Using Social Media to Compliment Your Content

Content creation is a great way to grow interaction for both small businesses and larger companies.

Creating meaningful and unique content to appeal to your target audience helps your brand resonate in the consumers’ mind.

People now more than ever expect the businesses they deal with to contribute more to the industry. For a business to say they are experts or specialists in a specific industry without proving it, hinders their credibility. This is reflected in Googles organic search rankings.

Google like to see businesses contributing to the industry and providing relevant information rather than just spamming pointless content. White Chalk Road is a great example by providing relevant information about the SEO and Online Marketing Industry to the public. By viewing their blog, you notice they are providing valuable information about how to get the most out of your efforts in online marketing.

Importance of Content

These days, when looking at good quality business websites, you will notice a clear majority of them have ‘News’ or ‘Blog’ pages. The main reason for this is to give back to customers with relevant information which complements their products or services. Showing that they are invested in informing customers rather than just making a sale not only reflects positively in the customers’ eyes but also in the eyes of Google. Take a reputable Perth business ‘Central Screens & Locks’ for example. Their news section has well-written articles explaining effective ways to protect from burglaries, how to better protect your home, a better understanding of locks etc. rather than just pushing for sales. This complimentary service adds immense value and information to all interested parties at no cost to customers. Content not only affirms your businesses credibility, but it also helps your business stand out as an industry expert.

So How Do I Use Social Media to Compliment Content?

Social media should be used to compliment your website and drive traffic to specific web pages. Interaction with your customers on social media is also a great way to increase your brand awareness. When you have created some well-written content and have it published on either your own blog or an external website, it’s a great idea to use social media to help drive traffic. Be careful though, spamming link after link to different content articles will be seen as spam by consumers.

I have put two of the most popular social media networks which are predominately used by businesses targeting consumers.


According to Statista, Facebook has the largest number of active users in the world which makes it a perfect place to increase your business’ brand awareness. The key to benefiting from Facebook is understanding how to use it to its full potential. Rather than directing potential customers to your Facebook directly, you should direct them to your
website and use Facebook as a supporting feature to also drive traffic to your website.

Not only is Facebook great for posting pictures, videos and content, it is also a great tool to interact with your customers and gain valuable feedback. Use Facebook to advertise new products or services and listen to the feedback and recommendations you receive. Facebook is the best way for businesses to have real conversations with their customers and see what is working for their business in the customers’ eyes.


Instagram is a social media tool which should be used by more visual businesses. What I mean by this is it will be much more beneficial for a gourmet restaurant or florist compared to a business consultancy firm. Think about the products or services you sell. Can you take great quality pictures that are relevant to your business and will appeal to potential customers? If your services are primarily about giving information rather than appealing products, then Instagram may provide little benefit for the time and effort it will take.

Quick Tips

Here are a few quick tips on what to do and what not to do when promoting content on social media.

  • Use social media to drive traffic to your website or external articles supporting your business
  • Engage with your audience
  • Post short and engaging videos to social media channels
  • Take time developing social media strategies
  • Learn how you can use social media better – develop your skills
  • Break up content articles posts with pictures, staff achievements etc.
  • Infrequently post content
  • Give generic replies to comments such as “Thanks for commenting, head to ‘www.’ to find out more
  • Spam your business page with constantly similar posts – mix it up
  • Respond with hostility to bad reviews.

Content is king. If you want to increase the reputation of your brand, creating high-quality content which is valuable to your customers is the best way. Pair that with a good social media strategy and you have a winning combination.

Want to take your content up a notch? Check out our Content Marketing Workshop

Alex is interested in the constant advancements and changes in online marketing. This includes Social Media Marketing, SEO, PPC, Remarketing etc. He is often writing informative pieces on how to harness SEO, how to set up a successful PPC campaign and so on. He is also interested in how to potentially market in the future with trigger images, and devices such as Google home.