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Expand your marketing content

Social media columnist
Social media columnist

Your content marketing strategy is at the core of your social media marketing strategy. Without content you don’t have anything to use to market on social media; without social media, you don’t have a good way to get your content noticed quickly.

Therefore, content marketing and social media marketing go hand in hand. Content marketing is a tactic used to inform, educate and entertain. When used in conjunction with social media content, it is also used to interact with your audience. Social media includes social networks, message boards and forums, as well as blogs with open commenting. By combining the two you can increase your traffic, leads and sales. To see a good result from your efforts, you need to have a plan in place, and be able to follow that plan. If you are having issues with following your social media and content marketing plans, you may have an issue with time. If you truly want to expand your efforts, there are some things you can do right now.


You can outsource most of what you do in social media. Someone else can share relevant content with your audience while you focus on important comments to make it more personal. You can also outsource most of your content needs. Someone can ghostwrite your blog posts, articles, and even message board posts. You can focus on keeping the discussion alive by commenting in real time.


You may be spending so much time handling customer service issues that you don’t have time to get involved. Outsource customer service, and get busy being interactive with your social networks. The more active you are, the more trust you’ll build and the more shares, likes, and interaction you’ll get.


Sponsored posts (Facebook.com), sponsored updates (LinkedIn.com), and promoted tweets (Twitter.com) should be used to promote your brand. The best use of sponsored updates is to use them to lead people to powerful content that has a strong call to action – especially a “sign up now” action rather than a “buy now” action. If you can use sponsored posts to capture more email addresses, you’ll be able to market to those people a little easier.


You have photos, videos, podcasts, eBooks, articles, blog posts and more to choose from. Use a variety of different forms of content in order to make the shares you post on social media more exciting. No one wants to look endlessly at just text, and no one can listen to and watch video all the time, so mix it up.


Anyone on your team can help you increase and expand social media and content marketing to new heights. You don’t have to leave it only to the person responsible for your marketing. With good training and guidelines, everyone can make updates in the name of the company, answer discussion points, and write or plan content for blogs, articles, eBooks, reports and video scripts.


Sharing on social media and your interaction on your blog and on social media by sharing the load. This will work to increase awareness of your business, boost traffic, and sales without running you into the ground.


Facebook has added a new “Order Food” option that handles the entire take-out process from select restaurant pages “from ordering to checkout,” all within Facebook. This new option can be found within Facebook’s main navigation menu and is rolling out to “select users” on the web and mobile.

Facebook also rolled out a new look and layout for the Messenger home screen that features new sections and tabs, activity notifications, and a central hub “for connecting with the people and businesses you want to in whatever way you prefer.” The update is available worldwide for all iOS and Android devices.

Twitter users can now hold and review Direct Messages from people they don’t follow or don’t know, before responding to them. As with Facebook messages, Twitter users must first “accept” a message before they can engage with the sender and move it to their inbox.

Pinterest has rolled out the ability to recognise entire dishes to its Lens Camera search. With this new feature, users can take a photo of a complete meal with the Lens camera and find recipes related to it.

Twitter Tests New Way to Reach Customers With Direct Message Cards: Twitter introduced “a new, customizable Direct Message Card that businesses can use to promote and share bots and other customer experiences built in Direct Messages.” Marketers can integrate engaging images or videos, promote a chatbot, or add up to four custom call-to-action buttons to Twitter’s new Direct Message cards.

Instagram launched immersive, full-screen ads on Instagram Stories in January and made them available to all businesses in March. The company initially focused on “help[ing] businesses better target and reach the people they wanted to connect with.” Businesses can now purchase Instagram Stories ads across four additional objectives, including Video Views, Traffic (formerly known as Website Clicks), Conversions, and Mobile App Install.

Instagram users in both iOS and Android can now share website links with friends, preview links directly from the thread, and see links for phone numbers and addresses in Direct.

Instagram rolled out location stories and hashtag stories, “two new ways to discover the world around you on Explore… and find stories related to your interests.”

Pinterest rolled out the ability to recognize entire dishes to its Lens Camera search. With this new feature, users can take a photo of a complete meal with the Lens camera and find recipes related to it.

Pinterest announced “big enhancements to Promoted Video,” a new autoplay format coming to home feeds, search results, and Related Pins galleries. Pinterest is currently testing these new promoted video options with a handful of select brands and plans to make them more widely available “later this summer.”

Snapchat rolled out the ability for businesses “to create on-demand geofilters from scratch” online.

The newest version (12.20) of the YouTube app for iOS features an Activity tab on the bottom navigation bar that allows users to easily view new comments on their videos, keep track of recent activity from their subscriptions, and adjust their individual notification settings.


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