Social Content Marketing For Social Media Managers #Socialcontent

By on September 27, 2013
Social content

Social media managers all over the world are encountering more and more obstacles to do with integrated marketing tactics for their content. For too long there has been a divide in the social media / content marketing playbook. Today I am going to speak about how the two have become connected, and how they will evolve in the coming years.

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From Disconnected Strategies To a Single Way Forward

Some 20 years ago, it was common for businesses to silo their practices, separating them into various departments where they could work as cogs in a machine towards the benefit of their brand or company. But companies are not machines – companies are made out of people – and this is why there has always been a disconnect here.

Like the medical industry and the fitness industry with their reductionist points of view, the business world has struggled to transition from print and outdoor advertising to online marketing, social media and now content marketing for the same reasons.

People do not behave like machines. We were built to work together, to fill in the gaps – and this is what has been missing with modern social strategy. For the social media manager that was first hit with the ‘social media’ trend some 6 years ago, and now has to deal with the ‘content marketing ‘ trend, one has to ask – when will the separation end?

Social content marketing seeks to integrate all online content practices, including those involved with social media and content marketing in order to achieve positive and consistent results for brand success.

Why Does The Terminology Matter So Much?

I constantly encounter misinterpretations of what social media marketing is, what content marketing is for, and what clearly defined roles a social media manager has to play once they are appointed to manage and strategize for their company.

Social content

Courtesy of smartinsights.com

Terminology over the years has changed – a lot. First there was social media, then social media networking, then social media marketing, inbound marketing and now content marketing. Inside these terms are even more content strategies – video marketing, podcasting, blog marketing and affiliate marketing.

Terminology matters for small business social media managers that are trying to understand how to integrate their marketing practices into one solid plan. And that is why I believe social content marketing should be a blanket term that covers them all.

If you want to promote, sell, extend reach or cause any measurable ROI for a brand online, then you are engaging in social content marketing. Honestly, social media has inserted itself into all forms of marketing anyway – there is no separating them now.

The Future of Social Content Marketing

Once you streamline the terminology, you can get down to integrating your strategy ideas. No more separate plans for your Facebook page, and your ebook sales. They all belong to the same marketing strategy. This will allow social media managers to better cross promote, and innovate with all platforms, all forms of content and all metrics online.

We were recently shocked with the Google keyword encryption change. I don’t know about you, but I was reminded about the importance of developing owned media, instead of relying too heavily on strategies that I can’t control. Your website and your blog will form a powerful social content marketing team that will take your business to new heights in the future.

I really suggest you seriously look into developing them now.

What do you think about social content marketing and the siloed nature of current marketing practices online?

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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