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15.6: Content channel distribution

  • Page ID
    24954
  • Algorithmic curation

    Algorithmic curation is a term that refers to the algorithms platforms have created for dealing with information overload. Various platforms, like Facebook,Twitter, and the search engine Google, use algorithms to filter out the amount of information that is delivered to users. Each algorithm will use a number of factors to determine what is actually relevant and interesting to the user doing a search or looking at their news feed.

    One of the factors that influences whether a piece of content is considered relevant is how much an individual engages with the brand’s presence on that platform over time. Posts shared by a Facebook Page, for example, may reach only users who have previously engaged with posts from that page through commenting or liking. It is therefore important to create content that encourages engagement and sharing.

    Increasingly SEO and content marketing have to work together if they are to reach their audience and achieve their objectives. Without good content, SEO will struggle, and without SEO even good content will not be seen. SEO approaches content differently to content marketing. SEO wants the content as narrow and focused as possible, so that they can give the right answer to the right user while users are searching. It also recognises the need for enjoyable shareable content as this improves search rankings and earns backlinks. Content marketers, on the other hand, prefer broader content, and focuses on the quality and exposing the content appropriately (Postan, 2016).

    clipboard_ed99fffc0e2bfbb2d48f3b3a8e4f5aa6c.png
    Figure \(\PageIndex{1}\): Engaging content that ranks highly is achieved when SEO and content marketing work together Adapted From Outbrain, 2017

    Note

    For more on aligning content marketing and SEO go to this blog post by Outbrain: www. outbrain.com/blog/ content-marketing-andseo

    Understanding channels and platforms

    Understanding the channels through which you share content is as important as the crafting of that content itself. Reaching people effectively will only be achieved if the medium supports the message and vice versa. Social media, email marketing, mobile marketing, and video marketing are just some disciplines that will form part of your content creation arsenal. The rest of this book is dedicated to best practice in communicating effectively through the various digital disciplines available to you.

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