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Content Marketing & Social Media: Recipe For Success


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How can you integrate your social media and content marketing efforts? First, keep in mind that content needs to be tailored to each individual social media channel. We will share how to tailor your content to each social media outlet, including Facebook, Twitter, YouTube, LinkedIn, and Google+, along with content ideas. Using each recipe for success, you can properly integrate your content and social media marketing. Visit for a download!

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Content Marketing & Social Media: Recipe For Success

  1. 1. Social Media: keting &Content Mar CIP EF OR RE SS SU CCE m
  2. 2. ting & Social Media Content Marke Content marketing and social media are two of the biggest trends in the marketing world today! Content marketing and social media marketing are increasingly intertwined. Though seemingly synonymous, they are not the same thing. However, they serve as support for one another. We define content marketing as the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers. Social media marketing is the vehicle for delivering that content. Who uses content marketing? 91% of B2B marketers and 86% of B2C marketers use content marketing. For both B2B and B2C marketers, social media (other than blogs) is the most used content marketing tactic1. 63% of companies said posting content on social media has increased marketing effectiveness2. Keep in mind that content needs to be tailored to each individual social media channel. We will share how to tailor your content to each social media outlet, including Facebook, Twitter, YouTube, LinkedIn, and Google+, along with content ideas. Using each recipe for success, you can properly integrate your content and social media marketing. Facebook Use: 1-2 Status Updates per week Exclusive Content Photos Events Videos Links To Your Content Contests Facebook business pages provide a great opportunity to engage with your audience. There are a variety of features including status updates, videos, and photos that allow you to share your content. Consider these statistics3: • 50% think that a brand’s Facebook page is more useful than its website • Promotions and discounts are the biggest motivators in liking a brand on Facebook • The top 3 ways consumers interact with brands on Facebook is to print off coupons, like/comment on brand’s page, and to learn about new productsHot Potato | Content Marketing & Social Media: Recipe For Success 2
  3. 3. • The top 3 ways brands could get non-likers to like them on Facebook are to have more giveaways, post less often, and let them hide that they like the brand Content ideas include: Status Updates – Status updates are one of the most useful features of Facebook. You can use a status update to share that blog, case study, or white paper you just published. Ask a question to engage your audience. Photos/Videos – Preferences are switching to visual content. Research shows that photos on Facebook Pages received 53% more likes and 104% more comments than the average post4. Contests – If appropriate for your company, a contest can help you get more likes or increase engagement. Consider having a sweepstakes, essay, photo, or video contest. However, make sure to familiarize yourself with Facebook’s strict promotion policies. Exclusive Content – Your audience may expect exclusive content/offers in return for liking your Facebook business page. In fact, as mentioned above, promotions and discounts are the biggest motivators in liking a brand on Facebook. Consider offering your fans exclusive deals/coupons. Events - Does your company have events? Create events on Facebook to promote you events and increase attendance. You can even create events for things likes sales that your company may have. Twitter Use: 140 Characters Optional: 2-3 hashtags 1 link/picture Twitter is a micro-blogging platform that allows users to send updates of 140 characters or less. What does this mean for your content? It needs to be short and to the point. Provide a link - Not just any link, a link to your latest blog post, case study, white paper, or anything on your website! Be sure to shorten the link using a service likeHot Potato | Content Marketing & Social Media: Recipe For Success 3
  4. 4. so that the link doesn’t eat up your character limit. Plus, you can track clicks through this service when you shorten your link through a account. You can also share links to other relevant content across the web that may interest your readers. Exclusive Content – Like Facebook, you can offer your followers exclusive content such as coupons/deals/specials. YouTube Use: 15 minute maximum videos 2-3 minute videos are recommended Video is the fastest growing marketing vehicle, doubling in volume from just 2010 to 2012, and triple digit growth expected through 20155. Also, consider that your audience is flooded by text; blog content, news articles, and reviews. Therefore, consumer preference will shift toward video as the primary way to learn about products and services6. If you are struggling to develop content for YouTube, consider these ideas: The Elevator Pitch – A 30-60 second video that highlights your company or brand’s unique selling proposition (USP). Think about how much time you spend in an elevator before getting off on your floor. That is how much time you get to set your company apart from others! Slick Capabilities Piece – A polished overview of your company or brand with animation, sound and professional voiceover. We recommend 1-3 minutes. Customer Testimonials – Ask your best customers or clients to sit down and speak about your products/services. Have a couple of questions ready and give them time to think about their responses before shooting. Executive Briefs – Record “C” level executives speaking about a new product/service, new program initiative, or simply the state of the business. The executive can introduce the company or brand, or say thank you to customers. Keep it short and focused. 1-2 minutes in length. Case Studies – Document successes with summaries of customer problems and solutions. If video is not available, still photo images can be used with support copy, and perhaps a customer testimonial!Hot Potato | Content Marketing & Social Media: Recipe For Success 4
  5. 5. Redeploy PowerPoint Presentations – This is so easy, simply record a voiceover timed to PowerPoint slide transitions. How many old PowerPoints do you have? Employee Interviews – Interview key sales, technical, customer service and other staff about their role in serving the customer, new program, etc. Make sure the selected interviewees are upbeat and articulate! Use Your News – Have a new product, program or project? Interview those involved for the insider perspective. The clip can also be used in a video press release. Product/Service Videos – This is a MUST have piece of video content. Showing off your products and services in video allow viewers to see real applications of products, or add a visual identity to a service that your company offers. LinkedIn Use: 3+ group postings a week 50 Inmails maximum at a time 2-3 company updates a week Links to your content Applications Similar to Twitter, LinkedIn is a valuable place to share the content your company has already created. Use group postings, company updates, applications, and inmails to distribute your content. Group Postings - Focus on relationship building and do not be too self-promotional or sales-oriented. Provide useful or educational information, perhaps industry news, and let the user decide whether to contact you. The number one rule for any social media interaction is to provide value, then ask for value in return. So, before you ask for people to sign up for and attend your webcast, post some relevant articles and engage with others by commenting on group posts. Be a contributor and a leader – don’t just watch the conversation! Company Updates – Similar to Facebook, LinkedIn allows you to create a company page and then post status updates. You can share with all followers, or with a targeted audience. Sharing an update with a targeted audience is great for postings related to a specific niche. You can share virtually anything; text, video, photos, links, etc.Hot Potato | Content Marketing & Social Media: Recipe For Success 5
  6. 6. Applications – Applications like SlideShare give you another way to distribute your content. With SlideShare, you can upload any size PowerPoint presentation you want to your LinkedIn profile. PDF’s can also be uploaded as portrait or landscape. The SlideShare application makes it fun to show off presentations you’ve given, and serves as a way to highlight your expertise. Even more, you can display your company’s work through company presentations, PDF brochures, or a capabilities sheet. Inmails – Inmails are a private direct message to another LinkedIn member. Inmails are another alternative to emailing a select group of people in your industry, whether it is to market your company’s services or generate and build new relationships Google+ Use: Events Videos as they are created 5 photos to start, 1-2 photos a week Links to your content It is EXTREMELY important to keep your Google+ company page active. Be sure to take advantage of all the features available to you on Google+ to share content. Of course, sharing the content you create is a must. Google Plus Events – Is your company constantly offering workshops or webinars? This is a GREAT way to get the word out about your upcoming events to the public and those you follow. For mutual follows, those people in your circles will actually receive a notification that they are invited to your events. Google Plus Photos - People are visual learners! They like to learn about your brand through pictures, so consider creating cool infographics, uploading pictures of company events, etc. to generate awareness and get others interested about you! Google Plus Videos - Yes, there is still YouTube, but why not have your videos in multiple places to increase the chances of someone viewing them? Upload videos to your profile for your followers to view. Save your long, in-depth content for more appropriate vehicles like white papers, blogs, and case studies. Use social media for disseminating that content in a shorter format and to interact with your customers. Social media is a great way to distribute any content you create. However, be sure to not be OVERLY promotional. Social media is a chance to engage not just sell.Hot Potato | Content Marketing & Social Media: Recipe For Success 6
  7. 7. ADDITIONAL RESOURCES 1. B2B and B2C Content Marketing 2. The Anatomy of Content Marketing 3. Lab42 4. Hubspot 5. Cisco 6. MarketingProfs About Hot Potato Based in Naperville, IL outside of Chicago, Hot Potato Social Media is a full service social media marketing agency that helps companies and brands implement and manage social media and other inbound marketing programs for measurable, and often profound sales results. For more information, check out the website at, or call 630-868-5062.Hot Potato | Content Marketing & Social Media: Recipe For Success 7