businesses online

As social media becomes more relevant in the business world, it creates an enormous opportunity for businesses to capitalize on content marketing strategy. While on-site content strategies have technically been around since online’s incubation, more often than not, content does not see the light of day.

Yet thanks to new social media strategies, website owners now have the ability to push their content to a sea of targeted and interested individuals—making on-site content a necessity for businesses to remain relevant in the online world.

Rising opportunities in social media have turned content marketing strategies into a highly viable online marketing tactic that many businesses are able to use to gain a competitive advantage.

How, exactly, is this accomplished?

Below are three ways to use social media to boost on-site content:

1. Include your website within your profile.

Perhaps the easiest tactic to boost your on-site content is the addition of a company link within your social media profiles. Now, every business’s social media account should have a link to their website listed, but with Google and Twitter teaming up, Twitter users now have the opportunity for their profiles to rank in Google’s search results. This small change in Google’s algorithm gives Twitter users the ability to get their social media content in front of a mass of potential customers searching for keywords in the industry that business serves.

2. Study your social analytics data.

Most business and marketing leaders are aware of the benefits data derived from Google Analytics, but in the social media world, platforms such as Twitter and Facebook now offer an inside look at social analytics. Twitter’s analytics dashboard allows users to analyze their top tweets, followers, mentions and other useful metrics. This data helps businesses understand what they have done in the past that showed a positive outcome by identifying metrics that correspond to engagement and ROI. Accessing this these platform-specific analytics allows businesses to design content strategies around relevant metrics.

3. Have conversations. (Seriously, this is a crucial step.)

Studies have shown that a company’s social media presence can affect 78% of its online success. This percentage is massive.

The reason? Social media engagement is critical in business-to-customer relations. In a way unlike any other traditional tool, social media grants businesses the ability to engage audiences on a personal level, giving companies a brief look into industry issues and allowing a then to design on-site resources for how to resolve these issues—all while engaging directly.

Ultimately, social media puts companies in the position to provide solutions for unanswered industry dilemmas plaguing their target communities. This can yield large results for a business’s on-site content interaction, while boosting audience engagement and inspiring brand loyalty.

In sum? Social media in 2015 gives businesses a new marketing route to create a strategy for promoting their on-site content. It’s up to businesses to take initiative to utilize it correctly.