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Do you use content marketing to build an audience, or to keep an audience? Both! It has to work together. People are not going to follow you on social media if you’re not providing great content that interests them.

Social Media was not intended to be the world’s shortest press release.
~ Jay Baer

In this video, content marketing expert Jay Baer of Convince and Convert, explains the concept:
 

Social Media and content have to work together. You can create great content, but if you don’t have the social following to “consume” and share it, the content is like a billboard in the middle of the ocean. If you have followers and don’t feed them what they’re interested in, there is not reason to follow you, and they’ll leave.

How do you know it’s working? Metrics. The way for you to know what’s working you is to keep track of insights and analytics at least on a monthly basis — both on your website and each of the social media networks that you participate in.