If you’ve just joined the content marketing club, you’ll soon be flying high in the social media stratosphere. Social media is world full of unlimited content marketing possibilities. In fact, the networking strategy produces almost double the marketing leads compared to trade shows, telemarketing, direct mail or pay-per-click (PPC), according to research this year from HubSpot.
But before you get ready to take off, you must first beware of the seven deadly sins of using social media when it comes to marketing your content.
Greed is a sin of excess. Similarly, Facebook is all about excess – both for consumer and professional use. But as a content marketer, you know better. It doesn’t matter how many “likes” or fans your company’s Facebook fan page has, but rather how engaged your followers are and how often they will evangelize on behalf of your brand. Don’t become greedy in thinking that it’s only a game of numbers.
Sloth is defined as a failure to do things that one should. Twitter is like the New York City of social media – it’s the site that never sleeps. There are conversations constantly taking place, retweets being shared and hashtags being created. It’s critical that you don’t slack off when it comes to leveraging this for content marketing purposes. And never forget that the average lifespan of a tweet is 18 minutes, so make sure every sentiment is powerful.
In the modern sense, pride means relishing in one’s accomplishments. For personal use, LinkedIn is a great way to play up one’s accomplishments and resume, and for corporate use, it’s a great platform to promote company milestones and achievements. But don’t become too proud. Rather, take a quiet approach to show customers how you differentiate yourself from the competition.
Similar to greed and lust, envy is a sin of wanting what others have. Google+ is a project that has quickly given Facebook a run for its money and is slowly seeing more and more companies hop onboard. But figuring out how to customize your strategies for Facebook and Google+ is challenging – and not everyone succeeds on this new platform. Remember that not all social media platforms will work for your business. As content marketers, we can’t feel envious of those who hit the sweet spot using a site that we may still be struggling with. Instead, we should re-shift our focus, re-align our goals and try again.
Gluttony is a sin of over-indulgence. Likewise, Instagram is a social media marketing platform that could easily go wrong if companies snap too many pictures and over share them. Sure, it’s a fast and fun way to share photos with your customers, but don’t overdo it to the point of waste.
Wrath is characterized by uncontrolled feelings of anger. Pinterest has emerged as the new golden child of content marketing. “Pinning” to win and similar brand strategies have proven successful for many companies, but it can take time to find your niche within this platform. For instance, retailers can easily fit the mold, but for others, it may take some out-of-the-box thinking. Don’t grow angry or impatient if you haven’t fully penetrated this area of opportunity yet.
Lust in general is a term for desire, and desire is very important for a company brand. You want your stakeholders to desire your offerings and core competencies. YouTube is today’s social media equivalent of everything we desire; however, it’s important that content marketers know how to balance this wanting for customers’ desire with maintaining their company’s credibility and reputability by posting tasteful, timely videos.
Twenty-one percent of marketers say that social media has become more important to their company over the past six months, according to a similar HubSpot report. There’s no disputing the prevalence of social media in content marketing today, but you have to be mindful of how you approach it.