Recently, more and more marketers are coming to the conclusion that sales are driven by the happy marriage of search and social. As we have explored on the blog this month, the most important factor to successfully using them in conjunction is the development of relevant, high quality content.
A recent survey conducted by the CMO Council and Netline confirmed this idea that B2B decision makers are driven by depth of content – specifically, digital content. The study implies that B2B executives have high expectations for the content that gets their attention, and that they have little patience for surface-level information. This makes the B2B marketer’s job more challenging, yes, but it also guarantees reward for those who master this art of targeted content curation.
Content is the driver of the search and social union, as we discussed in numerous posts this month. We hope the Get There tips have equipped you to better manage search and social yourself, if you work for a smaller company, or to effectively guide your teams specializing in both areas, if you manage a larger group.
Understanding the inner workings of SEO and SEM will help you maximize their potential for your company and use them together in a way that makes sense. Once you have mastered the art of the keyword and the search engine results page, you can tackle developing your brand message for the social continuum. Only then will your knowledge of search and social begin to create maximum impact for your brand. A streamlined message, developed strategically to lend itself to cross-platform social sharing, will be the fastest way to generate leads and most importantly, stimulate conversion.
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