Here is the challenge. You want to build a high performing website, but you still work full time, and you have no possibility to manage the content, SEO tuning and social media properly. You have to implement a well-balanced mix of priorities into your website development strategy. Otherwise, you will fail. This approach would not be definitely recommended by social media gurus like Jeff Bullas. However, you have to build the content development habits as your personal best practice.
The super correct answer is that you have to focus on both from the beginning. However, it was difficult to become the social media star while developing the content of the site. Moreover, social media are not the one-way communication channel. The success and recognition by followers require a dialogue. Again, the conversation is time-consuming. Also, you can discover you are not a social animal, and you love your loneliness with the monitor and a keyboard.
It is always good to make a clear distinguish between the website development and website maintenance. It can make your life easier when you know in what mode you are. Both SEO and social media need great content to be efficient. You should never optimize the site without any superior content. That has been my lesson learned so far.
A primary goal is an informative website that provides useful and unique content. Never forget that purpose during the content planning as you should always start with the planning phase. You have to spend enough time thinking about the site goals and objectives. These are not about the traffic. It is just a side effect.
You have to make a tough initial decision what will be your key strategic traffic generation channel. Social media and SEO are different, and it is difficult to balance them both. Google like deep, informative articles. Twitter likes great headlines and a short content. Social media are perfect for the infographics charts; Google tends to ignore them (except picture search).
Google, Bing, and Yahoo tend to be slow, but they are consistent. Google usually does not show your content for several days. Also, the value of the fresh content is pretty low, and it can be frustrating. However, after several weeks or months, the performance of the search engine channel becomes predictable and steady.
On the other hand, social media love the fresh and compelling content. This approach has made Huffington Post a success story. All stories and headlines are perfectly optimized for social media. They do not provide much information, but they are provocative and easy to read. However, their performance in search engines is not that great.
Your plan and strategy are critical success factors. You have to make sure you know what your goals and objectives are. Nobody will give you better advice than your written content development strategy. It is the only way how you will be able to allocate time to design, improvement and promotion of articles.
It is not the advice to ignore social media. You just have to make sure that you are not spending more time promoting than developing great content. Twitter and Facebook are both great tools, but you always have to consider them as tools. Make your content stand on its own.