How Content Marketing & Social Media Marketing Work Together
In order to start and run a profitable content and social media management business, it’s important to understand how content marketing and social media marketing work together. The best way to understand this is to look at the content marketing cycle.
Content Marketing Cycle
If you do a search on the net for “content marketing cycle” you’ll likely get several definitions about what it is. But essentially, it’s the entire cycle from start to finish involving content from its reason for existing to the results you get. Each part of this cycle gives you as the content and social media manager different options for earning a profit in your business while creating a profitable business for your clients, too.
A lot of research needs to happen for each business that you work with. You’ll need to understand their audience, who their customers are, what customers they want to attract, and how to create useful and relevant content for that audience. This will take knowledge of how keywords work, and how search engines work to help drive traffic.
Many content and social media managers start with creating audience personas for their customers based on the research. They use that information along with product knowledge to create a publication and marketing plan for their clients. This plan will include titles of articles, and plans for videos and more for the client, depending on what type of content the client wants to go with. A mixture is best.
Once they have the information garnered through research and a plan of action, the content and social media manager may create the content themselves or they may outsource it. Once you have a good plan and a content calendar created, it’s easy to outsource. You’ll provide the writer or other creative person, such as audio, video and graphic designers with the information and a deadline, and then you’ll get back the end product that you’ll then use for your client.
As a manager, consider outsourcing a lot of this, because you’ll be able to take on more clients if you outsource the creative parts of the work. Otherwise, you’ll need to ensure that you have enough time to create the amount of content each business owner needs you to create. Price yourself accordingly.
It used to be that content optimization was all about keywords. Today, it’s much more focused on ensuring that the content is created for a specific audience because you want to ensure that trust is built between the audience and the business. That means that you’ll want to ensure that titles have keywords but aren’t clickbait. In other words, every headline you create should not trick the audience into clicking. Understating the intent of the audience helps.
In addition, you want all the content created to be well-made, using proper grammar, spelling, formatting and so forth. You want it to be easily digestible so that the consumer can stay focused and understand the information you’re trying to relay while establishing authority for your client, the business owner you’re working for, all the while ensuring that you create a call to action for every piece of content whether that’s read more, sign up now, buy now or something else entirely. Finally, today a highly optimized piece of content also includes important visual elements such as images that help explain your story.
Once the content is created, you’ll need to have a plan for publishing it. Most of the content that you create for your client should be published on your client’s online real-estate. The owned assets are most important, such as their blog and website. But, some content will also be published in other places such as Amazon Kindle, or YouTube, Slideshare.net, LinkedIn and as guest blog posts on other people’s sites.
You’ll want to establish a good mixture with the most important pieces always being published first on the client’s blog or website that they own. Outside of the blog you’ll need informational pages on the website, newsworthy pieces, sharable social media content, video content, infographics, eBooks, and more that all start with being promoted on your client’s website or blog.