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Branded Content and Targeting Your Social Media Marketing Initiatives

Garrett French, I remember some heady days at WebProNews when we got on the front page of Google News for the first time. 50,000 page views on a single story was exciting indeed, and I can only imagine the writers there today crafting work for Digg.

Danny Sullivan wrote recently regarding social media optimization – he’s quickly becoming a major fan. In “Beyond Google: Social Media Engines First, Other Search Engines Second” he writes “They [Digg, Reddit, Netscape] are traffic powerhouses you can’t ignore.”

I fully agree, but I want to wag my cautionary finger for a moment regarding that Digg-bait piece you just started, and to point you to some folks who’ve been less than exuberant about social media.

For one Sullivan runs a blog that sells advertising. Advertising sells on a CPM basis which means Sullivan’s selling page views. Digg, StumbleUpon, Reddit and Netscape can bring in massive page views, but you have to ask yourself – do I sell page views?

GreatScott, who works for SEOMoz, noted their great success with the snarky media site Drivl (weird I don’t see ads on the site – it’s a client site so I assume they’re getting paid, unless they’re writing for fun and education).

Their linkbait (market-targeted writing) only campaign on this blog seems to be working:

Well, when we were handed Drivl by our client at the end of October, it had about 90 inbound links and an average of 50 visitors per day (after about a year online). In the three months since we took it over and relaunched the site, we’ve gained over 19,000 inbound links and average around 5,500 daily unique visitors.

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Content, Social Media, Marketing

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