Maximising social media sharing for content


James Archer

Technical SEO

How specialisation could improve the social media potential of content we write

‘Content is king’ is a phrase that is familiar to Off-Page SEO Executives the world over. But that phrase should ideally read ‘content which makes blogs and social media go into a frenzy of excitement is king’.

Creating high quality content which multiple blogs will link to in the dozens or hundreds – and set Twitter and Facebook buzzing with re-tweets and comments – is the Off-Page Executives dream. Think of this situation as Supercharged SEO: videos, infographics and articles creating a storm in cyberspace rather than just being isolated on an individual blog, tucked away from its potential audience of hundreds or thousands.

The problem in this scenario is time: with a limited number of client days each month, Off-Page Executives can fall into the routine of tailoring high-quality content for individual blogs in order to meet link target numbers, without thinking of the social media potential their content has.

Specialised teams focusing on a single key area of SEO including Social Media, Outreach, Content Creation, and PR could be the key to consistently creating a social media buzz around content (and as a consequence of that interest, generating dozens of links from a single article, video or infographic).

This creates the following situation:

  • SEO companies are constantly on top of the latest trending topics across their clients various industries thanks to their Social Media team.
  • These trending topics allow the Content Creation team to create highly-engaging topical content which is guaranteed to get people talking.
  • The Outreach team is then able to get quality blogs to link to this content – backed up by a Twitter and Facebook buzz instigated by the Social Media team targeting the right influencers.
  • The PR team is able to entice journalists by highlighting the contents usefulness as a resource in the field those writers specialise in.

Specialisation would encourage bloggers to consistently link to or host content from a particular SEO company. Once it gets known that your infographics or videos are shared by hundreds of people on a regular basis, bloggers will want to be part of the action.

This could help to change any misconceptions from bloggers about SEO Executives solely being focused on getting a link for their client at the cost of content that is actually useful, relevant and interesting. After all, if you want something to trend in the blink-and-you’ll-miss-it world of Twitter, you need to identify what is going on right now.

Of course, it is unreasonable to expect that every piece of content created will receive the same kind of social media attention. However, no matter what a clients niche is, there is always a relevant community hungry for something which grabs their attention – this could be because it answers a burning question or is not quite like anything they have seen before.

As a clients Google rankings are boosted by the links gained from a piece of viral content, they will be more likely to engage in PR that can be used to trigger another social media storm. This is a cycle which would continue as long as the subject matter has its finger on the pulse of what is currently popular on Twitter and Facebook.

Some people may be cynical that specialisation would help to improve social media interest in an infographic, video or article. However, consider this: by choosing the best Off-Page Executives to specialise in their strongest discipline, every aspect of Off-Page Search Engine Optimisation would be working at maximum capacity – and this equals supercharged SEO!