As my pal Jason Falls has been discussing recently, when it comes to corporate blogging:
(Upwards) of 80 percent of traffic on most corporate blogs comes not from your passionate community of fans, but from first-time visitors.
If you subscribe to the notion that you want to serve the needs of the majority of your audience in order to maximize the efficiency of your marketing efforts, this metric shifts the purpose and focus of corporate blogging from engagement and community building to winning search results.
While Jason is primarily focusing on corporate blogging, as we all know many brands will supplement their blogging with Blogger Relations, YouTube videos, Twitter, Facebook, etc. We often advise clients that the content created for one outlet, e.g., a YouTube video, ought to be promoted across any other frequently-used channels. Tweet about the video. Post it to the Facebook Wall. When appropriate, let key bloggers know about it. Et cetera.
And Jason’s research reminds us that when cross-promoting in Social Media, TITLES, TAGS and TWEETS ought to have Search Engine Optimization tenets in mind.
If you want to own a category, the TITLE and TAGS on that YouTube video ought be as focused on “what people will be searching for when they find this clip” as “being clever.” In fact, you should probably be more focused on the SEO principles than the cleverness factor. Likewise, when you TWEET about that video, you’ll likely want to use words in your 140–character slot that also harken back to those TAGS and TITLES.
These are simple-enough tactics to consider yet in the hurlyburly of Social Media Marketing we often put more thought into the content creation than the promotion considerations. But in the end, Quality is trumped by Findability.
The “T” in the famous POST Methodology espoused by Forrester is often used to stand for TECHNOLOGY or TACTICS. Put some thought into TECHNIQUES, as well.
Chris Baggott, Jay Baer and Debbie Weil are collaborating with Jason on his research project. You should absolutely sign up for their webinar tomorrow to learn more – it may be held on April 1 but, it ain’t no joke.
Posted on: March 31, 2010 at 11:09 am By Todd Defren