Google’s approach towards updating its algorithms has become increasingly aggressive
in recent times, as the brand have introduced a higher volume of
radical changes that target spam-laden websites and farmed content. This
has hit webmasters hard, while it has also courted controversy thanks
to its stringent and unflinching nature.
There is method behind
such madness, however, as Google remain committed to improving the
online experience and driving higher levels of customer engagement. As a
result of this, content marketing has now emerged as the single most
effective method for promoting products, sharing information and driving
brand recognition.
Blurring the Lines: Why Social Media represents the new Face of PR
Content
marketing is a diverse and fluid entity, however, and one which
continues to blur the previously distinguished lines between disciplines
such as PR and social media. With Google taking an increasingly dim
view of paid content or earned media such as PR,
for example, social media is becoming a more viable medium for sharing
material, engaging the interest of customers’ and driving traffic to a
commercial website. With this in mind, let’s consider the benefits of
owned media such as social media and the advantages that it offers
content marketers: -
- Compliance with Google’s Current and Future Algorithms
While
complying with Google’s current algorithms is important, it means
little unless you can pre-empt future changes and tailor your strategy
accordingly. Although this is not easy to do with any authority, it is
clear that Google will continue to crack-down on paid content and
article syndication, meaning that rehashing the same content across
traditional PR distribution networks is unlikely to benefit your online
brand. With this in mind, social media offers a clear advantage as it is
entirely free to access and enables you to actively share and promote
your content in a natural and organic manner. You can also reach a far
larger audience through an integrated social media platform, while it
also lets’ you tailor your message and generate real-time interaction
with customers.
Related Resources from B2C
- Networking with Industry Contacts and Potential Customers with Real-time
Whenever
you publish a piece of content on a PR or earned media site, you
usually have the opportunity to share contact details including
telephone number, email address, website URL and social media home
pages. While it is possible to share comprehensive contact information,
however, earned media sites do not have the capacity to host social
conversations or build real-time business relationships. Social media
does have this capacity; however, as industry contracts, clients and
consumers can instantaneously share your content, add you to their
network or send you’re a direct message. This is a huge boon for
business owners, sole traders and creative entrepreneurs, who can build a productive network of followers and communicate with them in a convenient and real-time manner.
- Create and Maintain a Consistent Online Brand
The
worlds of business and commerce are extremely fast paced, and brands
are often pressed for time when competing in a busy marketplace. This
can impact on the quality of their messaging, however, and create
inconsistencies that undermine an entire campaign. The use of an
integrated social media network makes it far easier to review your
previous output, however, while also providing a real-time forum for
customers’ to share their feedback on the quality of the brand and their
perception of its positioning. This is in stark contrast to earned
media sites and high-profile article directories, which would require
you to locate and read every single piece of content in order to create a
consistent message. These resources also fail to provide any form of
direct link with your customers, meaning that it is almost impossible to
measure the impact of your campaign and the exact perception of the
brand.
Content Source - Social Media Marketing Represents
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