Posted on 26 June 2013

Content Marketing, Social Media and SEO

By Damian Corbet

An overview of why Content Marketing, Social Media and SEO are now inextricably linked.

Content Marketing, Social Media and SEO

SEO all starts with Google…

The way Google ranks websites is based on a constantly evolving set of algorithms which take several factors into account, including:

  • Content – unique, well written and constantly updated
  • Social Media – well-managed, consistent activity on relevant social networks
  • Website architecture – standards-based code, regularly updated, no Flash

The best way to improve your website’s SEO is therefore to keep it regularly updated with relevant, keyword-rich content, shared on relevant social networks, with links back to the website. Not only will this help with SEO, it will also drive inbound traffic to your website.

Content is anything relevant about a company and its industry:

  • Press releases
  • Articles
  • Blog posts (informal style, general company news, industry issues, etc)
  • Photos (company events, happy customers, products in use, etc)
  • Videos (instructional, product demonstrations, etc)

Blogs and News Pages

  • Blogs and news pages should be the core of your content strategy – they are the sections of the website that can and should be constantly updated
  • Anything newsworthy about the company, not just press releases, can be used as blog posts or news items
  • General industry news should also be shared – information that your customers will find helpful
  • Blog posts and news items can be informal and short – even a few sentences
  • Lists are very popular as blog posts: ’5 ways to do this’ or ’10 ways this technology can help your company’
  • Use blog writing style

Social Sharing

  • All content (press releases, articles, blog posts, news items, photos and videos) should be shared on the appropriate social networks, with links back to the website
  • Social sharing buttons should also be included with every piece of content on your website
  • ‘Follow us’ social media buttons should be clearly displayed on your homepage

The Main Social Networks


  • Before you start, remember that you have to set up a Company page from within your person profile
  • LinkedIn is the professional social network and all companies should have a company page (PDF)
  • This is the primary content sharing platform for press releases, articles, blog posts, news items, photos and videos – everything
  • All your products should be listed on the products page – you can invite your customers to endorse these products
  • Build up a following by having a ‘follow’ button on your homepage
  • Create targeted adverts to attract the precise audience that you need to reach
  • Each of your marketing, sales, customer service and technical employees should also have updated LinkedIn profiles and be active in groups relevant to their industries
  • LinkedIn groups can be used for sharing content, networking and as a way for the employees to position themselves as knowledgeable about their industries
  • Here is everything you need to know about setting up a company page



  • As with LinkedIn, you need to set up a Google+ Business page from within your personal profile
  • Having a Google+ Business page is no longer an option – it’s essential, and here’s why
  • Google places more emphasis on Google+ postings and “+1s”. For this reason alone Google+ company page is important
  • Google+ has unique networking features: Communities and Hangouts
  • Pages are easy to set up and content from LinkedIn, etc can be recycled
  • Here is everything you need to know about setting up a Business page
  • And here are some useful videos


  • Facebook is not a ’natural’ B2B channel, but for the right company – and if done properly – it can be very powerful
  • Like Twitter, Facebook is not about broadcasting; no-one will follow a company to get sold to – they need an incentive. Here are some examples:
  • Special offers, such as a free upgrade or service
  • Publicize an event, anniversary, etc
  • Ask questions
  • Post videos – these are ranked highly on Facebook
  • Post consistently about topics of interest to your industry
  • Encourage comments (how long have you been using your…?)


Here are some examples of Halma companies using social media effectively:

Examples of other B2B companies using social media effectively:

Posted by in B2B, Blogging, Content Marketing, Facebook, Google+, LinkedIn, SEO, Social Media, Twitter, Website, Websites, YouTube.

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