When asked to talk about marketing these days I spend increasing amounts of time explaining the notion of being found. Like it or not, generating leads by putting lots of valuable content in the places where people look for just such a thing is central to marketing success these days.
When looking for a simple way to illustrate the important relationship between content, social and SEO, I decided to forgo the obvious pyramid or Venn diagram and chose instead the uber trendy cupcake.
I mean, who hasn’t stood in line these days outside an Airstream trailer in Austin or a chic little boutique in Soho, just to purchase one of these little delights? Okay, maybe you haven’t jumped on this trend just yet, but for illustration purposes the cupcake serves well.
Content – You can’t exactly have a cupcake without, well, the cup. The little wrapper is the foundation for the entire thing. Likewise, content is the underpinning of any attempt to score well in SEO – you need lots of it, in many flavors. In fact, there’s really no reason to preheat the oven without a firm commitment to the production of content.
Keywords – Now, if all you did were serve up wrappers of content you wouldn’t have a very tasty treat. We need to add the cake in your cupcake. We need to test out the flavor combinations that keep your customers coming back for more. Keywords, the actual stuff that prospects put into search engines to find a business like yours, are what give your SEO efforts tastiness and set the table for surfers and search engines alike.
Links – Of course, if you really want to attract the search engine spiders you’ve got to pile on the icing in the form of links pointing the way to your content. Creating great, keyword rich content, is the best way to attract lots of links and form a strong base for mounds of traffic fattening icing.
Social – There, you’ve got an awesome cupcake, now it’s time to add that all important finishing touch. Lots of folks get the connection between social and SEO, but they don’t fully appreciate that social without content turns a scrumptious desert into a health snack. It’s nice, but it won’t satisfy the surfer’s sweet tooth. In this case, one of the best reasons to even grow raspberries (participate in social) is to top off the cupcake and add a very attractive package to your overall content play.
Okay, so today’s lesson leans a bit to the goofy side, but I just couldn’t think of a better way to simplify the interdependent relationship and hierarchy of steps involved in winning the being found game.