Bringing together your social media and content marketing could be exactly what your company needs. Using these two types of marketing together can create an entirely consistent brand voice and marketing plan. So, get your social media manager and content marketing team together!
Let Each Marketing Type Play to Its Strength
Social media and content publication through a blog, webpage, or CPC ad campaign have different strengths. However, you’ll see that there are many overlapping strengths. Through content marketing and social media marketing, you can build brand awareness, create brand authority, and improve customer relationships.
You can start blurring the lines between the two by using each to feed the other. Turn to social media to generate leads and reach customers that are in the early stages of a sales funnel. Then use a social media platform to send the interested viewers to your webpage or blog. Bouncing back and forth, you can use social media to contact interested parties rather than relying on your email list. Make sure to follow those who have shown repeated interest or engage with your social media content regularly.
Segment Your Focus on Volume
Often when crafting strategies for social media, or content marketing, there is a lot of emphasis on frequency. Frequency is extraordinarily crucial for content marketers, but you need to give careful consideration to the volume of your social media posting. Social media managers know that you can post too much, and specific platforms don’t present “timelines” such as LinkedIn which instead highlights valuable posts over recent posts.
On platforms which do have timelines, then you’ll need to map out when you’re posting to your social media and when you’re posting new content to your blog or updating webpages. When you start to blend together your social media and content marketing strategies, you’ll definitely feel like you’re continually posting.
Always use any tools you have available to automate the publishing of posts ahead of time. Then through your strategy, you’ll need to segment which platforms and your blog need the most volume.
Divide your platforms into three segments to keep a clear sight on everything. List your platforms by their priority of consistency, impact, or frequency. Then you can determine the volume of each based on those needs. For example, your blog will fall under the priority of consistency, and so you can schedule weekly or twice-weekly posts. Then LinkedIn prioritizes impact, and Facebook values frequency. Clearly, Facebook will require a higher volume, but
Make Your Headlines “Postable”
You’ve undoubtedly come across those really snappy titles that don’t require any explanation. They hit the keywords, in a natural way, and get right to the point. These types of headlines are also perfect social media posts and can play a role in social media or CPC ads. Don’t discredit the value of an outstanding title or header. Work with your content creation staff or with your social media manager to pull out the really amazing one or two liners and start sending traffic to those posts and cultivate conversions.
Market Through Stories and Video
Social media’s use of video is continuing to thrive, and if your social media strategy doesn’t include video, it should. Video is a great way to bring long-form content to life. People don’t always have the time to read through meaningful and well-written content. But they often have the chance to listen to it or watch a video.
Social media marketing for a long time was just Facebook ads. Now you can (and should) advertise and spread your content through YouTube and Instagram. Take your long-form content and advertise through Instagram Stories, where you can reach over 500 million daily users.
Have One Cohesive Style-Guide
Nearly every content manager or creator has worked with a style guide, perhaps they’ve written them. But social media managers are usually slightly less familiar, and the social media platforms involved are partially to blame. You can write a cohesive style guide that applies to both your social media posts, your blog, and your ads while conforming to all the rules and expectations of the many different platforms.
When you bring together your two strategies, you’ll primarily want to create a volley for customers to bounce between social media and your content on your blog. To manage this, you’ll want to ensure that there is one voice that resounds throughout all of your content. You can put a single, full-time writer on this, or you can create a clear style guide.
Your brand’s style guide should include the overall tone, acceptable visuals, image sizes, commonly used or preferred fonts, and more. Keep in mind that your style guides are very different than your strategies. One style guide is necessary so that you can prevent very public fails in representing your brand, can onboard new staff quickly, and defines your brand’s personality.