It goes without saying that effective social media marketing is more than just posting cool photos of products. Each post has to serve a purpose. Social media marketing should be purposeful right down to each and every post. Sometimes a post is clearly meant to drive traffic and the top of the conversion funnel. Sometimes, however, it’s about engagement. Social media is also, by design, a way for you to interact with your customer base. It’s not just a selling tool; it’s an amazing research tool.
In the same way social media is more than the top of the conversion funnel, content marketing is more than SEO. If your customers find the content useful it will help grow their affinity for your brand.
matt higgins 
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