Content marketing in social media: everything you need to know

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Content marketing is one of the best solutions in social media. Nevertheless, it is not always successful. It must be well thought out and well implemented to bring the desired results. In the article, we will discuss the basic principles of content marketing in social media that will help you achieve your marketing goals.

Social media content marketing – what is it?

Content marketing in social media is a strategy that consists in sharing information with users through interesting entries.

As a consequence, the company builds the image of an expert, gains active fans and creates interest around its offer.

Such a business policy is not new, because the creation of professional content has been popular for several years. However, users invariably prefer interesting content, which is why this approach does not lose its relevance.

Why does content marketing work on social networks?

Most consumers from the beginning of their lives are flooded with advertising texts, sales content, and various slogans. By exposing themselves to the messages of many companies, the recipients developed the so-called banner blindness.

This means that they stopped reacting to traditional forms of advertising following the maxim “buy, buy, buy”. More and more people understood the operation and specificity of advertising, so they began to ignore sales clichés.

This was the beginning of new ideas and marketing concepts. Creative advertisements began to gain effectiveness, as well as … transferring value to users. The advertising maxim changed to “I give you something, I give you something, I give you something, buy it.”

Advertisers have noticed that this strategy engages audiences, builds trust and, finally, increases sales. Content marketing quickly moved to social media, offering users interesting and attractive content.

Creating substantive posts on social media

Social media content marketing is not about publishing scientific essays. Instead, give users compelling information that will increase their knowledge while building recognition for the company.

Science is a double-edged sword that excites curiosity or imposes monotony. Posts in social media have a specific marketing goal, so you should put education aside and focus on the expectations of your audience. When publishing another Facebook post ask yourself: “As a potential customer, would I devote precious minutes of attention to read this?”.

There is no doubt that the wisest voice on this matter is dry statistics. As an expert on the subject and creator of content, you may be enchanted by your own post, but it is the reaction of users that is most important to you.

Therefore, when creating content, you must take into account the following guidelines:

  • The information should only cover the scope of your offer (when running a shoe store, do not assume the role of an expert in what pants to choose).
  • The listing must meet a specific marketing objective (brand recognition, user engagement, sales).
  • The text should be concise and interesting (no one reads a long article, and too short one does not make a strong impression on the recipient).

Create entries according to the criteria above, and then watch the statistics. You will quickly find out what topic brings the best results and what people are most likely to respond to. Theory is a valuable support, but it is the market that verifies the effectiveness of all actions taken.

It is worth noting that content marketing does not initially play a significant role in social media. Substantive posts should be paid for to reach interested people and build an engaged audience. Such promotion is extremely important for start-up companies, as it significantly accelerates the development and activity in social networks.


  1. Content marketing in social media is a time-consuming and difficult challenge, but if conducted in the right way, it will effectively achieve marketing goals.
  2. It should be noted that substantive entries contribute to the implementation of a specific strategy. Posts should be professional, yet interesting for the average user.
  3. Let’s not forget about tracking the results and correcting the content so that each subsequent entry brings better results.

Owen Mantz

Owen Mantz is a freelance copywriter and the COO of Content Writer USA. He has worked with both startups and Fortune 500 companies, helping them increase leads, sales, and customer retention rates.

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