5. Know Your Dimensions
People share things not only because those things look good, but because those things make them look good. If your content is cropped inappropriately or appears blurry and pixelated, it's probably not going to get shared by users on social media channels. Be aware of how your content will display on different social networks and devices by understanding the various dimension of each channel, and how your audience most often finds that content.
6. Don't Ignore the SEO Impact
It's no longer accurate to talk about the "intersection of social and SEO." These two services don't just intersect; they coalesce into a united effort to increase findability across all digital platforms. Therefore, separating these efforts into siloes and different departments will not only hurt you today, but certainly in the future.
Google's Matt Cutts has indicated that social signals - Facebook Likes, retweets, pins, LinkedIn shares - don't directly impact the ranking of content, but they do help to increase traffic and generate links, which are key factors in ranking. Cutts has also stated that they are working on weighting the ranking of identities, meaning that a thought leader in a particular vertical would receive higher ranking for queries on that subject.
What Google has not openly addressed is how much weight they are giving to Google+ pages and posts. But they are - a lot. Enough so, that I had to mention it again in this article. The key takeaways for Google+: Create a Google+ page. Add publisher markup to your website. Actively post links back to your site content (at least once every 72 hours). And increase your circle count.
7. Measure Success
Before creating a single piece of content or posting one Facebook message, determine the objective of your content and what metrics you will use to measure performance.
Start by identifying the important metrics within five buckets: awareness, consumption, engagement, actions, and SEO impact. While the specific metrics in each bucket will vary based on your strategy, objectives, and resources, some common ones are:
By learning who your audience is and how you can provide value to them, identifying additional distribution channels, integrating SEO, and creating a solid plan for measurement, you can ensure your content has enough fuel to inflame across social media and other digital marketing channels.
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Angie Pascale is the director of marketing at Indaba Group and cofounder and vice president of search and social at Interstellar, where she leads customer engagement and platform optimization strategies for e-commerce brand partners.
Pascale has provided content for a variety of industry conferences and publications, including the Google Website Optimizer Authorized Consultant Summit, Search Engine Strategies, SMX Social Media Marketing, and eMarketing Association Conference.
Prior to Indaba and Interstellar, she was the director of social and SEO at Location3 Media, a leading digital marketing agency in Denver, Colorado. She graduated from Penn State University with a bachelor's degree in English. Follow her at @angiepascale.
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