For all the talk about social media being a way to engage and have conversations with customers, one of the most compelling features is attract Website traffic.
From a sales and marketing perspective, social media is an effective acquisition channel. This is particularly the case for companies that have embraced content marketing. What better way to get people to read your blog, white papers, case studies, videos, etc. than an aggressive social media strategy that puts everything into the spotlight.
For anyone wondering about the value of social media, Wilson’s blog traffic is a clear illustration about how customers are discovering content.
Social media has become so valuable for brands and individuals creating content because it’s a vibrant, dynamic landscape that can take on a life of its own.
In social media, a particular piece of content can be easily distributed, discovered and shared. Content that captures the spotlight suddenly enjoys the benefits of viral marketing and the multiplier effect.
As important, content that is shared and recommendation within social media enjoys authenticity and validation.
I’m not suggesting in any way that search isn’t an effective tool for content discovery. But it is important to remember that social media channels can deliver extensive reach.
Brands and individuals driving hard with content marketing need to look at all their distribution weapons to attract as many readers as possible.
In some cases, social media is going to be the biggest traffic driver. This is especially the case around dynamic content such as blog posts.
In other cases, search offers tremendous value, particularly if it’s high-quality content (e.g. white papers, e-books) that attract a lot of attention (aka in-bound links).
The key lesson is it’s important to tap into anything that can attract the spotlight and drive Website traffic.