Capturing social search through a cross-channel content strategy.
The SERPs are changing. Almost half of consumers use social media platforms as search engines, and searches on Google bring back AIOs, featured snippets, videos, shopping feeds, and more. Brands need to adapt to a changing SERP landscape, ensuring they’re bringing back relevant content that people actually want to consume, on the right platforms. That’s where we come in.
Forming part of our content and social strategies, we aim to create content campaigns for clients that cross all channels; and it starts at the ideation stage. Our content team undertakes in-depth content research across the platforms your consumers are on – from Google to YouTube, TikTok, Instagram and more; uncovering common questions, themes, and topics people are asking.
From there, we collaborate with the social team to devise a plan of action. Video formats, lengths, and styles are all taken into consideration as part of our video SEO strategy, to ensure we’re maximising engagement within each platform. After all, a video that performs well on YouTube won’t work well on TikTok.
Content across all channels are then optimised respectively, to ensure they reach their full potential – from traffic to site, to engagement, and conversions.
Our content strategists cover extensive keyword research and SERP analysis across all channels – from Google to YouTube, Instagram and more; grouping together similar topics and themes that people are searching for.
Our social team take that keyword research and start planning out the format of your videos. From the length, to how best to shoot, who to shoot, and posting frequency; we’ll create a plan that will get engaging content out across multiple platforms. From there, our video SEO experts can start to draft scripts, to ensure all necessary information is included on-camera.
Multiple videos don’t mean you have to spend lots of extra time and money shooting! Whether you have internal resource, or want to make use of our sister agency, Powerhouse’s 14,000 square foot facilities; Powerhouse will be on-hand to devise a plan of action to shoot all videos in the most efficient way possible.
Next comes the fun part! Whether you want to keep the filming and editing in-house, or make use of Powerhouse’s state-of-the-art facilities, with the scripts, advised formats, and production strategy, we’ll capture footage for all videos required as part of our overall content strategy.
The work doesn’t stop once your videos have been published. From writing optimised descriptions and captions with relevant CTAs, to adding in tags, and devising transcripts, all of this encompasses our video SEO strategy, to ensure videos across all platforms are fully optimised, to get them seen and engaged with. We’ll also identify opportunities for videos to sit on-site, to further bring your content – and brand – to life.
We’ll report back on multiple metrics – from engagement and visibility of the videos themselves, through to click-throughs on-site, and keyword rankings gained on Google, via video packs. Our continuous reporting means our video SEO experts can always keep on top of performance, and tailor strategies to ensure future success of your content.
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