First I wish to point out (or maybe fess up) that the title of this post is intentionally redundant. Per Google’s Search Quality Rating Guidelines, educational content is by definition of high quality as it satisfied one of our basic search intentions, which is to learn something.
This article is really about people who focus on social media marketing, without also creating content to share via social media.
From a lead generation perspective, this is pretty much a waste of effort (although it may provide some branding benefits).
Why do I say this?
- Social media updates tend to be short. There is only so much you can say in a social media update.
- People who push out lots of short (and somewhat meaningless) social media updates become ignored over time.
- When you want someone to click your Call to Action they must of course see it, and where is it? On your website.
What’s the “right” way to do this?
- Create a landing page where you collect contact information in exchange for providing something of value (an eBook for example).
- Publish blog posts in which one post answers one question or makes one main point, AND at the bottom of the post put a Call to Action which takes people to the landing page.
- Your social media updates should then imply there is something useful to be learned, and contain a link to the blog post.
- Then “rinse and repeat” and keep doing that.
By implementing this simple process you:
- Publish fresh content to your website which over time creates more authority for your website and increases it’s search ranking.
- Publish content that answers questions people ask you and provides useful answers your desired community is looking for.
- Gives you something beneficial to share via social media.
- Provides people an opportunity to see and select your CTA with every social media update.
Kind of a win/win/win/win all around.
To learn more about successfully promoting your business online…SEO Needs Link Building