Content marketing and social media go together like peanut butter and jam. You see, when you go to the trouble of creating great content, there are two ways people can find it:
(a) search, whether organic or paid
(b) sharing, by you or others.
Let’s focus on (b). After you write an article or blog post for your site, it’s important to get it in front of your customers and prospects. You might follow steps like this:
- Tweet a link to the blog post
- Post an update to LinkedIn with a link to the blog post
- Publish an item to GooglePlus with a link to the blog post
- Share the blog post on your company Facebook page or your personal page or both
- Pin the item to Pinterest, if it has a visual aspect
By the way, there are good reasons to not publish simultaneously on all platforms via a third-party application. Please refer to this blog post for several reasons why.
You might also add a line to your email signature with a teaser about the blog post and a link to it. Of course you’ll refer to it in your newsletter too.
If your post or article is relevant and well crafted, chances are that others will share it with their friends and followers. And so the conversation will continue and more people will discover your business. Perhaps they’ll subscribe to your feeds or sign up to get your newsletter.
In the same vein, content marketing solves one of the problems many businesses experience around their social media presence: “We are on Twitter and GooglePlus and so on, but what are we going to say?” The answer is content marketing: You are going to publish meaningful content that’s relevant to your audience, and you’re going to share it on your social media platforms. Think of it as a cycle – a cycle that gains attention and potential business.
Of course you don’t want your social media accounts to look like advertising, so don’t let them become push-only platforms. Be sure to engage with your readers, to ask questions, to answer questions, and to promote the work of others in your network and beyond.
Do you have any tips to share about the links between content marketing and social media?
Visit the Trafalgar Communications website for information about how we can help your organization to tell its story through traditional and new media.