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  1. johnakerson permalink
    February 16, 2010 6:29 pm

    Brian Solis makes a point on his blog this morning that Social media Optimization is the new SEO… To me, the funny thing is that it is NOT. It is just one component. I think what we want is discovery optimization… Discovery is an ocean, and social media is just one branch of one river that leads to the ocean. SEO is another, advertising is another, word-of-mouth is another… Every method that customers traditionally use to find – to DISCOVER – are valid rivers. Every method of impacting or producing content that potential customers can use to discover is a river. If we want our oceans to get the most traffic, we should optimize the all of them. There should be optimized video feeds, blogs, micro-blogs, events, magazines… Essentially everything that you mention here, Jeff, needs to be optimized for the content streams to produce the greatest flow.

    Admitting that I have a problem is the first step to recovery, and the problem (I think) is that that there is no way to optimize EVERYTHING. Time, Money, Skill, Knowledge, and Objectives are all barriers to optimizing everything.

    Your charts above are great for showing what marketers think they should know. My question is… WHY? Are they the most EFFECTIVE? IS there data to suggest that in a world of limited resources, that top 7 content products (Social Media, e-Newsletters, Blogs, White Papers, Article Marketing, Case Studies and Online Videos) are going to produce the greatest return on investment? Will those 7 contents produce the greatest flow? Are they the most effective at optimizing how customers can find a product or service, or provider? I don’t really have answers… but I think the questions are very important.

    Take care, Jeff – Great blog, as usual.

  2. February 16, 2010 11:10 pm

    John raises two very important points:

    1. There is no way to optimize EVERYTHING.
    2. WHY? Are they the most EFFECTIVE?

    I’m constantly amazed at how information is published about what marketers intend to do vs. what they should do.

  3. February 17, 2010 1:31 am

    Hi Jeff…thanks for the shout out on the survey. Keep spreading the word!

  4. March 3, 2010 9:39 pm

    @johnakerson your comment is spot on and I love the ocean analogy.

  5. May 1, 2010 3:15 pm

    I’m taking a contrarian view of content marketing for marketing my start-up. I don’t plan on writting whitepapers and I’m reluctant to even blog. Why? Too much competition. Now that everyone has a printing press in their pocket, the volume of content is ramping up faster than audiences can consume it.

    Instead, I think Right-Time marketing will be the real future. Technologies that position trusted messages in front of prospects will most likely be a much more efficient way to market products and services.

  6. May 11, 2010 8:16 pm

    This is an incredibly pragmatic and useful post. I totally agree that email newsletters are too often forgotten about as all the new media channels continue to grow, even though email is proven to work!

    I’ve also noticed a lot of people forgetting how well content marketing mixes with social media. Great content can pay off exponentially if you take the time to execute a good strategy. My post on How to Do Social Media Content Marketing Like a Rock Star shows exactly how that can be done:



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