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.

  • Search content is the content your audience is going to fall on when they search for you (or something like you) online. The type of content search engines love include Homepages, About Us pages, product specifications, evergreen blogs, and FAQs (Frequently Asked Questions). Essentially the search engine will prioritize answering the question 'what?' or guide you towards a transaction.
  • Social content is the content that your audience finds compelling and interesting on social media and that they will click on. It either appears on their social media network timelines, is shared with them by a friend, or displayed to them through your targeted marketing. Generally, but not always, this content has a shorter lifespan: think blogs reacting to industry news, funny  and topical videos and images, etc.

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.