optimising content for search vs social

OPTIMISING CONTENTFOR

SEARCH VS SOCIAL

17 SEPTEMBER 2015

DANIEL HOCHULI

KEY INSIGHTS FROM THE MASTERCLASS

CONTENT STRATEGIST

Digital marketing is far more varied

than any other marketing medium.

Different channels work differently for

different audiences at different times.

Content marketing =a strategy encompassing all

components of content and marketing . It does not sit in silos.

CONTENT

MARKETING

EDM

SOCIAL

SEO PR

NATIVE

SEM

1.

2.

3.

4.

It's free

Audiences trust organic results

High quality traffic

Cha-ching for your business

Why search content?

3 ways people search for content:

Navigational, transactional

and informational

BUYER JOURNEY

Awareness and discovery = social content

Discovery and conversion = search content

THE BUYER JOURNEY IS NOT LINEAR

Customers will

consume various pieces

of content before they

make a purchase.

"If people aren't clicking on

your headline your content

hasn't worked."

- Daniel Hochuli

"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 platformscan drive higher engagement.

3 PRIMARY GOAL

PILLARS FOR REPORTING:

Traffic

Engagement

Conversion

Learn more about how to optimise

content for search and social.

WATCH THE FULLMASTERCLASS HERE