B2B vs. B2C Marketing Strategies

[0:28] Intro with Andy Crestodina
[1:20] A brief overview of Orbit Media: who they are
[7:40] How does B2B vs B2C play on these various marketing channels
[4:25] How social media affects SEO
[7:23] Content for search vs social media.
[13:00] How has the landscape changed in the last couple of years?
[19:15] Will there be a challenger to Google and Facebook?
[21:35] What are you doing now when building a website?
[25:11] Final Thoughts

Matchnode co-founder Chris Madden is joined by Andy Crestodina, Chief Marketing Officer of Orbit Media. They talk about the digital content marketplace particularly with the changes in the search and social media landscapes, how they are different and how they impact one another. Topics include how B2B and B2C differ on these platforms, the differences between optimizing for search vs optimizing for social media, how the social media landscape in particular has changed, and what to look for as you are building content for your website or an online marketing strategy.

Orbit Media is an award-winning website and development company that helps design websites with content marketing and SEO in mind. They look at content strategy as the lead generation strategy as opposed to paid advertising.

They compare and contrast social media and SEO; some people even say you can’t do search without social. Maintaining a focus on audience, the questions are the same: what do you need to drive qualified visitors? How do you get ranked on search? Building relationships with content creators is a cornerstone example of how search and social interact. Chris and Andy reference and detail Orbit’s post on How Does Social Media Affect SEO?

But what kind of content is best for search or social media? Search and social are different channels and have different criteria for what makes a good post that generates traffic and engagement and provides value to the reader. What are the ways we should structure content for each channel? Search focuses on answering questions, whereas social tends to focus on emotion. Structuring your content as informative is great for search, where people are looking for information, whereas on social, people might just be bored and be looking for entertainment.

With the rapid change of social media and the solidification of Google and Facebook as the two major players when it comes to online content, how does this affect the way we structure and serve our audience via our content? More search experiences in more industries and circumstances are being completed entirely within the Google landscape, taking clicks from websites and displaying the information in Google’s own sandbox.

Change is a constant, and Chris and Andy discuss developments in recent years as well as some ideas on what may be coming in the worlds of search and social. Andy closes with some helpful tips on how to integrate these concepts into your website, and how Orbit designs them into their client projects.

Resources:

— How Does Social Media Affect SEO?

–intro and outro music from our friends at Sabers: https://sabersmusic.bandcamp.com/releases