How to promote your expertise to specific audiences
Column #itSAMarketingThing 17: Social Media Content Marketing.
The chronicle of different and low-cost marketing for startups, businesses and entrepreneurs. It’s a marketing story is told every month in the Monthly Ticket of the Marketing Blog.
Social Media Content Marketing
With the rise of content marketing and the growing influence of reviews and user feedback in today’s digital world, it’s more important than ever to consider how social media contributes branding representation.
For many new businesses, social presence is quickly tied to sales. But where should you start? What choices can make a difference? This column explores a simple, strategic approach to using social media content as a growth tool — even with a $0 budget.
Ask the Real Question: Social Media or Direct Prospecting?
Before launching your social presence, it’s worth asking: is this really the right time for your project to be on social media? Some businesses build success through direct outreach — client meetings, strategic email lists, and a solid customer database.
Social media content can be effective, but it requires time, consistency, and patience. If you already have a list of active clients or contacts, you might see faster results with direct marketing tactics before committing to a complex publishing schedule.
The ideal approach? Balance both, build a clear social presence while developing a more personal connection with your contacts.
Once You’ve Decided: Where to Begin?
So, you’ve chosen to invest time in creating and publishing content on social media. Here are five key steps to get started the right way:
1- Pick one relevant social platform
Choose based on your industry, target audience, and the content you can easily create.
Ex: Facebook for local visibility, Instagram for visual storytelling, YouTube for technical demos.
2- Build a simple content plan
Think in categories: tips, behind the scenes, testimonials, products, inspiration.
Set a realistic posting schedule (e.g., once a week).
3- Tailor your content to your audience
Use tone, visuals, and formats that speak directly to your ideal client.
4- Create strategic repetition
One message can be shared as a story, a post, and a summarized visual.
Maximize reach without doubling the workload.
5- Develop client relationships through your social presence
Reply to comments, thank followers for sharing, ask questions.
You’re not just posting — you’re building a relationship.
Go Further: Understanding Content Marketing in Two Parts
Before diving into tools and platforms, it’s essential to understand what content marketing truly is, and how it fits into your long-term strategy.
We explore this in our two-part feature:
Part 1 – Introduction to Content Marketing: Read the article
What is content marketing? What is it used for? Why is everyone talking about it? This article lays the foundation.
Part 2 – Advanced Strategies and Web Writing: Read the article
We go further with tips on structuring your content, choosing formats, setting goals, and measuring results.
These articles are the perfect complement to this column if you’re aiming to build a solid, content-driven social presence.
Blogs and web writing enhance content marketing and brand visibility
Budget: Even with a $0 budget, you can still boost visibility organically: use stories, reels, strategic tags, active comments — powerful, free tools.
Use key takeaways from this month’s other features (on RSS feeds and best times to publish) to develop a content approach that works for you. Choose the right platform, and see how content can help you stand out from your competitors. There’s always a beginner’s guide — and Google is full of great insights and trends.
Tip: Build a bank of reusable content (visuals, key messages, FAQ). It will help you post consistently, even during busy weeks.
Tools: Canva – Easily create professional visuals for social media, even without graphic design experience. You can share content directly from the app to your business socials. Save time and energy!
Conclusion
Content marketing on social media doesn’t require a massive budget. What it does require is consistency, clarity, and choosing the right platform for the right reasons. No matter where you’re starting from, remember: the right content, in the right place, can make all the difference.
Until next time,
Read #itSAMarketingThing
Jeff
Cr Images and production: W+M Services.
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I edit the content of existing sites via CMS in addition to creating sites with WordPress and Squarespace. I have been producing website content as a webmaster since 1998.
I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
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The digital marketing chronicle dedicated to startups, businesses and entrepreneurs. How to promote your expertise to specific audiences.