The Synergy Between Content Marketing and Social Media

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Jordan Stachini

10 minutes


The marketing game has totally changed, all thanks to social media blowing up and the use of content marketing strategies. Marketers are catching on to how valuable it is when you mix content marketing with social media. When you blend them, it's like you're on the way to boosting your brand's visibility, getting more engagement, and, in the end, making your business grow. 

We'll help you figure out which social media platforms you should jump on, and tell you how to get more people to share and create content for you. People often don't realize how important content marketing is, but it's basically the tool that lets your brand speak up - so don't sleep on it. Use it to your advantage.

Optimising Content for Social Shares

So, you've got some killer content, but that's just the start when it comes to the content-social media combo. To really make it slap, you need to make it shareable. How? Well, check out these content hacks to get your audience engaged.

1. Craft Engaging and Shareable Headlines and Descriptions

First things first, your headline or description will be the first opportunity to reel your reader in – they have to be enticing.

Let’s compare two headlines.

  • We looked into the negative effects of caffeine first thing in the morning and this is what we found out.

  • We asked 5 execs to swap coffee for something equally as tasty. Here's how it changed their work week.

See the difference? Make it exciting, relatable, and curious. Your headline is like a digital billboard, so make it unmissable. Pose questions, present problems, promise solutions, and evoke curiosity. You want people to click and share, not scroll away.

2. Incorporate Eye-Catching Visuals

We live in a visual world. Spice up your content with visuals – images, videos, you name it. Visuals make a big difference on social media. Just make sure they match your message and make people want to hit that share button.

3. Create Share-Friendly Content

Think about the kind of content your followers love to share. How-to guides, lists, infographics, and stories are mega. Create content that speaks to your audience and make it easy to digest and share.

4. Implement Social Sharing Buttons

Don't hide those share buttons. Make it dead easy for your audience to spread the word. The easier, the better – more shares coming your way.

5. Timing is Everything

Now this is different depending on what social platform you are using.

Timing depends on the social platform. Posting at the right time can make or break your share game. Do some research to find out when your audience is most active and post accordingly. Imagine you had a post you were really excited about that checks all the boxes:

✔ Engaging headline

✔ Eye-catching visuals

✔ Share-friendly content

✔ Relatable content

What's the point in posting that at 11 pm when no one's around to see it?

6. Engage and Build Community

Give some love back to your followers. Reply to comments, answer questions, and build a community around your content. This not only gets you more shares but also loyal fans who'll shout about your brand.

7. Leverage User-Generated Content (UGC)

This one's a goldmine for marketers– it's like free advertising. Get your audience involved by encouraging them to create and share content related to your brand. UGC builds trust and attracts new customers.

8. Monitor and Analyse

Don't forget to track how your content is doing on social media. Figure out what's getting the most love and shares. Use that info to tweak your strategy and keep your audience engaged.

When you've got valuable and shareable content, you're gonna have more brand visibility and influence. Go make some social media magic happen.

Leveraging User-Generated Content on Platforms

In the ever-changing world of content marketing and social media, one of the best ways to boost engagement and build a sense of community is by tapping into the content your fans make. This could be anything from videos, pics, reviews, shout-outs, voice messages, or just plain text that your audience or customers whip up. The thing that makes this mega for marketers is that it's real, straight from the heart.

Now, let's talk about making your brand stand out. Ever notice how Coca-Cola started putting people's names on their bottles? They ditched their usual logo and slapped on 250 of the most popular names among young people. It got people excited to find bottles with their friends' names and share pics of them on social media with #ShareaCoke. The content people created during this campaign was like a virtual party, and it boosted Coca-Cola's sales and street cred. So, think about branding and how you could pull off something like this to amp up your brand's vibe.

Example of share a coke UGC on instagram

Image source: @jasmeannnn

1. Building Trust through Authenticity

Imagine this: you’re ordering a takeaway, let’s say you want a Chinese – what information would you trust more? A website saying "We're the Best Chinese Restaurant in Town" or a review from a customer? You'd probably trust the customer review because it's their honest opinion, not some biased claim.

User-generated content (UGC) is all about real people sharing their real experiences, and it can have a huge impact on how people see your brand. UGC builds brand loyalty because when users share their own experiences with your brand or products, it's more trustworthy than traditional advertising.

To make the most of UGC, get your audience involved. Encourage them to share their stories, photos, or testimonials. Create catchy hashtags and campaigns to make it easy for your followers to talk about you. Share UGC on your social media to inspire others to join the conversation. UGC is like a chat where your followers get to speak their minds. Don't underestimate how powerful that can be.

2. Strengthening Community Bonds

UGC isn't a one-way street. It's like a two-way chat where your followers become part of your brand's story. When you nudge your audience to share brand-related content, you're not just growing your online presence – you're building an online community.

Engage with UGC by giving a shoutout, sharing it, or even making it a star on your social media. Show some love for their contributions, and in return, you'll build a squad of fans around your brand.

3. Is Your Content Diverse?

User-generated content adds diversity to your content strategy. You'll get different perspectives, voices, and stories that'll spice up your content. Use this mix to make your content speak to a wider crowd.

There are so many opportunities here for brands. Let's say you're a clothing brand and someone makes a TikTok video trying on your products. Everyone who watches it gets a peek into your brand – how your products look in real life. And those customer reviews? They're the key to building trust and showing you're the real deal.

4. Amplifying Reach

Think of social media as a huge web of connections where everyone's got their own bubble - school friends, work buddies, family, and those random followers. Now, when these people start posting about your brand and share it with these followers, they're basically showcasing your brand to a whole bunch of new faces. It's like having the popular kids in school vouch for you. This word-of-mouth magic is your secret weapon for getting your brand out to people you might never reach otherwise. And the best part is - you don't even have to do much to make it happen.

Just give your followers a friendly nudge to tag your brand and toss in some hashtags. That way, you can keep tabs on their posts and join in.

5. Showcasing Social Proof

Ever picked a restaurant because your friend swore it was the unreal? We've all been there. We trust what others have to say when making our decisions.

UGC is like the boss-level version of social proof. It's basically people looking at what others are up to and deciding to follow suit. So, when potential customers see that real people are going mad for your products or services, they're more likely to trust your brand and jump on the bandwagon. It's like a domino effect - one person's good experience gets others curious.

For us marketers, throwing UGC into our content and social media game is a no-brainer. It makes your brand feel more real, tightens up your followers, and spreads your message even further. So, get that social proof to become a brand that's properly relatable and trusted.

Look at Dove, for instance, with their '#NoDigitalDistortion' campaign. They're all about connecting with people on an emotional level by sharing their values. Dove challenges today's beauty standards and encourages people to post unfiltered pics with the hashtag. Their users are all over Instagram with #NoDigitalDistortion, racking up thousands of posts. This isn't just getting more people to chat about Dove; it's also showing they're a brand that actually cares.

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Image source: @thegreyindian

Strategies for Effective Content Promotion

So, you've got sh*t hot content, but how do you make sure it actually gets seen by the right people and does its job? Here are some proven content promotion strategies to boost the visibility and impact of your brand.



Leverage Social Media

Share your content on various social media platforms.

Keep in mind you must tailor each post to suit each platform’s audience and features.

Engage with your audience by responding to comments, asking questions, and encouraging shares. 

Invite users to share UGC 

Email Marketing

Send out email newsletters that feature your latest content.

Give readers hot insights and incentives to encourage engagement.

Use urgent call-to-action (CTA) to grab recipient attention.

Influencer Marketing

Team up with influencers to help promote your content to a broader audience and establish credibility.

Make sure the influencer vibes with your brand – matching up boosts brand trust


Optimise your content for search engines by conducting keyword research. Slide those keywords naturally into your content, optimising meta tags, and building high-quality backlinks to improve your content search engine rankings.

Interactive Content

Get interactive with your followers. Create quizzes, surveys, or live streams to engage. Interactive elements not only promote your content but encourage participation and sharing.

Social Media Advertising

Invest in paid media advertising campaigns to increase visibility among your target audience. The likes of Facebook, Instagram and LinkedIn offer highly targeted ad options.

Track and Analyse Performance

Use analytics tools to monitor the performance of your content promotion efforts. Pay attention to metrics such as website traffic, engagement, conversion rates, and social shares. Then switch up your social strategy based on what works best for your audience.

Repurpose Content

To maximise exposure, re-use your existing content by changing the formatting. For instance, if the content consists of text, try creating a video to communicate the same message. Share on various platforms to increase visibility.

Effective content promotion is an ongoing process that requires a combination of these strategies tailored to your target audience and goals. By implementing these tactics, you'll make sure your content doesn't just gather dust but gets the attention it deserves. Hit us up if you want to do big things for your brand or business.

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