Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Role of Social Media in Your Content Marketing Strategy
Posted on February 18th 2014
Content marketing has gone from being the future of digital marketing, to the here and now, but where does social media sit within the overall content marketing mix?
Our view on social’s role in content marketing is threefold:
Social should play a key role in informing content strategy
Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn and so on are all valid platforms that should be used as part of your content strategy
Social media (particularly Facebook) has a unique ability to amplify your content placed on other channels
Social Media’s Role In Informing Content Strategy
Social data is an absolute core component of creating a content strategy. From deciding what to create content about, to the weighting of that content within your overall plan, the data you can pull from social should be integral to your thoughts.
There’s a whole host of great tools you can use to get insight in-house, such as:
- Followerwonk: Followerwonk allows you to analyse any Twitter audience by age, location, and bio word clouds to give you a flavour of your audience. Combine this with the most influential followers and see who they are and what you do to give yourself a headstart
- Unmetric: Unmetric allows you to track your competitors social media content and get alerted when there are spikes in engagement levels, allowing you to react or use historical data to plan future activity
- Twtrland: this tool allows you to delve into the Twitter data of any profile to see their most influential tweets, top followers, and basic demographics
We use a mixture of these tools, and some of our own data sets to really understand a target audience in advance of planning content. Outputs from various tools are used as part of the idea creation process, such as this Followerwonk word cloud of the bios of @datifyuk followers for instance:
Or this Socialbakers data based on the top Facebook interests by market, and the age split of people interested in Bollywood in New Zealand:
When you start adding of all of this data into the mix you can start to take intelligent decisions about your content marketing to make it more effective and relevant for your target audience.
Use Social Platforms As Part Of Your Content Strategy
Many brands will see their content strategy as having two sides, on-page (website), and off-page (guest posting/outreach led). Social often gets missed as a crucial part in between. Not only can social help you identify who to outreach to, but should be used as a platform for your content to drive engagement with your brand.
Your Facebook or Twitter updates should form part of your overall content strategy, and tailoring your content across various channels with a focus on social will always be beneficial. In Moz’s recent search rankings factor survey the majority of search marketers surveyed felt that social signals, and in particular the overall influence of Google +1’s on rankings would continue to increase in the future, again showing why social channels should be integrated into your strategy now.
Regardless of which channel works best for you, having a presence across each is important, even if only to own your brand name and keep people aware of you across their chosen channels. Google Plus is a good example of this - the users numbers are high, but interaction levels generally low (outside of the digital marketing community!). However, due to the increased importance Google are likely to place on this as a ranking factor for your content and therefore your site it is crucial that you keep this channel burning with your social content even if only with a few updates a week of content amended from another platform such as Facebook.
Amplify Your Content
Where social really can benefit your content marketing efforts is in putting your content in front of new audiences that are highly relevant and ready to engage. Whether your social audience is big or small, with Facebook, Twitter and LinkedIn you can now amplify your content through native paid means to reach new audiences at a relatively low cost compared to other channels. At Datify, we do this for nearly every piece of content we create to ensure that reach is good when our clients have invested.
What’s more, the targeting across all three of these channels is very detailed, with Facebook in particular having multiple targeting levels that can enable you to find your perfect audience in this environment. This can enable you to create an initial buzz around your content, or keep traffic sustained after the initial outreach push.
Being able to target people who engage in other topics in your niche, who are in the right location and the right age grouping is a great opportunity, and can be very cost effective if managed correctly.
Whilst Matt Cutts has denied Facebook and Twitter's social sharing signals are included as major ranking factors, they are still important as part of your content marketing efforts. Driving increased traffic to the content you create not only generates social shares, but also has the impact of creating 'earned' links, brand interactions and the potential for new business.
Facebook is particularly strong for amplifying your content. By using Power Editor you can ensure that your content is only seen in relevant News Feeds of the exact type of person you want to be viewing your content.
In summary, don't think of social media as a completely separate discipline to content marketing - in fact, don't separate the two at all. Social media should be completely integrated into everything you do - from informing your overall strategy, to being included as a platform to think about, and to increasing the distribution of your content.
Embrace social, particularly the paid amplification piece, to ensure that you can drive content marketing success for your clients.