Social media vs Email marketing, a content marketing strategy for both

Start with your WHY and then create content for marketing success.

Published on
October 24, 2019

Social media vs Email marketing

If you have to choose between email or social marketing, then make your choice based on your organization's goals. Social media marketing is better when your goal is to expand your reach and engagement. Email marketing is better at driving sales.

A Step-by-Step Process for Creating Your Documented Content Strategy

  1. Document your “why.” It’s important that your whole team be on board with the reasoning behind your content marketing strategy. Think about what you are trying to accomplish and why it’s crucial for your business.
  2. Set clear goals. Everyone on your team should have a clear understanding of what the end goals are in order to recognize success or areas that need to be adjusted.
  3. Identify target audiences and create personas. Knowing who exactly your content is speaking to will determine how the content is written. Think about the members of your target audience: What industry are they in? What roles do they occupy? What are their potential problems?
  4. Prepare for a variety of content. Focus on several types of content that your company can use to really achieve your goals. It’s important to avoid only working on one kind of deliverable — this way, you can vary the results and track which methods work the best.
  5. Create a process for content creation. Be sure to get your entire process down before starting your content strategy. All people involved need to know what their duties are and what they need to do to reach those expectations.

Plan for effective content distribution. Once all the hard work of creating the content is over, your team needs to focus on getting it in front of the right people. Distribute your content through social media, email campaigns, and e-newsletters.

Get your WHY:

Measuring Success of your content strategy

Graphic by HubSpot and Influence & Co.

You have some questions to ask yourself:

What is the main goal of your content marketing strategy?

What internal resources do you have?

Is forming a dedicated content marketing team viable, or will you need to outsource?

What sorts of tools do you need to start looking into?

How soon can you get started on your content marketing strategy?


Hopefully, this gives you a solid base to start answering these questions, set the wheels in motion, and accept the challenge of prioritizing your content marketing.


This article's content is taken mainly from HubSpot ebook I got in my email. I love HubSpot's content and read it a lot and most of the time I'm thinking, my client should know this. So I've added this as a reference on my website to share what I think is best practice for marketing your content and building leads and awareness.