The Simple Math of Social Content Optimization

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BLUE PHOENIX – Possibly indicative of Google’s power to sway the internet marketplace, we’re all working in a brand new era of content marketing — one where neither bidding on keywords or aggressively sharing posts on a social platform are likely to net much traction, unless they’re fused together.

Which is where search engine optimization and social media optimization, when fused together, yield something that the folks over at Edelman Digital are calling social content optimization. Their belief is that search and social are not mutually exclusive. And we think they might be onto something.

Basically, SEO + SMO = SCO. This is especially where all those “Content is king!” declarations ring true. After all, both SEO and SMO are flourishes being used to make the core content more visible, shareable, and engaging to users. The flowchart provided over at Edelman can seem a little overwhelming, but the great thing about SCO is the customization; not every entity managing its web presence will approach its SCO plan the same way.

They identify give core areas: Video, Documents, Images, Conversation, and Niche. The trick here is that many companies operating web or social presences will likely find a need to focus on only a few of these core areas for strong impact. For example, internet marketers may find blogging (which in Edelman’s model is under the Conversation umbrella) to be their top priority.

Without anything (editorials, ideas, reportage, even press releases) to offer, a blog entry is basically a collection of words – and thanks to Google’s Panda update, even skillfully optimized collections of words won’t rank high in a search engine. And thanks to people who only want to read news items of substance, collections of words won’t warrant any real shares across social channels.

For this same segment, images and videos are nothing more than accents for a blog post. Documents, meanwhile, are only when something – coverage of a particular trend, for example–demand them. And as far as Geolocal placements (Yelp, Google Maps, and so on)–found under the Niche umbrella–the nature of internet marketing is that it’s not based on any bricks-and-mortar operations.

Ultimately, SCO is about a new issue that content providers face as more SMBs enter the content creation fray: It’s about making articles pop and sparkle, no matter how dry or technical the industry. It’s about taking the problem of “too many” and overcoming it. The funniest, catchiest piece of content wins. The best way to guarantee that victory? Visibility through optimization.

Cross-published at the Blue Phoenix Network blog.

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