Tell me if this scenario is familiar:
You decided to create a piece of content for the brand. You used semantic research to find the topic and created content that is fun, valuable, and informative. Finally, you attached goals to this content in terms of performance, such as:
- Have the content rank for the semantically relevant search terms on Google
- Go viral on social media
- Generate leads and product purchases
Realistically, you have return-on-investment ambitions that the content will tick all three of these goals. But then you publish the content on your blog and amplify it across all your social media channels, and it goes nowhere. A handful of “likes” does not rank on the first page of Google and does not generate any leads for you…
Search vs. Social Media: How Audience ‘Intent’ Can Affect Content Marketing Performance
