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Social Media Marketing: The Ultimate Guide

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Social Media Marketing: The Ultimate Guide

When it comes to social media, marketers’ top goals are advertising their products/services and increasing their brand awareness, according to 2021 HubSpot Blog Research.

However, many brands struggle with creating engaging content and reaching their target audience. With social media playing such an important role at the top of the funnel, let’s dive into all things social media marketing – what it is, its benefits, and how to actually build a social media marketing strategy that’ll work for your specific business.

Social media marketing is all about meeting your target audience and customers where they are and as they socially interact with each other and your brand.

While social media marketing as a whole is incredibly valuable and beneficial to your business growth (as you’ll see in the following section), your strategy will differ based on which social networks your audience spends their time on.

Before we dig deeper into social media marketing, let’s segment the strategy by platform.

Social Media Marketing Platforms

Facebook

  • Users: 1.9 billion daily active users worldwide
  • Audience: An even spread of Generation X and Millennials
  • Industry impact: B2C
  • Best for: Brand awareness; advertising

Facebook is the largest social media platform and the most established. Since its launch in 2004, it has become an invaluable tool for B2C businesses, offering advanced advertising tools as well as organic opportunities.

TikTok

  • Users: 1 billion active monthly global users
  • Audience: Primarily Gen Z followed by Millennials
  • Industry impact: B2B and B2C
  • Best for: Short-form, creative video content; user-generated content; brand awareness

When you think of short-form video, you probably think of TikTok. The platform rose in popularity in 2020 and shows no signs of slowing down. It’s one of the best platforms for community building, with marketers ranking it in second place behind YouTube.

Instagram

  • Users: 1 billion monthly active users
  • Audience: Primarily Millennials
  • Industry impact: B2C
  • Best for: High-quality images and videos; user-generated content; advertising

Although Instagram launched only 12 years ago, the platform has taken the world by storm. When it comes to sharing visually compelling content, Instagram is where brands go. Another thing that sets the platform apart is its advanced ecommerce tools.

Today, users can discover brands, browse their products and/or service, and complete a purchase without ever leaving the app – making Instagram a hard platform to beat.

Twitter

  • Users: 211 million daily active users worldwide
  • Audience: Primarily Millennials
  • Industry impact: B2B and B2C
  • Best for: Public relations; customer service; community building

While Instagram focuses on visuals, Twitter focuses on words. Since the early days of 140-character Tweets, the platform has now expanded to include an audio tool called Twitter Spaces, a community-building tool called Twitter Communities, and Twitter Moments to share interesting content with your followers.

LinkedIn

  • Users: 774 million active users worldwide
  • Audience: Baby boomers, Generation X, and Millennials
  • Industry impact: B2B
  • Best for: B2B relationships, business development, and social selling

LinkedIn is Facebook’s professional cousin. It’s perhaps the only platform where its audience is clearly defined: Working professionals looking to network and seek out new opportunities.

That makes it the ideal platform for B2B companies looking to identify key decision-makers and build an industry-specific community.

YouTube

  • Users: Over 315 million daily active users worldwide
  • Audience: Primarily Millennials but has a strong audience across gender and age demographics
  • Industry impact: B2C and B2B
  • Best for: Brand awareness; long-form entertainment, and how-to videos

According to HootSuite, YouTube is the second most visited website in the world. In addition, marketers name it the best platform to build community.

In addition to being an incredibly popular platform, its users also tend to stay longer on it because it features mostly long-form content – making it an ideal platform to share educational content.

Snapchat

  • Users: 306 million daily active users worldwide
  • Audience: Primarily Generation Z
  • Industry impact: B2C
  • Best for: Brand awareness; advertising

When Snapchat came out in 2011, leading the charge in ephemeral content. It introduced content that you could share with your friends and that would expire after 24 hours.

The platform peaked in 2015 and has held strong since then. Many thought the brand would disappear once Instagram introduced Stories, the same feature with a different name. However, Snapchat continues to be popular among young adults.

Pinterest

  • Users: 444 million monthly active users worldwide
  • Audience: Primarily Millennials with a solid audience in Gen Z, Gen X and Baby Boomers
  • Industry impact: B2C
  • Best for: Visual advertising; inspiration

Think of Pinterest like a visual storyboard that allows users to get inspiration for everything from fashion to home decor.

85% of Pinners say Pinterest is where they go to start a new project. In addition, 80%

of weekly Pinners say they’ve discovered a new brand or product on the platform. So, not only is it a great discovery tool but it’s also a way for brands to build their narrative through visual stories.

Clubhouse

  • Users: 10 million weekly active users worldwide
  • Audience: Primarily Millennials
  • Industry impact: B2B and B2C
  • Best for: Visual advertising; inspiration

Clubhouse made a strong impression as soon as it entered the social media world in 2020. The audio-only platform allows people to start interesting conversations with followers as well as strangers and build community.

The platform also gained some buzz for its invitation-only set up when it was in beta testing. Today, the platform is open to everyone globally and on both IOS and Android devices. Another big selling point to this platform is that it works well for both B2B and B2C businesses and leverages audio, which has made a huge comeback in recent years.

Now that we’ve detailed the fundamentals of each social media network, let’s discuss why social media marketing is beneficial for your business.

Benefits of Social Media Marketing

There are a variety of reasons why your company should use social media marketing. We’ve created a list of the four most beneficial reasons to consider.

Let’s dive in.

1. Increase your brand awareness.

Due to the sheer amount of people on social media, you’re missing out on the potential to reach thousands, and even millions, if you don’t have a presence.

In fact, social media has been proven to boost brand awareness by driving up engagement. Social engagement includes things like comments, likes, shares, and reposts, and saves.

It also helps you increase brand awareness by directing traffic straight to your site. You can do this by including direct links to your website in your profile, bio, and posts.

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2. Generate leads and boost conversions.

Promoting and sharing your products on social media is a simple way to improve lead generation, boost conversions, and increase sales because you’re advertising to people who have opted to engage with you by following your account.

Here are some examples of ways you can use social media to generate more leads.

  • Create contests for your visitors and followers to participate in on your social media profiles.
  • Include links to your website and offers in the bio sections of your profiles.
  • Host live videos to make announcements about products and provide updates or details about exciting news at your company.
  • Implement a social media marketing campaign on one of your channels.
  • Sell your products through your social profiles. For example, you can enable Facebook’s Shop Section or Instagram’s Shopping feature on your profiles. These features allow your visitors and followers to click on products you’ve shared in posts to view information such as price, material, and size. Then, visitors can easily proceed to checkout through the platform and buy the product directly from you.

3. Foster relationships with your customers.

By connecting and engaging with your social media followers, you’ll be able to build lasting relationships between them and your business. You can do this by interacting with them on your posts, responding to their questions and comments, and providing them with any help they may need.

You can also ask your followers questions about your products, their pain points, or create giveaways to help you build trust and show them how much you value their input and support.

4. Learn from your competitors.

Social media is a great way to keep tabs on your competitors — whether that’s in reference to their social media tactics, the products they’re promoting, the campaigns they’re implementing, or their level of interaction with followers.

Social media allows you to get a look at what is and isn’t working for your competition, and therefore helps you decide what should or shouldn’t change in terms of your company’s approach.

Lastly, reviewing the social accounts of your competitors can help you make sure your marketing stands out and is unique to your brand.

Learn how to conduct a competitive analysis to discover how you can beat the competition.

Now, let’s talk strategy — there are five steps to ensure your social media marketing plan is sustainable and positively impacts your business.

Although social media is constantly evolving, most of the foundational steps you need to succeed stay the same. Essentially, you’re following the same steps you would take to create a marketing strategy and narrow it to a specific channel.

Let’s cover these steps in more detail so you can begin applying them to your business.

Step 1: Research your buyer personas and audience.

The first step to creating a social media marketing strategy is to determine who your buyer personas and audience are so you can target their needs and interests appropriately.

To do this, think about the people you’re trying to reach and why, and how you would classify them as a group. For example, if your company sells trendy leggings and joggers, you might classify your target audience as millennials who like to wear stylish athletic apparel regularly — a style known as athleisure.

By considering your buyer personas and audience, you’ll then be able to determine what content will attract the type of followers and customers you hope to gain. Plus, learn how to create engaging content to keep your followers interested.

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Step 2: Determine which social platforms you’ll market on.

As a social media marketer, it’s crucial you determine which platforms you’re going to share your content on.

There’s not necessarily a right or wrong answer when it comes to which social channels your business should use — it’s more about the needs of your target audience and where they tend to spend their time.

“It’s important to be where your audience of potential customers is today, and where they might be tomorrow,” said Andrew Delaney, former social media marketing manager at HubSpot. “It’s better to be ahead of the curve than behind.”

For example, if you are going for that target audience of athleisure-loving millennials, you may want to focus the majority of your social media efforts on Instagram — this is because millennials cover the largest portion of users on the platform.

Stephanie Morgan, founder and CEO of social media agency Social Lock, echoes this sentiment.

“Think about their behaviors and where they hang out online. If that’s Pinterest, use that platform for your brand. If that’s TikTok, use that platform for your brand,” Morgan adds. “Don’t waste time on a platform that your ideal client avatar is not very active on.”

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Step 3: Create unique and engaging content.

With the billions of social media users around the globe, there’s no question that at least some of your followers — or the people browsing your profile — have also seen your competitor’s content or that of other businesses in your industry.

That’s why you must have engaging social media content that stands out and provides viewers with a reason to click that “Follow” button and interact with your brand.

Not sure what’s considered engaging? Morgan has a recommendation.

“My number one tip to brands for creating engaging content on social media is to do market research first because what will be engaging depends on the audience,” Morgan said. “When you know what your audience likes and needs to know, you can create content that engages those interests.”

To help you get creative, consider the content your competitors are sharing and how you can uniquely promote your products. Also, take advantage of the features offered by the platform you’re using.

For example, you can create live videos on Facebook to share the latest details about a product launch or conduct a giveaway.

You can also use your current customers and promoters to help you generate content. You can do this by re-posting their content or encouraging them to use a hashtag to share their own experiences and pictures with your products.

Lastly, leverage trends. Social media trends are always coming up, especially on short-form video platforms like TikTok. Don’t be afraid to join in but you still have to be intentional about how you do it.

“If the trend started happening three weeks ago, you’ve probably missed the boat,” Morgan said. “Catching the trends early is the best way to capitalize on it without coming across as inauthentic or like you’re trying too hard, or worse [as] ‘chuegy’ – see Gen Z for that one.”

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Step 4: Organize a schedule for your posts.

One of the easiest ways to ensure your content is shared as planned is to use a social media management solution. These tools allow you to write captions, prepare pictures and videos, and schedule posts in advance.

They also automatically share your content on schedule and monitor all post interactions and engagement for you. Social media management solutions save you time and allow you to focus on your other tasks.

There are a number of solution options available — here are a few examples.

Recommended Tools and Resources

You can also leverage social media software to meet your goals.

HubSpot offers a social media tool — as part of the marketing software — to help you publish and monitor your content and create real connections with your followers.

You can schedule and publish your content in advance and compare in-depth reports on your posts’ engagement to understand the performance of various platforms, types of content, and posting times.

Sprout Social is another social media marketing and management solution designed to help your team organize and plan content creation, manage campaigns, understand engagement, and review content reports and analysis.

With Hootsuite, you can schedule posts in advance on all of your channels at once and measure your ROI with comprehensive content analysis.

How often should you post on social media?

Now, you might be wondering how often you should post content on your social media channels.

As a rule of thumb, you should only post on social when you have quality content to share. Meaning, there’s a reason you’re posting the content. This is how you’ll strike the right balance when it comes to your posting frequency.

Morgan says the top mistake she sees brands make in regards to social media marketing is focusing on quantity of content instead of the quality of content.

“They think they need to post every day, so they force themselves to create posts to fill up the calendar,” she said. “Odds are, every single one of those posts isn’t going to be very valuable to the ideal customer, I’ve coined this ‘clutter content.'”

Instead, she recommends downsizing in quantity and upping the quality.

“It’s better to post two or three times a week with super valuable content, versus posting seven times a week with only one or two valuable posts,” said Morgan.

There are plenty of studies and resources available explaining social media post frequency standards by industry and platform for you to follow. Every business is different, so find what works for your audience.

Then, you can begin experimenting with more or fewer posts – as well as other factors such as the time of day you’re posting on social – to determine what provides the highest level of engagement.

How to Analyze Your Social Media Marketing Impact and Results

One of the most important aspects of social media marketing is ensuring your efforts are successful in helping you meet your goals. To determine this, you’ll need to keep track of all of your posts, on every channel. You can do this by reviewing and managing your social media metrics.

Social Media Metrics

Social media metrics are data related to the success of your posts and your impact on your audience and customers on various platforms. These metrics may include data about your level of engagement, likes, follows, shares, and all other interactions on each platform.

Here are 10 of the most important metrics for you to track:

  1. Engagement: This includes clicks, comments, likes, and replies on your social media posts. There are also platform-specific types of engagement such as “Saved” posts on Instagram and “Pinned” posts on Pinterest.
  2. Reach: The number of people who have seen any content associated with your page or profile is your reach.
  3. Followers: This is the number of people you have on your profile who have clicked your “Follow” button and see your content in their feeds regularly.
  4. Impressions: This is the number of times a post from your profile or page is seen, whether or not your audience members click on it. This is often what happens when someone is scrolling through their newsfeed, but not clicking on anything.
  5. Video views: On Facebook, Snapchat, Instagram, or any other social channel with video capabilities, this is the number of views each gets.
  6. Profile visits: The number of people who have opened your social media page is your number of profile visits.
  7. Mentions: This is the number of times your profile has been mentioned by audience members in their posts.
  8. Tags: This is when your audience adds the name of your company’s profile or your hashtag to another post.
  9. Reposts: This is when a member of your audience posts a piece of your content on their profile.
  10. Shares: These are the posts your followers and audience take from your profile and share with their network.

You can influence all of these metrics, increase your social following, and improve overall engagement on your profile by using the same tactics you would to generate leads and boost conversions.

Morgan adds that the metrics you focus on will depend on which season you’re in. Here’s her formula:

  • If you’re new, focus on building an audience and awareness. Key metrics: reach, impressions, audience growth.
  • If you’re growing, focus on building trust. Key metrics: Likes, saves, comments, DMs.
  • If you’re established, focus on retaining and nurturing. Key metrics: Likes, saves, comments, DMs.
  • If you’re launching something, focus on selling. Key metrics: DMs and clickthrough rate

How to Measure Social Media Metrics

You can review social media metrics in a variety of ways, For example, you can use the analytics tools built into the various platforms you use. Here are a few examples:

You might also choose to use an analytics and tracking tool such as Google Analytics. This is a great option if you want to track your social media and website metrics. Lastly, many social media scheduling solutions — as we reviewed earlier — have monitoring and tracking features automatically built-in.

All of these metrics tracking tools will give you a better understanding of what your followers and audience respond well to and what you should consider modifying to improve engagement.

Now that we’ve reviewed the benefits of social media marketing and how to build your strategy, let’s talk about the various resources available to help you along the way.

Social Media Marketing Resources

There are a plethora of social media marketing resources you can use to build a social strategy for your company. You’re bound to feel more confident about working on your company’s social media marketing initiative with the help of the following courses, training, and books.

Social Media Marketing Courses and Training

Here are three ways to earn an education in the field of social media marketing if you feel it’s necessary for your specific business situation.

1. Earn a certificate administered by a company.

A certificate is a quick and simple way to gain a deep understanding of social media marketing courses.

HubSpot offers a free social media certification course, which teaches you how to engage with your customers and improve conversions. You’ll also get a better understanding of how to develop your strategy, extend your reach, and measure your social media ROI.

LinkedIn Learning is another platform where you can earn a certification and share it on your profile.

2. Leverage YouTube university.

YouTube is a goldmine when it comes to educational content.

With a quick search, you’ll find hundreds of long-form videos that offer in-depth courses on social media marketing. Granted, you can’t connect with a live educator. However, it’s free and can be a great starting point before you dive into a paid course.

Social Media Marketing Books

Reading relevant content about social media marketing is another great way to learn more about the field. Here are a few examples of some highly-regarded books on the topic.

1. Likable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook by Dave Kerpen

This New York Times Bestseller covers the reasons why being likable and engaging with followers on social media is one of the most powerful ways to grow your base of customers and promoters.

The book teaches you how to make impactful content for your followers to interact with and share with their networks. Author Dave Kerpen also describes why you need to ensure you’re consistently delighting your followers to avoid losing them at any point in time.

2. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk

According to author Gary Vaynerchuk, the key to social media marketing success isn’t about pushing out a lot of content — it’s about pushing out specific content tailored towards your target audience and using the right platform to do so.

In his book, Vaynerchuk covers how to do this as well as connect with your followers and customers on a deeper level through social media. You’ll learn how to create memorable and unique content that stands out in comparison to the competition’s content.

3. The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More by Kipp Bodnar

HubSpot’s CMO, Kipp Bodnar, writes about the ways B2B businesses can generate more leads and conversions through social media marketing.

There are actionable methods you can take to increase your base of followers and drive leads as well as understand the ROI of various B2B social media marketing strategies.

Emerging Social Media Platforms

Recent HubSpot Blog Research found that marketers are constantly on the lookout for new or emerging platforms, as often as even week.

Though it takes a while for platforms to take off, once they do, you want to have a plan in place for how you’re going to tackle it.

For instance, brands like Chipotle were one of the first to try short-form video content on TikTok. As a result, they have a strong presence on the platform while many others are still struggling to find their place.

Emerging platforms can offer a new avenue to reach your target audience in a way that may be more effective than what you’re doing now. Clubhouse and Discord are among some of the most popular emerging platforms.

However, others like Flyy and SpaceHey are looking to make their mark.

Want to learn more about what’s out there? Check out this article on new social media platforms you should keep your eye on in 2022.

Start Marketing on Social Media

Considering there are billions of people on social media today, it’s easy to see why so many businesses and marketers use the channel to promote their products and engage with customers.

Although determining your company’s social media course of action may seem daunting, you can avoid feeling overwhelmed by understanding social media marketing trends and using some of the many resources available about the topic. So, start working on your business’ social media marketing strategy today to increase your number of followers, improve engagement, and boost conversions.

Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.

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Why Even Crushing Content Failures Aren’t Mistakes

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Why Even Crushing Content Failures Aren’t Mistakes

Did you follow the Apple iPad Pro content debacle?

Here’s a quick recap. A recent online ad for the new iPad Pro showed a large hydraulic press slowly crushing various symbols of creativity. A metronome, a piano, a record player, a video game, paints, books, and other creative tools splinter and smash as the Sonny and Cher song All I Ever Need Is You plays.

The ad’s title? “Crush!”

The point of the commercial — I think — is to show that Apple managed to smush (that’s the technical term) all this heretofore analog creativity into its new, very thin iPad Pro.  

To say the ad received bad reviews is underselling the response. Judgment was swift and unrelenting. The creative world freaked out.

On X, actor Hugh Grant shared Tim Cook’s post featuring the ad and added this comment: “The destruction of the human experience. Courtesy of Silicon Valley.”

When fellow actor Justine Bateman shared the Tim Cook post, she simply wrote, “Truly, what is wrong with you?” Other critiques ranged from tone-challenged to wasteful to many worse things.

Actor Justine Bateman shared Tim Cook’s post on X, which featured the ad, and added this comment: "Truly, what is wrong with you?".

A couple of days later, Apple apologized and canceled plans to air the ad on television.

How not-so-great content ideas come to life

The level of anger surprises me. Look, the ad does show the eyeballs on an emoji-faced squishy ball popping under the plates’ pressure, but still. Calling the ad “actually psychotic” might be a skosh over the top.

Yes, the ad missed the mark. And the company’s subsequent decision to apologize makes sense.

But anyone who’s participated in creating a content misfire knows this truth: Mistakes look much more obvious in hindsight.

On paper, I bet this concept sounded great. The brainstorming meeting probably started with something like this: “We want to show how the iPad Pro metaphorically contains this huge mass of creative tools in a thin and cool package.”

Maybe someone suggested representing that exact thing with CGI (maybe a colorful tornado rising from the screen). Then someone else suggested showing the actual physical objects getting condensed would be more powerful.

Here’s my imagined version of the conversation that might have happened after someone pointed out the popular internet meme of things getting crushed in a hydraulic press.

“People love that!”

“If we add buckets of paint, it will be super colorful and cool.”

“It’ll be a cooler version of that LG ad that ran in 2008.”

“Exactly!”

“It’ll be just like that ad where a bus driver kidnaps and subsequently crushes all the cute little Pokémon characters in a bus!” (Believe it or not, that was actually a thing.)

The resulting commercial suffers from the perfect creative storm: A not-great (copycat) idea at the absolutely wrong time.

None of us know what constraints Apple’s creative team worked under. How much time did they have to come up with a concept? Did they have time to test it with audiences? Maybe crushing physical objects fit into the budget better than CGI. All these factors affect the creative process and options (even at a giant company like Apple).

That’s not an excuse — it’s just reality.

Content failure or content mistake?

Many ad campaigns provoke a “What the hell were they thinking?” response (think Pepsi’s Kendall Jenner ad or those cringy brand tributes that follow celebrity deaths).

Does that mean they’re failures? Or are they mistakes? And what’s the difference?

As I wrote after Peloton’s holiday ad debacle (remember that?), people learn to fear mistakes early on. Most of us hear cautionary messages almost from day one.

Some are necessary and helpful (“Don’t stick a knife in a live toaster” or “Look both ways before you cross the street.”) Some aren’t (“Make that essay perfect” or “Don’t miss that goal.”)

As a result, many people grow up afraid to take risks — and that hampers creativity. The problem arises from conflating failure and mistakes. It helps to know the difference.

I moved to Los Angeles in 1987 to become a rock ‘n’ roll musician. I failed. But it wasn’t a mistake. I wasn’t wrong to try. My attempt just didn’t work.

Labeling a failed attempt a “mistake” feeds the fears that keep people from attempting anything creative.

The conflation of failure and mistakes happens all too often in creative marketing. Sure, people create content pieces (and let’s not forget that there are always people behind those ideas) that genuinely count as mistakes.

They also create content that simply fails.

Don’t let extreme reactions make you fear failures

Here’s the thing about failed content. You can do all the work to research your audience and take the time to develop and polish your ideas — and the content still might fail. The story, the platform, or the format might not resonate, or the audience simply might not care for it. That doesn’t mean it’s a mistake.

Was the Apple ad a mistake? Maybe, but I don’t think so.

Was it a failure? The vitriolic response indicates yes.

Still, the commercial generated an impressive amount of awareness (53 million views of the Tim Cook post on X, per Variety.) And, despite the apology, the company hasn’t taken the ad down from its YouTube page where it’s earned more than 1 million views.

The fictional Captain Jean Luc Picard once said, “It is possible to commit no mistakes and still lose. That is not weakness. That is life.” The Apple ad turns that statement on its head — Apple made many mistakes and still won a tremendous amount of attention.

I’m not suggesting that people shouldn’t criticize creative work. Constructive critiques help us learn from our own and others’ failures. You can even have a good laugh about content fails.

Just acknowledge, as the Roman philosopher Cicero once wrote, “Not every mistake is a foolish one.” 

Creative teams take risks. They try things outside their comfort zone. Sometimes they fail (sometimes spectacularly).

But don’t let others’ expressions of anger over failures inhibit your willingness to try creative things.

Wouldn’t you love to get the whole world talking about the content you create? To get there, you have to risk that level of failure.

And taking that risk isn’t a mistake.

It’s your story. Tell it well.

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

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Cover image by Joseph Kalinowski/Content Marketing Institute 



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The Future of Content Success Is Social

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The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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7 Things Creators Should Know About Marketing Their Book

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7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

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