From Steven Woods, CTO at Eloqua, here are 6 Ways Marketing Can Invest in Social Media:
Smart marketing teams are applying the two major levers ( their budget and their marketing database) to turbocharge their social media efforts in 6 ways:
1) Content as Advertisement: Instead of spending ad budgets to promote high level branding ad spots, smart marketers are spending ad budgets to share the rich contnt their team is creating with a much broader audience of potential viewers.
2) Social Content as Nurturing: Rather than creating separate content for each nurture campaign or newsletter, leveraging the best content that the team has created (measured by the number of tweets, for example) gives you a sure win in terms of audience engagement, and lets your content be discoverable by the broader audience in your marketing database.
3) Hiring for Content Creators: If the subject matter experts in your organization are not creating a steady stream of rich content, hire a journalist to facilitate the process (credit for this idea goes to David Meerman Scott). A daily stream of interesting and inspiring content should be no problem for a professional.
4) Sourcing Data for Insight: If the ideas for what to write about are running dry among your content creation team, fund a survey to provide data and insights on topic areas that they suggest. Most organizations surprise themselves with how much mileage they can get out of unique and interesting survey data.
5) Fanning the Flames of Engagement: When your subject matter experts do write content, the marketing team can fan the flames of engagement. Sharing and promoting each new piece of content in the networks it’s relevant to (Twitter, LinkedIn, Facebook, Delicious, etc) helps build awareness, and motivates your subject matter experts to continue creating more great content.
6) Leveraging Search to Showcase Content: Rather than use your search marketing budget to drive traffic from the same set of terms to the same set of landing pages, leverage your search budget to help each blog post, video, or eBook “get found”. The content on each post is very likely long-tail or niche oriented, so the traffic volumes for each one will not be large, but the relevance will be very high.
Done well, the marketing team facilitates the growth of a healthy and vibrant community that is aware of and engaged with the rich, relevant content your subject matter experts and social media team are creating.
