Seeding

Seeding refers to the targeted distribution of viral information in Social Networks and other media. The objective is to distribute content similar to viruses.

Seeding refers to the targeted distribution of content in social networks via influencers or other online media. Depending on the type of content, Seeding can be used in the context of Viral Marketing or Content Syndication. Seeding's marketing objectives are branding, increasing reach and traffic. Within the scope of search engine optimization, Seeding can also be used for backlink building in the context of OffPage optimization.

Definition of Seeding

Seeding is a marketing strategy for Internet media with the aim of achieving viral distribution of content. Content of different designs is distributed in media for this purpose, to bring about communication and the exchange of opinions, for example in:

  • Social networks
  • Communities
  • Blogs
  • Internet forums
  • Journalistic media

Not only texts, but also images, graphics, videos, and even audio files can be used as content. In order to be successful in seeding, it is necessary to reach a certain number of Users who share the content and redistribute it on the Internet. The contents are sown and germinate. The "fruits" of this "seed" are then harvested by the companies in the form of reach or more turnover.

As soon as a certain “critical mass” has been reached, the viral campaign gets itself in motion in a snowball effect and the content spreads rapidly. In order to achieve a success, it is important to win suitable multipliers, i.e. influencers, and get them to share and spread content. Such personalities reach a large number of people and can animate them to comment and share.

Types of Seeding

In practice, there is a difference between simple and advanced seeding.

Simple seeding

Simple seeding is based on identified influencers bringing the “avalanche” into motion. It is based on the fact that these opinion-makers alone, spread the message far enough with the help of their own followers, so that viral marketing emerges. This approach is only recommended if the probability of spreading is high due to the content of the seeding campaign. There are no guarantees for achieving the mass required for a viral effect.

Advanced seeding

In extended seeding, you do not just rely solely on the natural spread of the message. Instead specific information is placed on video platforms, blogs, posts in forums and social networks. The aim here is to reach the critical mass as quickly as possible, so that the campaign becomes a self-propelled success as soon as possible.  

Target group and media analysis

At the heart of a successful seeding campaign is the identification of the right target group, opinion leaders, and the most appropriate media for addressing the target group.

However, it should not only be aimed at such a very narrow media, but also broader networks in order to be able to increase overall awareness. In order to find the influencers for the respective area, their social media profiles or their level of awareness should be determined using various methods. At the same time, it's important that the multipliers reach the same target group for which the contents of the seeding were designed. This is the only way to ensure the success of a seeding campaign or viral seeding.

Relevance to search engine optimization

A special kind of the Seeding is used within the context of Search Engine Optimization, “content seeding”. In this case, content is published on other websites and also in social networks as well. The objective is not an increase in popularity level, but rather to generate Backlinks and Traffic. Therefore the Ranking of the respective website should be improved.

The application of content seeding is similar to seeding in Social Media marketing. Again, websites are identified that are willing to share the message. However, the focus here is on the possibility of setting up relevant backlinks. Therefore, an extensive analysis of appropriate backlink sources should be conducted before content seeding is undertaken.

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