It’s true that marketing content is always changing. In the past it seems that marketing’s lone goal was to create a catchy headline and clever copy to connect with customers and then the magic happened!
But marketing has come a long way and so has today’s consumer.
Consider the content marketing role even just a few years ago, when organic search and SEO were the superstars for digital marketing success. Optimized copy and SEO was the goal, and people searched and found you. But as organic reach has declined, today’s content marketers are boosting organic with paid social and social distribution strategies.
The right mix for the right results…but first a little history
Studies show that organic reach on Facebook has declined by more than 50%, from 16% per follower (2012) to 6.5% (2014) — and experts believe it could drop to 0 for business pages with hundreds of thousands of followers.
You’ve probably wondered about it yourself: why am I seeing some Facebook posts and not others? And why don’t all my friends and contacts see what I’m posting?
There’s a good reason. It’s based on customer experience algorithms from Facebook, and yes, they seem to change all the time.
What you post and what they see
According to Social Media Examiner’s interview of Mari Smith, a leading Facebook marketing expert, Facebook is actually trying to improve your online experience. Based on the number of people and pages you follow, Facebook recognizes that you could potentially see 15,000 posts a day. Instead, the Facebook algorithm reduces what you see to about 1,500 posts that, based on your past behavior and interactions, it thinks you most want to see. From there, Facebook further refines potential messages to about the 300 posts you actually see. It’s one reason why the paid social market has grown so quickly.
And while you may think that Twitter doesn’t tweak the algorithms like Facebook does, the stats show that what you share on Twitter also isn’t seen by all of your followers. It’s just not possible for all the followers of your brand to see all of your posts all at the same time.
It’s not that organic search isn’t still viable, it’s just that it can’t be the only tool in your digital toolbox.
Paid social boosts your content to the audiences you define (for a fee), helping you ensure that the right message reaches the right people at the right time – i.e. at different points in the customer buying journey. Paid social also lends itself to fast, easy and cost-effective testing, so you can revise your messages to provide more value and to reach the people most interested in what you have to say.
According to the research and customer review services firm, Clutch, nearly 60% of social media marketers believe that paid social is more effective than organic. Hence the current trend to incorporate the best of both worlds: 86% of the marketers surveyed integrate both organic and paid content marketing strategies. The stat holds for both B2B and B2C, where the breakdown is about half and half across paid and organic.
Maximizing the social relationships of your team
It’s essential for brands to combine strategic organic content with paid social, according to the experts who contributed to Sprinklr’s report, Everything You Need to Know About Paid Social. And while the paid social audience is tremendous – predicted to reach 8 billion this year – it’s important to remember that great content is still king. It’s just that “great” now means targeted, trustworthy and providing thought leadership for your sales team and organizational leaders.
How to leverage organic social today
Maximizing the relationships of your sales team and leaders additionally requires an integrated content distribution strategy. Automated syndication, for example, leverages marketing content (blogs, white papers, testimonials) so it can be centrally shared by each of your team members to everyone who follows them. That drives visibility and engagement from people who are already connected to the people who work for your organization. And not just connected; chances are they know, like and trust the person posting the marketing content.
The Super Powers of Content Marketers
When you look at today’s digital content landscape, it’s no wonder that content marketers need to be strategic in creating, distributing and analyzing relevant content. Their role has further expanded to include expertise in segmenting audiences, defining messages, targeting channels, and measuring results. From an organizational culture perspective, today’s marketers are also collaborative team players as they manage brand presence while supporting the content needs and revenue goals of the sales teams.
Paid social offers content marketers the opportunity to deliver the right content to the right audience while targeting and delivering measurable results. Never meant as a standalone strategy, paid social aligns with the goal of leveraging organic content through multiple brands and individual team members’ social channels.
In order to achieve the best results through these combined strategies, your campaigns need quality support systems and processes. Consider using social media management platforms and sales enablement tools, along with your CRM, to integrate your social and selling strategies. These tools offer detailed reports and tracking so you can distribute, test, measure, and quickly pivot as needed. They also provide the data that allows marketing and sales to understand what messaging works best for what audiences, and which help drive conversations, clicks, referrals, and conversions.
Tips for combining paid, organic and social distribution strategies:
- Pick your platform. It’s not all about Facebook, LinkedIn and Twitter – although those are excellent channels to begin. Considering the growth of Instagram and Pinterest; the specialties of YouTube and Snapchat; and many other platforms that reach different demographics. Base your selection on your audience.
- Content is still king. “Great” content today means relevant, targeted and valuable. Video and graphics get more than double the engagement as posts without them.
- Boost your organic hits. Your integrated paid social strategy should include amplifying your non-paid posts when they get significant engagement. That’s how you leverage great, organic content that connects with your audience.
- Automate. There are a number of tools and platforms that will automate processes such as boosting high-engagement organic posts and distributing content through your sales team’s social channels. Today’s technology gives you more time to focus on strategy, content, and ROI.
We are a one-for-many marketing platform that empowers one person to do the work of many. Schedule, create and post social and blog posts on behalf of your entire team for social selling, recruiting, and employee advocacy
Our mission is to enable businesses to start selling and marketing with the future in mind. We enable businesses to work smarter, not harder. With Yip Yip, increase ROI on social selling efforts, create more referrals and opportunities and build brand awareness to increase revenues fast. To see how we do this click here.