Attempting to get noticed online is like looking for a needle in a haystack. The vastness of the internet can quickly make things disappear, which is why marketing is an essential tool for any business. Marketing can be quite expensive and time-consuming, and because of this, it can be quite challenging to put yourself in front of the desired audience, especially for smaller businesses with tighter budgets.

According to Statista, it’s projected that around $680 billion will be spent on advertising in 2019. Quite a high figure to digest.

Global advertising

Image Source: Statista

However, even without a massive wallet, there are different ways that companies can thrive online.

One of the primary factors to consider when marketing is to determine who your audience is.

Brands like Coca-Cola invest in ads placed directly in front of their audience up on the screens in Piccadilly Circus and 5th avenue, right in front of their audience. Luckily for them, their target audience is pretty much everyone who walks by the massive billboard on 5th avenue.

Advertising through these traditional mediums is healthy for their brand as it is sufficient for their operational profit.

For others, identifying and targeting an audience could come about slightly more complicated. First, you need to determine how will your audience use the product or service you’re offering?

Once you have identified the behaviour of your audience, you can better understand their needs and wants. An inexpensive way of doing this is through the use of content marketing and social media.

It’s about time brands begin to realise the importance and power of content marketing and the influence their social media can have on the audience. We already know that social media is an influential medium which has given birth to YouTube stars and Instagram influencers. With a healthy number of followers, brands are eager for these popular individuals to endorse their products. This provides us with enough leverage to understand how beneficial social media and its content can be and how it can positively affect your audience to buy into your product or services.

If we look at the basics, what is content marketing? Well, content marketing is the process of developing information for your audience which is valuable, relevant and engaging to them.

The goal of content marketing is to acquire new customers and grow your business by informing and educating your potential customers. Successful content marketing with high-quality content can improve your brand’s positioning by making you the go-to place for information in your particular niche. The more your audience interacts with your content, the wider your reach becomes, which, in turn, attracts more people to your brand. Content is also used to improve your brand’s organic positioning in search engines, drive traffic and increase the quality and quantity of leads.

In order to use both content marketing and social media together, it is worthwhile understanding how each works, their similarities and main differences. There are four elements that apply to both.

First and foremost, you will need to be able to align the objectives of both mediums into one main strategy. Content and social media have similar functions when looking at your overall marketing strategy, and so they should serve some of the same purposes such as helping your audience understand the subject matter and message that your brand is trying to convey.

Your objective should be aimed at educating your audience while simultaneously entertaining them. The end goal of any strategy is to get your audience convinced in investing in your brand, be it a product or service.

It’s also vital that your content and social strategies don’t just coordinate with each other, they should also align with your overall business objective by aiding to build brand equity, retain and create new customers.

Once you have figured out the objectives, it is time to begin putting together the content for your marketing. Regardless of if you are writing it by yourself or if you are paying someone to produce the content for you, it has to be of value to your audience.

Content is excellent because the cost associated with it is very low. After your content is created, you will need to be able to identify how to market it. There are a number of strategies to promote your content.

However, promoting content and driving people to the website is only a part of the job. Making sure that visitors stick around and do not bounce back is no less important than actually persuading them to visit the website in the first place. Ensure that your website is fully functional, mobile-friendly and well optimised for performance.

Website load time plays an integral role. For instance, 53% of mobile visitors exit the website if it takes more than 3 seconds to load. Walmart saw an uplift of 2% in conversions when their website speed dropped by only 1 second.

When looking at social media content, anything that is posted on social media can help with marketing and current projects, goals and objectives in the business. You can use social media along with other content marketing strategies simultaneously, and you can create strategies which are specifically designed to undergo only on social media channels. Content marketing without social media may not be as effective as you would like it to be.

There are different types of social media channels which are suitable for content marketing

Depending on your niche and audience, it should be your main objective to determine which social media channel is worth pursuing for your business.

Although it may seem like an effective strategy to jump onto the most popular channel like Facebook, you may find it ineffective for your specific niche.

Social platforms

Image Source: Statista

If your audience is a group of professionals looking to switch a job, LinkedIn could be the most appropriate channel, despite the fact of being 1/7 of the size of Facebook.

To sum up, content marketing mixed with social media marketing can be highly effective when implemented properly. It allows valuable information to reach your target audience either through organic search and social media – bringing consistency to whatever your business is trying to achieve.