Do you feel like you have a good thing going with social media, so you’re afraid of focusing too much on blogging? This one’s for you. Both social media marketing and blogging have great potential to make your brand highly visible online. More visibility means more sales. We love this!
But there’s an important distinction to be made.
Owning your communication pieces through a self-hosted website gives you the security, versatility, and longevity that social media accounts lack.
The Sustainable Content Marketing Framework focuses on SEO-friendly blog content, because owning is better than renting.
(We could argue both sides, but stick with me here.)
Prioritizing content that lives on your website helps you avoid the issues of social media content creation, like:
- community guidelines
- frustrations with the algorithm
- bugs that cause you to lose your content as you’re posting it
Centering your content strategy on social media feels a lot like renting, because you have limited control over your messaging. Plus, you never know when Instagram will randomly decide to kick you out. Eek.
I don’t say this to steer you away from social media, but to simply remind you that starting with long-form blog content is a great way to efficiently create short-form content that gets posted on Instagram, Facebook, TikTok, LinkedIn, etc.
So let’s integrate the two. Cool? Cool!
How can I integrate social media marketing with blogging?
The sky’s the limit, but here’s a basic rundown of the relationship between your blog posts and social media posts:
Promotions
Promote your blog posts on social media, including links in your captions, stories, or bio sections.
Repurposing
Repurpose your blog posts as social media posts, days and weeks (maybe even months) after the blog post has been published. You can look at the H2, H3, and H4 headers of your blog posts, and turn each header into a separate social media post.
You might also want to tease/sample a small section of the blog post (e.g. the first half of your blog post only).
The idea is not to copy your blog post word-for-word, but to add a spin to it, so it fits into the overall culture of the specific social media platform.
Copy & Paste
Copy and paste key quotes from your blog post. For example, add a standout sentence from your blog post to a Canva graphic with a colorful background, and post it on Facebook.
Illustrations
Illustrate the core concepts or examples mentioned in your blog post, using Canva, Photoshop, or a simple hand-drawn picture.
Debates
Share an opinion or viewpoint that contrasts the concept you shared in the blog post. Invite your audience to contribute to the debate.
Screen Recording
Record your smartphone screen, as you scroll through your blog post. Pair that video with a brief description of your motivation behind writing the blog post.
The above ideas should save you from social media pages and blog archives that feel like ghost towns. Ready for more content repurposing ideas? It’s time to integrate your email marketing and blogging.