How a Steady Stream of Content Marketing Creates a Ripple Effect

Let’s say your company developed a new technology that improves lithium ion battery performance under extreme temperature conditions. It’s a ‘faster, better, cheaper’ discovery. You’re ready to announce and launch.

Some companies might begin separate initiatives for content marketing, social media, and search engine marketing. Marketers develop articles, presentations, white papers, press releases, case studies, and videos. Plan Facebook announcements, Twitter posts, and LinkedIn discussions. Check keywords, write web pages, and build landing pages.

Whether you’re a one-person department or a player on a team, there’s a lot to do. You can do it better by integrating the tasks into one master project plan. It starts with content marketing sitting at the top, flows through social media, and comes out in search rankings.

Even if your company isn’t in the process of launching the next big thing, an ongoing content marketing strategy works hand-in-hand with social media and search engine marketing to create a ripple effect of benefits. Here’s how:

  • Social media is among your strategies for distributing content. You post a link to an article on Facebook, tweet about it, mention it in relevant LinkedIn discussion groups, and share with your circles on Google Plus. You use relevant keywords in your clickable title. You link to the resource (white paper, video, etc. on your website). We’ll assume your content is highly relevant, useful and interesting to your social media audience.
  • Your audience likes your post, re-tweets your tweet, leaves a comment, and shares with its own social connections. All of these social activities raise the profile of your content (and your company) and expand its reach.
  • The more links to your content that are generated and the more places your content appears can help your search engine rankings. This is true when content and links are on directories and media sites, such as GlobalSpec. And also when the content and links appear on social media outlets.
  • The major general search engines consider social signals (such as likes, tweets, and shares) in how search engine results pages are organized and presented.
  • As your company’s efforts on social networks are impacting search results, you gain opportunities to drive more traffic via your social presence.

A continual stream of strong, relevant content on social media sites will result in the content spreading through your followers. In addition, search engines will pick up on the social signals, which could lead to higher placements on search engine results pages.

But take note of the phrase “continual stream of strong, relevant content.” This integrated strategy of content marketing-social media-searching engine marketing doesn’t work on a one-off or sporadic basis. You must continually feed the engines and your audience with what they desire — not just make a splash when you have a big announcement or launch. Developing and executing a content marketing plan is hard work. Day after day. Week after week. There are no shortcuts. But the benefits of this ripple effect are worth the effort.

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