Economy of Social - Social Media Tips, Marketing and Business

Content Marketing is the buzz word right now. Content Marketing institute defines Content marketing as a  "strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. "

Social Media marketing and strategy is quite often focused on the content and story telling by brands on the channels owned by them. In reality a brand's channel and content may not even be checked or consumed by 99% of those who follow. Most of marketing efforts at times end up in shaping brand generated content, which quite often does not reach the audience or gets lost in clutter. A heavy focus on brand generated content in a social media strategy can make it in-effective. An important aspect of social media is user generated content. In the entire space of user generated content, influencers dominate content consumed by users. These are quite often active social media users who create more content and disseminate it through channels such as their blog, Facebook, Twitter, Instagram, etc. Influencers also tend to demonstrate expertise in a particular area, which leads to community built around them and the content they create and share.