Digital Media and Social Media Content Marketing

Leverage Original Content and Social Media Networks to Reach New Customers

The world of marketing has changed. Search engine advertising dominates digital marketing budgets, social media marketing is now the preferred method of reaching your target market, and content is king. Social media and content marketing are both examples of how modern internet advertising is now accessible to everyone, used worldwide to promote products and businesses from every industry on the planet. However, they are best used in tandem, each augmenting the strengths of the other, and are brilliantly effective when used properly. The term “social media content marketing” could be used to describe this harmonious relationship, which is found in every corner of the digital community.

Takes the needs and behavior of target audiences and their audiences into account.

Analyzes how target audiences and personas use different social channels to find information during each stage of their journey.

Looks at how user-generated content and social content can be integrated (for instance from social curation platforms such as Scoop.it, Pinterest or even simply Twitter embeds) to provide more context and/or value.

Has an integrated social approach whereby the different social channels strengthen eachother, while avoiding marketing fatigue or message overkill.

Is integrated with the overall content marketing strategy.

Includes a calendar per social channel and contact moment, integrated with the editorial calendar, or on top of it, that maps the content, target audiences, behavior (time to send) and KPIs.

Integrates with search that is increasingly becoming defined by social signals.

Is connected with a marketing automation platform and social media platforms so potentially interesting contacts can be followed up as social media themselves and certainly in a B2B context, rarely return leads.

Goes far beyond the simple sharing of content: monitoring, listening and understanding what target audiences are talking about or what they share should lead to production of content responding to expressed needs.

Looks at sharing behavior and triggers, as well as the ideal form and format per channel, depending on the behavior of all personas or audiences.

Focuses on how shareworthy the content is per channel and target audience.

Engages and drives to action by addressing issues, responding to questions and speaking to and through audiences.

Looks at the contextual placement of sharing buttons and tools in channels and media where sharing is important for your purposes.

Includes an approach regarding social interaction, comments, etc.

Feeds back social signals to trigger next actions and/or spur more social interaction.

Connects social collaboration and business principles with the content strategy.

Connects the dots between organization, social technologies, content and the social Voice Of the Customer, UGC and social media evolutions.

Ties social newsroom and social command centers if these are present/relevant.