Tue, 17 November 2015
One of the most foundational elements in creating a social and digital marketing platform is building a platform that works when you are not working.
Unfortunately too many marketers think they need to be the loudest brand on the social web to get attention. They focus on quantity versus quality. The truth is you want your audience to discover and find you in a natural and easy way.
A goal for smart marketers should be to build a platform that helps you achieve defined and measurable business and marketing goals in the most efficient way and with the highest ROI possible. The platform should be constantly increasing brand awareness, inspiring people to connect with the brand, generating leads and even sales without the marketing and social media teams having to sit at the keyboard all day spamming links.
The goal is not to spam the digital and social web with massive quantities of the same content every other brand in your industry is publishing, or to win the award for sending the most tweets on a daily basis.
The goal is to work smarter, not just harder. Digital marketers must find a way to create unique, valuable content that is discoverable. You must find a way to create content that your ideal customer finds without you having to push it to them. You must find a way to create unique and personalized experiences that your customer, partners and audience will remember for a lifetime.
Discoverable content is easy for the right people to find and engage with and share. It's content that is relevant to what they are searching for. Discoverable content that is relevant will give your reader that "oooh I like this" feeling after reading only the first paragraph. They should know they have landed on the right page, with the right content source and are about to read, hear or watch content that is going to help them solve their problems, achieve their business and life goals.
Would you like to know how to...
Optimize content for discovery