Why Your Building Product Content Needs Social Media (and Vice Versa)

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Building product content and social media go together like peanut butter and jelly.

Having your building product social media and content strategy efforts work in tandem will support business objectives, engage audiences and produce more meaningful results. 

According to Content Marketing Institute’s latest research, business marketers are working on an average of 13 content marketing initiatives and 69% are producing more engaging content. It seems there’s no slowing down the content marketing train anytime soon!

In a recent webinar I attended, How to Integrate Social Media and Content Strategy, moderator Jay Baer posed the question, “Which comes first, content or social media strategy?” As content production continues to increase, more and more marketers struggle with this question.

Content is fire, social media is the gasoline. –Jay Baer

When working together, content marketing and social media are a powerful duo. With an understanding of how and where to share information, content can be distributed strategically to drive action. Also, content created with an understanding of the strengths of specific social networks gives you the ability to drive conversations around relevant topics.

Social media needs content strategy. 

Social media is a prolific medium that moves–and fades–fast. It happens quickly whether it’s organic content or a paid media promotion.

Content strategy needs social media. 

Content needs social media in order to validate the strategy, tie it back to objectives, establish meaningful connections and produce desired outcomes.

Use social media to promote great content first and company selling messages second. The social medium was never intended to be the world’s shortest press release. Think value and customer-centric content over hype. Understand what your building product audience needs from you and deliver it.

Addressing your building product customers’ needs and pain points will pay off in content quality, site performance, social engagement and conversions. 

To answer Jay’s question: you can’t succeed in social media if you don’t have something interesting to say. Social media needs content strategy.

View the entire Content Marketing Institute survey: New B2B Content Marketing Research: Focus on Documenting Your Strategy

Photo credit: http://www.flickr.com/photos/54740306@N08/10058843203

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