Social Media Marketing Agency
Content Marketing
What is Content Marketing?
First, the basics… I love this definition from Amanda Maksymiw of Fuze, who says content marketing can be defined as:
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The process of developing and sharing relevant, valuable, and engaging content to target [an] audience with the goal of acquiring new customers or increasing business from existing customers.
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See that? Developing and sharing. Content marketing isn’t just about what’s created. Content marketing is about the entire process, including the way you distribute and promote that content. Social media marketing is content marketing. It’s made of the same things: pictures, video, copy, strategy, and storytelling. The differences are the formats of content and the platforms.
Aligning Objectives
It's all about the content!
Content and social have similar functions in your overall marketing strategy. Your content and social should serve one or some of these objectives:
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Help your audience understand the subject matter you specialize in
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Challenge the status quo on your subject
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Entertain your audience with content specific to them
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Educate your audience on new best practices and trends
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Convince your audience to buy your product
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Your content and social shouldn’t just align with each other, they should also align with your overall business objectives. Some business objectives that your content marketing and social media can assist with include:
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Build brand equity
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Create and retain customers
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Enable sales
To turn your business goals into social media goals, I recommend first converting those goals into the marketing equivalent, then the content marketing equivalent, and finally into social media marketing. This prevents you from making big leaps from business to social media goals. It also helps illustrate the connectedness between your content and social media goals.