Content Marketing Vs Social Media Marketing: Finding the Right Balance

For a long time, content was the king of online marketing. Now, social media marketing is a major contender for the throne. As a business owner, you may wonder which option is better for your goals. In the matchup of content marketing vs social media marketing, which channel would win?

Content Marketing Vs Social Media Marketing: The Basics

The more you know about digital marketing options, the better the results. Let’s start with a few definitions to show you the possibilities.

What Is Content Marketing?

Content marketing means using various types of online content to promote your business, such as:

• Blog articles
• How-to and buying guides
• E-books
• Infographics
• Videos and podcasts
• White papers

At BKA, our content marketing process revolves around building a content strategy for your business, coordinating topics that appeal to your audience, creating high-quality articles and optimizing them for search rankings.

How Does Social Media Marketing Work?

Social media marketing means reaching potential clients using social media apps and platforms. Facebook, Instagram and LinkedIn probably come to mind first, but they’re just the tip of the iceberg. YouTube, TikTok, Pinterest, Reddit, Discord and WhatsApp are social media, too.

Social media posts can include announcements, tips or tidbits. You can also use this channel to communicate directly with clients. Answering questions or responding to comments is marketing, too.

What Are the Main Differences Between Social Media Marketing and Content Marketing?

Social media and content marketing have a lot in common, but they also have important differences:

• Size: Blog posts and guides often range from 500-2,000 words or more. Social media posts usually stay in the 10-20 word range; some are only five words long.   
• Purpose: The objective of great content is to attract website visits. Social media is more about building good relationships with past, current and future customers.
• Location: Content usually lives on your website’s blog. Social media posts and conversations stay on their respective platforms.
• Audience: Content marketing targets web searches and people who are looking for your products. Social media marketing engages with people who use social media apps.

These two types of marketing don’t compete with one another. Instead, they complement each other.

The Benefits of Content Marketing

We could spend ages talking about all of the benefits of great content. For now, let’s focus on the advantages of content marketing vs social media marketing.

Trust

Professional content shows off your expertise and quality. When potential customers need products, services or solutions, they’re more likely to choose a business they trust.

SEO Opportunities

Long-form content gives you many chances to use keywords. As you build a collection of search-optimized articles, guides, FAQs and web pages, your page rankings improve. SEO is the foundation of any successful website.

Lead Generation

When you combine content marketing and SEO, you can drive significant traffic to your website. Blog articles keep visitors engaged and make it easier to introduce calls to action. The longer people spend reading your content, the more chances you have to snag new leads.

Motivating Information

Great blogs have a goal. They guide readers using persuasive information. Consider a few examples:

• Show potential customers the benefits of your products.
• Overcome negative impressions or misconceptions.
• Explain why taking action is important.
• Help your audience choose the right product from several options.
• Answer questions about your services.

Solid information can help potential customers make a decision. Well-written content motivates them to take action. Put together, these benefits boost your sales and conversions.

The Advantages of Social Media Marketing

Social media marketing can connect with people in ways and places that blogs can’t. It brings a lot to the table for any marketing strategy.

Happy Customers

Social media is an excellent tool for increasing customer satisfaction. Users can communicate quickly and directly with your business. You can provide support, listen to feedback and participate in discussions with people who care about your products.

Brand Supporters

Platforms such as YouTube, Instagram and Pinterest let you share how-to guides and entertaining content. These impressions can create an emotional connection with your target audience. People see your company’s values — such as your friendly and caring nature — instead of a generic business.

Positive Reviews and Referrals

Enthusiasm is contagious. A small group of satisfied clients quickly becomes a large group of new customers with some help from social media. When people love your products, they may write positive reviews or recommend your business to friends and family.

Enormous Audience

Social media marketing has incredible statistics backing it up:

• Around 5 billion people use social media — over 60% of the world’s population.
• Americans have seven social media accounts on average.
• People in the U.S. spend almost two and a half hours on social media every day.
• Over 75% of users have made a purchase based on what they read on social media.
• The overwhelming majority of Gen Z (93%) spends four hours a day on social media.

Considering how popular social media apps are, investing in social media marketing may be one of the best decisions you make.

Multichannel Marketing: A Third Option

Are you the type of person who hates having to pick a favorite ice cream flavor? Instead of agonizing over the social media marketing vs content marketing dilemma, do both!

Multichannel marketing merges the best parts of content and social media in a cohesive strategy. They’re better together, delivering more bang for your buck.

When you create new blogs for your website, post attention-grabbing links on your social media channels. If you create a YouTube video guide, use it to enhance the quality of your blog articles. The more time people spend engaged with your brand, the better, wherever they are.

Content Marketing Vs Social Media Marketing: The Best Options for Your Business

To decide how to allocate your marketing budget, think about your target audience and campaign goals. Take advantage of content marketing to increase your website traffic. Use social media to build a brand that people love.

The question of content marketing vs social media marketing isn’t black and white. Many businesses benefit from a combination of both. At BKA, we’re experts in many types of content, including social media posts and video scripts. Contact us to see how we can design, post and manage content for your business.