Marketing Tactics

Social content marketing: A new way to brand your business

As a small business owner, consider infusing content into your social media marketing plan.

Published: September 08, 2014
Updated: February 16, 2017

Content marketing has unique value. It's a technique for creating and distributing valuable, relevant, and consistent content to attract potential customers. This form of marketing helps position you as an expert or reliable source of information in your industry.

Content can be distributed through your website, through your blog, or in print. But, to expand the reach of your content and to engage with a larger audience, you should share content through your social media channels. Here are three ways to use social content marketing to elevate your online marketing.

1. Focus on quality

The quality of your content, and the value and benefit it offers your customers, is the most important aspect to focus on. While search engine optimization (SEO) is important, concentrate on optimizing content for your customer first and search engines second.

When creating content to share on your social platforms, keep in mind these points:

  • Start a conversation. Create conversational messages and avoid business lingo. Content that invites your followers into a conversation will garner more engagement.

  • Keep it short and to the point. Many platforms limit the messaging you can provide, so cut down where you can but stay on point.

  • Don't sell or over-promote. It's more important to provide useful and valuable information that your followers want to read and share with others.

2. Engage your followers

Social content marketing is all about sharing valuable information and then engaging in conversations with your followers. Always be in the mindset of talking to your audience, not at them. Use social platforms to gain valuable insight into who your audience is and what type of content they want from you.

On Facebook, you might want to conduct a survey or ask questions about industry-specific issues to encourage your audience to engage and share information. On Twitter, you might want to reach out to your audience by following them and actively taking part in the information they share by retweeting it or adding it as a favorite.

Social content marketing is also great for introducing the human factor and letting your audience know a little more about you, your business, and your employees. People like doing business with other people, so give them an inside look. Once you create an open stream of communication, your audience will be more inclined to engage with and share your information.

3. Keep at it consistently

Like all other types of marketing, magic doesn't happen overnight. Be consistent with posting so your business and brand stay in front of your audience. One way to do this is to create a posting calendar that outlines the type of content you will post throughout a week, on what platforms, and when. If you are worried about coming up with content to share, here are some ideas of items you can post:

  • Preview pictures of new products and/or services

  • Instructional videos related to your product or service

  • Links to articles that mention your business or have relevant news related to your industry

  • Pictures of your business at an event or pictures of an event you've hosted

With these tips, a set of goals around what you want to achieve (more website visitors, more sales, or more followers), and a smart project plan, you'll quickly see the value of social content marketing and the impact it can have on your business.