Why Content And Social Media Are Best Friends
Social media and content have long been hailed as the ultimate match to get great results from your digital marketing. What makes them best buds is that one builds up the other and vice versa.
Used together well Social Media and Content can create unprecedented results, and that is the key point – a combined marketing strategy only works when all the single components are of the highest standard. To use an automotive analogy (and bearing in mind I haven’t the slightest knowledge of cars) there’s no use in a V8 engine if all your wheels have punctures.
First, a note on terminology. Over the past few years there seems to have been some confusion surrounding the definition of each entity. Whilst in principle social media marketing and content marketing are run on the same pretense – the promotion of original and interesting ideas through messages to engage new and existing users – the two concepts differ in terms of how and where these messages are promoted.
In social media the focal point is within the social networks themselves as campaigns are operated within these platforms, and each of these campaigns will have separate objectives depending on the network used. For example, a Facebook campaign could be tailored with the aim to increase brand awareness and to promote a user discussion. These endeavours are limited to the amount of characters and the style of content that the network will allow. When it comes to ROI a social media marketer may be able to improve inbound hits to your website through the use of promoted posts, competitions and other interesting snippets of information, but the primary focus is always going to be awareness – a concept which any brand ambassador worth their salt recognises the importance of. Social media isn’t about sales, so if you want to guarantee a better bounce rate from your social to your site, there needs to be entertaining and engaging content available on the other end of the link; which is where content marketing comes in.
With content marketing, the platform is your brand’s own website or blog and you are the only limit to the quality and length of content you can create. The primary objectives with content marketing is increased web traffic, increased brand trust/notoriety and our old pal SEO. For it to work you need to have an expert grasp of your industry, an idea of what your audience are reading at that moment and, you guessed it, an understanding of how keywords will affect your search engine rankings. What you are trying to achieve is the creation of stand-alone articles that are original, exciting, engaging and most importantly, share-worthy; which is where social comes in. If you have an amazing blog piece about how telepathy is the basic source of communication for dolphins (I would totally read that) you need to get it out there. If you’ve done your optimisation homework and have a great e-newsletter database it should have a good organic reach but for likes and shares getting it on social is always your best bet.
Great content means more time spent on your website which in turn builds trust in your product. A great social media presence means a bigger audience recognise your brand. If your social media is up to standard and you have a faithful following, the two concepts work together to build an audience that go to your website for what it provides and feed that back through their own social channels. The more users pick it up, the more it gets checked out, and soon enough up crops the possibility for that funny little word ‘viral’ to be used. All of this happens while sharing one label – your brand.
In the above automotive analogy great content is the engine; it helps get your social media up to higher speeds, reach further and helps it make a bigger noise. Conversely, when your content isn’t receiving the recognition it deserves, a great social media marketer can elevate it to new heights. Come to think of it, social media could just as much be the engine to drive your content as content could be to drive social – I did warn you I wasn’t great with car analogies. I could have opted for a Batman and Robin analogy but each concept is as important as the other and, lets face it, Robin isn’t in any way as important as Batman.
All of us can benefit from a marketing strategy shake-up every once in a while. If you’re looking to enhance either content or social, the other may very well be the answer to your problems.