What is SEO, Social Media & Content Marketing?
SEO, social media and content marketing is a three-pronged online communications strategy which helps to get your brand and product in front of potential customers and clients.
SEO, or search engine optimisation, is the process of improving your website’s ranking on search engines around specific searches, or key words. These are usually based on the products or services you provide. Successful SEO ensures your business is placed in front of those people who are actively looking for that particular product or service.
Social media is about using the power of social media, whether it’s specific platforms like Twitter, Facebook, YouTube or LinkedIn, or facilities like ratings and reviews, to engage with consumers and amplify your communications to a wider audience.
And content marketing is about attracting people to your website by providing useful, interesting and relevant information.
SEO is like stage one of the process – making sure your name appears high up the search rankings. Social media can be seen as stage two – helping to spread the word among the widest, most relevant audiences. And content marketing is stage three – ensuring that when users visit your website, they find useful and valuable information that creates a positive impression and encourages them to purchase. Maybe not immediately, but at some point in the future.
The theory behind this is called “selective consumption”: people increasingly choose when and where they wish to interact with brands, rather than simply reacting to generic sales messages. It’s essential to make sure that your content is there when people are looking for it. Customers not only need to be able to find you easily, but also for the right reasons.
Why do we need SEO, social media and content marketing?
The internet and social media have replaced now outdated forms of advertising. Social media is the new word of mouth. It’s the single largest forum of conversation the world has ever seen. Facebook alone has over one billion individual users, while Twitter has in excess of six million, according to recent figures from Statistic Brain. This provides a massive audience of customers and client that you can interact with directly.
But you need to do it right. Bombarding people with the wrong kind of messages or irrelevant information simply turns them off your brand. You need to find out what kind of information potential consumers are most likely to react positively too, and then deliver it.
Google recently stated that 97% of people use the search engine to perform local searches for services. Inbound marketing, otherwise known as content marketing, allows you to place your messages in front of customers at the specific time they are looking for them.
The benefits also extend to public sector organisations and charities. Previously the information published by these bodies may have been difficult and time consuming to find and expensive to distribute. With SEO, social media and content marketing, organisations like these are able to effectively spread their message to a wider audience and engage more effectively with their members.
The three-pronged process lets you track and measure the effectiveness of your communications and marketing with remarkable accuracy. Using tools like Google Analytics, you can see exactly how users are finding, using and interacting with your content. Social media success can be measured in a similar way with a range of social graph technologies, such as those available from Facebook and Disqus. These technologies enable you to gain unprecedented insights into your audience demographics, preferences and expectations.
What is Blueprint’s expertise in this area?
At Blueprint, we have substantial experience in designing and implementing SEO, social media and content marketing campaigns and strategies. We pride ourselves on providing a level of service and expertise that is more than a match for big agencies, but without the associated price tag.
Two of our senior directors, Sam Flanagan and Phil Gilligan, are both highly experienced Google Analytics practitioners, having successfully overseen numerous accounts and campaigns. We also manage a number of brands’ Facebook pages, building their followings to thousands of users.
Your clients and customers value good quality content – and so do we. That’s why we work directly with professional copywriters who are highly experienced in producing high quality business and commercial content for some of the UK’s largest organisations, from blog posts to white papers to eBooks.
Using a data-led approach, we’re able to measure each individual piece of your content for ROI (return on investment). This not only ensures the best results for your marketing spend, but also enables campaigns to be tweaked to increase their effectiveness.