Why Content Matters in Search and Social Marketing

There’s no doubt you’ve been hearing a lot about content marketing this year. Along with search and social marketing, these three topics have been dominating B2B marketing conversations and are at the top of everyone’s minds.

A recent conversation between MarketingSherpa and author Rob Garner of Search and Social: The Definitive Guide to Real-Time Content Marketing discusses the importance of content and the overlap between search, social and content marketing. This overlap, according to Garner, builds a connected brand. By providing content to your customers online you are also satisfying the search engines and getting in front of new customers – all in one step.

Especially helpful are the top 5 tips for marketers. While a few may serve as more of a reminder, they’re all relevant and great to keep in mind as we lay out plans for 2013.

Being present. Keeping content fresh – your customers want more than just an updated profile. Frequent activity (status updates, blog posts, “shares” and “likes”, etc.) keep customers interested in and aware of your brand.
“Recency is the new relevancy”. Not only is this true in social marketing where our audience only sees most updated content first, but the same goes for search. Simply put, new content = higher visibility.
Understand natural language. In addition to knowing the language of your audience, Garner suggests having tools for keyword and language processing. Tap into the value of online conversations your customers and prospects are having.
Big, high quality content wins. Successful results from search and social marketing are correlated to the quantity and quality of the content you are putting out there. This includes everything from articles to comments to memes.
Personality matters. Content that is unique in your space and personal to your brand will resonate with your audience and will get noticed by networks and search engines.

For even more on content marketing, check out our new whitepaper Content Marketing for Industrial Marketers. Learn how content marketing will help you build your brand, drive engagement and establish yourself as a thought leader in your space.

1 Comment

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  1. Rob Garner
    23. Jan, 2013 at 2:06 am #

    Thank you for the great write up. Regards

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