Should You Focus on Social Media or Content Marketing?

Social networks are crucial to the success of content marketing efforts. Twitter, Facebook, SlideShare, YouTube and other platforms are used primarily as a distributor of links back to the content on the company’s, brand’s or organization’s website — not as containers of the content.

Social media can be effectively used for increasing brand awareness — generating discussions around the brand. Secondly, it is used for customer retention and satisfaction. Social channels can serve as an open forum for dialogues with customers, often around issues that they have.

The context of websites allows longer forms of content. Brands can publish blog posts, podcasts, infographics, videos, checklists and eBooks, etc.

The effectiveness of content marketing increases as the organization’s content marketing grows in maturity. Based on the B2B content marketing research, 64% percent in the sophisticated/mature phase state they are effective at content marketing, 23% in the adolescent phase say they are effective at content marketing, and 6% in the young phase say they are effective at content marketing. More information is provided on the Content Marketing Institute website.

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