Why content strategy comes before social media marketing

What’s your content basically? It’s your presence, especially on the Internet. People know you not just because you are there, they know you because of what you have to say about your business, your core expertise, and the world in general. Your content gives you a presence. It’s like your circle of your influence, and without influence, there is no social media presence.

When you publish content on your website or blog – thought-provoking content – you begin to make an impression. People either respect you for what you have to say, or they differ. Both the feelings create in their minds an imprint. The more you publish, the more they remember you. They begin to respect your knowledge. They begin to relate to you. They carefully follow your advise and opinion. Even if they disagree it means to an extent they’re paying attention to what you are saying. Then they write about your opinions on their own blogs and websites, or they share your links with their friends to may be seek further opinion. This is how people begin to recognize you.

Brands and people who have done well on social media and networking websites haven’t done so by merely appearing there all of a sudden one day. They are already recognized names. Since they are recognized, people eager follow them, they eagerly listen to them.

The point is, if you are a Sachin Tendulkar or a Britney Spears you just have to let the news out that you have created a social media presence. In a few minutes you’ll have 100s of 1000s of fans and followers. You are already a known name. You have already made a presence in people’s mind with your other efforts (here, cricket and singing).

You have to achieve the same thing with your content. Content is a great weapon. It makes people come to your blog and website again and again. You give people something to talk about, something to ponder over, something to put to use. This helps you strengthen your brand.

Money follows money and success follows success and this is how our world works (assuming you leverage the advantage). With strategic content publishing you create a recognizable presence, and then you leverage this recognition on social media marketing. By the time you launch your social presence, people already know you because of your content. In fact, they have eagerly been waiting for your social media presence.

So does this mean you don’t need to publish content if you are already a celebrity or if a few thousand people in your particular circle know you? Depends on where you are placed. There are well-known brands on Twitter, well-known artists, well-known writers, singers, journalists, politicians, Internet marketers, programmers, etc. but they don’t just depend on their Twitter presence. They actually need to perform in their actual fields. A writer who does not write can’t do much on social media for long, and neither can a cricketer who doesn’t perform well on the field.

Social media marketing needs a backing and that backing can be provided by your content publishing. Whatever you need to promote, it can be promoted through social media, but the actual message exists in the form of content on your website or blog.

2 thoughts on “Why content strategy comes before social media marketing

  1. nicolaconnolly

    Very well said. Content is always going to be key. You need dynamic, interesting content before you can 'share' it with the world on social media platforms. If don't have quality content to offer then it is more than likely that your voice will fall on deaf ears, even if you shout.

Leave a Reply