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Strategic Synergy In Content And Social Media Marketing

Organizations understand that social media is a must-have tool for connecting with consumers in today’s modern world. It’s where they’re spending more and more time. In reality, social networking pages and applications account for approximately one in every five minutes (roughly 19%) of all media time. There has to be a positive synergy in content and social media marketing that is embedded in your brand’s approach.

Often advertisers develop different plans for each channel, missing out on the chance for the networks to interact and gain energy and momentum.

Yes, social and content are powerful on their own, but when they are used to echo and amplify each other, they become exponentially more powerful.

If the thought of building more unity across your disparate networks appeals to you, here are five ideas to get you started.

#1. Revisit Your Marketing Goals

Image Source: Click Dimensions Blog

The marketing plan should include conversions at any stage of the sales funnel. When planning a marketing strategy, you must first figure out the buyer’s experience, then assess the clicks you want at each point, and then prepare the content to achieve those conversions. 

Make the distinction between micro and macro conversions. Micro conversions are the minor actions taken by prospective buyers early in the purchase process.

Macro conversions are those that are more important, such as an insurance client requesting a quote or, eventually, making a payment. 

Both of these forms may appear at any point throughout the journey, but micros are more common.

To build an effective content marketing and social media marketing campaign, you should have your priorities in place.

#2. Buyer Persona

Image Source: Stratwell Strategic Solutions

The first step in identifying the audience for a content marketer or social media marketing is to create a buyer persona.

Your current buyer persona, particularly if it was developed a long time ago, might not be as credible as it should be.

There’s no excuse not to create a robust buyer persona that includes previous shopping habits, unique pain points, and predictive models of where those consumers will be and what they’ll be searching for, especially with the already present resources access data.

Any of these factors can influence the content you produce as well as how, when, and where you post it.

Also Read: Why And How To Leverage Ephemeral Content For Your Brand

#3. Value Proposition And Messaging

Image Source: Tech Engage

Start focusing on messaging and value propositions that can assist your target demographic in achieving your market objectives.

Understand how the buyer profile will thrive and what message will be most persuasive to them based on their persona.

To build your value proposition, decide which advantages are most valuable to your customer and develop it around the following points:

  • Product-specific: what advantages would the reader get if they use your product?
  • Event-specific: Why do they need to attend this particular event?
  • Discount-specific: How much they can save by purchasing your product?
  • Knowledge-specific: What do your readers want to learn about?
  • Solution-specific: What problem your product can solve?

As for all of the other actions we’ve taken, after you’ve answered these questions, you’ll be able to develop an aligned social media messaging approach. Next, use your value proposition and branding to create an editorial approach that includes both social and content.

#4. Use proven types of content

Image Source: Market Blazer

It’s critical to understand the kinds of content that would perform well on social while developing an interconnected, synergic content and social plan because if the content performs well, it will help you achieve your target, whether it’s driving traffic, attracting leads, or increasing brand recognition. 

There are many categories of content that have been shown to generate more clicks.

  • Infographics have been shown to increase views, clicks, and shares. In reality, one study found that infographics received three times the number of likes and hearts on social media than other forms of content.
  • On social media, videos attract a lot of interest. Crazy Egg, for example, generates $21K in monthly sales from one of its ads.
  • We all love list posts. In reality, according to Buzzsumo’s study published in OKDork,  list posts are second only to infographics in terms of average shares among all types of content.

#5. Create the right tone for social accounts

Image Source: Fabrik Brands

When writing content, content marketers always consider the voice and tone of the content. Is the content supposed to be professional, sociable, amusing, or friendly? Much depends on the brand voice, but individual platforms and the quality of the content can affect it.

Once you’ve figured out what the content’s objective is, who it’ll hit, and which social channel will help you achieve that target, make sure the content fits the tone of the channel.


Social media is an effective tool for reaching out to a larger portion of the target audience. However, it cannot work on its own. The content you create and the social media you choose must complement each other.

Each sort of content, whether a blog post, fact sheet, guide, or video, entails a significant amount of time and resources to develop. With a strategic goal, however, each hour will yield a much higher return because achieving this synergy in content and social media marketing will increase the effectiveness of each type of content that you produce.

Author avatar
Arundhati Sensharma