On the internet, you run into a lot of different types of people: bloggers, shopping addicts, trolls, information junkies, conspiracy theorists, hackers; this list goes on and on. However, in terms of commercial activities, there are generally only two types of people you need to pay attention to: searchers and sharers.
Searchers and sharers are different breeds. One lives on SERPs and the other on social platforms. They also have different desires, different motivations and different end goals.
People who access content via search engines are looking for something specific. They have a specific question in mind and want the answer to that question now. They don’t want to have to scroll through endless text on to find the one detail they want; they would prefer it if their answer is in the first sentence of the webpage.
In terms of marketing content, this means that searchers want information to easily locatable and extremely clear in terms of meaning. Titles can play a big role here as having the right keywords in your title is still a big factor in terms of where you rank on SERPs. Additionally, when designing content for searchers, ask yourself, “Does this content thoroughly and accurately answer a question my target demographic might have?” If so, you’re on the right track.
Those who access your content via social media are generally in a very different headspace than people who are searching. People who search are usually thinking, “I need to find this answer. Now.” Conversely, people who are on social media might be thinking, “Please distract me from how bored I am at work,” or “I need a break. Let me check my Facebook.” People on social media, or ‘sharers’, usually do not have a pressing need when accessing marketing content and are looking to be distracted or entertained in some way.
The content that will best engage sharers is therefore going to be slightly different than the content that engages searchers. You can take a little bit more creative liberty with your titles for sharers, as the best optimized titles for SEO aren’t necessarily the most human-friendly and attention-grabbing. Finally, sharers also want content that educates or provides enough entertainment value to warrant actual ‘sharing’—so here is the chance to let either your intellect or personality shine.
For more tips on creating B2B content for SERPs and social, read 3 Tips to Improve B2B SEO in 2014. Feel free to contact us with any questions.