Every so often I come across a paradigm-shifting idea that sticks with me and changes how I think about a core business practice. For me, this is one of those ideas.
And it’s so, so, soooo important for B2B marketing.*
The term SEO (search engine optimization) has always felt a little limiting, but it was hard to put a finger on why. This manifesto on Copyblogger nails it.
Let’s trade “SEO” for something that reflects:
1. what marketers can actually control—content and context, and
2. the channels that now exist beyond keyword search.
Sean Jackson dubbed it OC/DC (Optimizing Content for Discovery and Conversion) because we are managing and improving our content assets to achieve clear marketing goals: getting discovered and converting customers.
This upgrade supports an idea that I’ve repeatedly advocated with clients, which is that content marketing and social media marketing are two sides of the same coin. You can’t do one without the other.
OC/DC also includes technical direction for practical purposes, and intertwines conversion, syndication, site performance, and search results.
*This OC/DC concept will also benefit B2C marketing mechanics (particularly branding efforts). But direct marketing via social and other earned media channels is still a nascent discipline, and it’s uncertain if ecommerce and social networking will ever be a natural fit. So here, the battle for search result position #1 marches on.