Social Media’s Role in Your Content Marketing Strategy


Social media can easily be swept aside as a trivial factor, what with its reputation as a millennial ego outlet and #1 source for animations of cats doing crazy things.

However, to dismiss this virtual gold mine would be a large opportunity wasted. The internet is brimming with business, social media, seeping with potential and connections. All you have to do is understand how social media plays a role into your overall content marketing strategy, and your business will surely reap the benefits.

1. Boost brand recognition

Your content marketing strategy should include natural ways to connect with your customers.

Your content marketing strategy should include natural ways to connect with your customers through all stages of your sales funnel. At the very top of that funnel comes brand recognition. Social media is key in this. Your brand’s visibility dramatically increases, allowing viewers to become accustomed to who you are and what your voice is. Get on many social platforms, let your audience see you wherever they go. There are also opportunities for current customers to make mentions on their accounts, spreading your brand to their followers. Understand who the major influencers are in your industry and find opportunities to connect with them. “Make your brand something influencers want to share with their readers”. Connecting with them allows you to tap into their following, spreading your brand recognition.

2. Build customer loyalty

Psychology teaches us that when people have made some actionable commitment, they are far more likely to continue to make decisions based on that commitment. Liking a brand is a public display of commitment, and that action will reap higher levels of loyalty from customers.

3. Increase conversions

Approximately three-quarters of buyers will first go to the internet to research a company.

Social media allows for more opportunities to connect with your audience, giving them more chances to convert. It also provides a space to humanize your brand because your brand will be acting like people do. As people feel like they're interacting with people, not just a company, they will have a richer experience, leading to higher conversion rates.

Give people a rich experience by showing your audience that you are aware of them through your posts on social media. You can be quick to thank, give apologies and updated information on these social platforms. Since approximately three-quarters of buyers will first go to the internet to research a company, this strong online presence will greatly influence a shopper converting into a buyer.

4. Improve SEO

The more platforms you're available on, the more links to your business that will surface.

Search engine optimization is the process of improving the visibility of your website. SEO is a vital part to receiving organic traffic to your site. As you may have pieced together, the better your SEO, the more likely your links are to appear first on a search results page, subsequently rendering the more people likely to click on and discover your company. How to elevate this ranking? Everything about optimization comes full circle. The better you know your audience, the better your website can include things potential customers may search for online, thus, directing them to you.

There are many more technical tips to be found online for increasing your SEO (such as including alternate tags and metadata) but our focus here is social media. First and foremost, the more platforms you're available on, the more links to your business that will surface. Updating your content frequently also majorly influences SEO, and since posting something new to social media is much easier than updating your website altogether, using social media to enhance SEO is an ideal option.

5. Earn targeted traffic

With everything you share, retain quality over quantity.

Step one in optimizing your traffic's reach is knowing your audience. This step will only become easier as you establish your social media platform, and are likewise, able to better establish your own brand and consumer connectivity.

Create a quality, targeted content marketing strategy that you know your audience range will want to see. See how your audience engages and learn from that. You receive immediate feedback on what the audience likes and dislikes through measuring their engagement. You will be able to use that Post fun insights, compelling blurbs, or link captivating infographics. What makes these things compelling or captivating to your audience? Well, you'll have to get to know them first. But with everything you share, retain quality over quantity.

6. Optimize your schedule for engagement

The best times to post your specific content may vary with your audience.

Make sure people know they can rely on your brand for regular, compelling content. If viewers know that you will be publishing consistently with information they are interested in, they will be more likely to follow you.

Another necessary and not-to-be-overlooked strategy for maximizing traffic, is to consider posting times. Posting content at certain hours on certain days will be more advantageous than posting it at another hour, as it is during this time that the most people will be likely to see your content. For example, posting something later in the evening is great on Fridays and Saturdays, but not so much on Sundays, when people are winding down to prepare for another early morning of work. Posting content at noon on a weekday is more likely to render interaction, as people are on their lunch breaks and more inclined to be browsing social media. Again, this concept comes full circle as the best times to post your specific content may vary with your audience.

A Content Marketing strategy is an ever increasing aspect of importance to your business. Each year companies are investing more and more money to online efforts, because that’s where the greatest return on investment is. These six social media practices when implemented into your content marketing strategy will make your campaigns even more successful.

About our guest blogger:
Annalee Peters is a growth marketer at 97th floor, a full-service, digitally-savvy collection of marketing specialists that understand the connection between content and customers. Connect with her on LinkedIn.

Learn more about guest blogging on MediaLeaders.