Marketing strategy

The role of social media in your content marketing strategy

It has been said that no content marketing strategy is complete without social media, but for entrepreneurs new to marketing, social media can be overwhelming. It’s easy to spend hours networking on social media sites with less than exciting results.

However, there is a real power in social media to market your content and your business. A report published by Statista found that the majority of bloggers today promote their blog content through social media sites. And once they get to the blog, they’re more likely to take action, including uploading more content or signing up for a membership offer. Sixty percent of shoppers say blog posts are valuable in their buying process (Demand Gen Report)

Social media not only gives you the chance to grab the attention of prospects and drive traffic to your content, but it also reaches a substantial number of people and can quickly increase their awareness. Viral content spreads through social media and can change the face of a business virtually overnight.

So how do you embrace social media without wasting hours of your busy life?

Strategy, strategy, strategy. The key to successfully integrating social media into your content marketing is having a clear strategy.

  • What are your goals?
  • How will you reach them?
  • What social media sites are your audience on and how do they interact on social media?
  • How will you monitor and measure success?

Many social media sites offer analytical information to business users. On Facebook, you’ll find them under Business Manager (right now we all know how fast things change on Facebook!). Plus, if you’re using a scheduling tool like MeetEdgar or Buffer, there are tools available to help you track social media results.

Targeted efforts

Instead of visiting six social media sites and trying to grow your content marketing through each one, consider focusing on one main site. For example, maybe after some research you learn that your audience is heavily involved with Facebook. If so, this is where your attention should be focused. Create an effective Facebook strategy to promote your content marketing. Once the strategy is successful, you can add another social media site.

Remember to integrate your efforts. Integrated content marketing means that you don’t just communicate a consistent brand and message with every piece of content you create, you also consider your content goals and connect those goals across your different content channels – articles from blog to downloads and everything in between. “47% of buyers view three to five pieces of content before engaging with a sales rep. (Hubspot) So it’s not enough to just use social media to attract targeted visitors to your blog. Create a loop and have your existing visitors and audience connect with you through social media. This simple tactic will keep your audience engaged and come back for more.

What you can do now

  1. Start researching your audience and their social media habits and preferences. Consult your ideal customer profile to help you in your research. Remember, it’s important that you connect with the right audience who will end up making a purchase!
  2. Identify a social site to focus on and start developing a strategy for using social media to promote your content marketing efforts. This site should be the platform your target customer prefers!