Do you have social media and content marketing synergy?
Marketers understand that in today’s digital environment, social media is a must-have for reaching customers. It’s where they spend an increasing amount of time. In fact, roughly one in every five minutes (about 19%) of all media time is spent on social sites and apps.
But despite their promotional efforts on social, many marketers aren’t harvesting the desired results. Why not?
It’s most likely that they’re missing a critical element – synergy. There must be a constructive synergy between your content and your social that’s rooted in the strategy that serves your brand.
Many marketers create separate strategies for each channel, losing the opportunity for the channels to build on each other, creating energy and momentum. Social and content are powerful on their own, yes, but their power is exponentially multiplied with when they are used to echo and amplify each other.
If you like the idea of creating more synergy among your scattered channels, here are five places to start.
1. Start with company goals and objectives.
Creating synergy with social and content marketing starts with defining clear company goals and objectives. These goals must allow the two types of marketing to play off each other to achieve a common purpose. Before creating or promoting content, consider these questions: What do we hope to achieve? What does success look like? Here are two examples – one weak and one strong.
Weak. John’s in charge of social marketing for the Good Company. His goal is to generate 10% more followers on Twitter this quarter, and his plan is to create and promote the content that will make that happen. He’s thinking about Twitter cards and memes.
While increasing traffic is good, a strong strategy can do much better than simply generate followers. Check out this next example.
Strong. Jane’s in charge of social marketing for the Better Company. Her company’s goal is to generate 10% more leads this quarter. The strategy is to use gated content to get qualified names into their nurture marketing program. Her content marketing counterpart is creating a guide that will address a major pain point of their company’s target audience. Jane’s plan is to use social to promote the content with the goal of driving people to the landing page where they can fill out a lead form to get the content. The two channels will work together to achieve the goal.
Key takeaway: Before creating any new piece of content, map out the company’s goals and objectives. Then decide how the content and social can play off each other to achieve that common goal.
2. Flip the process … let social drive content creation.
Most marketers create content first, then turn to social to promote it. This process can be successful, but there is a lesser-used strategy that can generate excellent results. Use social listening to drive the direction of your content.
For example, a majority of your audience spends time on Twitter. Check out the conversations that are happening right now on Twitter. What are people talking about? Are there common themes or pain points that seem to be coming up multiple times? If so, creating content based on this information will make your social promotion more effective. The conversation is already happening and you know people are interested in this topic – now you just need to create synergy by producing the content to promote. And this content doesn’t need to be a lengthy eBook, white paper or even blog post. It can be something simple.
For example, Charmin turned to social to learn what their audience was talking about. They wanted to discover the largest pain points in the context of the brand. The company soon discovered that the audience was unanimously frustrated with people not replacing the toilet paper roll. They created a quick and effective visual to engage their target audience.