Traditional media and advertisement are becoming obsolete day by day. People around the world are opting for streaming providers like Netflix, Hulu, and HotStar. So see here how to integrate content marketing into social media.
One big reason for this is that people don’t want to see ads between their shows. In fact, they never wanted to see ads but since now they have a product that lets them watch without any interruptions, they don’t think twice before choosing it.
Same is the case with billboards. Smartphones have made people less aware of their surroundings. Not saying that billboards are completely useless, but they are becoming less and less effective. So what should a marketer do in this age of transformation and technological evolution? The answer is CONTENT MARKETING.
What is Content Marketing?
Content marketing is all about creating content that is useful to your audience. The content must be intelligent and resourceful that holds relevance to the readers.
In order to create such a content, the marketer must do extensive research and find out what the audience really needs. Only by doing this, will he be able to create a content that pull people towards the product.
One main element of content marketing is that you won’t need to push your product to your target market. The content will be such that it attracts people towards you and your brand by building trust.
Inbound marketing is one of the most popular content marketing strategies. The inbound methodology suggests that there are 5 stages that a potential customer and lead goes through.
The journey is divided into stages so that different content strategies can be applied. When a potential lead is a “Stranger” to your product and brand, you need to create content that attracts them to you.
The content can be in the form of blogs which are helpful and resourceful to those “Strangers” so that they develop trust in your brand.
When they have visited your brand and converts to “Visitors”, you need to have content on your website that converts them to “Leads” like CTAs and Landing Pages. The content will a little action-oriented and will also focus on getting information from your visitors.
Once they are your “Leads” your next task is to convert them to “Customers”. This will include sending them Emails and following up with more content that is more product oriented.
The last stage is converting them into “Promoters”. This will only be possible if you provide exceptional personalized service. In order to do this, you would need to conduct surveys so that you can segment your customers and send them targeted content.
Integrate Content Marketing + Social Media
Sharing your content on social media is an excellent way to get more reach and engagement. However, before you dive into it, you need to conduct extensive research to find out which platforms are used by your potential clients.
Selecting the most popular platform and sharing your content here might not be the most suitable strategy because although they are popular in general, they might not be too popular with your audience.
Your might be sharing your content on Facebook without knowing that your audience interacts on Twitter or LinkedIn. So research is the first and the most important step in integration your content into social media.
Repurposing Your Content
Different social media channels require different types of content. You can’t share blogs and articles on Instagram because the platform is all about images and videos. So you must repurpose your content according to the platform and channel you are targeting.
Converting your text-based articles into Videos can be your best weapon for social media. Videos are one of the most viewed and shared content on social media. You can use it on Facebook, Youtube, LinkedIn, and even Instagram.
If your content consists of tutorials, you can create Screencast video of it and post it on different channels. This type of content would be more helpful for your users as they would be seeing it being done practically rather than reading it off your blog.
You can also create video content of other articles by showing the main points in the video and linking it to the main article. This will entice people to read the entire article and will send people from social media to your website.
Text and Images Make a Good Combination
Just like creating videos, you can create interesting images that are related to your content. The images will include an excerpt of your content that will be a hook to your original content. Something like this https://twitter.com/wpblogdottcom/status/1062312902928093185
Another way images can be used to integrate content marketing to social media is using eye catching banner images. This will make your social post more clickable.
Couple these images with interesting ad copies will result in more clicks. Often there is no connection between the ad copy and the image which is a big turn off for your visitors. A good copy is one that summarizes your entire content in a few lines.
Infographics and Slides
Infographics are loved by content marketers because they present the simplest of information is a very interesting fashion. They are shared all over social media and are great for almost all type of content.
You can socially share infographics on Pinterest. The platform is dedicated for infographics and you can share your content there through great infographics. Creating powerpoint slides of your content is another great way of repurposing your content. If you have slides of your content, you can share them on SlideShare.
There is no question that integrate content marketing is the way forward and it is turning a number of heads of 21st century marketers. Combining it with social media amplifies its effectiveness.