A look at content optimisation and why fantastic content can struggle to find its audience. The difference between search and social content: - A search audience intends to find your brand - A social audience is more likely to happen upon your content. Check out the key insights from a King Content masterclass.

1. OPTIMISING CONTENT
FOR
SEARCH VS SOCIAL
17 SEPTEMBER 2015
DANIEL HOCHULI
KEY INSIGHTS FROM THE MASTERCLASS
CONTENT STRATEGIST

2. Digital marketing is far more varied
than any other marketing medium.
Different channels work differently for
different audiences at different times.

3. Content marketing =
a strategy encompassing all
components of content and marketing .
It does not sit in silos.

4. CONTENT
MARKETING
EDM
SOCIAL
SEO PR
NATIVE
SEM

5. 1.
2.
3.
4.
It's free
Audiences trust organic results
High quality traffic
Cha-ching for your business
Why search content?

6. 3 ways people search for content:
Navigational, transactional
and informational

7. BUYER JOURNEY
Awareness and discovery = social content
Discovery and conversion = search content

8. THE BUYER JOURNEY IS NOT LINEAR
Customers will
consume various pieces
of content before they
make a purchase.

9. "If people aren't clicking on
your headline your content
hasn't worked."
- Daniel Hochuli

10. "Not everyone who follows you on LinkedIn
is going to follow you on Facebook.
Don't serve them the same content."
- Daniel Hochuli
Tailoring copy for social media platforms
can drive higher engagement.

11. 3 PRIMARY GOAL
PILLARS FOR REPORTING:
Traffic
Engagement
Conversion

12. Learn more about how to optimise
content for search and social.
WATCH THE FULL
MASTERCLASS HERE