In a perfect world, your company has all the resources it needs to use every marketing channel available. You’re creating white papers, case studies, blog posts, email newsletters, infographics, webinars, and videos, and your social media marketing is second to none. You’ve created a community, whether B2B or B2C, and are generating leads, promoting your brand, and selling successfully.
Then you wake up from this blissful fantasy and realize that part of your content marketing strategy is suffering. You’re not creating enough content and can’t afford to, and the intern who will be leaving at the end of the semester is the one who created the social media strategy. No one else in your organization cares enough or believes it’s critical to continue with using social media as part of the content marketing strategy, and for more than just sharing your own content.
According to Forbes, investing in social media, particularly as part of content marketing, is essential. It’s become a necessity for businesses that want to be more than just product-pushers. So what are some of the ways companies can use social media as part of their content marketing strategy?
These are just a few ways to integrate social media into a content marketing strategy. Used to complement, not replace, an overall marketing strategy, social media is a powerful way to generate leads, engage customers, and build your brand. While you may need more resources, if you monitor the traffic generated by social media, you may find that it is a valuable investment.
Christine Parizo is the principal of Christine Parizo Communications, a full-service copywriting firm specializing in white papers and case studies for B2B companies and a member of the Responsys Blogger Network.