Content Marketing Strategy First, Social Media Second

Debbie Williams

Written by Debbie Williams on Mon, Feb 27, 2012

ContentmarketingplanThere's little doubt that social media is a great marketing tool, especially if you want to promote content. Yet, like any other communication channel, it shouldn't be used haphazardly. In fact, one of the common mistakes businesses make is jumping into social media because they think they “have to be on Facebook.”

It’s not enough just to set up a profile - anyone can do that. Your involvement has to have a purpose.  Your social media efforts will have a greater impact on your business when they are tied into a solid content marketing strategy.

Here are three ways having a content marketing strategy can help you get more from social media.

It Defines Your Goals
As with any other business activity, there has to be a reason to get involved in social media. What do you want the content you post to do for your business? Attract more visitors? Increase customer engagement? Boost sales? Strengthen your online presence? By setting goals for your social media involvement before diving in, you'll know where to participate in the social space.

It Keeps You Focused
There's no shortage of content about everything under the sun, from the hottest trends in handbags to how to use Pinterest for business. Sure, you can share news and tips through social media, but how does the content tie in to your business? When you have a clear focus about your brand and your audience, you can create social media content relevant to your business and your customers.

In fact, once your content marketing strategy is created, your social media efforts will further benefit from their own plan. A social media conversation calendar ensures you connect with your target audience, and deliver content consistently. 

It Expands Your Reach
No matter how focused and informative your content, it doesn't do much for your business if no one is reading it. Your content marketing strategy includes a plan for how and why to distribute your content in social media channels. 

  • You might use social media as means to promote other content you create such as blog posts, ebooks, infographics, and videos.
  • Sharing through relevant social media channels such as Facebook, LinkedIn, Twitter, StumbleUpon and Google+ might be beneficial.
  • It might be important to use well-searched, relevant keywords to drive more traffic. 

Remember to measure your efforts to determine where you're getting the best results, and to find out what your audience is most interested in.

We speak with business owners all the time who have a Facebook page, Linked in profile and Twitter account…with nothing in them.  Does that sound familiar? If so, it might be time for a content marketing coach!


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