The distinction between SMMS (Social Media Management Software) and content marketing tools is blurring and will soon vanish as marketers and vendors demand content capabilities in a growing number of platforms.
Scooped by
Guillaume Decugis
onto Social media publishing and curation |
This is the full report that I already mentioned here.
One of the many interesting points that Rebecca Lieb and Jessica Groopman make is that social media publishing is being absorbed by the content marketing ecosystem: "The distinction between SMMS (Social Media Management Software) and content marketing tools is blurring and will soon vanish as marketers and vendors demand content capabilities in a growing number of platforms. Close to 85% of content marketing tools publish on social platforms, a number not statistically different than their ability to publish on websites. This will render social media only tools redundant."
I still meet community managers or social media professionals who feel they have it covered because they "tweet links". But this is not having a full-blown content strategy. To deliver on all its benefits, social media needs the right content so you need an efficient solution and tool to find that content on top of the content you create. In addition and as importantly, it needs a content hub where to share from and direct your social media audience to: directing your audience without any added perspectives nor SEO benefits to third-party sites simply won't be enough.