Content, Search and Social: A Love Triangle

Caitlin Livingston & the Pyramids
My wife Caitlin “holds” a pyramid in her hands…

Experienced online marketers know there is no avoiding integrating content, search and social for a complete Internet strategy. They are irrevocably tied together, and increasingly so with Google, Bing and other search engines focused on adding social context to search.

I was reminded of this reading Top Rank Blogger and CEO Lee Odden‘s Optimize, which tackles the triple crown of online marketing – SEO, social media, and content marketing – with a deft hand. If you haven’t read it yet, Optimize does a great job of taking readers through the process of conducting research, choosing approaches, and encouraging familiar and new tactics alike to optimize just about every imaginable part of your online presence.

The dirty secret about social media was that in the beginning it was completely search driven with content and blogs sourced as primary content. Marketers began using blogs to compliment traditional marketing and trumping traditional web pages with fresh new content. Then social networks like Facebook and Twitter became entrenched in the online space. Search increasingly used social verification to qualify online content.

The result is a seamless intertwining of the three disciplines. Social is how people hear about you, search is how they find you, and content is how they qualify you. None of them alone are strong enough to succeed, but together organizations can deploy knock-out online marketing strategies.

Content, Search and Social Media
Another way of visualizing content, search and social together

Alone, unoptimized content — while it may be good — is not found. Alone, search optimization may drive traffic but people will “bounce” and leave. Similarly, social may drive attention and traffic, but if your content is not relevant (a la inbound marketing principles) or searchable, it loses opportunities. That’s why it’s so important to build every aspect of an online presence with a combined view of customer interests and relevant topics (so they like your content and share it), search optimization via balanced keyword methodologies, and social optimization.

In the end, it’s all about helping people find your information. They are looking for answers. As Lee said in the book, “The primary value provided by search engines is to connect people with answers, and that fact shouldn’t be lost in the sea of tactics, tricks and pontification that goes on in the digital marketing world.” Making sure content, search and social work well together is the best way to achieve that worthy goal.

When you think of online marketing, do you think of content, search and social?

17 Replies to “Content, Search and Social: A Love Triangle”

  1. Geoff, this post says it all. I saw a mention of the Lee Odden book and his concept of the three disciplines and how they have (or ideally should) merged in today’s effective online marketing. We’ve seen this happen right in front of our eyes, yet I found myself reminded by the mention of his book and now by your post. Good stuff.

  2. Thanks Geoff, great summary of Optimize and the larger trend occurring with marketing and communications on the web. Thanks for the link to Michael’s post too – it looks like the tide is rising :)

  3. This is a cracking simplification of the online marketing challenge. Would you extend the concept of social marketing in the “triple crown” above to encompass brand & social marketing? The two are heavily intertwined, good social marketing builds your brand and good brand building builds your social presence. Brand presence then feeds into search, particularly in light of Google’s continuing shift towards brands.

    1. Of course it is! It’s a blog post! If it was a book, it would have depth.

      Social marketing can mean many things from cause marketing to using social media to market. I agree that social marketing in the latter sense is part of the mix, but I would include that as part of social media, much as I would add social business to it, as it too, uses social media as the primary tool set.

      Branding is overarching and extends beyond online to every part of a company.  In that sense, interactive belongs as a part of a larger conversation, one which we discuss in my new book Marketing in the Round. 

  4. MT+lixuemei
    Pandora pearl jewelry with Pandora for sale diamonds of the finest Jewelers is now offering the charm and luxury in favor of creating Cheap Pandora charms personal accounts is certainly bracelets. with product selections and a large library Amico Pandora Gold Beads Sale explains attractive charm that will no doubt look perfect mix for anyone, no matter Wholesale Pandora Charms Jewelry the occasion. Graduation is actually a Pandora diamond jewelry unique moment in Pandora Charms Sale the life of a young adult, this could be a big step towards adulthood and should be developed to be marked Pandora Charms Sale and remembered forever. is the day that young adults were released on Pandora Charms sale the planet right and begin their adult life on the right and responsibility. This Pandora Charms sale holds true for graduation, for me great, but degree may be considered a lifestyle of important Pandora Jewelry sale actions in allowing it to be considered a fabulous time for nearly all Pandora beads bracelet, charm and personal appeal Pandora Charms Jewelry.

    Throughout his life, especially through Pandora Jewelry sale the use of his teenage years,
    Pandora Australia salethen in their teens, young adults
    Pandora bracelet to get hit hard to resist the charms of Pandora to launch their plans, even if in the air. This could be the day Pandora Jewelry sale they occur will be waiting all my life until then, and have worked hard to achieve. which usually has some important actions in adulthood, and that is the Wholesale Pandora Beads mind to college and start a responsible adult life Wholesale Pandora Charms.

    Use warm water and a drop of liquid Pandora Australia sale detergent. Then, with a soft brush, clean the Pandora charms Pandora Charms for sale. The toothbrush is excellent because it can achieve the patterns jewels which are difficult to clean. Pandora Bracelets Australia Find the piece to be very dirty, just continue to soak in warm water with a drop of liquid detergent. The rinse thoroughly.

    Why not make Pandora Charms Sale this celebration a hit with prize them out
    Pandora for sale of the hold and remember how difficult their types and gives their loved ones.
    Pandora Glass Beads Sale Pandora diamond jewelry has many fascinating attractions accounts Accounts around Pandora beads sale to create an attractive and appealing resort pearl bracelet to celebrate this unique occasion. Since graduation hat charm beads according to which a good deal more than Pandora bracelets Pandora Bracelets connect Pandora Jewelry sale your character and style. This reward will be valuable for a lot of years to appear and is used as proudly displays his mastery of Pandora charms on sale the long and difficult,
    Cheap Pandora Glass Beads after many years of study.

    For pearls, do not immerse in water or scrub with Pandora Australia a detergent. May cause damage to the pearl. Just use a soft cloth to remove Pandora Bracelets on sale dirt. Pandora Charms for sale Do not expose your Pandora jewelry to harsh chemicals and strong. They may have an unpleasant effect on your part. Take note that oxidised silver and pearls Wholesale Pandora Braclelets are very sensitive to damage.

    Rubber can also bring negative effects on their side. Cheap Pandora Charms Make sure your bracelet, earrings, or any other piece of Pandora did not come in contact with the rubber like rubber bands, rubber, container, etc. You can
    Pandora Charms bring your line of Pandora in place or the place of purchase, in as generally provide cleaning services and more tips on how to Pandora Australia handle the cleaning of your Pandora jewelry.

  5. The NBA ldm475272 famous basketball playerchaussure jordan pascher, is called “frequent flyers”.In his basketball career created brush a screen record, is recognized as best basketball also chaussure jordan femmethe first
    chaussure air jordan in NBA history air jordan 6 noirwith “century athletes” title stars. He will be extended to every corner
    jordan spizike noirof the NBA global, to become a Hollywood and nothing other than from the American culture.

Comments are closed.