This is a guest blog post written by Christine Dissing – a London-based marketing professional holding a Master in Marketing Communications Management. Christine is passionate about advertising, branding and marketing communications – an interest she also shares on her own blog attention2ads.com. You can connect with Christine on Twitter @christine_kbh.
I just finished reading “Search & Social” by Rob Garner – a good, not too heavy or too pedagogical read, but a hands-on guide to building a sound and successful real-time content marketing platform.
The book tells you how to develop, implement, monitor, and optimize strategies and tactics for developing a strategic plan. The plan should encompass content, platform, and community management – and put a great deal of focus into the interdependent elements of search and social together.
SEO and social media can no longer operate in silos, as each discipline has become reliant on its counterpart, in order to achieve the greatest potential. “Search & Social” successfully explains the interdependence between the two disciplines and where to set in. Rob Garner outlines key considerations for all aspects in building a digital brand in the social world, and introduces tons of tools and tasks for you to try out and implement.
Today almost every company is putting resources and efforts within both areas – some more than others, but regardless how far your company has come, this book gives some relevant input to how you are able to optimize those efforts.
In order to produce engaging quality content that reaches your target audience as quickly and successfully as possible, Garner highlights that social marketers and community managers must understand search marketing and SEO to extend the value of their efforts. Also search marketers must understand the elements of social to succeed in becoming more visible.
Some questions to consider:
- Is your search and SEO team always updated on the language and keywords used by your customers?
- Is the team involved in the process of creating new content ideas by giving input on new search trends and keywords?
- Are they helping optimizing all socially shared content pieces for better search results?
- Are your Social Media Managers properly trained in SEO basics?
- Do they know how factors like search engines crawl, index and retrieves, and how linking affects search results?
- And very importantly – do they know how to integrate keyword data research in their work?
In other words, step one is to get your social and SEO teams talking and working together on a regular basis. Step two could be to read “Search & Social” or other books on the topic to fully understand how search and social are becoming one – and how to embrace that fact.