Generating content that connects your brand with issues you and your audience care about can give the public and your clients a better sense of what your company or organization is all about. But even the highest quality content has little value without the ability to reach your target audience. In today’s media landscape, one of the most engaged and accessible audiences you will likely find lives on social media.
Here are four reasons why social media needs to be part of your organization’s content marketing plan.
1. Without an effective digital and social platform, even the most amazing content can go unnoticed.
You’ve put time, effort and capital into the production of high-quality articles. Unfortunately, if these stories exist only in print, PDF or digital flipbook formats, where users can’t link directly to articles, your good work will go largely unnoticed.
Surfacing your content on an optimized digital platform and making your content shareable on social media will also increase the attractiveness of your website to search engines like Google, which look specifically for high-quality content when ranking website search results.
2. Data generated by social media reporting shows you what your audience wants.
Readers may have different expectations of your company or organization than those envisioned by your marketing department. By using social media to mobilize the content you produce, you will readily see which pieces get traction. As a result, you can continually refine your content strategy and achieve stronger results.
3. Social media gets the right people looking at your content.
With social media, you can attract the audience you’ve always wanted. It just takes persistence and know-how.
Start by researching influential social media accounts in your area of interest, and then reach out to the people who are behind them. If you genuinely share interests and can help one another, you stand a good chance of forming a relationship. With influential individuals and organizations sharing your content, you can expect their audience will begin to pay attention and even share your content through other influential accounts, helping you reach a highly targeted audience. Just a few contacts per month can help you build a deeply relevant audience over time.
Be prepared to reciprocate by sharing stories from your influencers with your audience that fit your mandate. Doing so will help strengthen your relationships with influencers.
4. Social media gives you deeper insight into your audience.
By enabling you to see exactly who is sharing specific articles, social media content tracking goes beyond web analytics. While web analytics give you raw numbers, they don’t tell you that an influential member of your industry sector or a politician has liked your content enough to share it on his or her channels.
Consider this: Google Analytics may tell you that your article has generated 100 views. Those results might sound unimpressive, but if social media data tells you the same piece is being shared widely by influential people in your target audience, the importance of that article becomes much more clear – especially in terms of its value as you refine your content strategy. None of this is to say that Google Analytics isn’t valuable. On the contrary; Google Analytics enables you to track the number of people drawn to your content through social media. All you have to do is pull up “Referrals” under the “Acquisitions” tab to see just how many visitors are arriving from each social media channel.