Social Media and Content Marketing: An Agency’s Guide to Growth

In a cutthroat marketing industry, agencies face the constant challenge of proving their worth to clients. This means consistently demonstrating the ability to build lasting brands and bring in quality leads, not just empty clicks or fleeting traffic. At the heart of this challenge lies the intricate dance between social media and content marketing.

For years, I’ve worked in this space as a writer, content marketing mentor, and agency owner. I’ve witnessed firsthand the power of these strategies, not as separate entities, but as interconnected forces driving tangible results.

Today we’ll dive deep into the pros and cons of social media and content marketing, highlighting real-world examples that show how businesses are using this combination to drive growth.

Plus, we’ll explore how my favorite tool, BrandWell, can help your agency create an effective social media content marketing strategy that delivers tangible results for your clients.

Table Of Contents:

• Social Media Marketing vs. Content Marketing
• Content Marketing: The Foundation of Your Digital House
• Social Media Marketing: Amplifying Your Reach and Engaging Your Audience
• The Power of Integration: Bringing Social Media and Content Marketing Together
• Examples of Successful Social Media and Content Marketing Integration
• BrandWell: Your All-in-One Social Media and Content Marketing Platform
• Elevate Your Client’s Brand with a Unified Social Media and Content Marketing Strategy

Social Media Marketing vs. Content Marketing

You know you need a solid digital marketing strategy to grow your client’s businesses, but where do you start? Should you focus on building a dedicated following on social media? Or is it better to invest in creating high-quality blog content that will attract your target audience?

The truth is, it’s not an either/or situation. Both social media and content marketing offer unique advantages, and the most effective approach is often a combination of the two – supported by an all-in-one software solution like BrandWell that can generate both types of content on autopilot.

Let’s explore the key differences of each strategy to understand why your client needs both.

What is Content Marketing?

Content marketing is a long-term strategy focused on building a strong relationship with your target audience by providing them with valuable, relevant, and consistent content. This content can take many forms, including:

• Blog posts
• Ebooks and white papers
• Infographics
• Videos
• Podcasts

The immediate objective of content marketing is to attract and retain customers by sharing relevant, helpful content. The end goal is to nudge them into action that leads to long-term, profitable customer relationships.

BrandWell is the only AI tool out there that’s specifically designed for content marketing. Whether you need in-depth blog posts, how-to tutorials, or ebooks, BrandWell is your reliable companion.

Here’s a snapshot of an article we wrote with BrandWell, published on our own blog:

And here you can watch how we created an 8,000-word ebook with BrandWell in just 25 minutes:

Now What is Social Media Marketing?

Social media marketing is more than just sharing your thoughts on Facebook, Instagram, and Twitter. It’s a powerful way to:

• Increase brand awareness
• Generate leads
• Connect with your target audience
• Drive traffic to your website
• Build relationships with customers and prospects

Social media marketing is all about building a community around your client’s brand and engaging with their audience in a meaningful way.

Any time you need a social media post, BrandWell is here to help. With the support of a marketing-trained chatbot (AIMEE) and 40+ AI Agents, you can have a Facebook ad, Instagram story, YouTube script, or LinkedIn post within minutes!

I personally trained our LinkedIn Story Post Writer so it now writes almost ALL of my LinkedIn posts, like this:

So how can you use social media and content marketing to help your clients? Let me break down each marketing strategy in detail.

Content Marketing: The Foundation of Your Digital House

Think of content marketing as the sturdy foundation of a house. It’s the substance, the valuable information you’re providing to your audience. This could be informative blog posts, insightful articles, engaging videos, or downloadable resources.

The key is to establish your clients as thought leaders in their industries. Provide solutions, spark conversations, and keep their audiences coming back for more.

Content marketing aims to educate and help the audience by answering their questions, guiding their decisions, and positioning your clients as reliable sources of information.

Benefits of Content Marketing

• Drives Organic Traffic: Well-crafted content, strategically infused with relevant keywords, attracts potential customers through search engines, bringing them directly to your client’s doorstep.
• Establishes Expertise: Consistently sharing valuable content like in-depth articles, guides, and research reports solidifies a brand as a trustworthy authority in its field, helping build credibility with its audience.
• Generates Leads and Conversions: By providing valuable content that addresses various stages of the buyer journey, you can capture leads through email subscriptions, downloads, and more. This allows you to cultivate those relationships over time.
• Enhances Customer Relationships: High-quality content fosters stronger relationships, improving customer loyalty and retention.
• Cost-Effective: Compared to paid advertising, content marketing is often more affordable and yields long-term benefits.

Challenges of Content Marketing

• Time-Consuming: Creating valuable, consistent content requires significant time and effort.
• Staying Relevant: Continuously generating fresh, relevant content is challenging, especially in fast-paced industries.
• Content Saturation: With so much content online, standing out can be difficult.
• Requires Patience and Consistency: Content marketing is a long-game strategy. Building organic traffic and establishing authority takes time and consistent effort.
• Content Creation Demands: Creating high-quality, original content consistently requires resources, with most agencies hiring more in-house writers or outsourcing to a network of freelancers.

With BrandWell, you don’t need additional manpower – you only need one person behind our app, generating article after article for as many clients as you want. Find out how we use BrandWell to publish 80 posts a month for our blog.

According to Orbit Media, it takes roughly 4 hours to write a blog post of around 1,400 words. If you shoot for a 2,000+ word count, that goes up to around 6 hours. With a tool like BrandWell, that lead time is cut to just 10 minutes. 🤯

Want more proof that BrandWell can easily meet your content marketing demands? Take a look at the BrandWell dashboard of one of our clients, agency owner Joe Crivello-Sorensen:

In just six months, he was able to publish 666 blog posts for his clients! And these are not mediocre articles that are sitting idly on the SERP – many have climbed to the top of Google, raking in thousands of dollars in revenue for his clients in the home restoration niche.

You can read about Joe’s success story here.

Social Media Marketing: Amplifying Your Reach and Engaging Your Audience

Now, imagine that well-built house we talked about. Social media is like adding vibrant paint, eye-catching decor, and landscaping. It transforms a solid structure into something captivating.

Social media marketing is about making connections and fostering relationships. It’s about sparking conversations, participating in discussions, and directly engaging with your audience where they spend their time online: Facebook, Twitter, Instagram, LinkedIn – all these bustling online communities.

Benefits of Social Media Marketing

• Boosts Brand Awareness and Visibility: Sharing your content on social media expands your reach exponentially. You’re connecting with a broader audience actively seeking information and entertainment.
• Drives Engagement and Community Building: Social media platforms provide a direct line to your target audience, allowing for two-way communication. Responding to comments, hosting Q&As, running contests, and participating in relevant Facebook groups or Twitter trending conversations humanizes a brand and cultivates loyalty.
• Provides Valuable Insights and Feedback: Social media offers insights into your audience’s interests, behaviors, and preferences. These insights are crucial for refining your strategy and creating even more targeted content.
• Cost-Effective Advertising: Over 70% of buyers who have a positive experience on social media with a brand recommend it to friends and family – that’s free advertising for your client! If you do decide to place an ad on social media, you’ll find plenty of cheap options with laser-focused targeting. Social media advertising often helps agencies stretch marketing dollars and achieve a greater return on investment. In fact, Facebook users click on 12 ads on average each month.

Challenges of Social Media Marketing

• Time-Intensive: Consistently engaging with followers, creating content, and staying up-to-date on trends can take a lot of time and resources.
• Managing Multiple Platforms: Each platform has unique features, formats, and audience behaviors, making it challenging to maintain a consistent presence across all channels.
• Content Saturation: With millions of posts shared daily on social media channels, breaking through the noise and capturing attention requires creativity and strategic planning.
• Handling Negative Feedback: Social media allows for direct communication with customers, which can lead to negative feedback or public criticism that needs to be managed carefully.
• Staying Current with Algorithms: Social media platforms constantly update their algorithms, which can affect how your content is distributed and seen by your audience, making it difficult to maintain consistent reach.
• Crafting Engaging Content: Grabbing attention amidst the constant social media noise requires creativity. Effective visuals, compelling copy, and consistent posting are vital for standing out.

WriteWell is BrandWell’s short-form and marketing writing suite, designed to write engaging content in 30+ formats, from social media posts and YouTube video descriptions to email newsletters and non-fiction books.

I already showed you how I use BrandWell to write my LinkedIn posts. Here’s another example of a social media post written by BrandWell, this time for my Facebook account:

If you set up Google Alerts, you can easily track mentions of your client’s brand and respond to negative comments promptly and effectively.

I asked BrandWell’s AIMEE chatbot to write a short response to a Facebook complaint for a client in the telecom industry. Here’s what AIMEE wrote:

And here’s the longer version if you need to respond by email:

Dear [Customer Name],

We are truly sorry to hear that you have had a poor experience with our customer service team. We understand that this is unacceptable and falls short of the high standards we strive to maintain. We want to assure you that we take your feedback seriously and are committed to making things right.

What Happened

We have reviewed the events surrounding your recent interaction with our customer service team, and we acknowledge that we failed to provide the level of service you expect and deserve. We apologize for the frustration, inconvenience, and disappointment this has caused.

Actions We Are Taking

To prevent such incidents in the future, we are taking immediate action:

• We are re-training our customer service team to ensure they are equipped to handle complex issues efficiently and effectively.
• We are implementing additional quality control measures to monitor and improve our service standards.
• We are revising our processes to reduce wait times and ensure timely resolutions.

Resolution for Your Issue

Regarding your specific issue, we would like to offer the following resolution:

• Our technical team will expedite the resolution of your Wi-Fi service issue, and we will ensure that it is fully resolved to your satisfaction.
• We will provide a one-time credit of [amount] to your account as a gesture of goodwill.
• We will assign a dedicated customer service representative to your account, who will be your single point of contact for any future issues or concerns.

Your Feedback Matters

We value your feedback and would like to request the opportunity to discuss your experience in more detail. Your input will help us to identify areas for improvement and make necessary changes to our customer service approach. If you are willing, please reply to this email or contact us at [phone number/email address] to schedule a call at your convenience.

Thank You for Your Patience and Loyalty

Once again, we apologize for the poor customer service experience and appreciate your patience and loyalty. We are committed to regaining your trust and providing the level of service you expect from us.

If you have any questions or concerns, please do not hesitate to contact us.

Sincerely,

[Your Name] Customer Service Manager [Telecom Company Name]

The Power of Integration: Bringing Social Media and Content Marketing Together

Here’s the crux: neither content nor social media strategies work in isolation. To truly unlock exponential growth for your clients, weave these two strategies together to amplify each other’s strengths – creating a powerful marketing action plan.

How can agencies effectively blend social media and content marketing? Look at them not as separate entities but as two sides of the same coin.

Create Shareable Content

Begin by creating high-quality content that is relevant, informative, or entertaining to your target audience. Make sure your blog posts, infographics, and videos are worth sharing.

Social media serves as a distribution channel for your content. Tailor the content to meet the preferences of each social platform. For instance, a detailed blog post can be summarized into bite-sized tweets or a compelling Instagram story. This extends the reach of your content to social media audiences.

Formulate a Social Media Marketing Strategy

Choose the right social media platforms based on where your audience is most active. Create a strategy that outlines the type of content to post, when to post, and the goals for each platform (e.g., engagement, lead generation).

Content marketing drives your social media strategy by supplying a steady stream of material that can be shared across platforms. Your social posts, in turn, drive traffic to your content hub (e.g., your blog or website).

Create Engaging Posts Tailored to Each Platform

While longer blog posts shine on your client’s website, shorter, visually compelling snippets perform best on social media.

Always tailor the message to the platform. What works on LinkedIn, a platform driven by professional networking, might fall flat on a visually-driven platform like TikTok.

Did you know that 75% of internet users rely on social media for product research? This emphasizes the need for shareable, informative content on social platforms to capture consumer interest. On Twitter, you have a limited character count to grab attention but you can take advantage of recently introduced features such as longer posts, a revamped timeline, and improved search capabilities.

Experiment with different content formats. Use eye-catching visuals on Instagram, host live Q&A sessions on Facebook, share insightful data through infographics on LinkedIn, or engage with trending audio on TikTok.

Share and Promote Across Channels

Social media serves as a gateway to direct followers to your long-form content. For example, a tweet can provide a link to a full blog post, or a short Instagram video can tease a longer YouTube tutorial.

Post your content on social media marketing channels in a way that fits the tone, style, and format of each platform. Use a mix of organic posts, stories, videos, and paid ads to promote your content.

Use Social Listening

Actively listen to conversations happening around your client’s brand. Social media is more than broadcasting your messages — it’s about engaging in a two-way dialogue. Constantly tuning in helps you understand the challenges your audience is facing and how your content can meet their needs.

Use social listening tools like Hootsuite to find, schedule, and manage content while providing analytics for better decision-making. It’s all about crafting relevant content that addresses pain points, answers questions, and offers solutions.

Build Relationships Through Interaction

Social media offers real-time interaction, while content marketing provides depth. Engage with followers by responding to comments, answering questions, and participating in conversations on social media.

Use engagement data from social media to inform future content creation. Address common questions or interests in your content strategy to further engage your audience.

Leverage User-Generated Content

Authenticity resonates deeply with audiences, and one of the most effective ways to build trust is by sharing content created by your client’s customers. People tend to trust recommendations from friends and peers far more than brands as these customer-generated stories offer real-life experiences that branded content often struggles to capture.

Encourage your client’s audience to share their experiences. Feature those posts on social media and give them shoutouts. Repost user reviews, photos, and testimonials – always with permission, of course.

Maximize Reach and Impact by Repurposing Content

Repurpose long-form content into smaller, bite-sized pieces that are ideal for sharing on social media.

You can turn the key points of a whitepaper into a series of tweets, a webinar into short video clips, and data from an infographic into Instagram carousel posts.

Repurposing allows you to share consistent messages across platforms while keeping your social media content fresh.

Amplify Content Reach Through Paid Social Media Advertising

Paid social media ads can drive traffic directly to your blog posts, ebooks, videos, or landing pages, giving your content marketing strategy a wider audience.

When promoting your content through paid social ads, target specific audiences based on demographics, interests, and behaviors.

A/B test different ad formats and messages to see which performs best in driving traffic to your content.

Expand Your Customer Base With Influencer Partnerships

Influencers can amplify your content marketing by sharing it with a larger, more targeted audience, thus increasing visibility and credibility on social media.

Collaborate with influencers who align with your brand to share and promote your content to their audiences.

Find influencers whose audiences reflect your ideal customer base, and make sure the content aligns with their tone and style to ensure authenticity.

By integrating social media and content marketing, agencies can reach new audiences, strengthen their clients’ brands, and drive deeper engagement with customers. This combination allows for broader reach, real-time interaction, and ongoing relationship building — all while delivering valuable content that moves audiences down the funnel.

Examples of Successful Social Media and Content Marketing Integration

Here are a few inspiring examples of brands that have effectively combined content and social media marketing:

• GoPro expertly utilizes stunning user-generated content showcasing daring adventures and breathtaking visuals to create a dedicated community. GoPro strategically repurposes this content across its social media platforms. They showcase their product in real-life scenarios, capturing captivating user experiences and reinforcing their brand message: adventure and creative storytelling.
• Airbnb shares heartwarming stories from hosts and guests alike through its blog and social channels. This effectively showcases its unique value proposition — creating meaningful travel experiences. They strategically use captivating visuals and concise, engaging copy on their social media posts, creating a scroll-stopping experience for users.
• Shopify, an e-commerce giant, has mastered the art of empowering entrepreneurs with educational content, a popular tactic according to recent marketing research. This positions Shopify as a trusted advisor rather than simply a service provider.

BrandWell: Your All-in-One Social Media and Content Marketing Platform

Meeting the demands of social media and content marketing may seem challenging, but it doesn’t have to be. Now you have a platform that streamlines the entire process from content ideation to creation — that’s the power of BrandWell.

With BrandWell you can:

• Streamline Content Creation: Effortlessly write long-form blog posts, resource guides, ebooks, social media posts, ad copy, landing pages, and more in one centralized space.
• Create Rank-Worthy Content: Get helpful, deeply researched, and fully optimized blog posts that read just like you wrote them — articles that build authority and traffic and earn relevant links from real brands on autopilot in our Brand Publisher Network.
• Optimize Existing Content: By simply entering your client’s website URL, you’ll get real-time insights on what’s missing and which posts are doing poorly, and optimize all their old content at the touch of a button.
• Prompt AI Agents for Specialized Tasks: BrandWell has 30+ AI Agents (ad copywriter, Amazon listing expert, book writer, email strategist, lead generation specialist, press release writer, etc.) to help you with brand strategy, marketing, advertising, keyword research, book writing, social media management, and so much more.

We’ve built everything you need for your client’s content growth in a single platform. What your team of SEO experts, writers, and social media marketing strategists used to do can now run on autopilot, thanks to BrandWell.

Elevate Your Client’s Brand with a Unified Social Media and Content Marketing Strategy

Combining social media and content marketing isn’t just a smart move — it’s essential. When these two strategies work hand in hand, you can reach a broader audience, create stronger connections, and drive engagement that lasts.

By consistently sharing valuable and relevant content across your platforms, you can build trust, boost your visibility, and keep your audience coming back for more.

Does managing both content creation and social media feel overwhelming? Don’t worry, help is just a click away. Here at BrandWell, we’ve been helping agencies create posts that are not only engaging but perfectly suited for each content channel.

With BrandWell, you can seamlessly merge your content and social media strategies — delivering the right message at the right time in the right format — and help your clients earn traffic, build their audience, and grow their brand.