but not all pieces of content will fit into all five. For example, a serious piece about the recent Charleston Massacre will not appeal to anybody’s sense of humour, nor should it.
The most important categories are number one, number two, and number five. The others are ideal to have, but they don’t always have to have a place in a viral post.
Brands that want to grow need to concentrate on creating viral content. This is where having someone who understands the latest trends fit in. Your best chance of finding something that goes viral is to look at what’s relevant now. It must appeal to the motivations of people.
So how can you do this?
For a start, look at your competitors. Investigate their social signals. See how the content of others performs. Compare it to your own results. You may simply be working in an industry that isn’t contusive to viral posts, and that’s okay. It’s all relative.
This can be as simple as using the right keywords and sharing the right content on Twitter. As we’ve already discussed, success on social media does have great influence on search engines.
What are the Metrics of Success?
Too many SEO ‘gurus’ forget about the crucial part of the process: measuring success.
There are lots of metrics you could measure, but you have to understand the impact of social media. You must dig deeper than tracking the number of comments you get on a piece of content.
A better way of going about it is to look at the different sections of your campaign, as in social, content, and search. How are they contributing towards your overall marketing goals? You should already have these goals in place before beginning your campaign.
Superior metrics of success to measure should include market share, growth of revenue, and overall conversions. Ultimately, these are the metrics that fund your business’s future.
Finding the Sweet Spot
Finally, we have to define how we can balance these three sides. It’s not an equal balance because some are more influential than others. Using the facts and figures displayed here, we have come up with a number of steps you should follow to find the sweet spot between social, search, and content.
- Begin by determining the goals of your content. This should be decided by your entire team.
- Focus on one or two metrics. For example, you may focus on increasing the number of site conversions.
- All content should be developed with a view to increase your SEO value.
- Use social media to build engagement with your quality content.
These are the four steps to find the sweet spot, but you’re not finished there. Along the way, you must monitor your overall performance by comparing yourself to your competitors. From here, you can gauge success and make any relevant modifications.
We believe that bringing these three sections together will lead to superior results. On their own they can change the face of your business, but unified they can completely alter your future.
The Difficulties of Beginning
We’ve tried to go through this industry process from start to finish in the most basic way possible. We understand that not everyone has a marketing team and not everyone has the time to do this. It’s time-consuming and it can take months to get everything right.
That’s why we recommend handing this over to the professionals. A professional SEO service can leverage their years of experience to provide your desired outcome without an investment of time on your part.
When you choose an SEO company, make sure they are:
We are proud to say that we embrace all three of these things. By consistently sticking with white hat SEO and finding the sweet spot between social, content, and search, we can give clients exactly what they want.
If you want to improve the fortunes of your business, contact us today. We are ready and waiting to discuss the needs of your business!