Social media is pointless without a dedicated following. Marketing is impossible without great content. Well, let’s marry the two. Let’s use social media to market our great content to the masses. But let us start with the basics: A good old fashion who-what-where-when-why-and-how approach to content marketing and social media.
Who do you want your brand following to be?
Figure out who you are aiming to market to—is it men or women; young or old; healthy or sick; work or play; etc. Whoever your audience might be, you need to be clear to whom you are marketing. That will be the foundation for everything else your brand will do on social media.
What do you want to say to people about your brand?
You want to tell people about your services or product, obviously; but, so does every other company. What is going to make your brand stand out? Will it be your amazing products, or will it be images that have nothing to do directly with your brand, but the feeling you want your brand to convey? Maybe a mixture of both? You will need to decipher what exactly you want your brand to communicate before moving any further.
Where should your brand make a strong social media presence?
The “where” depends on multiple variables, including your following/audience size. It also begs the question if your brand has enough image assets to use a strongly image-based social media platform, such as Instagram or Snapchat. If you want to share more articles, blogs, and word-based information, you want to lean towards Facebook, Twitter, and LinkedIn. Pinterest borders on specializing in both images and articles/blogs. Ideally, you want your brand on a variety of social media platforms.
When should you utilize social media for your brand?
All the time. Always. Now. Yesterday. Tomorrow. Oh, and the day after tomorrow.
Why do you want to use social media for your brand?
Social media is where our society is living right now, and probably will for some time. Almost everyone is on some form of social media. And you should want to make your brand visible to as many people as possible. Not to mention social media allows your brand to reach the other end of the world and back in a millisecond.
How do we integrate great content marketing into a digestible form for social media?
This one is all up to your brand. Make sure you know your audience and are familiar with the social media platforms you are using. Each is unique in its way, and you will need to tailor how you market an idea, feeling, image, product, article, information, etc. accordingly.
So, there you have it, folks. A quick and dirty who-what-where-when-why-and-how of using social media for content marketing. You simply cannot, in today’s rapidly moving and ever evolving social world, have a brand succeed without a social media presence.