Editor's Note: One of the biggest mistakes businesses make when they first venture into content marketing is a lack of strategy. Often they adopt a 'one-size-fits-all' approach to their content marketing channels only to see their efforts dashed. The truth is what works on social media, does not necessarily work on search, and the reason usually boils down to how your audience uses these channels. Discover to how understanding audience's intent on Search and on Social Media can help you build a holistic content marketing strategy that works.In this presentation by Daniel Hochuli, you'll learn:—Why same content published on both search and social media often fails to deliver results.—How to develop and optimize a content marketing strategy that best suits your digital channels.—How to intelligently report content marketing success using audience metrics.