social content

Where Social Media and SEO Fit in Today’s Content Marketing Mix

Search Social Content Marketing

Whether your role is in search, social media, marketing communications or PR, the importance of content marketing is unmistakable.

Brand content budgets and participation are up with the vast majority of B2C and B2B marketers now using content marketing. The industry is coming together on best practices and organizations are evolving their structures to include roles like Chief Content Officer and Brand Journalist.

While there is growing synergy between search, social media and content marketing, they don’t often function collaboratively in organizations. There are also some misconceptions about what content marketing really is.

This post will dig in to some of the realities of incorporating an integrated approach that leverages the best of search, social media and content marketing, while dispelling some of the myths that keep integrated efforts apart.

Top Content Marketing Posts of 2013

content marketing 2013I think our team has done a pretty good job on this blog of advocating internet marketing tactics according to their practical use over the years. Our goal: To help marketers put things in perspective and make informed choices. One particular area of focus has been on content marketing.

Rather than just pontificate about the latest trend, our approach is to experiment, optimize and share what we learn. For example, we’ve implemented content marketing projects for organizations that range from several Fortune 50 companies to Content Marketing World, the Mac Daddy of content marketing events. That experience has inspired many popular and useful posts during the first half of 2013.

Real-Time Marketing Smarts: Companies Killing It with Off-the-Cuff Content

Real-time marketing examples for brandsReal-time social engagement is a great way for brands to stay top of mind, build their social audience and even influence the buying decisions of consumers. On-the-fly upsets to content plans and rapid response content creation are counterintuitive for most brands, though.

At TopRank, we coach brands on careful planning, implementation, measurement and ongoing improvement based on insights. But how can brands maintain quality and ensure thoughtful content if they’re expected to produce and launch it in minutes?

Perhaps the best known example of this strategy recently was Oreo’s infamous Superbowl tweet. They showed just how effective social listening is, when their “You can still dunk in the dark” branded image was retweeted over 16,000 times.

The Power of We: How to Build Personal & Corporate Brand Thought Leadership Through Social Content

Mari Smith & Lee Odden

Mari Smith exemplifies personal brand through social content

Building personal brand online is easier than ever. It’s also underrated and misunderstood by many companies trying make sense of where personal and brand social media engagement fit in the marketing and communications mix.

For myself, blogging, speaking and becoming an author have been less about becoming a “brandividual” than to serve as a proxy to the consulting that TopRank Online Marketing offers.  This approach has served us well, resulting in creating awareness internationally and keeping customer acquisition costs extremely low.

Alternatively, many companies focus solely on brand promotion without any real people behind those social media interactions.  This generic brand approach often finds social content efforts lacking. Engagement tends to be low, attention spent by the community superficial and the momentum of community growth is elusive.