Is social media content marketing? Are they one and the same?

Content marketing and social media marketing are not the same pursuits. They can and do play off of each other, however. It doesn’t have to be complicated. Here’s a look at the key differences and share how they can enhance each other.

What Is Content Marketing?

Blogs, images, infographics, videos, e-books, white papers and more are used to attract, engage and retain consumers and ultimately convert them into buyers. Sometimes, one solid piece of content can be the lynchpin of an entire marketing campaign. That’s where social media can add fuel to the fire, so to speak.

What Is Social Media?

Social media is a tool or suite of tools that enables brands to share content and connect with others. Facebook, Instagram, Twitter, YouTube, TikTok and LinkedIn are a few of the most popular. However, being active on social media isn’t enough for longevity or relevancy. Brands should aim to have a social media marketing strategy through which they filter posts.

Social media often works as a content amplification channel, that is, to help content reach a wider audience.

How Do They Work Together?

While content marketing and social media are unique activities, they work together. For instance, brands can get more shelf life out of a long-form piece — like a whitepaper — by breaking it up into more bite-sized posts, infographics and even videos — and sharing them on the brand’s social media accounts periodically.

Social media can also be used for content amplification, to share good content to a wider audience and gain search engine traffic, readers, and site visits.

What Does This Mean for Brands?

Social media marketing supports content marketing because digital assets can lead to conversions when strategically promoted. This plays a significant role in helping a brand capture and hold the attention of its target audience. Savvy marketers know they need both to achieve their goals. Understanding the parallels and synergies between content marketing and social media marketing can help you gain an advantage over other brands that don’t put in the time and effort.