The Search or Social Difference in Content Marketing

To determine the channels where target audiences consume content, content marketers can analyze the topic to decide if it is better suited for search or social. If the content meets expectations and provides answers to questions, it is more likely to work in search, whereas content that is unexpected and visually appealing can gain traction on social media. For example, an article showcasing pictures of marketing professionals' desks may not be commonly searched for but can generate engagement on social platforms. On the other hand, content about designing FAQ pages would be more suitable for search as it meets a specific need. While it was traditionally believed that B2C audiences frequent Instagram and Facebook, and B2B audiences prefer LinkedIn and Twitter, the lines are becoming blurred, and many individuals use multiple networks. However, LinkedIn often offers higher engagement and conversion rates, while Facebook and Instagram may be better for event promotion. Therefore, content strategies may need to pivot and consider a mix of platforms to reach their target audiences effectively.