Social Media and Content Marketing

     

Published: May 22, 2017

Social media can play a significant role in your content marketing strategy. While some may dismiss it as an unnecessary distraction, we think it’s something that every business should try before deciding it isn’t a good fit. Here’s what you need to know about including social media in your marketing.

Benefits of Social Media
One of the biggest reasons to include social media in your content marketing mix is the direct line you have for communicating with an audience. You may strike up a conversation or two in the comments section of a blog post, but more and more people are taking these conversations to social media once they’ve read the content. 

This communication channel also provides you with a priceless opportunity to keep your finger on the pulse of your consumers. By following along with their conversations, you can tap into their needs and wants, understand what’s on the wishlist and why, and get a look at what types of content and topics tend to resonate. 

Lastly, social media offers an unparalleled platform for being discovered. Making your way to the top of a Google search result is hard work, and it can be nearly impossible for smaller businesses to rank for the most popular search terms because the resources just aren’t there. Social media levels the playing field considerably so you can be competitive.

Which Channel is Best?
Trying to tackle every social media channel is a mistake, especially for those new to this outlet. Rather than trying to spread limited resources thinly across them all, focus on one or two that will provide the best returns. Here’s a quick summary:

Twitter. Here you’ll find active participation and frequent contributions. People come to Twitter for personal conversations as well as business information so there are very few companies that won’t benefit from an active Twitter account. The key to success here is to make connections and join in on relevant conversations so you’re posting several times per day. 

LinkedIn. Unmatched in B2B audiences, LinkedIn is like the business casual member of the social media workforce. Use this platform to connect with other professionals in your industry, share valuable information, do a little recon on the competition, and establish yourself as a leader in the industry. Because it’s made of busy professionals only, LinkedIn posting and participation needs to be only once per week or so.

Facebook. Think of Facebook as the breakroom. This is where everyone comes to blow off a little steam, watch adorable kitten videos, share a funny meme, and get into some deeper conversations on a variety of topics. People don’t mind talking a little shop, but go easy on the selling or your audience will dwindle. 

Pinterest. If you have anything to offer that can be represented visually, let your pictures speak a thousand words for you. From home renovations and crafts to fashion and food, Pinterest is where people to go collect ideas. As a business owner, you don’t necessarily need a Pinterest profile of your own, but make sure your content always includes a great photo and a “Share on Pinterest” button.

The Rest of the Pack
Snapchat, Instagram, YouTube, SlideShare, and countless other options are also available. However, these platforms are not always suited for business and it can be difficult to carve yourself an audience unless you have a solid strategy in place. Once you find success on the bigger platforms, then consider branching out to some others. 

Categories: Content Marketing
Tags: Content Marketing, Social Media
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