A whopping population of 3 billion. And an active population of 2.3 billion. And the increase in population from 2015 to 2016 was nearly 176 million. Yes, we’re talking about the world of social media.
Let’s consider a few other pointers related to social media.
- Facebook alone enjoys a population of 1870 million of active users
- 22% of the world’s population uses the social media platform Facebook.
- LinkedIn has more than 450 million user profiles
- 40% of the total population is using social media
- 80% of the time spent on social media happens through mobile.
In such a scenario, how can marketers give a blind eye to the opportunities and challenges that social media offers? It offers a flood of opportunities for the brand marketers to attract, convince and convert target group.
Here in this article, we give you food for thought about combining social media and content marketing to convince and convert your target audience.
Social Media and Marketing
The advent of social media has largely influenced the marketing world in recent days. We’ve progressed towards an era where social media can make or break a business.
One of the major changes social media has brought in is the relationship between a brand and a consumer. Today, marketers can gain deep insights into their target audience and customer behaviour using social media as a tool.
For example, an article on Ronsela points out, ‘On social media sites, you receive instant feedback and create a platform here where customers can file complaints and talk about their grievances if they have any while using your product. The reviews provided by customers are of immense help too as they motivate you to perform better and make quality products. This is much more practical and convenient than getting calls from dissatisfied customers.’
Thus they can bring in innovation and reach up to the customer’s expectations. Apparently, it helps in customer retention. And the brand will stand out in the crowded marketing situation.
The power of content is seamless. Since the digital revolution had started to evolve, experts have predicted the importance of content in the next decades. And it’s happening as expected.
What’s content marketing? As it sounds, content marketing is a technique adopted by digital marketers to engage and grow the customer base through alluring content. And the content has to be informational and relevant to read as well.
Most of us misinterpret the words ‘content distribution’ and ‘content marketing. Certainly not! Content marketing is not a content distribution.
‘Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.’ (Source: Content Marketing Institute)
You’re at the winning end if you can frame up a proper content marketing strategy. You can establish an emotional connection with your target audience through your content. There’s no other way as effective as content to communicate your brand message, convince your target audience and convert them into consumers of the brand.
Social content marketing, what’s it?
When social media meets with content, it becomes social content marketing. The theory is as simple as that! But when it gets practical, it’s not that easy. You need to put in effort and time to leverage social media in promoting the content.
With the changing scenario, the tactics and strategies used in social content marketing are also progressing. Social content marketing is not about just sharing.
Social content marketing isn’t just about optimizing content for social channels or social sharing. It’s also about connecting social business, collaboration and newsroom techniques and principles to content marketing.
Framing a content strategy
A content marketing strategy does not end up with sharing your content on social media on regular and relevant timings. It’s more about understanding customer expectations. And aligning the buying persona with the marketing objectives of the organisation.
Your social content marketing strategy should address the following essentials:
- Alignment with overall digital marketing strategy
- A clear-cut understanding of how your target audience uses social media channels
- Where your target customers are mostly found.
- An integrated approach to different social channels
- Monitor, listen and understands how the target audience speaks about the brand
- Focus on alluring and informational content which reaches up to the expectation of the target audience.
- Engages in interactions with the customers
This is just a shortened list. You’ll find numerous tips and tactics while you frame your social content marketing strategy. Use multiple sources to gather information and keep updating about the changing trends. Even a digital marketing certification course will help you to get your basics right in content marketing.