The Content Marketing Equation
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The Content Marketing Equation

In the last post I posited the simple equation:-

Content + Social + Search = Content Marketing

I now propose to take that equation apart, examine each element and how each relates to the others, starting with :-

Content, which is after all the very basis of it all. Not just any content but tailored, unique content, designed to speak directly to the intended audience.

Addressing at the same time both the problems encountered by them and their desires. It must be all things to all men, answering questions, boosting desires, salving their fears but above all being inspirational, forcing them to face the challenge of changing their whole mindset.

To move away from what they had experienced before, the ordinary, tawdry , day to day humdrum, to the new, exciting, profitable experience that your product, your solution, will provide.

Initially, you need to create content so focused on the your audience that it's as if Google and FaceBook and Twitter and LinkedIn have never been created. You need to be able to provide people with something that's both useful and persuasive, just as successful marketers have been doing for a century or more.

At the same time and for the same reasons, the content you provide for your audience will also be shared in Social Media by the right people.

Social Media Marketing, effective social media marketing equates to distribution of content, fortuitously for us, it is exactly that, content distribution, which is the core around which social media revolves.

One of the most important facets of Social Media status has evolved around the sharing of content, people want it and supplying and curating content has created some powerful editorial voices within social media.

The very act of social sharing provides direct indicators to Google and other search engines, Google+ in particular, that show that your content is of high quality and it provides word-of-mouth publicity.

People looking for authoritative and pertinent commentary and content, content curators, look at these clues and social indicators to show them what to link to, and these authoritative, natural links are what the search engines are looking for.

Search engines are designed to pick up on the fact that the people you want to reach are sharing the content you have created and are linking to it from their own blogs. They 'understand' that what you have created might just be what more of the right 'subset' of people want to find when searching.

The search engines are getting smarter and smarter at weeding out the false, weak signals that try to boost content that has no value, but apart from that, without your help, they cannot measure or determine the relevance of your content for the purpose of ranking!

You need to tune your content, softly now, so that the search engines know who are the people who need just your content (and no-one else's!). It's not good enough that people love it (your content) and provide natural indicators to "show the love!". Search engines are only infants in the 'smarts' division.

More soon


Street Talk

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