Social media marketing, content marketing, digital marketing… There are so many terms that sometimes they actually overlap; That is why it is worth asking, is it possible to do content marketing on social networks? We are going to answer it and also with clear examples. Content is king. We’ve heard it over and over again, however the pervasiveness of it can cause some confusion. So terms should be clarified. What is content? Content is all information placed on the web and that can be consumed by a user; It can have multiple formats: text, images, video, audio, and therefore, different pieces such as articles, e-books, photographs, memes, gifs, animations, Germany Business Phone List videos, podcasts, webinars, Clubhouse broadcasts , tweets, stories and a long etcetera. Content formats What is content marketing? Content Marketing is a marketing technique consisting of creating relevant, constant and consistent content for a target audience in order to attract them to our site (ideally) to turn them into a lead, client and finally a recommender of our brand. EAE Business School, for example, has this content site where it publishes articles focused on potential clients to study their different master’s degrees, especially in business. The objective, as we pointed out, is that this type of user reaches the site and by leaving their data in one of the forms (they have several free guides that only ask for the user’s email to be downloaded). Once with the email, the school can follow up on each lead. This is a classic example of content marketing.
Content marketing example What is content on social networks? In social networks, brands can publish different types of content that is focused on many objectives, such as awareness or notoriety, reputation, traffic or even sales. After all, 9 out of 10 internet users make use of the networks. The organic life of content on social networks is very short, although it can be extended by paying for it. The formats that can be used in social networks are numerous and therefore, the engagement (interactions) that could be achieved seems to be very high .However, it should be noted that most of the pieces do not achieve this and therefore paying becomes essential. Only on Facebook, statistically, organic engagement does not even reach .1% on average. content marketing in social networks – Engagement in Facebook 2021 So … can you do content marketing on social media? As you can see, these are two completely different things.
The answer therefore would be no. And this is so for several reasons: Social networks are not the property of brands. The sites do. Any day, Germany Business Phone List your account on any network can be closed and there is NOTHING you can do. Content marketing is done on your property… not on rented land. Converting a user into a lead (obtaining their data) happens naturally on a site, but in social networks you pay for forms. We have no other way to collect data. Followers are NOT leads.Once data has been collected on a site and therefore there is a base of leads, they can be contacted by e-mail and marketing automation with tools such as Doppler . In social networks, it does not matter if we have a hundred thousand followers, we cannot contact them directly; the list is from Facebook, Twitter, Instagram… it belongs to them, not to us. The content on the site is perennial and continues to appear in Google even months or years later, so it can generate leads or customers, even after a long time. In social networks, it simply goes into oblivion in hours. The organic reach of social media is minimal. It does not even reach 5% of your followers. That is, for every 100 followers, not even 5 will see what you post, on average. In contrast to having a database to contact by mail with updates, or even through messaging channels such as Telegram . Is YouTube an exception? almost But no Sure, some will think that YouTube is an exception because in this channel it is possible to create periodic content focused on attracting an audience and this can subscribe to our content even on the same network.