Is Content Marketing Replacing Social Media Marketing for 2015?
Published on 13 February 15
Suman0
In recent years, business owners have been hearing about how essential social media marketing is in order to achieve success. Now, more people than ever are talking about the importance of content marketing.
The focal shift from social media to content marketing doesn’t necessarily mean content marketing is supposed to replace social media as a major marketing strategy. In fact, the two are inexorably linked.
It seems that many business owners now use social media, but they aren’t sure what to do with it. They sign up for Twitter, Facebook and every brand-new social media site that comes out, but then they don’t know where to go from there. They either neglect to update it regularly or simply share links that will do little to benefit their audience. Essentially, they’re just checking off a box on a to-do list, according to Pushing Social.
On the other hand, content marketing requires more than just the ability to start a conversation with the audience. It involves creating content that is thoughtful and unique enough to be not only interesting to the audience but also truly helpful. In addition, according to the Search Engine Land, the content that you market is meant to bring more people to your website.
By contrast, social media marketing content tends to be short, casual and perfect for building brand awareness. This is why quizzes, contests, quick tips and simple questions for your audience to answer are popular on social media sites, while content marketing allows you to publish longer forms of content, such as the following:
• Blog posts
• Videos
• Press releases
• E-books
Of course, there is a limit to the length of content you should have. According to Forbes, less is more. If you do publish longer forms of content, be sure to break up the text with images.
If you have already started working on your content marketing campaign, you might be wondering how to tell if you are doing it right. Take it from Social Media Today - the main content marketing metrics include:
• Awareness
• Consideration
• Conversion
You can measure awareness by looking at your ranking with the search engines, as well as the number of likes, fans and follows you have on assorted social media pages for your business. This is often the extent of social media marketing measurement, since anything else can be difficult to track. Of course, the point of social media is to increase brand awareness, which is why a popular Facebook page is a good indication of success.
The second measuring tactic for content marketing is consideration, which means people are reading, commenting on or sharing the content you have to offer. You can measure consideration by noting how many new visitors your site has, how long they stay on your site and how many people are talking about it on social media.
Finally, conversion is measured by the number of leads and sales you now have compared to before you started content marketing for social media marketing. If you’re making more money than you were before you started content marketing, or if you are at least well on your way, then you can be confident that you are doing it right.
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