As more businesses develop online marketing strategies to support branding initiatives, social media will take on a bigger role in lead generation. Unlike content marketing, which is much easier to attribute to higher conversion rates, social media cannot always prove its worth in the marketing mix.
Vocus, a cloud marketing service, teamed up with Duct Tape Marketing to discover the role social media plays in the promotional agendas of most small businesses (SMBs). The survey found that 87 percent of SMBs believe that social media has helped or somewhat helped their organization, and 77 percent of respondents say social sites account for 25 percent or more of their total promotional efforts.
What was most interesting about the survey was how SMBs use social media. Approximately 91 percent use social media to share news about their organizations, 90 percent share news about products and 81 percent promote content they've posted elsewhere. It seems that as social media becomes a great component of online marketing, professionals use the platforms to distribute content – oftentimes the same articles they've posted on their own professional blogs.
The survey suggests that professionals use social media as an extension of their content marketing efforts, and there is reason to believe that social media marketing and content marketing will grow closer together moving forward.