If marketing were a concert, content would be a Grammy Award-winning artist and social media would be its boisterous hype man singing content’s praises everywhere it goes. Social media tells the audience how awesome content is and makes sure every single person around knows it.
In other words, social media is content’s biggest champion. Every content marketing strategy should utilize social media channels to elevate quality content and help it accomplish greater marketing goals. Because of that, it’s essential to understand the unique relationship between content marketing and social media.
In this chapter, we’re going to guide you through the relationship between content marketing and social media and also offer a strategy you can implement to make your best content shine on any social media platform.
How Content Marketing and Social Media Work Together
There are a few key ways content marketing and social media work together to drive better results for individual marketing campaigns and overarching business goals. Social media can:
- Be used to promote content
- Help increase brand awareness through content
- Strengthen brand affinity through content
- Be used as a feedback tool for content
Promote content. The most obvious way content marketing and social media work together is by using social media as a promotional tool for content. If you have a great blog post, for example, you can share it on a social network that your audience commonly uses (e.g., Twitter, Facebook, or LinkedIn) to gain more exposure and website traffic.
Increase brand awareness. That increased exposure can also translate into heightened brand awareness: the level at which people recognize your brand. The more times your company’s name pops up on social channels, or is shared by your audience, the more people outside of your immediate audience will see it. Whether you use poignant tweets or informative infographics extracted from your content, there are plenty of ways to use increased brand awareness to grow your brand affinity over time.
Increase brand affinity. You can use social media influencers or partnerships with other brands to establish even greater brand affinity, which essentially refers to customers who have a strong connection with your brand. Influencers have pre-existing relationships with their audience, and leveraging those relationships can be extremely valuable regardless of whether you’re a small business or a large one. It can also be a fantastic way to expose your content to new audiences that haven’t historically purchased your product or service.
Receive feedback. Perhaps slightly less obvious is the ability to use social media to get feedback on your content marketing efforts. Social media allows you to have a direct line of communication with your target audience — existing customers and potential ones. When you share a piece of content through a social platform, you can also ask your target audience questions to better understand their needs.