How can you integrate your social media and content marketing efforts? First, keep in mind that content needs to be tailored to each individual social media channel. We will share how to tailor your content to each social media outlet, including Facebook, Twitter, YouTube, LinkedIn, and Google+, along with content ideas. Using each recipe for success, you can properly integrate your content and social media marketing. Visit http://www.hotpotatosocialmedia.com/resource/social-media-content-marketing-recipe-for-success/#.URltP4WyKRc for a download!

1. HotPotatoSocialMedia.com
ContentMarketing&SocialMedia:
RECIPE FOR
SUCCESS
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Hot Potato | Content Marketing&SocialMedia:RecipeForSuccess
Content marketing and social media are two of the biggest trends in the marketing
world today! Content marketing and social media marketing are increasingly
intertwined. Though seemingly synonymous, they are not the same thing.
However, they serve as support for one another. We define content marketing as the
creation and distribution of educational and/or compelling content in multiple formats
to attract and/or retain customers. Social media marketing is the vehicle for
delivering that content.
Who uses content marketing? 91% of B2B marketers and 86% of B2C marketers use
content marketing. For both B2B and B2C marketers, social media (other than blogs)
is the most used content marketing tactic1
.
63% of companies said posting content on social media has increased marketing
effectiveness2
. Keep in mind that content needs to be tailored to each individual
social media channel. We will share how to tailor your content to each social
media outlet, including Facebook, Twitter, YouTube, LinkedIn, and Google+, along
with content ideas. Using each recipe for success, you can properly integrate your
content and social media marketing.
Facebook
Use:
1-2 Status Updates per week Exclusive Content
Photos Events
Videos Links To Your Content
Contests
Facebook business pages provide a great opportunity to engage with your audience.
There are a variety of features including status updates, videos, and photos that
allow you to share your content. Consider these statistics3
:
• 50% think that a brand’s Facebook page is more useful than its website
• Promotions and discounts are the biggest motivators in liking a brand
on Facebook
• The top 3 ways consumers interact with brands on Facebook is to print off
coupons, like/comment on brand’s page, and to learn about new products
Content Marketing & Social Media

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Hot Potato | Content Marketing&SocialMedia:RecipeForSuccess
• The top 3 ways brands could get non-likers to like them on Facebook are
to have more giveaways, post less often, and let them hide that they like
the brand
Content ideas include:
Status Updates – Status updates are one of the most useful features of Facebook.
You can use a status update to share that blog, case study, or white paper you just
published. Ask a question to engage your audience.
Photos/Videos – Preferences are switching to visual content. Research shows that
photos on Facebook Pages received 53% more likes and 104% more comments than
the average post4
.
Contests – If appropriate for your company, a contest can help you get more likes
or increase engagement. Consider having a sweepstakes, essay, photo, or video
contest. However, make sure to familiarize yourself with Facebook’s strict promotion
policies.
Exclusive Content – Your audience may expect exclusive content/offers in return
for liking your Facebook business page. In fact, as mentioned above, promotions and
discounts are the biggest motivators in liking a brand on Facebook. Consider offering
your fans exclusive deals/coupons.
Events - Does your company have events? Create events on Facebook to promote
you events and increase attendance. You can even create events for things likes
sales that your company may have.
Twitter
Use:
140 Characters Optional:
2-3 hashtags 1 link/picture
Twitter is a micro-blogging platform that allows users to send updates of 140
characters or less. What does this mean for your content? It needs to be short and to
the point.
Provide a link - Not just any link, a link to your latest blog post, case study, white
paper, or anything on your website! Be sure to shorten the link using a service like

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Hot Potato | Content Marketing&SocialMedia:RecipeForSuccess
bit.ly so that the link doesn’t eat up your character limit. Plus, you can track clicks
through this service when you shorten your link through a bit.ly account. You can
also share links to other relevant content across the web that may interest your
readers.
Exclusive Content – Like Facebook, you can offer your followers exclusive content
such as coupons/deals/specials.
YouTube
Use:
15 minute maximum videos
2-3 minute videos are recommended
Video is the fastest growing marketing vehicle, doubling in volume from just 2010 to
2012, and triple digit growth expected through 20155
. Also, consider that your
audience is flooded by text; blog content, news articles, and reviews. Therefore,
consumer preference will shift toward video as the primary way to learn about
products and services6
. If you are struggling to develop content for YouTube,
consider these ideas:
The Elevator Pitch – A 30-60 second video that highlights your company or brand’s
unique selling proposition (USP). Think about how much time you spend in an
elevator before getting off on your floor. That is how much time you get to set your
company apart from others!
Slick Capabilities Piece – A polished overview of your company or brand with
animation, sound and professional voiceover. We recommend 1-3 minutes.
Customer Testimonials – Ask your best customers or clients to sit down and speak
about your products/services. Have a couple of questions ready and give them time
to think about their responses before shooting.
Executive Briefs – Record “C” level executives speaking about a new
product/service, new program initiative, or simply the state of the business. The
executive can introduce the company or brand, or say thank you to customers. Keep
it short and focused. 1-2 minutes in length.
Case Studies – Document successes with summaries of customer problems and
solutions. If video is not available, still photo images can be used with support copy,
and perhaps a customer testimonial!

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Hot Potato | Content Marketing&SocialMedia:RecipeForSuccess
Redeploy PowerPoint Presentations – This is so easy, simply record a voiceover
timed to PowerPoint slide transitions. How many old PowerPoints do you have?
Employee Interviews – Interview key sales, technical, customer service and other
staff about their role in serving the customer, new program, etc. Make sure the
selected interviewees are upbeat and articulate!
Use Your News – Have a new product, program or project? Interview those
involved for the insider perspective. The clip can also be used in a video
press release.
Product/Service Videos – This is a MUST have piece of video content. Showing off
your products and services in video allow viewers to see real applications of
products, or add a visual identity to a service that your company offers.
LinkedIn
Use:
3+ group postings a week 50 Inmails maximum at a time
2-3 company updates a week Links to your content
Applications
Similar to Twitter, LinkedIn is a valuable place to share the content your company
has already created. Use group postings, company updates, applications, and inmails
to distribute your content.
Group Postings - Focus on relationship building and do not be too self-promotional
or sales-oriented. Provide useful or educational information, perhaps industry news,
and let the user decide whether to contact you. The number one rule for any social
media interaction is to provide value, then ask for value in return. So, before you ask
for people to sign up for and attend your webcast, post some relevant articles and
engage with others by commenting on group posts. Be a contributor and a
leader – don’t just watch the conversation!
Company Updates – Similar to Facebook, LinkedIn allows you to create a company
page and then post status updates. You can share with all followers, or with a
targeted audience. Sharing an update with a targeted audience is great for
postings related to a specific niche. You can share virtually anything; text, video,
photos, links, etc.

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Hot Potato | Content Marketing&SocialMedia:RecipeForSuccess
Applications – Applications like SlideShare give you another way to distribute your content.
With SlideShare, you can upload any size PowerPoint presentation you want to your LinkedIn
profile. PDF’s can also be uploaded as portrait or landscape. The SlideShare application makes
it fun to show off presentations you’ve given, and serves as a way to highlight your expertise.
Even more, you can display your company’s work through company presentations, PDF
brochures, or a capabilities sheet.
Inmails – Inmails are a private direct message to another LinkedIn member. Inmails are
another alternative to emailing a select group of people in your industry, whether it is to
market your company’s services or generate and build new relationships
Google+
Use:
Events Videos as they are created
5 photos to start, 1-2 photos a week Links to your content
It is EXTREMELY important to keep your Google+ company page active. Be sure to take
advantage of all the features available to you on Google+ to share content. Of course, sharing
the content you create is a must.
Google Plus Events – Is your company constantly offering workshops or webinars? This is
a GREAT way to get the word out about your upcoming events to the public and those you
follow. For mutual follows, those people in your circles will actually receive a notification that
they are invited to your events.
Google Plus Photos - People are visual learners! They like to learn about your brand through
pictures, so consider creating cool infographics, uploading pictures of company events, etc. to
generate awareness and get others interested about you!
Google Plus Videos - Yes, there is still YouTube, but why not have your videos in multiple
places to increase the chances of someone viewing them? Upload videos to your profile for
your followers to view.
Save your long, in-depth content for more appropriate vehicles like white papers, blogs, and
case studies. Use social media for disseminating that content in a shorter format and to
interact with your customers. Social media is a great way to distribute any content you
create. However, be sure to not be OVERLY promotional. Social media is a chance to engage
not just sell.

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Hot Potato | Content Marketing&SocialMedia:RecipeForSuccess
ADDITIONAL RESOURCES
1. B2B and B2C Content Marketing
2. The Anatomy of Content Marketing
3. Lab42
4. Hubspot
5. Cisco
6. MarketingProfs
About Hot Potato
Based in Naperville, IL outside of Chicago, Hot Potato Social Media is a full service
social media marketing agency that helps companies and brands implement and
manage social media and other inbound marketing programs for measurable, and
often profound sales results. For more information, check out the website at
www.HotPotatoSocialMedia.com, or call 630-868-5062.