How can social media help with content marketing? Well, when talking about social media in the context of content marketing, you have to look at it as a means of distribution. All business owners with a substantial online presence can tell you that content marketing is the quickest way to increase organic traffic while social media will increase your customer base.
Doing them together, as part of an all-encompassing marketing campaign, should be on every business priority list. When creating and distributing informative content, you will reach new audiences and have access to influencers. Also, social media platforms offer an excellent opportunity for customer service. It allows you to answer people’s questions and convert them into customers overtime.
As your social networks are the primary channels for content distribution, it will be where your customers will engage with your brand the most. By extension, this also makes them excellent sources to gather feedback.
So, how can social media help with content marketing? Below are some useful content marketing strategies that will work great on various social platforms.
Identifying Your Audience
It is essential to keep in mind that your content marketing efforts will be in vain if you have little understanding of your target audience. When marketers plan to create content, be it a blog post, video, image, infographic, etc., they should always have their target audience in mind.
Who are they? How old? Where are they from? What’s their income? What devices do they use when they consume your content? When do they see it? What do they want, like, dislike, and care about? Do they have shared interests? All of these questions and more will help you determine what kind of content to create in the future.
Luckily, however, social media channels have analytics tools that can help you learn more about them. All of this information will create a so-called “customer persona” that incorporates all the traits that your target audience has. Of course, this is a numbers game and variations will occur. Nevertheless, social media analytics will tell you more about your audience so that your content plan will be more relevant to them.
In addition to using these analytics tools, you can also create various surveys on social media to gather feedback and further insights about your customers and prospects.
A sound content marketing strategy should also allow for optimization. By using the analytics tools mentioned above, and by understanding your target audience, you can tailor your content for optimal results.
That said, you can also use these analytics tools to determine which pieces of content are performing well and which are not. It is a further insight into what your audience appreciates. Social listening is another excellent way of doing this.
When you’ve taken a look at how your content is performing on social media platforms, you can use this data for optimizing material that isn’t doing well. Keep in mind that customer preferences can and will change over time. What was once relevant to them, may not be so after six months. You should keep a constant eye on content performance and employ a continuous customer feedback loop for continuous content optimization.
When it comes to underperforming content for social or website, instead of letting it collect digital dust, consider sprucing it up and reuse it. Consider it a bit like digital marketing recycling, if you will. Always keep your audience’s interests in mind, and add more relevant and informative content to your old blog posts. You can then repost it on social media.
Influencers are a great way to boost your social media presence and boost your content marketing initiatives. Influencer marketing is a sort of word-of-mouth advertising that uses thought leaders or some authority in the field to drive a brand’s voice to a specific niche of listeners.
If, for instance, you’re looking to get the word out about a product launch or an upcoming event, you can work with influencers to spread that word for you. Similarly, you can use influencers to promote your products. These influencers can be anyone from celebrities, journalists, bloggers, Instagram and YouTube personalities, etc. They’ll use their social channels to engage with their audiences to let them know about your brand.
Some small to medium-sized businesses can’t afford a celebrity to speak on their behalf. Micro-influencers are an excellent option and can be a much better alternative. Keep in mind that movie stars, athletes, and other celebrities have millions of followers, most of whom may not care about your product.
Micro-influencers, on the other hand, have a niche audience, typically between 10 to 500K followers. These people have more in common with each other, and by extension, with your brand. The key is to work with the right influencers whose followers fit within your target audience.
The chances are that you’re not a pioneer in a new field of industry. It means that you have competitors vying over a similar target audience. You will want to know what they’re doing as part of their social media strategy. What’s their focus, target market, strengths, and weaknesses? Conducting a social media competitive analysis will provide you these insights.
You could implement some social media monitoring to spot your competitors’ weak areas. If, for example, they have an active Facebook presence but are weak on Twitter or Instagram, you can build your presence on these platforms and get the upper hand with fewer invested resources.
You can also look at what types of content your competitors are creating and what individual pieces of content are working best for them. With this information, you can try to replicate or create better content. Also, know that there’s a strong chance your competitors are doing the same thing to you.
Always Be Testing
The role of social media in online marketing can no longer be ignored by any business wishing to promote brand awareness and boost their online presence. Integrating your social media activity with your marketing objective is an indispensable tool for improving customer experience. Social media is the top of the funnel for lead generation, and it is one of the best ways to drive sales for your business.
Knowing your audience and creating engaging content is vital for maintaining your online reputation. Your content marketing program should be tailored for your potential customers.
When you know who you are trying to reach, finding them on social media becomes much easier. Reaching them where they are at is much easier than bringing them all to one place. Utilizing the services of someone who is already engaged with your target audience is a great opportunity to meet them where they’re at.
Publishing content is not necessarily a one and done process. You should revisit old content and optimize it as you develop your social media marketing strategies. However you decide to move forward you should always be testing and see what works best for you business.
Watch what your competitors are doing, and learn from both their successes and failures. It is much more cost-effective to learn from other people’s mistakes than your own.
If you want to learn more about the usefulness of social media as part of your content marketing strategy, contact us today. Our team of specialized digital marketers will answer all of your questions and help you with your business objectives.