Content Marketing & Social Media: Tying the Two Together

The marketing landscape is a busy one, especially when it comes to content. Content marketing has a broad spectrum, from blogs to email and eBooks to video, there’s a lot to consider. But what about social marketing?

While content and social are two different things, the two can work in harmony and complete your marketing campaign. Plus, with mobile phones and tablets’ soaring popularity, social media and content have become an even bigger part of our daily lives – it’s an opportunity not to be missed.

Before we dig a bit deeper into how you can marry the two together, let us shed a little light on how they work individually…

Content Marketing

This is a way of using different content to either entertain, inform or educate customers and prospects. This could take the form of blog posts, emails, videos etc. The aim of content marketing is to grab your audience’s attention in order to gain new leads or improve conversion/sales.

Social Media

Social media is a fantastic way to communicate with your audience. Whichever platforms you use i.e. Twitter and Facebook, social is a great way to build a relationship with your customers. In fact, it’s commonly used by customer service teams as a quick point of contact. Not only is it great for communication, but it’s ideal for sharing news and content, which, in turn, can increase and improve leads and conversion rates.

What about tying the two together?

It may seem like a given, but using one to support the other makes sense; and yet they’re often treated as separate entities. The two complement each other and can both be included in your overall marketing plans.

As social media has grown, it has become a popular way of sharing content. Of course, this hasn’t meant social has lost its purpose, but it does mean we’re consuming more content.

Think of it this way: social media is something that’s always around us, something that we consume regularly, whether browsing on our phones during our morning commute or over our lunch break. Whereas content is the stuff you actively click on and choose to watch/read. It’s the stuff we engage with because it’s something of interest. Social media gives us a platform in which to find and share said content.

Start small

If your website has a blog, this is a great place to start. Blogs are the original content hubs. If you’re already regularly posting content to your blog, then sharing it to your social channels is a great way of getting your content out there.

However, you choose to tie your content and social marketing together, don’t forget to use the same tone of voice. Your social channels should echo your website’s tone – you’re the same brand from one platform to another.

Stay up to date

If you’re going to invest time and resources into social media and content, make sure you do so regularly. A rarely used Facebook page or blog almost look worse than having no blog or social presence at all. Before you get started, ensure that you’ve got the time to keep on top of your plans. It’s a good idea to stick to the formats you’re familiar with to start with, such as Facebook and Twitter, before branching out to different platforms, such as Vimeo, Vine etc.

Make a plan

Speaking of plans, don’t forget to make one. Winging it will only get you so far. Plan what content you’re going to create and put out there and stick to it. Having a structured content plan will not only help to keep your workflow organised, but it will help to plan relevant content, rather than making it up as you go along.

So, there you have it – a quick roundup of how you can merge your content marketing with your social marketing. Combining the two is a great way to get your voice heard and get to know your customers that little bit better.



Source(s): Content Marketing Institute,, i-scoop