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Content is King

Content is King

Search Content vs Social Content

Plan your content strategy effectively

Content is King                            

We should of all heard the phrase ‘content is king’, how much of this is true?  We all spend hours and hours of planning and attempting to write quality content for your website. You have a robust digital marketing plan and on the to do list you have, ‘write an article to post on my website’, with hope that search engines identify it as search content, you then share this content across all your social media channels.

However, be it a how-to article, a recipe or sharing statistics on a niche, whatever the topic it does not seem to be engaging you audience on your social media channels, the click through rate and call to actions are ineffective. Why is this happening to you? It is informative, engaging, emotional and full of facts and statistics, you have even attached some great entertaining images. Social media are not responding as you would like. So how is your content doing for search? Google have not found your content useful, sure you have placed your keywords strategically in the content.

Quote of the day “I have just created a great piece of content, search engines are going to love it, social media are going to like the hell out of it and it will bring me business leads.”

Wait it’s been posted for a week now, 0 business leads, 2 FB likes, 1 tweet and position 47 on search results.

Time to question your content strategy

You mean I just can’t write content and they will come?

The Internal truth, search content is different from social content

Search content

Google SEO guide for on-site optimisation “provide them with the information they need”.

Google has made it clear they like, business owners should post on:

  • Events
  • Offers/deals
  • Products (updated)
  • Services
  • About your business

Tips for writing search content

  1. Purpose: Consider what you want your post to do, who is your target audience, what do you want your site visitors to do; whether to encourage customers to fill out a form on your site, buy something, or write a review.
  2. Photos/images: Use high quality images and graphics. Ensure you use ALT tags which are relevant to your content (Keywords)
  3. Title: You have 58 characters for your title. Be descriptive and relevant. Ensure it is relevant to the content.  Use your targeted keywords.
  4. Main Content: Be clear what you are writing about, be concise. Aim for 1,500 words for the main body. Use your targeted keywords.
  5. Call to action: Include instructions such as ‘call us’ or ‘read more’. They should be linking to a relevant high-quality page or external website.

You want your target audience to search and FIND your search content, you should not be giving it to them.

Final tip on Search content

Google likes to see featured snippets, they offer users more options when searching for content.


Social Content

So, what defines social content?

Facebook, Twitter, blogs, YouTube the list goes on and on and on, but what is social content?

Social content is difficult to build trust and confidence, tweets disappear down the pages a quick scroll down your social wall on Facebook. Why did you stop and read or stop and click or stop and watch?

Users are not searching on social media for your content, however if they are interested in it they will stop and engage with it.

I tell you why:

Emotion, we all watch that funny video, the one where people do stupid things and it makes us laugh or that sad story of someone’s challenges in life. It is all emotional. Memes and Gifs, quotes and statements, these are what we see on social media, we want people to find this content not search for it on search engines.


Social Content

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