In the words of Seth Godin, “Content Marketing is the Only Marketing Left”. In other words, businesses are what they share because we are all master marketeers and publishers of our own online content. In the digital age, SEO simply isn’t enough to rank highly in Google search results. The more content you post, the greater your website presence. Be it through your blog, Facebook, LinkedIn or other Social Media profile. Providing you’re producing content that followers deem valuable enough to engage with and share.
I’m a staunch advocate of the Three Musketeers of Digital Marketing: Content, Search and Social. When combined, they produce a heady mixture of blog and website traffic, Social Media reach and engagement and ultimately a Return on Investment (ROI).
Whilst each functions independently of the others online, they cannot do so effectively in the context of digital marketing.
The Three Musketeers
So how do you post and share valuable content and what is deemed valuable and compelling content? Well, content comes in many different forms. Images, videos, blog posts, articles, eBooks, Podcasts, Slideshare presentations to name a few.
Now that you have all this valuable and compelling content, how do you optimise it for search? And by that I don’t just mean Google, Bing and other search engines but also the Social Media networks. In other words, Social Media Optimisation.
The term Social Media Optimisation (SMO) is by no means a new one, not in terms of digital marketing anyway. In a 2006 blog post, technologist Danny Sullivan cited marketer Rohit Bhargava who coined the term SEO.
In essence, SMO is rapidly replacing SEO, as improved search ranking is also a benefit of successful SMO. It focuses on driving traffic from sources other than search engines. YouTube for example, is the second biggest search engine after Google (also its owner).
Now that you’ve created your invaluable and compelling content, you need to share it.
These days it isn’t just about Google, Bing and Yahoo. SMO is simply ensuring that your content is shared via channels such as Facebook, Twitter, YouTube or Pinterest. Be it images, videos, blog posts, articles, eBooks, Podcasts, Slideshare or another medium.
A great place to start is with your captive audience, i.e. your Social Media followers. But you still need to ensure that the content is compelling enough to be Liked, ReTweeted, Favorited, commented on, etc.
The most important strategy
Keep your content fresh and regularly updated as much for the fact that the search engines love new content. Also keep in mind that every point of engagement is deemed as social proof by Google, Bing and Yahoo. A, major accolade for the quality of your content which they will then rank higher in searches.
Content will always be King
Successful internet marketing in 2014 will rely on a regular mix of Content Marketing, SEO and SMO to make it shareable. Which brings me to the question of Content Marketing. Is There Any Other? What do you think?