Content Marketing – How To Use Social Media to Engage Your Audience

Brandon Gilmore SEO Leave a Comment

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The pace and volume of B2B and B2C content marketing seems to accelerate every day. Harnessing the power of available social media tools to speak to your audience (and listen to them) is challenging. You might be celebrated in the media for delighting customers like WestJet, surprising holiday travellers with unexpected gifts, and getting it all on a YouTube video.  Or you might amaze a client like Porter Airlines, respond to a complaint on Twitter and be recognized for your reaction to your client’s needs. It’s the little things that often make the biggest impact.

Here are five key elements you should keep in mind when defining your content marketing strategy:

1. Content is fire, social media is gasoline

This tweet by marketing strategist and author Jay Baer speaks to the fact that social signals matter. To get the best return on investment for your content marketing efforts, you have to socialize, syndicate and encourage sharing of your content. Re-purposing and refreshing blogs to educate your customers and referring to them from your various social media channels on multiple occasions can work wonders.

2.  Leverage the Power of Three – Social Media, SEO and Content Marketing

As discussed in our “Power of Three” webcast, organic marketing drives a much higher click through rate on average, according to Forrester Research. Ensuring a consistent message throughout your content marketing efforts as well as activities such as e-mail marketing, webinars and social media posts can boost customer confidence and help drive traffic to where your your most valuable content resides; on your website.

3. Social Media is a two-way street. Don’t just speak to your audience, listen to them too!

Conversations are happening on social media within your audience around the clock. The ability to pinpoint what influencers are saying on Twitter and to target specific keywords related to your business can pay high dividends. gShift’s Social Keyword Research Tool will help you to be a “fly on the wall” in conversations between your prospects, customers and competitors and help you gain or protect market share. Your clients are telling you how to better market to, sell and service them, however, if you are too busy talking to listen, you will miss key opportunities.

4. Mind the Keyword Gap on your entire web presence

Once you have determined how you think your clients are finding your content on the Internet, you need to connect with your customers to get a reality check as to whether you are on target or if you are way off. Check out our Optimized Content Marketing Strategy Guide to understand how to research keywords, determine how effective or popular keywords are with your target audience, publish them and track their performance over time.

5. Celebrate your successes publicly, address your mistakes directly

As we mention in our strategy guide, social media is a great place to communicate your wins within your audience. News releases, case study data sheets and client testimonials are great content to publish on Facebook, LinkedIn or Twitter. B2B Content Marketer, Rachel Foster offers a number of ways to use case studies and testimonials in your social and content marketing, and how to leverage social media to engage with your audience and understand how they are feeling about your and competitors in your space.

Should you “hear” clients complaining on social media about their interactions with your company or using your products. Use the opportunity to publicly connect with your clients and resolve the issue. Addressing one voiced concern may help your company address the needs of several clients experiencing the same pains.

The financial and time investments you make in content marketing and social media can help you address customer churn, uncover new prospects and improve your company’s image.

Find the best balance of social, content marketing and SEO to:

  • Speak to your clients, through surveys, tweets, white papers and blogs
  • Listen to their feedback and address your clients in a public forum
  • Leverage social and content marketing strategies to amplify your wins and react quickly to missteps

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