We know that content is not a new technique, but when wielded with purpose it can give you new results. There are four keys to understanding content marketing for each social channel.

First, it is important to understand what each channel will give you. Improved SEO, effective PPC campaigns, and an amplified social media presence are all attainable goals. Second, understand the different channel approaches. What works for one typically doesn’t work for another. Third, pick your channels wisely. Find where your customers are and go to them—never expect them to seek you out. And fourth, build an audience that will overlap onto other channels. We always say build don’t borrow; turn your audience into an owned audience that engages on your terms. 

Understand Outcomes

There are plenty of options available to you in terms of where you can showcase your content, but there are three big aspects of marketing that can be shaped by your content and channel choices. These are your SEO, PPC, and engagement goals.

Good content on the right channel can improve your SEO quickly. Blogs are the easiest way to get your SEO moving. With keywords and meta tagging you can build optimization with every post. Facebook is a great way to make your PPC campaigns effective. You can target specific audiences and link to websites or other content you want to drive. PPC has become extremely effective on sites like Facebook that can monitor life events, purchasing history, and more.

Consistent engagement and social media presence can be grown through all your channels, but the right content is key to keeping your new followers. So how do you decide what to put on which channel?

Channel Approaches

Each channel requires a different content approach. What works on Twitter isn’t going to be as successful on Pinterest or LinkedIn. Unfortunately with content, there are no silver bullet content pieces that can be copied and pasted across your multiple platforms. You have to tailor each piece to match a specific channel, or in this case choose a content marketing agency that understands different channels require a different approach. Here’s a quick overview of a few popular channels and how to use them with your content marketing strategy.

Choose Your Channels

You really can’t do it all in terms of channels. Good agencies know to pick a few and then focus on being successful with those before expanding your content strategy. Choosing a channel is relatively simple in theory: you pick the channels your customers use. Seems easy right? But make sure the agency you choose is doing research before diving into any specific channel. They need a strategy to find where your target market spends their time online and how they utilize those channels before you start using them to share your content.

Build Your Audience

We believe build don’t borrow is a good motto to live by. Building your audience is the most important thing your content and channels can do for you. Building an audience takes a lot of time because you have to create trust between your brand and each user. You can build this trust by posting good content that is relevant to and useful for your customers’ daily lives. Answer their questions, identify their needs, and show them you have a solution to their problem. When you work with a content marketing agency that is able to create engaging content tailored to your target market, your audience will follow you from channel to channel because they believe in your brand. Building your audience stems from concrete content that is adapted for the channels they intake the most.

Creating a strategy for each channel is incredibly important. Before you dive in remember our four keys of understanding—and make sure the agencies you’re looking at do too. Ask them some of the following questions to gauge their understanding:

• How do you use different marketing channels to promote content?
• How do you decide which channels will be most effective for my campaign?
• What happens if Facebook or Twitter disappears tomorrow? How are you building me an audience that I control?

Good content can get you the results you want if you choose a content marketing agency and your channels correctly.

Check back for our next post in this series about understanding the buyer journey, sales funnel, and how to move your prospects through it.

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