Are your content and social media marketing teams having problems working together? These tips can help you get your teams to collaborate successfully.
Content and social media marketing are two departments whose roles very often overlap … yet most businesses and agencies find setting up an effective collaboration between the teams difficult.
The following actionable ideas on creating effective content marketing coordination inside your company will allow your content and social media teams to effectively collaborate and maximize your marketing results.
The first step to improving communication between the two teams to keep them more informed is to involve your content creation team into your social media sharing and listening routine.
You can scale that through Agorapulse’s collaboration tools. Use the platform to set up an automated moderation workflow to assign certain messages to your content team members.
For example, I have set up a rule to automatically notify my Twitter chat administrator of all messages containing our official Twitter chat hashtag:
Here are a few rules you may create to automatically notify your content marketing team of important social media updates:
Traditionally, marketers consider social media to be at the very top of the sales funnel driving people to the site. Content is usually considered somewhere in the top-middle of the funnel as it both drives and engages your leads.
This approach is limiting you and your teams in so many ways.
Social media and content marketing should be working in a never-ending marketing cycle. They should be promoting each other driving both ideation and implementation, etc.
If your social media team knows which content assets are being planned for publication, they may be able to plan out the promotion campaign more thoroughly and even contribute ideas.
After all, keep in mind that:
Your content creators will appreciate social media teams’ insight on timing and current trends allowing to come up with more shareable content angles. After all, your social media team has tested lots of headlines and creatives through PPC campaign: Let them share that insight with your content team!
On the other hand, the content team has already done their research. Some of their findings (keywords, related terms, stats, questions, etc.) may turn quite useful for social media promotion.
Overall, your social media team needs to know what is published on your site, so it can point your customers to a relevant piece whenever they have questions.
Co-creating one content asset that can be re-packaged into both on-site content and social media updates can help you streamline the process and get the collaboration going:
Whenever I am planning a collaborative content asset, I usually start with a video series or a course. Video content is very re-packageable; that’s why I like the format so much.
You can slice and dice video into lots of additional content assets, all working together to promote one another. For each video you create to put inside your video course:
Overall, your content synergy strategy may look like this:
Content synergy is when every piece of content supports multiple channels for content creation, while those off-site channels are all used to promote each content asset.
If you build your content synergy strategy around one long-term asset (like a video course), you can reuse all those channels and pieces to promote it, too.
You can use Kajabi to build an effective content synergy around creating a video course. Kajabi handles video hosting, landing page building, audience engagement, etc. It supports a few pre-made customizable outlines for you to easily come up your final format, for example:
To get your teams to collaborate inside Kajabi, add all of them as contributors. It also allows the following user roles:
Your site pages and social media updates marketing them should have a consistent style. Re-use calls-to-action (CTAs), messages, images, etc. from your site in social media campaigns.
People coming from social media platforms will feel more confident landing on a page with the same branding, similar messages, and maybe even familiar images.
Making your users feel at home has a few obvious benefits:
Creating a consistent look and feel across all your channels (on- and off-site) will result in better brand recognizability, higher click-through, and better on-page engagement.
Your brand needs to have a consistent voice, so allow your teams to create that voice together.
For each social media campaign (which is supported on-site), let them have a brainstorming meeting to come up with taglines, CTAs, visual concepts, creatives, etc.
Creating engaging copy for social media users involves creativity and experimentation. The more your teams brainstorm together and share knowledge, the better the results.
For inspiration, try Text Optimizer, a semantic analysis platform that includes “Action words” section allowing you to create action-oriented content:
Use these suggestions to create actionable context that should be consistently used across both on-site content and off-site channels.
Tools like Finteza allows you to set up personalized advertising campaigns based on your users’ referral path or even past interactions with the site.
You can set up a personalized campaign to show up for all people coming to your site from Twitter, for example:
Finteza’s ads bypass ad blockers and can be set up to serve specific devices or localities (in case you are running a local marketing campaign on social media).
Retargeting works in the opposite direction, too. You can re-target your site visitors with on-site visuals and CTAs using Facebook remarketing pixel.
Additionally, you can reuse your on-site visuals to create social media videos. Content re-packaging is a highly productive marketing tactic allowing you to make the most of your existing assets and build cross-channel recognizability.
Tools like Placeit make content re-packaging easy and fast. Use it to quickly put together slideshow-style videos using your site visuals. You can then use those videos across multiple channels to drive more engagement:
Another tool that can be customized to better engage your social media traffic is Alter. This smart content recommendation engine uses artificial intelligence to better understand your audience and learn how to best approach them.
To create a custom message for your social media users:
There are a lot of pieces to digital marketing puzzle. Creating a marketing strategy that focuses on content collaboration is a great way to put many of those pieces together and maximize your marketing results.
Get started on saving time and energy on your own social media management! Check out our free trial of Agorapulse to help you schedule, track, and measure all your social media efforts.