Socialized and optimized online content is crucial to reach the information-hungry and multi-tasking audiences who are bombarded by new messages every day. Earlier, organic search had been the prime focus for most online marketers. The idea here was that you will be:

• Creating good content for the targeted audience.
• Posting it on the blog.
• Optimizing it following the best SEO practices.

And you will do all these with the hope that people will find it through Google and other search engines.

Content creation was actually central to SEO. It still remains so. But along with it, today, to acquire prominence in the search and social web, one must understand the best of each discipline as well as the way to put it together.

While SEO delivers informative answers to the buyers at the requisite moment, social media provides a way to engage as well as connect. Both rely upon content to achieve success. Though most marketers debate what comes first - content, SEO, or social media - the most practical approach here lies in using the tactics essential to cater to the needs of the targeted customers.

SEO and Its Altered Landscape

Though SEO was enough to lead online marketing performance traditionally, the search engine updates like Panda for addressing quality content needs and the surging popularity of the social networks have changed the SEO landscape completely.

You can think of SEO in a different way. If content marketing is the sandwich, SEO is the mayonnaise. It touches almost everything and enhances the overall flavor of the sandwich; though on its own, it is not at all appetizing.

The SEO practitioners chiefly focus upon content creation to attract links. It reminds of the time when brands made use of media and social networks to attract links and attention, rather than creating true relationship, or inspiring referrals and transactions. Understanding the difference between meaningful outcome and mechanical tactics aids in creating a distinction, especially when hiring the content marketing professionals.

Social vs. SEO-focused Online Marketing

Specific needs decide whether an agency is to be hired with roots in social or someone with roots in search. So, what are the aspects that companies will be looking for while considering content marketing hires?

Content Marketing Focused on SEO

• Tactical approach where more content ensures better search presence
• Keyword-managed content plan
• Constant cycle of performance improvement through usage of search analytics
• Link building, content promotion, and social promotion
• Good SEO necessitates better user experience
• Performance focused on search KPI and conversion

Content Marketing Focused on Social Media

• Topics that focus upon messaging and brands
• Content in the guise of blog posts, status updates, and image tiles
• Social monitoring surfacing new and real-time content opportunity
• Performance based on engagement and views

Social Media Drives in More Traffic, Rendering Search Engines Useless

An article in Marketing Land points out that the social media sites are driving in more traffic while the search engines become useless. While social shares doubled recently, those of search shrunk by close to one-third, judging by the figures available from September 2013 to September 2014.

One of the best ways to increase brand visibility online is by producing good content and featuring them as the primary element in digital marketing strategy. Nowadays, it is not enough to just frame a write up and wait for people to stumble upon it. With so many available options, it is crucial to promote content, extending reach through as many channels as possible.

Social media helps with the promotion.

As soon as content is posted on these networks, new routes like small online referrals are created to find a website. This is a part of inbound marketing, which is chiefly about drawing people rather than blasting out messages through traditional outbound methods.  The idea here is to encourage people to visit a given website by offering something valuable, like great content on topics they may be interested in. When content is being promoted through email, social network, or other notification systems, the message here is chiefly making individuals aware of information rather than making an attempt to sell things.

Which One?

So, where should you focus your efforts on? Search or social?

The answer is - both.  If a good content marketing strategy is launched and then promoted through social media, the overall search engine optimization strategy is served as well. This is because SEO chiefly concerns itself with generation of inbound traffic to website. It is better to have more sources or sites linking to your website. Just remember that online marketing is actually an integrated and a multi-channel exercise. It is impossible to be done just by blogging or posting things on Facebook. In the ever shifting world of internet, you need to do several things apart from coming with a pretty looking optimized website. Though this may appear somewhat daunting, it is a judicious enterprise when a good plan is coupled with a perfect marketing partner.

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