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Cary Weston Cary Weston
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The Marketing Edge - Three tips for using social media with your content marketing efforts

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At Sutherland Weston, we field many questions about using social media in content marketing efforts. They tend to be about which social media channels to use, how to use them and how to make the best use of them. Here are three recommendations we share frequently to help you be more effective.

1. Pick & focus

There’s a lot of social media channels out there. There’s a lot of different audiences out there. There’s a lot of different ways in which one channel is better for business than another. So how do you choose? Do your homework, pick and focus on one or two and be good at it.

Be consistent, learn, connect with the audience. Don’t try to be everywhere. Don’t try to be on seven or eight social channels. Unless you’ve got the time (which most of us don’t), the staff (which most of us don’t), and quite honestly, the experience to know how to use them all at the same time.

You can find one or two social channels that can be relevant to the type of people and the type of business you are and really focus in and use those well.

Test and learn if you wish, try a new one if you wish. But really, don’t feel bad about not being everywhere. It’s better to focus on one or two channels and really be good at it and learn than to be guilty about where you’re not.

2. House your content on your website

Don’t have the content that you’re creating live on a social platform only.

There are a couple reasons for this. Number one, you don’t control what’s going happen on the social platform. Having your content live on your website means a couple things:

First, it’s ready for you to use at any time through any social channel that you choose. The content you’re creating should be distributed through social channels. That’s the purpose of using those audiences.

Second, the website allows you to create content optimized for search visibility. That’s just a fancy way of saying it’s going be there when someone’s going to be looking for it. So you want your content to help you out in more ways than one.

When you put the content on your website, it’s optimized for your audience, it’s optimized for your topic. And so Google and other search engines are going to hopefully categorize that and have it ready when the folks that you want to do business with are looking for you.

There’s a side benefit in that you become scalable, and the social channels become the distribution arm to bring people back to the website rather than being the house in which all this lives.

3. Build your own audience

When you use social media, television, radio, or digital, you’re essentially renting someone else’s audience.

You’re also paying for someone else’s value.

So build your own audience and create your own value.

Use those channels to get visibility and to connect with people that you wanna do business with. Have a plan to bring them back in and become part of your audience. And you can do that through lead forms, downloads, workshops, events, all that kind of stuff where you can get information from the people that would be prospects.

Rent the audience via social media or paid media for building your own audience. Talking consistently to 100 people that could really be good customers or clients for your business will yield much greater results than trying to chase somebody down just because they have a social media account.

(Cary Weston is a partner at Sutherland Weston.)


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