Content marketing is huge right now. And it’s getting bigger. But there’s a dangerous trend in marketing. This trend rears its ugly head whenever there’s a seismic shift in marketing.
And it’s happening right now.
The trend? Embrace whatever the new marketing channel is. Ignore the old ones that were still working. This is wrong on so many levels.
So-called ‘experts’ have been predicting the death of direct mail for years. Yet direct mail never died and is making a monster comeback.
Blogging was seen as the Next Big Thing in marketing. But some marketers cast it aside because of the popularity of social media. Again, big mistake.
The key to success? Consider all relevant marketing channels for your business as long as:
- A given marketing channel makes sense for your business
- You don’t overwhelm yourself, your marketing team, or your budget by trying to do everything.
Let’s consider two of the most recent major marketing trends. Both are best used together and can do a lot for your business.
Blogging: Content Marketing Gold or Pointless Busy Work?
As the title of this article hints, Google is an insatiable beast that needs constant feeding.
Why?
Simple. Google’s algorithms like it when your business’s website adds new relevant content. Google sees this as a sign that your business is thriving and growing. They see it’s not dying on the vine, like an abandoned Myspace account.
Adding helpful content that your ideal prospects are looking for is great for SEO. It shows Google you’re helping your readers get the answers they want.
Also, when you add keyword-rich content to your site, it gives Google a better idea of what it is your business does.
This helps Google help information seekers find the right content.
But there’s a problem producing all that content in a vacuum. It means you’re handcuffing your efforts to get eyeballs on your site.
Some options for getting people to see all that juicy content are:
- SEO (Google shows your content in organic searches)
- Paid advertisements (Google Ads, Facebook Ads, etc.)
- Backlinks (a great topic for a future article.)
Besides paid and unpaid (free) search results on Google, there’s also social media.
Social Media: Marketing Savior or Colossal Time Waster?
Ask any digital marketing expert about the power of social media. They’ll quote incredible numbers of people engaging with different social media outlets.
Let’s skip past numbers that will be outdated in the next few weeks. We can stipulate the fact that social media is a powerful way to grab attention.
However, it comes with some major disadvantages.
First, social media is, well, social. Many marketing messages are either ignored, blocked, or deleted in a person’s feed.
The analogy has always been that social media is like being at a party.
You’re having a nice conversation with a friend. Then suddenly a pushy salesperson elbows their way in, trying to sell you something.
So, marketing with social media needs to be very tactful.
I’m going to sidestep paid social media ads for the moment as it’s beyond the scope of this article. If you use unpaid social media for marketing, you need to be:
- Playing the long game.
- Patient.
The second disadvantage of social media (and it’s a big one) is that these channels can change how they do things on a whim.
What worked for you last week may be obsolete the following Monday. All without warning.
In short, you’re a hostage to social media.
The big mistake that many marketers do? They try to get all their content in front of the biggest audience possible…on social media.
But what happens once your readers have consumed your content on social media? They go away.
Even with an effective call to action, it’s hard to cut through the social media clutter. Efforts to compel your readers to leave the social site and follow you to your own backyard often stall.
Blogging & Social Media: A Match Made in Content Marketing Heaven
The solution is to marry the two and use both channels to complement each other. And your business benefits.
It’s simple. To feed the Google SEO Beast, continue producing effective, informative blog articles.
Make sure the blog articles are SEO-optimized. That means Google knows how to identify them and help web users find your stuff.
Use social media to promote your content.
Don’t post the entire article on social media. Only include a taste. Create a ‘blurb’ that gives an enticing summary of what readers will learn if they click over to your site.
You’re tempting them with curiosity.
First, with this approach, you’re not asking readers of your social media posts to buy anything.
If you’ve done your research, your social media posts are only seen by prospects that fit what you sell.
These folks are more likely to read your blogs because they speak to a problem they have. One your company can solve.
The readers click from the social media feed to your website. They read your blog. If they like what they read, they’ll read another post. Then another…
If they had never heard of your company before, they are now learning about you. And they’re seeing your company as a possible solution to their issue.
Or they begin to think of your company as an expert on a topic that interests them.
From there, the sky’s the limit. You can:
- entice them to sign up for an e-newsletter
- contact you for more information about your services
- request a consultation.
The point? Blogs and social media work wonderfully together as a double-edged marketing sword.
The blog articles for your site help establish you as the authority in your niche. This serves both Google and your readers.
Putting well-crafted posts in social media feeds gets more eyeballs on your content.
Oh, and once they are on your site?
They are away from the noise and chaos of social media. You’ll have a much better chance of getting them to focus on you and what your business can do for your readers.
What’s Next?
The challenge with this two-pronged online marketing approach? Finding the time to do it. And there’s the need to craft blog articles and social media posts that capture eyeballs.
I’m a Certified Content Marketing Specialist. I can work with you to develop a well-oiled online marketing strategy to attract targeted prospects. Contact me today to set up a Discovery Call.