Content marketing has always been an essential component of a digital marketing strategy. Wanting to serve your target audience, prospects, and customers with content that fits within the customer journey, you will first have to determine the requirements of the content (content mapping). First, you identify what is needed for each phase. By publishing on channels where your target audience is active, you ensure that that your content will reach them. In this blog, we will take a look at the role of social media advertising in a well-thought-out content strategy.
But is it as easy as it seems? Does the content that you have invested time and effort in, reach the intended group of people? How will you handle Facebook, a place where you are dealing with ever-changing algorithms. Our colleagues from Contently wrote a great article about this, showing the impact on marketers.
GETTING STARTED WITH SOCIAL MEDIA ADVERTISING: WHAT IMPACT DO THE CHANGES OF FACEBOOK ALGORITHMS HAVE?
Two important points about advertising on Facebook:
- Because of “Fake News” posts, messages containing a hyperlink will have decreased visibility. This is because Facebook is trying to keep a person within their platform. Facebook doesn’t like it when you lead your visitors to an external source, such as a website.
- Paying for visibility is more important than ever. Regardless of your sector, B2B or B2C. In all cases, use all of the various possibilities that Facebook is offering.
If you want to get started with Facebook Advertising, we advise you to come up with a proper strategy before launching your campaign. If you need guidance, please let us know!
Back to the content themes …
WHAT IS A CONTENT THEME?
To put it in layman’s terms: a content theme is a collection of information you use to inspire your target audience while teaching them something in the meantime. While doing this you are demonstrating your knowledge, abilities, and experience. A content theme consists of 13 parts and forms a database around a theme that reflects your expertise. Here is an extensive explanation of a content theme, which is also used by Google, with a number 1 ranking.
THE IMPORTANCE OF A LONG-FORM THEME POST IN THE CONTENT MARKETING STRATEGY
The most important part of a Content Theme is the “theme post” consisting of 2500 words. You choose one topic and you try to make it concrete. By making it more specific, your post is a lot easier to find for an individual looking for this unique subject. While doing this, you’re specifically showcasing your knowledge. This will simultaneously allow you to elaborate on more subjects, while also increasing your findability.
This post guides you from an explanation to history, to milestones, to considerations, facts, and examples from practice. You can read here how to approach this.
THE THEME POST CARES ABOUT DERIVED BLOGS
The theme post is where everything comes together. Here you combine all the relevant and valuable information. You do this by incorporating the right keywords and longtail search terms into your post. You can find out how to do this within WordPress at Yoast.
The parts of the theme post (your cornerstone content) will give you direct inspiration for derived blogs. These blogs provide in-depth explanations.
GENERATE TRAFFIC FOR BLOGS VIA SOCIAL MEDIA
People will be able to find your blogs through Google over time. To speed up traffic, create attention for these blogs using the social media channels that are relevant to your target groups. Doing this will lead people directly towards your articles. By creating a web of internal links within and outside the content theme, you increase value and allow the visitor to find the desired information on your website. The result: longer visit time, more pages being read, a better appreciation by Google and people will start to follow you. Ultimately, this will allow you to get more leads, which means more customers.
While doing all of this you can still be disappointed by your results
That sucks! Putting a lot of time, effort and sometimes money into producing high-quality content, while not getting any results. This is when social media advertising can add a lot of value to your business. A must on Facebook, unless you have “moved” your target audience emotionally. For example, when a video elaborates on a social issue, or a very clear problem and solution, you should not forget to tell the customers about your company, because you have a chance that your content will perform exceptionally well. If that is not the case, it will be necessary to opt for advertisements.
HOW CAN YOU GAIN EVEN MORE VISIBILITY?
- Email marketing
- Associating yourself with relevant parties on social media
- People make the message
- Use video as reinforcement and attention grabber
- Live video streaming
- Smart Adwords strategy
If you have anything to add to this article, don’t hold back and tell us, thanks!
Need help with your visibility?
I can imagine you need help, support and coaching with his. Do not hesitate to contact the Social Marketing Doctors. It is our passion and speciality to make you and your business visible!