4 Reasons Why Content Marketing Trumps Social Networking in ROI of Time

4 Reasons Why Content Marketing Trumps Social Networking in ROI of Time

I had a great discussion, albeit a bit one-sided at times because of my somewhat strong personality and firm convictions based on my experiences, with my class on Marketing with Social Media. We did not agree, and that’s okay.

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For sure, there are different kinds of marketing.

Wearing a t-shirt to the beach with my logo on it is a form of marketing.

Putting a tattoo anywhere on my person that is visible can be a form of marketing.

Putting up billboard signs along any well trafficked area is marketing.

Getting the word out in one way or another or any combination thereof is marketing. And all forms of marketing have some value.

Question: How do you determine the value of a marketing effort?

Answer: When more people become a paying customer as a result of an effort than it costs to produce an effort, there is positive value.

Content marketing trumps social networking when it comes to marketing.

4 reasons why:

1. Content marketing is searchable. The more I write, the more findable I am. Try and find something you put on a social networking site that you wrote last month. Good luck with that.

2. Content marketing is measurable. I read a fact that companies are able to convert 34% of people who come to their sites via search. It’s 2% of some such number for people who come to their site via a social network. Measurable means it costs me this much money to create the content and the customer deposited this much money in my account for XYZ service or product. Not as easy to do on social networking unless your company is big enough to have a social networking staff member who’s time can be calculated, who will keep track of how much it costs to get a like, plus, follower, connection and can confirm that customer A came to the company site and paid $X amount for XYZ service or product.

3. Content marketing is enduring. Write something that is truly Search Engine Optimized and it will endure over time. Content on any social network is fleeting. I have written things years ago that are still being read. Won’t happen on a social network. At least not yet.

4. Content marketing makes money, too. Good content that feeds a well-trafficked web site can earn money, too! By, putting up ads, selling an affiliate product, offering a product of your own, offering a service or some combination of these. That’s right, the web site can be a powerful lead generator AND make money. Try doing that on a social network.

Make no mistake, content marketing, inbound marketing has real ROI.

Social networking…not so much.

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Agree? Disagree? Why?

 

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Ron Varrial

Communications Director focused on Content Strategy and Product Development

8y

I don't think it's either/or, it's how you use one to complement the other. I've used content to deliver all types of results - whether it's abstract, indirect value such as readership, or direct, easily measured value such as sales or email collection. If you get too focused on social vs content, you're limiting your potential returns severely. And, if resources are an issue (which they always are), I'd argue it's preferable to find some blend of the two that equals the same resource than ignoring one.

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Nick Cohen

Clinical Psychology Graduate Student @ Pepperdine University

8y

I think it depends a lot on HOW you use social! If you use social purely for unique marketing messages and techniques, then I agree with you. But if you use social as another channel to push your content to your social audience, then it becomes another useful tool.

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Allen Bridges

C.E.O at Network Marketers and Affiliate Programs https://www.facebook.com/Abeez1234 and https://twitter.com/abeez1234

8y
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