Search content vs social content: and why you need both

Below is an information-packed Slideshare which outlines two ways in which content is needed: content for when people search for you, and content to attract people with.

If you try and search for the social content that you loved using search engines, you will likely struggle – as they will prioritise useful answers. As the Slideshare shows, you might have loved the article about selfies with Quokkas that you found on Twitter, but if you google Quokka, you will get articles about what a Quokka is, and what businesses are associated with Quokka.

In short, you should be creating content to fit both of these paths. Many B2B companies struggle with this, prioritizing search content over social content. While that is an important strategy, they are limiting their opportunities to forge new relationships. Businesses successfully deploying social content also position themselves as having a finger on the pulse of their niche. 

So if your ‘About us’ is currently full of empty buzzwords like ‘forward-thinking’, ‘innovative’ and ‘agile’ – it’s time to demonstrate that.

About Us

We are innovative storymakers and creative technologists devoted to visitor-first experiences.

We make audio tours, mobile apps, multimedia guides, podcasts, interactives, and superior story-driven content for the museum and cultural sector.

UK Office

The Office Group
20 Eastbourne Terrace
Paddington
London W2 6LG
United Kingdom
+44 (0)20 3365 8600

US Office

15 River Road, Suite 15B
Wilton, CT 06897
USA
Tel: (203) 523-0320
Fax: (203) 354 5519
© 2020 Antenna International All rights reserved.
Our Podcast, Above the Fog. Listen Now
+
English 中文 Italiano Français Deutsch España Polski België