One of the age old marketing questions is, “Is social media a type of content marketing?” The answer is unequivocally yes. In addition to the content that’s made specifically for social media channels, there’s also an immense distribution network for all of the rest of the content you produce, from blog posts to videos.
Then there’s promotion, where you can use your owned media channels to advertise more specialized content like ebooks or white papers.
But plenty of the content that’s produced in the marketing world these days is produced exclusively for social media, to encourage an audience to engage, react, and perform other actions that the brand wants.
Let’s look at a few examples of content marketing media designed specifically for social channels.
One hesitation some small brands have in creating content exclusively for social media is that it seems fleeting. Social media is made for scrolling. You flip by dozens—even hundreds—of posts or images every single time you log in. And while that’s true, brands are often rewarded in a big way when they can get a user to actually stop their scroll. Whether it’s a like, comment, or if you’re really lucky, a share, these little social interactions translate to a lot of good brand equity.
Another perk of creating content for social media is that you’re using your owned channels to distribute it. You don’t have to pay (unless you choose to for a boost) to share the content you’re creating. In a sense, it’s like free marketing, outside of the costs associated with creating the content and the time spent sharing and curating.
In addition to this “free” marketing, consider the sheer size of your potential audience. No matter which platform you choose, there are millions of people. Facebook alone recorded 2.7 billion active users in the second quarter of 2020. Instagram has over 1 billion monthly active users. Think of the wide array of potential customers that could be in your audience, and it’s clear why creating exclusive content for your social media channels is the right idea.
Finally, social media content converts. It’s shown that it gets an audience thinking about your brand, and it’s easy to drive people to your website from there.
When you’re creating content marketing media for social platforms, you no doubt want to produce the type of content that tends to perform best. In short, the best way to create content for social media is to create a variety. That includes videos, standard text posts, reactions, photos, stories or reels, and more. An active account often stretches to a wider audience.
With the above in mind, let’s look at a couple of excellent social media content examples.
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