Content marketing vs social media marketing


content marketing vs social media marketing

Content marketing and social media marketing are two of the most popular and successful forms of marketing.

Even though there is crossover between content and social media marketing, they are two distinct forms with different processes and objectives. It is essential to understand the similarities and differences to execute these marketing strategies successfully.

In this blog, we explore content marketing vs social media marketing to help you gain a better understanding of both strategies. This will help you to identify when to use each strategy to promote your business.

What is content marketing?

Content marketing is creating and distributing original, engaging content that’s relevant and valuable to your target audience. It helps your business to become recognised and held in high esteem by new and existing customers.

Content marketing is the essential foundation of a successful marketing campaign.

What are the aims of content marketing?

The purpose of content marketing is to:  

  • Establish brand authority and credibility
  • Build trust and loyalty with customers
  • Increase visibility and interaction with a brand.

The ultimate objective of content marketing is to drive conversions by demonstrating that a business offers products or services people want and that it is better to buy from them than the competition.   

How does content marketing work?

attract people to website

Content marketing drives traffic to a business’s website. It does this by directing people there through the vehicle of valuable content.

Somebody who is thinking about keeping a pet rabbit, for example, might read a blog post about what rabbits eat, another one about how to keep rabbits warm in winter, and another about general rabbit care. If those blog posts were published by a company that sells rabbit hutches, the reader may go on to make a purchase with that company.

In order to have read those blog posts about rabbits, the reader must have found them. The rabbit hutch company must have optimized their blog posts effectively for Google (SEO optimization), so the reader came across them. Since she’s found these posts helpful, she might go on to share them with others (via social media), generating further leads and sales.

What are the different types of content?

With content marketing, businesses typically publish content on their own websites and use affiliate organisations or individuals to refer and link to them.

The types of content most often created are:

How does social media marketing work?

Social media marketing builds people’s familiarity with and trust in a brand through interaction.

Social media platforms are ideal forums for engaging in dialogue with new and existing customers. This allows businesses to actively engage with their customers by participating in conversations about:

  • Recent purchases. This might be responding to praise or criticism.
  • New products. People might share their opinions about the company’s products or those of their competitors.
  • Industry specific topics and general advice and tips.
  • Needs customers have that the company might be able to meet through its services or products.
  • Company news and updates.

Social media is also an important vehicle for sharing published content so that people know it exists. If you publish a blog post or you have created a video, for example, then it’s important to direct people towards it via social media.

Here are some interesting statistics:

73% businesses who include social media as a spart of their marketing strategy believe that their efforts have been ‘somewhat effective’ or ‘very effective’ for their businesses.

71% of customers will recommend a brand who offered a quick response to their enquiries on social media.

What are the objectives of social media marketing?

Through social media your business can:

  • Create a ‘buzz’ around a service or product.
  • Build familiarity with your brand by posting regularly.
  • Promote published content (eg. blog posts) to draw traffic to your website.
  • Build and maintain customer relationships by engaging in conversations through your own social media sites and by visiting the places where your customers and potential customers hang out.
  • Proactively manage the narrative around your brand online, responding to praise and criticism politely and positively.

How can you implement a successful social media strategy?

Prioritise your online presence on the social media platforms used by your target audience. Don’t spread yourself too thinly by trying to be everywhere. High quality engagement beats a thin presence on every platform. Really talk to your customers and potential customers and listen to them.

Engage your audience by sharing high quality content you have created through your content marketing strategy – blog posts, videos, podcasts etc.

The main benefit of social media is that it facilitates two-way conversation. Show up regularly and consistently. The most important tip is to enjoy engaging with people, because if you do, this strategy will pay dividends.

What content can you create specifically for social media?

making a film

Depending on the social media sites you are using, important content types to create are:

  • Infographics
  • Photos
  • Videos
  • Live streams
  • Instagram reels
  • Written posts
  • Comments and responses.

When you create infographics for Instagram, for example, make sure you have a consistent brand style and colour scheme running throughout. You want your brand to be noticed and remembered by people.

Note that replying to customers and actively posting comments on their posts is an underestimated but important way to build rapport and become visible on social media.

Content marketing vs social media

Content marketing is how you establish your business’s reputation. Social media marketing is about maintaining and growing your reputation through conversations with customers and potential customers. Both strategies work together.

How you choose to use these strategies depends on your current business goals. Some questions to ask yourself are:

  • What are the current strengths and weaknesses of my marketing strategy?
  • How can I help my audience to trust and support my business?
  • What opportunities in content and social media marketing have I not yet explored?

Can we help your business with content marketing strategy?

Creating a content marketing strategy and writing high-quality content consistently is not easy. Our industry specific writers are here to save you time so you can focus on what you do best – running your business.

Find out about our copywriting services or contact us today: /

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