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Content Marketing: Organizing a Modern Social Media Strategy
Writing web content is important, but your work doesn’t stop when you hit “publish.” For your content to make an impact, it needs to be seen, shared, and engaged with. That’s where a well-organized social media strategy comes in.
Step 1: Share Content with Intention
Publishing an article or creating original content is only the first step in content marketing. Once your article is live, don’t just drop a link on every platform and move on. Each social network has its own audience, style, and best practices. Adapt your message for each one:
- LinkedIn – professional, insight-driven, data-backed posts.
- Instagram / TikTok – visual storytelling, short videos, or carousel posts that summarize key points.
- X (formerly Twitter) – concise highlights, quick takeaways, or conversation starters.
- Facebook – community-oriented posts with clear calls to action.
This tailored approach ensures your content feels natural, not copy-and-pasted.
Step 2: Build a Repurposing & Reposting Schedule
Great content has a longer shelf life than one post. If the topic is ”evergreen” (relevant for months or years), work it into a content calendar. Tools like Buffer, Hootsuite, Later, or native platform schedulers make this simple.
Best practices today include:
- Multiple touchpoints – promote your content in different formats (e.g., a blog post becomes a short video, an infographic, a LinkedIn post, or a podcast mention).
- Strategic reposting – reshare evergreen content every few weeks or months with fresh angles.
- Mixing in original & curated content – balance your schedule so followers see variety, not repetition.
Step 3: Use Data to Guide Distribution
Not all platforms are equal for every piece of content. Pay attention to your analytics:
- Which posts are getting clicks, saves, or shares?
- What time of day or day of the week gets the most engagement?
- Which format (text, video, carousel, infographic) resonates best?
Modern content marketing is data-driven. Adjust your strategy based on what your audience actually engages with.
Step 4: Boost with Paid Promotion (When It Counts)
Organic reach is limited on most platforms. If you believe a piece of content is especially valuable — like a lead magnet, thought-leadership article, or seasonal campaign — consider paid promotion.
When boosting posts:
- Define your goal, such as website visits, sign-ups, or brand awareness.
- Select a target audience using demographic and interest filters.
- Include a clear Call To Action like “Download the guide,” “Book a consultation,” or “Read more.”
Even a small budget can expand reach significantly if your targeting and content are strong.
Step 5: Make Social Media & Content Marketing Work Together
Your content and your social channels shouldn’t operate in silos. A strong strategy ensures they reinforce each other. Use social media to:
- Drive traffic back to your website or blog.
- Spark conversations that feed into future content ideas.
- Build credibility and authority over time.
In today’s content marketing landscape, visibility matters as much as quality. Writing a great article isn’t enough — you need a system for distributing, repurposing, and amplifying it. With a well-planned social media strategy, your content won’t just sit online—it will reach, engage, and convert the right audience. Too busy to do this on your own? The Sprocket team is standing by to help! Give us a call today.
Photo by Jess Bailey Designs
This article is an update to “Content Marketing: Organizing a Social Media Strategy” dated 12/29/2016.
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Kate Gingold
I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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