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The Convergence of Search, Social & Content Marketing

The Convergence of Search, Social & Content Marketing

Earlier this week, I gave a presentation at SES San Francisco about the convergence of search, social media, and content marketing. Here’s a deeper dive into what I discussed…

From a content marketing perspective, success can only be fully realized if extra steps are taken to fully harness the power of social media in a way that increases exposure and naturally builds an audience. Similarly, great content can have a significant impact on search positioning, ranking and visibility, but only if content strategies are approached taking such goals into account.

In order to do remarkable work within digital marketing, you must have the experience and knowledge to leverage the multi-faceted and complex interplay of complementary marketing channels.

Demolishing the Silos

Many businesses “know” they need a social media strategy or have been told they have to “compete in Google.” Because of this, there’s been a proliferation of stand alone service offerings.  As a business owner, if you believe you need to be “in social media” you may seek out a social media agency or a social media consultant. If you believe you need improved rankings, you might try to hire an SEO agency or SEO consultant.

The problem with this approach is easy to understand. Search and social are intimately tied together and are only becoming increasingly intertwined. If you rely on an approach that fails to think holistically, you’re engaging in strategies that are wholly disconnected, and destined to fail.

Too many “strategies” are like this kid’s headphones…

We Live in a World of Converging Mediums

One look at the SERPs, and it’s obvious it’s no longer a matter of “if” or “when” search and social become intertwined.We’re already there…

Success requires that your business evolves to accommodate this new landscapeor dies. There is a massive shift towards connecting the disconnected online destinations we use most.  In order to truly thrive online, strategies need to be constructed from this vantage point.

Great marketers begin by constructing strategies that can work across multiple channels. In this fast-paced and quickly-changing market, remarkable content is the fuel that drives brand growth across search and social. Content marketing encompasses the strategic direction and planning that bridges the gap and empowers businesses to take full advantage of the current digital ecosystem.

Great Content Marketing Ties Everything Together

Content is a means to an end: use it as the vehicle that reinforces the identity of your brand. There’s a reason you created your business, and a purpose for you in the marketplace. The same holds true for all of the content you produce. Every piece of content should have a purpose!

Content is anything and everything on the web: videos we consume, what populates the search results, and what is shared via social media. Brands that  understand the interplay of search and social media will understand the importance of well-planned content strategies.

Broken down, great content marketing does a few things very well:

  • Creates and shares valuable free content.
  • Attracts and converts prospects into customers, and customers into repeat buyers.
  • Serves as a reflection of your company and help promote the products and services related to your brand.
  • Educates to build relationships & trust.

Moving from Siloed to Cohesive Content Marketing Strategies

Remarkable content is the keystone of any content marketing initiative, but it’s planning that allows that content to have an impact that resonates.  Having a vision and plan for the full lifecycle of your content is essential because it allows you to make important decisions about the true value of each initiative.

Similarly, each initiative needs to fit into a long-term strategic plan, one that considers business-specific goals related to overall reach and exposure, as well as more other potentially important metrics such as link acquisition or social follower growth.

Going Beyond Just Creating the Content

An “if you build it, they will come” mentality won’t lead to content marketing success…

How do you go the extra mile? There are a few things you should ALWAYS be doing…

Experimentation

It’s easy to get comfortable and keep doing the same thing that’s worked before. Without experimentation, there can be no innovation. Be willing to take risks

  • Use common sense and know what your risk levels are (certain verticals won’t have as much freedom to experiment as others).
  • Apply the scientific method to everything you create.
  • Be thorough and avoid bias. Don’t drink your own Kool-Aid. 
  • Objectively study your competition. Learn from what has and hasn’t worked for them.

Promotion

The promotion of your content can be just as important as the creation of content. Create a definitive list of internal & external resources to help promote your content.

Some promotion resources include:

  • Your employees and their social presence
  • Paid traffic and social ads
  • Business partnerships and relationships

Each piece of content you create is an opportunity to hook new people and grow your long-term audience. As this audience grows, you will have an even bigger base of people willing to share your content.

Are You Proud of Everything You’re Creating?

You should be obsessed with everything you create. If you’re not, how can you expect anyone else to care and be willing to share it? Before you try pitching your content to others, be your own biggest critic. It starts internally…

Is your entire team proud of what you’re creating? Are you excited to show your content to everyone in your organization, from your CEO  to your sales team to HR to your newest employee?

Being passionate and proud about your content marketing initiatives will make everyone throughout your company eager to pitch in.

Are You Doing Something Remarkable?

In closing, your content should always relate to and reflect the following questions (and they should be revisited as your brand evolves):

  • What story can we tell?
  • What can we do better than anyone else?
  • Where are the gaps?
  • Who/what can we leverage?
  • How can we be remarkable?

How We Got 100s of Leads, 100s of Links, and 1,000s of Social Shares (All From One Piece of Content!)

For more on how to go the extra mile with your content strategy and a case study of one of our branded infographics, check out my full presentation from SES San Francisco.

How are YOU going above and beyond to tell your brand’s story with content? Let us know in the comments below. 

Want to Get Inside?

Become a BlueGlass Insider Today!

  • Be the first to know about BlueGlass events, meetups, and surprise releases. Before they’re made public…
  • Exclusive access to the latest tools, tips and must-read posts.From people who have been doing this for years…
  • Insider perspective on the latest trends in digital marketing. Info that you won’t get anywhere else…

Enter your email below to join for free!




Comments

  1. Anthony Pensabene says:

    Always enjoy your perspectives on content, Chris. “You should be obsessed with everything you create” yep.

    Readers, Chris walks his talk. I recently had the benefit of interviewing him; Chris was diligent in perusing the first draft and offering suggestions before final post.

    My latest musings on content relate to being mindful of and experimenting with different types of content.. as you offer above.. I hope to see more brands using multiple types of content, especially varieties which best usher the brand’s message as well as offer better engagement for consumers.

    Kudos to inserting your presentation. Great idea, would love to see peers do that more often. Thanks

  2. Ayaz says:

    Hi,

    Certainly great advice and I am agree with you taking risks can give you huge benefit but before taking risks one should do proper research and have enough knowledge about what you are going to do and what would be the right way.

  3. Jerod Morris says:

    Excellent post Chris.

    As a sports fan I especially like the line “An ““if you build it, they will come” mentality won’t lead to content marketing success…” but even more than that, I love this: “You should be obsessed with everything you create. If you’re not, how can you expect anyone else to care and be willing to share it?”

    This is such a key component to creating good content. I think, as a reader, it can be pretty easy to figure out when a writer is NOT obsessed with what they are creating. And it can be a challenge sometimes to be obsessed with/excited about content you HAVE to write as opposed to content you WANT to write. This is when knowing the overall objectives and goals can be so important, from a writer’s perspective, because it help to focus you and help you find the reason to be excited about the content you’re creating — for how it can be one more step towards a goal.

    • Chris Winfield says:

      YES! –> “This is when knowing the overall objectives and goals can be so important, from a writer’s perspective, because it help to focus you and help you find the reason to be excited about the content you’re creating — for how it can be one more step towards a goal.”

      Knowing WHY and HOW each piece of content is affecting big picture can be a huge motivator.

      Thanks for reading and your insightful comment, Jerod. : )

  4. Social and content marketing need each other to survive. Without social media, it’s difficult to get your content noticed. Without content, what will fuel your social strategy? All of this helps your SEO efforts as it builds links and awareness. Therefore, it really is becoming one strategy that has many working parts.

  5. This article came at just the right time. The agency I work for is working to put all the content, social, and marketing pieces together for ourselves and our clients. Your connection of all three is exactly the approach that works and more people need to understand it.

    The one thing that is missing (not just here, but in many pieces like it) is that this is not easy. It takes time and effort. Be prepared for lots of work, some failures, but ultimately success.

    • Chris Winfield says:

      Glad the timing was right for you, Carrie :) I hope to see a lot more agencies shift to this integrated approach!

      You’re absolutely right that it’s not easy and results don’t happen overnight. Without taking risks and ALLOWING failure, you can’t innovate and keep moving forward. We call failures “experimentation.” :)

  6. I think the idea of using “Paid traffic and social ads” is great. You could spend money on Google adwords and get customers at 50p a click. Or you create good/shareable content and promote it on social sites for like 5p a click and get loyal readers and followers, building a brand and in return profit!

The Convergence of Search, Social & Content Marketing
e

Like what you see? Let's talk about how we can help your business. Contact Us -->

The Convergence of Search, Social & Content Marketing

The Convergence of Search, Social & Content Marketing

Earlier this week, I gave a presentation at SES San Francisco about the convergence of search, social media, and content marketing. Here’s a deeper dive into what I discussed…

From a content marketing perspective, success can only be fully realized if extra steps are taken to fully harness the power of social media in a way that increases exposure and naturally builds an audience. Similarly, great content can have a significant impact on search positioning, ranking and visibility, but only if content strategies are approached taking such goals into account.

In order to do remarkable work within digital marketing, you must have the experience and knowledge to leverage the multi-faceted and complex interplay of complementary marketing channels.

Demolishing the Silos

Many businesses “know” they need a social media strategy or have been told they have to “compete in Google.” Because of this, there’s been a proliferation of stand alone service offerings.  As a business owner, if you believe you need to be “in social media” you may seek out a social media agency or a social media consultant. If you believe you need improved rankings, you might try to hire an SEO agency or SEO consultant.

The problem with this approach is easy to understand. Search and social are intimately tied together and are only becoming increasingly intertwined. If you rely on an approach that fails to think holistically, you’re engaging in strategies that are wholly disconnected, and destined to fail.

Too many “strategies” are like this kid’s headphones…

We Live in a World of Converging Mediums

One look at the SERPs, and it’s obvious it’s no longer a matter of “if” or “when” search and social become intertwined.We’re already there…

Success requires that your business evolves to accommodate this new landscapeor dies. There is a massive shift towards connecting the disconnected online destinations we use most.  In order to truly thrive online, strategies need to be constructed from this vantage point.

Great marketers begin by constructing strategies that can work across multiple channels. In this fast-paced and quickly-changing market, remarkable content is the fuel that drives brand growth across search and social. Content marketing encompasses the strategic direction and planning that bridges the gap and empowers businesses to take full advantage of the current digital ecosystem.

Great Content Marketing Ties Everything Together

Content is a means to an end: use it as the vehicle that reinforces the identity of your brand. There’s a reason you created your business, and a purpose for you in the marketplace. The same holds true for all of the content you produce. Every piece of content should have a purpose!

Content is anything and everything on the web: videos we consume, what populates the search results, and what is shared via social media. Brands that  understand the interplay of search and social media will understand the importance of well-planned content strategies.

Broken down, great content marketing does a few things very well:

  • Creates and shares valuable free content.
  • Attracts and converts prospects into customers, and customers into repeat buyers.
  • Serves as a reflection of your company and help promote the products and services related to your brand.
  • Educates to build relationships & trust.

Moving from Siloed to Cohesive Content Marketing Strategies

Remarkable content is the keystone of any content marketing initiative, but it’s planning that allows that content to have an impact that resonates.  Having a vision and plan for the full lifecycle of your content is essential because it allows you to make important decisions about the true value of each initiative.

Similarly, each initiative needs to fit into a long-term strategic plan, one that considers business-specific goals related to overall reach and exposure, as well as more other potentially important metrics such as link acquisition or social follower growth.

Going Beyond Just Creating the Content

An “if you build it, they will come” mentality won’t lead to content marketing success…

How do you go the extra mile? There are a few things you should ALWAYS be doing…

Experimentation

It’s easy to get comfortable and keep doing the same thing that’s worked before. Without experimentation, there can be no innovation. Be willing to take risks

  • Use common sense and know what your risk levels are (certain verticals won’t have as much freedom to experiment as others).
  • Apply the scientific method to everything you create.
  • Be thorough and avoid bias. Don’t drink your own Kool-Aid. 
  • Objectively study your competition. Learn from what has and hasn’t worked for them.

Promotion

The promotion of your content can be just as important as the creation of content. Create a definitive list of internal & external resources to help promote your content.

Some promotion resources include:

  • Your employees and their social presence
  • Paid traffic and social ads
  • Business partnerships and relationships

Each piece of content you create is an opportunity to hook new people and grow your long-term audience. As this audience grows, you will have an even bigger base of people willing to share your content.

Are You Proud of Everything You’re Creating?

You should be obsessed with everything you create. If you’re not, how can you expect anyone else to care and be willing to share it? Before you try pitching your content to others, be your own biggest critic. It starts internally…

Is your entire team proud of what you’re creating? Are you excited to show your content to everyone in your organization, from your CEO  to your sales team to HR to your newest employee?

Being passionate and proud about your content marketing initiatives will make everyone throughout your company eager to pitch in.

Are You Doing Something Remarkable?

In closing, your content should always relate to and reflect the following questions (and they should be revisited as your brand evolves):

  • What story can we tell?
  • What can we do better than anyone else?
  • Where are the gaps?
  • Who/what can we leverage?
  • How can we be remarkable?

How We Got 100s of Leads, 100s of Links, and 1,000s of Social Shares (All From One Piece of Content!)

For more on how to go the extra mile with your content strategy and a case study of one of our branded infographics, check out my full presentation from SES San Francisco.

How are YOU going above and beyond to tell your brand’s story with content? Let us know in the comments below. 

Want to Get Inside?

Become a BlueGlass Insider Today!

  • Be the first to know about BlueGlass events, meetups, and surprise releases. Before they’re made public…
  • Exclusive access to the latest tools, tips and must-read posts.From people who have been doing this for years…
  • Insider perspective on the latest trends in digital marketing. Info that you won’t get anywhere else…

Enter your email below to join for free!




Comments

  1. Anthony Pensabene says:

    Always enjoy your perspectives on content, Chris. “You should be obsessed with everything you create” yep.

    Readers, Chris walks his talk. I recently had the benefit of interviewing him; Chris was diligent in perusing the first draft and offering suggestions before final post.

    My latest musings on content relate to being mindful of and experimenting with different types of content.. as you offer above.. I hope to see more brands using multiple types of content, especially varieties which best usher the brand’s message as well as offer better engagement for consumers.

    Kudos to inserting your presentation. Great idea, would love to see peers do that more often. Thanks

  2. Ayaz says:

    Hi,

    Certainly great advice and I am agree with you taking risks can give you huge benefit but before taking risks one should do proper research and have enough knowledge about what you are going to do and what would be the right way.

  3. Jerod Morris says:

    Excellent post Chris.

    As a sports fan I especially like the line “An ““if you build it, they will come” mentality won’t lead to content marketing success…” but even more than that, I love this: “You should be obsessed with everything you create. If you’re not, how can you expect anyone else to care and be willing to share it?”

    This is such a key component to creating good content. I think, as a reader, it can be pretty easy to figure out when a writer is NOT obsessed with what they are creating. And it can be a challenge sometimes to be obsessed with/excited about content you HAVE to write as opposed to content you WANT to write. This is when knowing the overall objectives and goals can be so important, from a writer’s perspective, because it help to focus you and help you find the reason to be excited about the content you’re creating — for how it can be one more step towards a goal.

    • Chris Winfield says:

      YES! –> “This is when knowing the overall objectives and goals can be so important, from a writer’s perspective, because it help to focus you and help you find the reason to be excited about the content you’re creating — for how it can be one more step towards a goal.”

      Knowing WHY and HOW each piece of content is affecting big picture can be a huge motivator.

      Thanks for reading and your insightful comment, Jerod. : )

  4. Social and content marketing need each other to survive. Without social media, it’s difficult to get your content noticed. Without content, what will fuel your social strategy? All of this helps your SEO efforts as it builds links and awareness. Therefore, it really is becoming one strategy that has many working parts.

  5. This article came at just the right time. The agency I work for is working to put all the content, social, and marketing pieces together for ourselves and our clients. Your connection of all three is exactly the approach that works and more people need to understand it.

    The one thing that is missing (not just here, but in many pieces like it) is that this is not easy. It takes time and effort. Be prepared for lots of work, some failures, but ultimately success.

    • Chris Winfield says:

      Glad the timing was right for you, Carrie :) I hope to see a lot more agencies shift to this integrated approach!

      You’re absolutely right that it’s not easy and results don’t happen overnight. Without taking risks and ALLOWING failure, you can’t innovate and keep moving forward. We call failures “experimentation.” :)

  6. I think the idea of using “Paid traffic and social ads” is great. You could spend money on Google adwords and get customers at 50p a click. Or you create good/shareable content and promote it on social sites for like 5p a click and get loyal readers and followers, building a brand and in return profit!

The Convergence of Search, Social & Content Marketing
e

Like what you see? Let's talk about how we can help your business. Contact Us -->

The Convergence of Search, Social & Content Marketing

The Convergence of Search, Social & Content Marketing

Earlier this week, I gave a presentation at SES San Francisco about the convergence of search, social media, and content marketing. Here’s a deeper dive into what I discussed…

From a content marketing perspective, success can only be fully realized if extra steps are taken to fully harness the power of social media in a way that increases exposure and naturally builds an audience. Similarly, great content can have a significant impact on search positioning, ranking and visibility, but only if content strategies are approached taking such goals into account.

In order to do remarkable work within digital marketing, you must have the experience and knowledge to leverage the multi-faceted and complex interplay of complementary marketing channels.

Demolishing the Silos

Many businesses “know” they need a social media strategy or have been told they have to “compete in Google.” Because of this, there’s been a proliferation of stand alone service offerings.  As a business owner, if you believe you need to be “in social media” you may seek out a social media agency or a social media consultant. If you believe you need improved rankings, you might try to hire an SEO agency or SEO consultant.

The problem with this approach is easy to understand. Search and social are intimately tied together and are only becoming increasingly intertwined. If you rely on an approach that fails to think holistically, you’re engaging in strategies that are wholly disconnected, and destined to fail.

Too many “strategies” are like this kid’s headphones…

We Live in a World of Converging Mediums

One look at the SERPs, and it’s obvious it’s no longer a matter of “if” or “when” search and social become intertwined.We’re already there…

Success requires that your business evolves to accommodate this new landscapeor dies. There is a massive shift towards connecting the disconnected online destinations we use most.  In order to truly thrive online, strategies need to be constructed from this vantage point.

Great marketers begin by constructing strategies that can work across multiple channels. In this fast-paced and quickly-changing market, remarkable content is the fuel that drives brand growth across search and social. Content marketing encompasses the strategic direction and planning that bridges the gap and empowers businesses to take full advantage of the current digital ecosystem.

Great Content Marketing Ties Everything Together

Content is a means to an end: use it as the vehicle that reinforces the identity of your brand. There’s a reason you created your business, and a purpose for you in the marketplace. The same holds true for all of the content you produce. Every piece of content should have a purpose!

Content is anything and everything on the web: videos we consume, what populates the search results, and what is shared via social media. Brands that  understand the interplay of search and social media will understand the importance of well-planned content strategies.

Broken down, great content marketing does a few things very well:

  • Creates and shares valuable free content.
  • Attracts and converts prospects into customers, and customers into repeat buyers.
  • Serves as a reflection of your company and help promote the products and services related to your brand.
  • Educates to build relationships & trust.

Moving from Siloed to Cohesive Content Marketing Strategies

Remarkable content is the keystone of any content marketing initiative, but it’s planning that allows that content to have an impact that resonates.  Having a vision and plan for the full lifecycle of your content is essential because it allows you to make important decisions about the true value of each initiative.

Similarly, each initiative needs to fit into a long-term strategic plan, one that considers business-specific goals related to overall reach and exposure, as well as more other potentially important metrics such as link acquisition or social follower growth.

Going Beyond Just Creating the Content

An “if you build it, they will come” mentality won’t lead to content marketing success…

How do you go the extra mile? There are a few things you should ALWAYS be doing…

Experimentation

It’s easy to get comfortable and keep doing the same thing that’s worked before. Without experimentation, there can be no innovation. Be willing to take risks

  • Use common sense and know what your risk levels are (certain verticals won’t have as much freedom to experiment as others).
  • Apply the scientific method to everything you create.
  • Be thorough and avoid bias. Don’t drink your own Kool-Aid. 
  • Objectively study your competition. Learn from what has and hasn’t worked for them.

Promotion

The promotion of your content can be just as important as the creation of content. Create a definitive list of internal & external resources to help promote your content.

Some promotion resources include:

  • Your employees and their social presence
  • Paid traffic and social ads
  • Business partnerships and relationships

Each piece of content you create is an opportunity to hook new people and grow your long-term audience. As this audience grows, you will have an even bigger base of people willing to share your content.

Are You Proud of Everything You’re Creating?

You should be obsessed with everything you create. If you’re not, how can you expect anyone else to care and be willing to share it? Before you try pitching your content to others, be your own biggest critic. It starts internally…

Is your entire team proud of what you’re creating? Are you excited to show your content to everyone in your organization, from your CEO  to your sales team to HR to your newest employee?

Being passionate and proud about your content marketing initiatives will make everyone throughout your company eager to pitch in.

Are You Doing Something Remarkable?

In closing, your content should always relate to and reflect the following questions (and they should be revisited as your brand evolves):

  • What story can we tell?
  • What can we do better than anyone else?
  • Where are the gaps?
  • Who/what can we leverage?
  • How can we be remarkable?

How We Got 100s of Leads, 100s of Links, and 1,000s of Social Shares (All From One Piece of Content!)

For more on how to go the extra mile with your content strategy and a case study of one of our branded infographics, check out my full presentation from SES San Francisco.

How are YOU going above and beyond to tell your brand’s story with content? Let us know in the comments below. 

Want to Get Inside?

Become a BlueGlass Insider Today!

  • Be the first to know about BlueGlass events, meetups, and surprise releases. Before they’re made public…
  • Exclusive access to the latest tools, tips and must-read posts.From people who have been doing this for years…
  • Insider perspective on the latest trends in digital marketing. Info that you won’t get anywhere else…

Enter your email below to join for free!




Comments

  1. Anthony Pensabene says:

    Always enjoy your perspectives on content, Chris. “You should be obsessed with everything you create” yep.

    Readers, Chris walks his talk. I recently had the benefit of interviewing him; Chris was diligent in perusing the first draft and offering suggestions before final post.

    My latest musings on content relate to being mindful of and experimenting with different types of content.. as you offer above.. I hope to see more brands using multiple types of content, especially varieties which best usher the brand’s message as well as offer better engagement for consumers.

    Kudos to inserting your presentation. Great idea, would love to see peers do that more often. Thanks

  2. Ayaz says:

    Hi,

    Certainly great advice and I am agree with you taking risks can give you huge benefit but before taking risks one should do proper research and have enough knowledge about what you are going to do and what would be the right way.

  3. Jerod Morris says:

    Excellent post Chris.

    As a sports fan I especially like the line “An ““if you build it, they will come” mentality won’t lead to content marketing success…” but even more than that, I love this: “You should be obsessed with everything you create. If you’re not, how can you expect anyone else to care and be willing to share it?”

    This is such a key component to creating good content. I think, as a reader, it can be pretty easy to figure out when a writer is NOT obsessed with what they are creating. And it can be a challenge sometimes to be obsessed with/excited about content you HAVE to write as opposed to content you WANT to write. This is when knowing the overall objectives and goals can be so important, from a writer’s perspective, because it help to focus you and help you find the reason to be excited about the content you’re creating — for how it can be one more step towards a goal.

    • Chris Winfield says:

      YES! –> “This is when knowing the overall objectives and goals can be so important, from a writer’s perspective, because it help to focus you and help you find the reason to be excited about the content you’re creating — for how it can be one more step towards a goal.”

      Knowing WHY and HOW each piece of content is affecting big picture can be a huge motivator.

      Thanks for reading and your insightful comment, Jerod. : )

  4. Social and content marketing need each other to survive. Without social media, it’s difficult to get your content noticed. Without content, what will fuel your social strategy? All of this helps your SEO efforts as it builds links and awareness. Therefore, it really is becoming one strategy that has many working parts.

  5. This article came at just the right time. The agency I work for is working to put all the content, social, and marketing pieces together for ourselves and our clients. Your connection of all three is exactly the approach that works and more people need to understand it.

    The one thing that is missing (not just here, but in many pieces like it) is that this is not easy. It takes time and effort. Be prepared for lots of work, some failures, but ultimately success.

    • Chris Winfield says:

      Glad the timing was right for you, Carrie :) I hope to see a lot more agencies shift to this integrated approach!

      You’re absolutely right that it’s not easy and results don’t happen overnight. Without taking risks and ALLOWING failure, you can’t innovate and keep moving forward. We call failures “experimentation.” :)

  6. I think the idea of using “Paid traffic and social ads” is great. You could spend money on Google adwords and get customers at 50p a click. Or you create good/shareable content and promote it on social sites for like 5p a click and get loyal readers and followers, building a brand and in return profit!