Content marketing and social media marketing have become an integral part of the online marketing mix. Although guided by different approaches, core values and processes, the two online marketing tools are not dissimilar. But which content suits which platform? We present both marketing strategies and suitable content and platforms.
The importance of content marketing as a tool for customer acquisition is constantly increasing. This can be explained, among other things, by the stricter Google guidelines regarding qualitative content. Used in search engine optimization, as a PR measure, in blogging or in SMM, classic content marketing represents a form of digital marketing.
While traditional content marketing focuses on high-quality content and messages, social media marketing is geared towards distributing content and building an active community on social media.
Posting and liking is done on social networks and online portals such as the following:
The goals of SMM can be to present the company or its brand as positively as possible to the outside world and to increase reach and awareness. In contrast, content marketing focuses on the sustainable quality of the website and its content. With social networks, content is often more fast-moving and the focus is on interaction with users and fans.
In content marketing, exciting topics with added value ensure first-class branding, increased traffic for the site and regularly returning visitors.
The specifications for the selection of topics are largely determined by the preferences and interests of the target group. While social media content also takes into account the framework conditions of social networks.
There are numerous channels of varying potential available in the modern media world for distributing attention-grabbing content. Of course, the planned measures should be in line with the company's long-term marketing goals. And these framing marketing campaigns should be appropriately embedded and interlinked. For example, it is advisable to promote a YouTube video on a specific topic by posting it on Facebook and tweeting it on Twitter at the same time. This links the content to each other and draws the attention of your followers.
The prerequisite, however, is that the published social media content is not only of high quality but also perfectly tailored to the target group. A subliminal reference to products on offer is permitted, but should never be intrusive or even overtly promotional. It should also be noted that each media or sales channel has specific features that can be used to achieve maximum attention and effectiveness or optimal sales success.
Twitter and Instagram are particularly suitable for sending one-line messages. However, these short messaging services are less suited to sending page-long assembly instructions. Facebook, on the other hand, thrives on well-researched posts from its members. These can sometimes be a little longer, but should be one thing above all: as up-to-date as possible!
We have compiled an overview of suitable content and the characteristics of the platforms for social media and content marketing in this table:
In any case, user-generated content can be used optimally for marketing activities in the social media sector. The topics and case studies covered are usually taken directly from real life. The advantage here is that most readers identify with the content, as almost all of them have already experienced the situations described themselves.
Furthermore, the cost advantage should not be ignored. This is because no in-house editors are required to create user content. This work is done by the numerous followers in a thoroughly appealing and realistic manner.
In order to always have an ear to the customer, the evaluation of social signs such as likes, shares or comments is of elementary importance, especially with user-generated content.
Creating or researching good content takes a lot of time. An experienced content manager therefore reserves an appropriate amount of time for each individual activity. Good content serves both the preferences of the target group and internal sales interests.
Honesty and transparency are paramount when publishing content. This is because followers quickly recognize when a post is not authentic and is merely pursuing their own sales interests. This type of behavior never leads to the goal and, in the worst case, can result in a shitstorm, which can lead to significant sales losses for the company. Make sure to reply to comments even if they do not directly affect your interests, as this conveys objectivity and creates trust.