Content is a very important part of a company’s social media presence, and as a pivotal part of your marketing mix, it’s crucial to understand whether sharing content or creating content is right for your business and activities.
Also Read: Don’t Sweat The Budget: Create Content Just Like Big Brands Do
Depending on your goals and of course your marketing budget, you will have to make the decision and choose one or the other or determine how both are used overall. To help, we have found an infographic from Rebuild Nation, that explains things a little more.
What Is The Difference Between Content Creation And Content Sharing?
It’s actually all about what you are setting out to do. When we create content, we look at explaining to people what we have to offer them – Created content centers around generating leads, reaching out to people and offering them something… Promotions and deals that lead to sales. Sharing content on the other hand – industry news, interesting pieces of information about your line of business – should start conversations. Sharing content also shows how much we care about our business and can also show our expertise. Sharing content generates trust. So, which should you choose? Well… both, but you will certainly have to figure out the exact ratio. Content creation and content sharing should always be mixed. It is obvious that we are not just seeking to promote our services, but should seek to engage our audience in conversations.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
If you are a B2B company, you should know that around 71% of clients find information online – and will conduct a lot of their research online. Whereas 94% follow organic search results, very few will actually follow ads.
As created content appears in organic results, it’s obvious that we need it, to reach people. Whether we like it or not Google has most of the share when it comes to searches, therefore you will need to optimise your content for Google. SEO has become a lot less ambiguous since the Hummingbird algorithm change, so it’s not just about “words” anymore, but “sentences” that will offer more specific context. Content will have to be totally optimised for mobile devices as well though!
If you like our stories, there is an easy way to stay updated:
Follow @wersm
Your business will benefit from being an “informer” rather than a “self-promoter” because people care more about insight rather than promotional offers. It’s crucial to seek to engage your audience with content that is useful to them, although they might not be looking for it. Shared content has to be relevant in terms of timing and context. Trending topics fare much better than older information, and relevant content has a lot better engagement.
The percentage mix of how much you use the one over the other, is completely unique to each business. Have a look at the infographic below, for further information.
You might also like
More from Experts Talk
The Reality of Careers in Social Media: Insights from Hootsuite’s Latest Report
What’s it really like to work in social media? Hootsuite’s CMO, Elina Vilk, delves deep into the current landscape of …
Do Google SEO Tactics Work on Social Media?
Do the SEO tactics we use on Google also work on social media? In this article, Hootsuite's Inbound Marketing Strategist, Liz …
Does Custom Alt Text Improve Reach On Instagram?
In this month's experiment, we set out to find out whether adding custom alt text on Instagram posts improves reach.
Does Cross-Posting YouTube Links On Other Platforms Result In Lower Reach?
In this month’s social media experiment, we set out to find out whether posting YouTube links on other platforms results …
Do LinkedIn Pods Work? Performance Insights And Key Learnings
In this month’s social media experiment, we set out to find out what LinkedIn pods are and whether they actually …
Instagram Reels: Do Longer Captions Lead To More Engagement?
Do longer Instagram Reels captions generate more engagement? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team find …
Does Boosting Instagram Posts Increase Profile Reach And Engagement?
Does boosting your Instagram posts lead to increased profile reach and engagement? This month, Amanda Wood, Senior Social Marketing Manager …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
How Do Link Stickers In Instagram Stories Affect Engagement?
How Do Link Stickers In Instagram Stories Affect Engagement? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek …
