Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1 of 12

Optimising content for search vs social

2

Share

Download to read offline

A look at content optimisation and why fantastic content can struggle to find its audience.

The difference between search and social content:
- A search audience intends to find your brand
- A social audience is more likely to happen upon your content.

Check out the key insights from a King Content masterclass.

Related Books

Free with a 30 day trial from Scribd

See all

Optimising content for search vs social

  1. 1. OPTIMISING CONTENT FOR SEARCH VS SOCIAL 17 SEPTEMBER 2015 DANIEL HOCHULI KEY INSIGHTS FROM THE MASTERCLASS CONTENT STRATEGIST
  2. 2. Digital marketing is far more varied than any other marketing medium. Different channels work differently for different audiences at different times.
  3. 3. Content marketing = a strategy encompassing all components of content and marketing . It does not sit in silos.
  4. 4. CONTENT MARKETING EDM SOCIAL SEO PR NATIVE SEM
  5. 5. 1. 2. 3. 4. It's free Audiences trust organic results High quality traffic Cha-ching for your business Why search content?
  6. 6. 3 ways people search for content: Navigational, transactional and informational
  7. 7. BUYER JOURNEY Awareness and discovery = social content Discovery and conversion = search content
  8. 8. THE BUYER JOURNEY IS NOT LINEAR Customers will consume various pieces of content before they make a purchase.
  9. 9. "If people aren't clicking on your headline your content hasn't worked." - Daniel Hochuli
  10. 10. "Not everyone who follows you on LinkedIn is going to follow you on Facebook. Don't serve them the same content." - Daniel Hochuli Tailoring copy for social media platforms can drive higher engagement.
  11. 11. 3 PRIMARY GOAL PILLARS FOR REPORTING: Traffic Engagement Conversion
  12. 12. Learn more about how to optimise content for search and social. WATCH THE FULL MASTERCLASS HERE

×