Social Media and Content Compatibility
First, a note on terminology. Over the past few years, there seems to have been some confusion surrounding the definition of each entity. Social media marketing and content marketing promote original and interesting ideas through messages to engage new and existing users. These 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 promoting a user discussion. The number of characters and the style of content that the network allows.
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. Web traffic, increased brand trust/notoriety and
SEO, these are prime objectives of content marketing. For it to work you need to have an expert grasp of your industry, an idea of what your audience is 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 understand optimisation and have a great e-newsletter database it must have a good organic reach but for likes and shares. Moreover, getting it on social is always best.
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 recognises 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. This goes to your website for what it provides and feeds that back through their own social channels. The increased popularity by a high traffic of engagement which leads to a viral concept. All of this happens while sharing one label – your brand.
It helps get your social media up to higher speeds, reach further and help it make a bigger noise. When your content isn’t receiving the recognition it deserves, a great social media marketer can elevate it to new heights. Social media could just as much be the engine to drive your content.
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.