Content Marketing

5 ways Social Media, Content and SEO Work Together

Wednesday, June 12th, 2013 by Lee Wilson

Social media, Content and SEOI want to get people changing their mind-sets from isolated online activities (like SEO, Social Media and Content) and moving them towards maximising all of these areas. Furthermore, I want to achieve this by effectively integrating them into agile and cohesive online marketing strategies that actually work.

Sure, you can write some content in isolation, but what’s the point of writing it if nobody actually gets a chance to read it? Have you considered generating visibility for this new content, or are you just hoping that your audience will find it?

This type of question is typical of how I want you to start thinking about SEO, Social Media and Content. So, I have 5 practical tips for you to start getting these key online areas working together for you.

1 – Developing an online marketing / digital marketing plan

If you don’t have clear online marketing goals identified from the outset, you will not be able to develop the specific actions required to achieve your goals. When developing your marketing plan you will easily be able to recognise the relationships between teams, skill sets and tasks needed to complete the actions within your plan. At this stage you will be defining single actions and tangible metrics, as well as the type of task that’s needed.

This should involve a quick spread sheet task and not something that takes you longer to collate than the tasks would to complete. Here you need to be thinking about success measurements and related interactions to improve them.

2 – Making your website linkable

I wrote a post a few months ago about how to get great links to your website which you might want to have a look at for more information on this topic. However, for the purpose of this post, there are important steps that work in partnership to encourage natural links for your website.

Let’s look at a single example of assisting website linkability:

Firstly, your site will always benefit from fresh, unique content that is targeted towards your demographics and their needs. When this content is on your site (and during the content development), think about encouraging people to share it. Start with the topics you choose to write about and any syndication call to actions that might be appropriate.

You will want to add social sharing buttons to the content too so that it can be easily shared. Then, tell your audience that this new value-add content is live and ready for viewing.

Think about the likelihood of the new content being picked up in organic search and then create enticing page titles and meta descriptions. These will for assist click-through rates and visibility. Then, consider on page elements like a descriptive heading, use of sub headings and clearly themed content.

3 – Getting more from your blog

The development of great blog content can be hugely time consuming. So, the following example will help you to use SEO, Content and Social Media to get more from every blog post that you write by aligning these key online areas.

Think about SEO before you write your blog. Look at areas typically SEO-like; data collation, key term research, current industry keyword trends, impression data and more. Then, let this data drive your blog topic.

Write unique blog content with this data at the forefront, then optimise your content and on-site page accordingly.

Introduce some visibility to the new blog by interacting with related thought leaders. Look at mentions to people who have written/spoken/interacted with this topic online recently and encourage interaction with your new post.

4 – Letting data drive your content

A little similar to the above, but here I’m talking about traditional SEO data. Think about using tools like Google Trends to identify positive visitor growth in your industry, online niche and services/solutions.

Being aware of what areas are currently experiencing growth in can be a great data set ready to assist you in building your website from technical SEO areas including the site architecture right way through to what you could be talking about socially as well as what top level pages and resources you may wish to add to your website.

This kind of project is exactly what I want you to be thinking about when you consider traditionally separate digital marketing mediums.

And finally…

5 – Social demographics are content and SEO demographics

Wouldn’t it be great if you could tie together the demographics; age, sex, job title, marital status, education and much more to the people who visit your website? Well you can – and you should.

Not only can you get myriad unique user demographic statistics from your social media accounts (especially on Facebook), but you can also marry this data with your Google Analytics data.

This concept of ‘Big data’ is very important. The more you stop looking at data sets in isolation and start merging them to identify key improvement/development strategies for greater results, the sooner you will get to the stage where you’ll not be able to even consider SEO, Social Media or Content in isolation.

In addition, compare supportive data, contrast unique opportunities and let content support all your digital marketing goals.

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About the author

Lee Wilson

Lee Wilson

Lee joined Vertical Leap as an SEO Campaign Delivery Manager in 2010 and heads up the SEO team after successfully managing the online and direct marketing development of a financial services company for over seven years. Lee is a certified web applications developer (Cert WAD) and a regular LinkedIn user. Follow me on Google Plus