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Are Your Content & Social Media Marketing Efforts Driving Demand?


JULY 2017

Content marketing and social media marketing are like two peas in a pod – they go hand in hand. Some consider them inseparable while others think of them as interchangeable. For small business owners without the big budgets, these two can be managed by one person or a small team. For larger companies, they can have two teams. You get the idea.

Whatever the setup in your company, content marketing and social media marketing can be summed up like this:

  • Content marketing gives content to social media like food in the form of copy, infographics, videos, etc.


  • Social media gives the content a platform for delivering the goods.


In today’s marketing world, both content and social media cannot be done separately. Both their functions help each other in one ultimate goal, and that is to drive demand. But are you doing both correctly and using your precious budget to go beyond simple brand awareness, generate leads and move onto real demand. There are many content marketing tips that you should take serious heed in order to maximize your marketing endeavors and eventually answer the question: Are your content marketing and social media marketing efforts actually driving the much needed public demand?


Content before social media

Content should come before social media. As with many successful social media marketing strategies, they all started with high quality content. In fact, they start out with a plethora of really strong content that is ready for sharing and just needs a venue for distribution. This whole library of content includes a variety of formats including blog posts, infographics, whitepapers, evergreen, videos, live feeds, webinars, podcasts – the list goes on. If your content creation team can come up with great content and fill up this library with readily-available pieces, then you are halfway there to the demand finish line.


Digital asset management tools

Remember though that if this valuable content isn’t accessible or seen by the public, especially your target audience, no one will be able to share it, views it, nor interact with it right after the very first social push you made. It will be ignored, overlooked, and sadly, forgotten.

Use a digital asset management (DAM) tool like Third Light to help you manage when to share content over a period of time using a set of parameters. By using a DAM, you can constantly remain relevant and  introduce you to newer users of the more popular social media platforms like Facebook, Twitter, Instagram, etc. These users will be seeing your content or assets for the very first time.


What’s in your marketing plan?

Your social media plan should find out which types of content format gets shared the most on which social media channel. Why were they shared and engaged with the most? And most importantly, how were they shared? For each content that you put out serves a specific audience with specific behaviors. This is why, you shouldn’t be sharing every piece of content you have on every social media account you own just because you feel you can.


To maximize each content’s potential, consider the following when planning:

What is your desired action?

You should ask first why you want to share a particular content on this social media channel. What is your goal in putting an infographic on Twitter? Is it to gain more followers? Or is it to guide followers to your infographic and click on your Facebook page for more information? Was the update on your how-to video posted 6 months ago made to increase the views by X times?

More concrete goals clear the path to conversion by getting the specific action done.


Which content is appropriate?

Content you put in your LinkedIn page may not be appropriate in your Facebook account. It may get several views in LinkedIn but may hardly be viewed on Facebook. Sometimes, content may work for more than one platform. This is why careful planning must be made to put the appropriate types of content on the correct channels. Where would your how-to video be seen more? Would your infographics be well accepted on Twitter or LinkedIn?


What language should you use?

Just like the content format, the tone of your content should also be appropriate for each channel. A humorous infographic may not be appreciated in Linked but may gain retweets on Twitter. Again, do some serious content marketing and social media content planning.


Valuable content marketing tips

So you see, content marketing relies heavily on content put out in social media platforms. While in these very platforms, the marketers need to use content to reach out to customers and get their messages across. They may look alike, but they are entirely two different entities with different goals, processes and strategies. They’re like twins, never without the other but both have their own purposes in life to call it a success.

For more great content marketing tips, get in touch with Iris Content. We will make sure your marketing efforts will drive the demand your business needs.


Want to learn more how to leverage your online content for better results? Our newest eBook has the answers. Learn how to become a content superhero with just a few smart tricks from this imaginative collection of content marketing tips. Order one content piece today and get the eBook for free.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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