“Content is fire. Social media is gasoline.”

Jay Baer on Content and Social Media

“Content is fire. Social media is gasoline.” Jay Baer believes that content is the main driver behind any digital marketing campaign, while social media helps to spread the content to customers. Content is what people search for and ultimately share on social media channels. Therefore, he believes that content is essential to driving leads and sales, while social media can help to manage and maximize content in social media. Social media “markets your marketing”.

This article from SocialMediopolis has provided several tips on how businesses can manage content in social media.

Know your audience

This may sound like marketing 101, but knowing your audience involves more than just understanding audience’s demographics. Data from social media sites and analytics tools may help you to learn more about your target group.

Provide value

The content should not be perceived as marketing or advertisements by the audience. It should at least provide educational, productivity or entertainment value to the audience, while instilling brand awareness.

Expand your conversation

Customers do not only want to hear about your business. Your business can look into conversing with your audience about more than just your brand and products, more about what your customers want and need to hear. Using your brand voice and personality, talk about your customers’ needs and aspects of their lives related to your business.

Look beyond Facebook and Twitter

As with all content, they may only be spread through social media using earned, owned or paid methods. You can look at social media platforms that will allow your content to be effectively viewed and spread across (E.g. consider Instagram for pictures to youths and YouTube for videos).

Don’t ignore the SEO impact

This brings us back to the topic of Search and Social. Social media signals do help in organic search rankings directly, and indirectly.

Measure success

“Before creating a single piece of content or posting one Facebook message, determine the objective of your content and what metrics you will use to measure performance.”

  • Awareness – impressions, reach, mentions
  • Consumption – clicks, visits, referrals
  • Engagement – likes, shares, +1s, time on site
  • Actions – leads/sales, PDF downloads, newsletter sign-ups, site navigation
  • SEO Impact – increased organic site traffic and activity, increased organic backlinks, increased engagement on specific content pieces

With these, you will be able to set your content ablaze across every digital marketing channel.


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