The digital world is constantly changing and marketing tactics don’t work as they once did. Search engine optimization, social media marketing, and content marketing are now three important pieces that must work together to get the most out of the digital space. Many agencies are starting to realize this, but at Gate6, this is already part of our process.
When a client begins a project with us, they get all three marketing pieces integrated into one strategy. We grouped these areas into one super department known as Team SSMAC (you know, like Prodigy from the ’90s, smack your brand up) because we understand how each section is integral in improving the success of the others. Every project we work on gets an integrated marketing strategy where content is created to drive search traffic based on interest in the topic and not just stuffed with keywords, and social is backed by content people want. Our CEO, Manish, recently did an interview with About.com discussing how to improve social media ROI, and incorporating search and content strategies into a social plan was his underlying message.
Doing SEO for a website with poor content is not easy and promoting poor content on social media does not get you engagement or conversions. With social media quickly becoming a powerful marketing tool, content should be created in terms of its shareability (yes, this is a fake marketing word). Once you have quality content and interaction is increased on social sites, your search ranking gets an obvious boost.
Google updates changed the rules. Content and a company’s social presence now factor into how a website ranks and low-quality links (aka link farms) actually hurt rankings. Content marketing is a driving force in search engine optimization. If people can find you on search engines and you have great content to show them, page visits go up and conversions increase. It’s pretty intuitive, really. You are much more likely to get views and links to your page from quality websites if you have something worth linking to. If that weren’t enough, social engagement is now being used as an indicator of content quality, as the more it is shared, the higher the page is ranked.
The evolving rules of search can make creating a SSMAC strategy a daunting task. Gate6 can help, but if companies want to get the most out of a complete digital marketing campaign, they need to understand the basics — set concrete goals, provide content people are actually searching for (by understanding target audiences), and encourage social sharing.