The Importance of Content in Social Media Marketing

Great content should be the main focus of social media marketing as it is what brings much-needed engagement to your marketing campaigns. In this blog we will touch on exactly why using quality social media content is important, and mention a few content types to use in your social media marketing.
A creative illustration showing a person pouring water from a can onto plants representing social media platforms, with the text "Does Your Social Content Score 10/10?" set against a purple background, emphasizing the growth aspect of content in social media marketing.

What is Social Media Content?

Social media content is content that is shared across social media platforms. The content doesn’t always need to be created with the sole purpose of being used on social media but can be used as part of a social media marketing strategy to help increase brand awareness or focus on engagement within a business.

A social media content strategy is important to have in a digital marketing agency so that the goals set out to be met by social media marketing can be measured. Content should be planned using a content calendar which will assist in keeping content planning and scheduling manageable and give you a competitive advantage over other content creators.

How Do I Plan a Content Calendar?

📝 Evaluate Your Posting Platforms

Take a look at your existing social media accounts and content platforms. Highlight the most popular channels and define the target audience for each.

📲 Choose Channels

Choose which channels you want to apply a content strategy to.

⏰ Research Posting Frequency

Learn the best days and times to post content on each channel for maximum engagement.

🗃️ Create a Content Library

With your posting frequency in mind, build a library of content for each channel for the week or month ahead.

🗓️ Schedule in a Content Planner

Use tools like Hootsuite, Google Calendar or Trello to organize and schedule content.

✏️ Craft Your Posts

Fine-tune scheduled posts with images, captions, hashtags and keywords for an optimized, polished product.

💡 Review and Refine

Note what content resonates best with your audience to continuously improve your strategy.


Why is Content so Important in Social Media Marketing?

The right content in social media marketing is extremely powerful in digital marketing if your campaigns are executed accurately. We can use social media to reach the right audience, build brand awareness as well as build a stronger overall online presence. The most important step in a social media strategy is to make sure that the content is of quality and that it represents your brand and the message you are trying to get across to your audience.

Here are a few reasons why quality social media content is essential:

1. It helps increases organic traffic to your website

Social media marketing, namely remarketing, is aimed at getting visitors back onto your website. Having a presence on social media platforms plays a huge role in getting your website ranked higher organically.

The content displayed on social media platforms has a higher chance of engaging and interesting to your audience and therefore has a higher chance of bringing in traffic to your website than many of the other forms of paid advertising. Another big plus is that it keeps your marketing expenses pretty low!

2. It gives your brand a presence

Social media posts that contain engaging content are a lot more likely to help develop a brand and build on existing brands. Your content needs to speak to your audience if you want to keep them engaged and turn them into paying customers or converted leads. Social media engagement is an important aspect to keep a close eye on when it comes to building and maintaining a strong brand presence.

3. It keeps followers engaged and loyal

Having the right content on your social media pages is the most important step in keeping followers engaged and loyal to your brand. Likes, followers, shares, and comments are easy to get on your page and posts if the content is what your audience wants to see, which can go a long way to building a great relationship between you and your existing or future customers.

Advantages & Disadvantages of Social Media Content Types

Let’s take a closer look at what content can be used in social media marketing and the advantages and disadvantages of each.

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📰Blog Posts and Articles

Blog posts and articles are a great resource to have on a website. These posts and articles can then be posted onto your social media platforms to increase engagements within your business.

  • Blog posts and articles help your business build credibility as they give you the opportunity to show visitors/followers that you understand your industry and are able to produce content that is beneficial to them.
  • Great for increasing organic traffic to a website, even without spending any money on posting to your social media platforms.

  • Writing content can be very time-consuming.
  • Competition is tough. Almost all industries are writing blog posts and articles, so you need to keep your content fresh and relevant to the audience you are targeting.

Three illustrated blog post thumbnails on 'The Digital Marketing Reporting Blog' highlighting key strategies for enhancing content in social media marketing, including paid advertising, Instagram insights, and captioning for better engagement.
Blogs are a user-friendly interface inviting readers to easily access a wealth of knowledge designed to elevate their skills, knowledge, and insight into your business.


Images that speak to your audience will increase engagement on your social media pages and posts.

  • Helps build and maintain brand awareness.
  • Visual content complements written content and gets higher engagement rates as it is generally not scrolled past as quickly.

  • There is a lot of competition on social media platforms.
  • Finding the right images can be time-consuming and designing them can be costly.


Just like images, video receives a lot more engagement than written content, probably even more than images do. The engagement of videos across social media platforms is increasing each year.

  • Video content can be used alongside many forms of written content such as how-to’s and product updates, making this content more interesting and easier to digest by your audience.

  • Can become expensive depending on the type of video content you want to produce.


This is a great form of content to use with existing written content. The main part of the content is already there, you just need to change how you are presenting it to your audience.

  • It’s more engaging to your audience as it is a visual type of content.
  • Simple and quick to put together as it is built off of original content.

  • You need to get creative with this form of content and this may require paying someone to create it.


Webinars are great for generating more leads within your business. Posting this type of content on your social media platforms allows your audience to interact with you.

  • You have the opportunity to get immediate feedback from your audience as they have the opportunity to ask questions and interact with you.
  • A recording of the webinar can be shared across your social media platforms and remain as a post to be further interacted with by followers who can’t make the live webinar.
  • Helps you grow your business and build loyalty with your customers/followers.

  • Can be time-consuming for the person hosting or recording the webinar.
  • You can be put on the spot answering tough questions so the person hosting the webinar needs to be fully prepared and trained in answering these questions.

💬Reviews and Testimonials

This type of content shows how transparent a business is about the service they provide.

  • Builds trust with followers.
  • Gives potential customers a taste of how others feel about your business and services.

  • Getting reviews and testimonials is not always an easy task.
  • There is no guarantee that all the reviews or testimonials will be positive.

An overhead view of a modern marketing professional's desk with a laptop displaying a Facebook Ads page, highlighting the importance of content in social media marketing. Essential tools like a camera, mouse, and pencils are neatly organized, indicating a productive and creative workspace.

Choose the Right Social Media Platform

Optimizing content for different social media platforms is a critical component of an effective digital marketing strategy. Each platform has its unique environment, user expectations, and content formats that resonate best with its audience.

Instagram: Visual Storytelling at its Finest

Instagram demands visually engaging content. High-quality images, compelling short videos, and Stories are the cornerstones of effective Instagram content. This platform is ideal for brands looking to showcase their products or tell their story through visually rich narratives.

LinkedIn: The Professional’s Hub

On LinkedIn, content that leans towards the professional and informative spectrum performs best. Think articles, in-depth industry posts, and company updates. This platform is a goldmine for B2B interactions and establishing thought leadership.

Facebook: A Diverse Content Playground

Facebook‘s versatile platform supports a wide range of content types. From long-form posts and storytelling to videos and live streams, it allows for diverse strategies. Brands can leverage Facebook’s flexibility to engage with a broad audience using a mix of informative, entertaining, and interactive content.

Screenshot of Oviond's digital marketing reporting tool displaying analytics on a laptop screen, highlighting features for streamlined content management in social media marketing.
Oviond’s Facebook page is an example of effective use of the platform, showcasing their digital marketing tools with clarity and visual appeal.

Pinterest: The Visual Discovery Engine

Pinterest is unique as a visual discovery tool. Here, content is all about inspiring and actionable ideas, often linked to lifestyle, fashion, home decor, and DIY projects. High-quality, visually appealing images and infographics that lead to informative blogs or product pages can drive significant traffic and interest.

YouTube: The Video Content King

On YouTube, it’s all about video content, ranging from tutorials and how-tos to vlogs and product reviews. Successful YouTube content is not just about quality visuals but also about engaging storytelling and providing value to the viewer. It’s a platform where longer-form content can thrive, allowing for deeper dives into subjects.

Featured above is an insightful YouTube video by Oviond, showcasing their expertise in digital marketing. This serves as a prime example of effective YouTube marketing, where engaging video content is used to provide value, demonstrate industry knowledge, and connect with the audience. Videos like this not only inform viewers but also enhance brand visibility and credibility in the digital space.

Snapchat: Engaging the Young Audience

Snapchat is favored for its ephemeral content, appealing primarily to a younger demographic. Short videos, engaging filters, and interactive stories are the keys to success on this platform. Brands can leverage Snapchat for time-sensitive offers, behind-the-scenes glimpses, and youth-oriented marketing campaigns.

TikTok has become a powerhouse for short-form, highly engaging video content. It thrives on creativity, trends, and music-driven content. Brands can succeed on TikTok by embracing its fun, lighthearted nature and participating in trending challenges or by creating their own unique, catchy content.

X: The Hub of Instant Dialogue

X, previously known as Twitter, excels in quick, real-time communication. Characterized by concise messages, it’s ideal for timely updates, trending topics, and engaging in fast-paced conversations. Perfect for those seeking to make an immediate impact or join global dialogues, X is where brevity and relevance unite, offering a dynamic platform for brands and individuals to voice their thoughts instantaneously.

Smartphone screen with a 'Social Media' folder containing apps like Instagram, Pinterest, YouTube, Clubhouse, Twitter, and Facebook, integral for content distribution in social media marketing.

Wrapping up on Social Media Content

Each social media platform offers features that will complement many of these content types. It is important to understand your audience and post content that you know will be engaging to them.

content is undoubtedly a critical component of impactful social media marketing. As discussed, different content types have their own advantages whether driving traffic, boosting engagement, or supporting brand consistency. It’s essential to tailor content based on your goals and the unique user behavior on each platform. Developing an intentional, strategic editorial calendar provides a content roadmap to guide your efforts.

The payoff for getting your social media content approach right is immense. From increased lead generation and sales to improved brand visibility and loyalty, the returns directly support overarching business growth.

In an increasingly crowded social space, creative, relevant and value-driven content is what sets brands apart. By continually optimizing content through data-driven insights into what resonates, you can elevate your social media game to new heights. For more information on developing a customized social media content strategy for your brand, contact our digital marketing experts today.

Read more about social media marketing and other digital marketing topics in our blog or try our free 15-day trial.

A smartphone displaying the Facebook login page rests on a wooden background, flanked by Scrabble tiles spelling "SOCIAL MEDIA," highlighting the integration of social platforms in content in social media marketing strategies.

More on Content in Social Media Marketing

What makes content a critical element in social media marketing?

Content is the primary means through which brands can engage audiences, convey their messages, and build relationships. Quality content can increase brand awareness, drive traffic to your website, and position your agency as an industry leader.

How does content affect my agency’s ability to measure social media ROI?

Content directly impacts engagement metrics, which are integral to measuring ROI. Engaging content tends to result in higher interaction rates, which can lead to increased conversions and sales—key indicators of ROI for social media marketing efforts.

Can the type of content we post affect our clients’ brand perception?

Absolutely. The content represents the voice of the brand and influences public perception. High-quality, relevant, and consistent content will foster trust and credibility, while poor content can damage a brand’s reputation.

How can we optimize content for different social media platforms?

By understanding the unique audience and format of each platform. For example, Instagram content should be visually engaging, Twitter should be concise and timely, LinkedIn should focus on professional insights, and Facebook content can be more varied, combining text, images, and videos.

Is video content really more effective than other types of content on social media?

Video content tends to have higher engagement rates because it can convey a message quickly, entertain, and hold the viewer’s attention longer than text or images alone.

How often should we post content on social media for the best engagement?

This varies by platform and audience, but consistency is key. For most platforms, posting once a day is effective, while platforms like Twitter can handle multiple posts per day. It’s important to monitor engagement and adjust accordingly.

Should we prioritize user-generated content on social media?

Yes, user-generated content can be incredibly valuable as it’s seen as authentic and trustworthy. Encouraging and sharing such content can improve engagement and brand loyalty.

How can we ensure our content stands out in a crowded social media space?

Be original, add value, know your audience, and stay current with trends. Use analytics to understand what resonates with your audience and refine your strategy accordingly.

How does social media content impact brand visibility and customer engagement?

Social media content significantly boosts brand visibility by reaching a wider audience. Engaging content keeps the audience interested, encourages shares, and increases followers, which enhances customer engagement and builds brand loyalty​.

Is it necessary to have a content strategy for social media marketing?

Absolutely. A content strategy acts as a roadmap to guide your social media efforts.

How does content drive engagement on social media platforms?

Content drives engagement by resonating with the audience’s interests and needs, encouraging interactions such as likes, comments, and shares. Engaging content can also foster community and conversation around a brand.

What role does social media content play in influencing a consumer’s purchasing decisions?

Social media content can significantly influence purchasing decisions by providing valuable information, building brand trust, and showcasing product use cases. It often acts as a touchpoint that nudges consumers towards a purchase.

How important is it to tailor content for different social media platforms?

It’s essential to tailor content for different platforms because each has its own user behavior patterns, preferred content formats, and unique features. Customizing content ensures it resonates with the audience on each specific platform​.

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