5 Ways to Align Content Marketing and Social Media Marketing

Content marketing and social media marketing can both provide your business with a digital presence that attracts and retain customers. However, you need to align them properly to ensure that the outflow of the posts matches your social sharing needs and that you have consistent messaging while being up-to-date and on trend.

To be honest, it’s quite difficult to coordinate them with one another, especially if you haven’t built a comprehensive content calendar that will keep them aligned. If you’re looking for some ways to make them work together, take a look at the tips we’ve listed below. 

Do Cross-Promotion

Promoting links to your social media networks and including social widgets on your website pages will allow your followers and readers to find links easier, no matter where they are.  This will ensure the coherence between your social media and content marketing strategies. 

Here’s a trick: do the 80/20 rule. 80% of your posts should be a mix of informative, inspiring, and entertaining content, and the 20% should promote your brand, products, or services. You may think that your blogs are enough to cover the 80% part, but we recommend featuring the content of other brands, too. 

Don’t forget to include social sharing buttons on your blogs so that readers can easily share it on social media, and incorporate relevant links to your profiles and website.  

Utilize Innovative Tools

Work smarter and make your life easier by using innovative marketing tools. They can help bring your content and social media marketing tactics in sync. On top of that, most of them are easy to use and free.  

Tools for scheduling posts:

If you need to schedule posts in advance, this can really help you save time and effort. Hootsuite and Buffer are two of the most popular content scheduling tools that you can use for free. You can schedule posts weekly or monthly, and they will be published automatically on the assigned social channels. 

Tools for designing graphics:

Branded media and content are important when promoting your business across social platforms. This will allow your audience to recognize you easily whenever they see your logo. 

You can use tools like Canva to create stunning graphic designs. Yes, you can make them on your own even if you’re still a beginner because most of these tools are user-friendly. 

Content calendar tools:

Coordinate your posts and ensure that your content and social media pages have the same theme by using a content calendar tool. This will help integrate your pages and content into one. 

Define Your Brand

When you clearly define your brand, audiences can quickly recognize it and know exactly what to expect. This is one of the most important steps to take when aligning two types of marketing, especially if you don’t have a consistent brand yet. 

Here are the two main pillars that you should define and align to reach your goals:

Aesthetic

Creating a cohesive brand aesthetic across your channels is essential because it allows audiences to see that your business looks similar at every platform. This can quickly boost brand recognition and awareness. 

Voice

The tone of your content, writing style, and even the words you use should all combine together to make a unified brand voice that attracts new customers. To do this, you need to create a guideline that represents your voice and stick to it. This will ensure that both your social media and content marketing plans are uniform. 

Measure and Optimize

Measure the effectiveness of your marketing efforts and campaigns. Then, optimize them for future content. You need to gather valuable data analytics from your website and social media profiles to achieve this. 

But, there’s nothing to worry about because you don’t have to be an expert to gather relevant data – monitoring a few sample KPIs to collect valuable insights is already enough. Compile the following data at the end of each month to track your overall performance:

  • Total engagements
  • Impressions
  • Follower count
  • Gained leads
  • Total sessions
  • Organic views
  • Page views
  • Website domain authority
  • Average session duration

Repurpose Posts

Most social media users won’t entirely read your blog posts – they will just scan everything and scroll their feed again. That’s why you should repurpose your content. Don’t let your content creation efforts go to waste. 

The trick is simple – create multiple bite-sized posts from a single blog post. Here’s a quick guide:

  • Use powerful statistics or quote from one of your blogs and repurpose it into a branded graphic. 
  • Create a video series out of the blog posts that perform well. 
  • If you have actionable content, turn it into short social media posts. 
  • Make well-branded infographics that highlight the key points of your blog.
  • Develop relevant memes that links back to your site.
  • For blog posts with actionable advice, repurpose them into a digital freebie that provides value to your audience. 

Align your Content Marketing and Social Media Marketing Today

When these two marketing strategies are combined together, your brand awareness, audience engagement, and online presence will definitely improve. Your audience can easily recognize your brand even if it’s on their crowded newsfeed, giving you a big opportunity to attract and turn them into buying customers.