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Content Marketing Using Social Media: Necessities and Strategies

The purpose of content marketing is to drive traffic to a company’s website, and the effective use of social media provides an optimal platform for accomplishing this goal.

Necessities

Social media can be a relatively inexpensive method of delivering a message to a large target audience. However, many companies attempt to do this in a haphazard way and are disappointed with the lack of results. A more successful approach is to slow down and take some time to prepare for this new endeavor.

The purpose of content marketing is to drive traffic to a company’s website, and the effective use of social media provides an optimal platform for accomplishing this goal.

Necessities

Social media can be a relatively inexpensive method of delivering a message to a large target audience. However, many companies attempt to do this in a haphazard way and are disappointed with the lack of results. A more successful approach is to slow down and take some time to prepare for this new endeavor.

  • Website
    In content marketing, all messages contain a link back to the company website. The site should be professional and allow a visitor to browse and learn more about the brand. A blog that allows the posting of video and photos is a useful addition to a website. Encourage visitors to subscribe in order to receive emailed updates and discount coupons.
  • Resources
    Marketing efforts are more successful when one individual owns the project and is responsible for posting and monitoring comments. This can be an employee or independent contractor who is familiar with the business. Many companies outsource content creation to professional writers who develop interesting material on a provided topic.
  • Marketing Plan
    The marketing team must develop a targeted consumer profile. What type of content will appeal to potential customers? Are there vertical segments in the market that require different types of topics? Plans should include the type of media (text, video, photos), topics, frequency of postings, distribution channels and marketing budget. This step usually can't be completed until a strategy is finalized.

Strategies

Social media sites process an enormous amount of information every day. The job of the marketing team is to devise a strategy that will make its content stand out from the crowd.

  • Niche
    One of the most difficult tasks is differentiating the company from the rest of the mass market and narrowing the target audience. The team needs to identify unique features or services. What type of customer is most likely to appreciate these products?
  • Story
    What makes this company special? Every brand needs a story that is the unifying thread binding all the marketing pieces together. Find it or develop one.
  • Communities
    Join online communities that attract members of the target group. Participate in discussions to gain a better understanding of potential customers. Write posts that cater to their interests while simultaneously advancing the goals of the company.
  • Call to Action
    Finish posts with a request for the reader to perform some action. Engage the audience and encourage responses. Conduct surveys or hold contests. Interact with the public.
  • Distribution
    Decide what social media sites to incorporate in the marketing plan. If the team wants to emphasize tweeting or videos, Twitter and YouTube are the obvious choices. Written content is ideal for Facebook and blogs. Choosing the type of content first makes the initial delivery platform an easier decision. Different types of media can always be added at a later date.

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