Align Content Marketing Goals with Business Objectives

How to set content marketing goals that align with business objectives is a crucial aspect of any successful marketing strategy. It’s about ensuring your content creation efforts directly contribute to achieving your company’s overall goals. By understanding your business objectives and translating them into specific, measurable, achievable, relevant, and time-bound (SMART) content marketing goals, you can create a roadmap for success.

This guide will walk you through the process of defining your business objectives, establishing corresponding content marketing goals, and aligning your content strategy to achieve them. We’ll explore key performance indicators (KPIs) to track your progress, discuss effective content distribution strategies, and emphasize the importance of continuous improvement.

Table of Contents

Understanding Business Objectives

Before diving into setting content marketing goals, it’s crucial to understand the core business objectives you aim to achieve. These objectives serve as the foundation for your content marketing strategy, ensuring that your efforts align with the overall business direction.

Think of your business objectives as the North Star guiding your content marketing efforts. They provide a clear vision of what you want to accomplish and help you measure the success of your content marketing campaigns.

Defining SMART Goals

Once you’ve identified your business objectives, you need to translate them into specific, measurable, achievable, relevant, and time-bound (SMART) goals. This ensures that your content marketing goals are actionable and trackable.

When setting content marketing goals, consider how your content can build brand awareness and manage your reputation. A strong online presence can attract new customers and foster trust in your brand. This is where content marketing for brand awareness and reputation management comes into play.

By creating valuable, engaging content, you can build a positive online image, attract a loyal audience, and ultimately achieve your business goals.

Specific:Your goals should be clearly defined, leaving no room for ambiguity. For example, instead of saying “increase website traffic,” specify “increase website traffic by 20%.”
Measurable:Your goals should be quantifiable so you can track progress and measure success. Use metrics like website visits, leads generated, or sales conversions.
Achievable:Set realistic goals that are attainable within a given timeframe. Avoid setting goals that are too ambitious or unrealistic.
Relevant:Your goals should align with your overall business objectives and contribute to the success of your business.
Time-bound:Set deadlines for your goals to create a sense of urgency and accountability.

Types of Business Objectives

Business objectives can vary depending on the industry, company size, and stage of growth. Some common types of business objectives include:

Revenue Growth:This objective focuses on increasing sales and revenue. Content marketing can contribute to this objective by driving traffic to product pages, generating leads, and nurturing potential customers.
Brand Awareness:This objective aims to increase brand visibility and recognition. Content marketing can help build brand awareness by creating valuable and engaging content that resonates with the target audience.
Lead Generation:This objective focuses on attracting potential customers and converting them into leads. Content marketing can generate leads through lead magnets, calls to action, and content that provides valuable information.
Customer Retention:This objective aims to keep existing customers engaged and loyal. Content marketing can contribute to customer retention by providing valuable resources, building relationships, and fostering a sense of community.

Defining Content Marketing Goals: How To Set Content Marketing Goals That Align With Business Objectives

Content marketing goals are the specific, measurable, achievable, relevant, and time-bound (SMART) targets you set for your content marketing efforts. They act as stepping stones to achieving your broader business objectives.

Relationship between Content Marketing Goals and Business Objectives

Content marketing goals should directly align with your business objectives. They provide a clear roadmap for how your content will contribute to achieving those objectives. For instance, if your business objective is to increase brand awareness, a corresponding content marketing goal could be to increase website traffic by 20% within six months.

Content Marketing Goals Aligned with Business Objectives

The following table provides examples of content marketing goals aligned with various business objectives:

Business Objective	Content Marketing Goal	Key Performance Indicator (KPI)	Target
Increase brand awareness	Generate 1000 new social media followers	Number of social media followers	1000 new followers within 3 months
Drive website traffic	Increase organic website traffic by 20%	Website traffic from organic search	20% increase in organic traffic within 6 months
Generate leads	Generate 50 qualified leads through content downloads	Number of lead form submissions	50 qualified leads within 2 months
Boost sales	Increase product sales by 10% through content marketing campaigns	Sales revenue from content marketing campaigns	10% increase in sales revenue within 1 year
Improve customer engagement	Increase website engagement by 15% through interactive content	Average time spent on website	15% increase in average time spent on website within 6 months

Aligning Content with Goals

Having defined your content marketing goals, the next crucial step is to align your content themes and topics with these objectives. This ensures that your content directly contributes to achieving your desired outcomes.

Content Formats and Goals

Content formats play a significant role in supporting specific content marketing goals. Different formats appeal to different audiences and can effectively address diverse objectives.

Blog postsare ideal for educating and informing your target audience about specific topics related to your industry. They can be used to establish thought leadership, generate leads, and drive traffic to your website.
Videosare engaging and can effectively demonstrate products or services, explain complex concepts, and create a strong emotional connection with your audience. They are particularly effective for boosting brand awareness, increasing website traffic, and generating leads.
Infographicsare visually appealing and can effectively convey complex information in a concise and digestible format. They are well-suited for increasing social media engagement, promoting brand awareness, and driving traffic to your website.

Content Distribution Strategies

Content distribution strategies should be tailored to achieve specific content marketing goals.

Setting effective content marketing goals requires a clear understanding of your business objectives. Once you know what you want to achieve, you can choose the right content marketing tools and platforms to help you get there. For example, if you’re aiming to increase brand awareness, a platform like social media could be a great fit.

To learn more about the various tools and platforms available, check out this comprehensive guide on Content marketing tools and platforms for success. By using the right tools, you can create a content marketing strategy that aligns with your business goals and helps you achieve success.

Social mediaplatforms like Twitter, Facebook, LinkedIn, and Instagram can be used to reach a wider audience, increase brand awareness, and generate leads. Different platforms cater to different audiences, so it’s crucial to choose the right platforms for your target audience.
Email marketingcan be used to nurture leads, build relationships with customers, and promote new products or services. Email campaigns can be segmented based on audience interests and behaviors to deliver targeted content.
Paid advertisingon platforms like Google Ads and Facebook Ads can be used to reach a larger audience, generate leads, and drive traffic to your website. Targeting options allow you to reach specific demographics and interests, ensuring your content reaches the right audience.

Setting SMART Goals

Setting SMART goals is crucial for any content marketing initiative. SMART goals provide a clear framework for defining and achieving your objectives, ensuring that your efforts are focused, measurable, and aligned with your overall business strategy. By adopting this approach, you can track progress, identify areas for improvement, and ultimately achieve greater success with your content marketing campaigns.

When setting content marketing goals, it’s crucial to consider how they directly contribute to your overall business objectives. By aligning your content strategy with your business goals, you can ensure that your efforts are focused and impactful. Understanding the Benefits of content marketing for businesses will help you define measurable goals, such as increased brand awareness, lead generation, or sales conversions.

By setting clear and achievable goals, you can track your progress and make adjustments as needed to optimize your content marketing strategy for success.

SMART Goals Explained

SMART is an acronym that stands for Specific, Measurable, Achievable, Relevant, and Time-bound. Each element plays a vital role in creating effective and actionable content marketing goals:

Specific:Your goals should be clearly defined, leaving no room for ambiguity. Instead of a broad goal like “increase brand awareness,” a specific goal could be “increase website traffic by 15% from organic search.”
Measurable:Goals should be quantifiable, allowing you to track progress and measure success. This ensures that you can objectively determine if you are meeting your targets.
Achievable:While ambitious, your goals should be realistic and attainable within a reasonable timeframe. Setting overly ambitious goals can lead to frustration and demotivation.
Relevant:Your content marketing goals should directly align with your overall business objectives. For example, if your business goal is to increase sales, your content marketing goal might be to generate qualified leads through your blog.
Time-bound:Establish a clear deadline for achieving your goals. This creates a sense of urgency and helps you stay on track.

Examples of SMART Content Marketing Goals

Here are some examples of SMART content marketing goals aligned with specific business objectives:

Business Objective	SMART Content Marketing Goal
Increase website traffic	Increase organic website traffic by 20% within the next six months.
Generate leads	Generate 50 qualified leads from our content marketing efforts within the next quarter.
Boost brand awareness	Increase social media followers by 10% within the next three months.
Improve customer engagement	Increase website engagement by 15% through interactive content, such as quizzes and polls, within the next two months.
Drive sales	Increase product sales by 10% through targeted content marketing campaigns focused on specific product features and benefits within the next quarter.

Benefits of Using SMART Goals

Using SMART goals for content marketing offers several benefits, including:

Improved Focus:SMART goals provide a clear direction for your content marketing efforts, ensuring that your team is working towards a shared understanding of priorities.
Enhanced Measurement:SMART goals allow you to track progress and measure the effectiveness of your content marketing initiatives. This data-driven approach helps you identify what works and what doesn’t, enabling you to optimize your strategies for better results.
Increased Accountability:SMART goals provide a framework for holding your team accountable for achieving desired outcomes. This promotes a culture of responsibility and encourages everyone to contribute towards shared goals.
Improved Communication:SMART goals facilitate clear communication within your team and with stakeholders. Everyone understands the objectives, expectations, and progress made, fostering a collaborative and transparent environment.

Measuring Content Performance

Measuring the effectiveness of your content marketing efforts is crucial to ensure that your strategies are driving desired outcomes. By tracking key metrics, you can identify what’s working well, pinpoint areas for improvement, and make data-driven decisions to optimize your content strategy.

When setting content marketing goals, it’s crucial to align them with your overarching business objectives. This ensures your content efforts drive real results. A helpful tool for this process is a well-defined content strategy roadmap, which outlines your content goals and how you’ll achieve them.

A comprehensive guide to creating a content strategy roadmap for a new website can be found here: Content strategy roadmap for a new website. By aligning your content strategy with your business goals, you’ll be well-positioned to achieve sustainable success in the digital landscape.

Key Metrics for Content Marketing Success, How to set content marketing goals that align with business objectives

Tracking the right metrics is essential for understanding the impact of your content. Here are some key metrics to consider:

Website Traffic:This metric measures the number of visitors to your website from various sources, including your content. It helps you understand the reach of your content and how effectively it attracts an audience.
Engagement:Engagement metrics such as page views, time spent on page, bounce rate, and scroll depth provide insights into how users interact with your content. High engagement indicates that your content is captivating and relevant to your target audience.
Leads Generated:Content marketing can be a powerful lead generation tool. Tracking the number of leads generated from your content helps you measure its effectiveness in driving conversions.
Social Media Engagement:Monitoring metrics like likes, shares, comments, and mentions on social media platforms can reveal how well your content resonates with your audience and how effectively it spreads across social networks.
Conversion Rate:This metric tracks the percentage of visitors who complete a desired action, such as signing up for a newsletter, downloading an ebook, or making a purchase. A high conversion rate indicates that your content is effectively guiding users towards desired outcomes.
Return on Investment (ROI):Calculating the ROI of your content marketing efforts is essential for demonstrating the value of your content strategy to stakeholders. By tracking revenue generated from content-driven leads and conversions, you can quantify the financial return on your content marketing investments.

Content Performance Tracking Table

To effectively track content performance, create a table that Artikels your content marketing goals, key performance indicators (KPIs), measurement tools, and reporting frequency. Here’s an example:

Content Marketing Goal	KPI	Measurement Tools	Reporting Frequency
Increase website traffic	Unique visitors, page views, sessions	Google Analytics, website analytics platform	Weekly, monthly
Improve brand awareness	Social media mentions, website traffic from social media	Social media analytics tools, Google Analytics	Monthly
Generate leads	Form submissions, email signups, downloads	CRM system, marketing automation platform	Weekly, monthly
Drive sales	Conversion rate, revenue generated from content-driven leads	E-commerce platform, CRM system	Monthly

Analyzing Content Performance Data

Once you have collected content performance data, it’s crucial to analyze it to identify areas for improvement. Here are some key steps:

Identify Trends:Look for patterns in your data, such as specific types of content that consistently perform well or specific channels that drive the most traffic or engagement.
Compare Performance:Compare the performance of different pieces of content, different channels, and different time periods to identify what’s working well and what needs improvement.
Benchmark Against Competitors:Compare your content performance to that of your competitors to understand how your content stacks up against the industry standard.
Conduct A/B Testing:Experiment with different variations of your content, such as headlines, images, or calls to action, to determine which elements are most effective.
Gather Feedback:Ask your audience for feedback on your content through surveys, polls, and comments. This can provide valuable insights into what they like and dislike, helping you improve your content strategy.

Content Marketing Strategies

Content marketing strategies are the blueprints for your content creation and distribution efforts. They help you define how you’ll create, share, and promote your content to reach your target audience and achieve your content marketing goals.

Content Calendar

A content calendar is a crucial tool for organizing your content marketing efforts. It helps you plan and schedule your content in advance, ensuring consistent content delivery and maximizing its impact.

Benefits of a Content Calendar:A content calendar offers several benefits, including:

Consistency:A content calendar ensures regular content publication, keeping your audience engaged and informed.
Organization:It provides a clear overview of all your content, including topics, formats, and publishing dates.
Efficiency:By planning content in advance, you can streamline your content creation process and avoid last-minute rushes.
Strategic Alignment:A content calendar helps you align your content with your business objectives and content marketing goals.

Creating a Content Calendar:To create a content calendar, follow these steps:

Identify Your Target Audience:Understand your audience’s interests, needs, and preferences.
Define Your Content Goals:Set specific, measurable, achievable, relevant, and time-bound (SMART) goals for your content.
Brainstorm Content Ideas:Generate a list of potential content topics that align with your goals and audience interests.
Choose Content Formats:Select appropriate content formats, such as blog posts, videos, infographics, social media updates, and ebooks.
Schedule Content Publication:Determine the frequency and timing of your content publication based on your audience’s engagement patterns.
Assign Responsibilities:Assign content creation and publication tasks to team members.
Track and Analyze Performance:Monitor your content performance using analytics tools and make adjustments as needed.

Example of a Content Calendar:

Date	Topic	Content Format	Platform	Assigned To
March 15th	The Ultimate Guide to Content Marketing	Ebook	Website, Social Media	Content Marketing Team
March 18th	Top 5 Content Marketing Tools for Beginners	Blog Post	Website, LinkedIn	Content Writer
March 22nd	Content Marketing Strategies for Small Businesses	Webinar	Website, Zoom	Marketing Manager

Content Repurposing

Content repurposing involves transforming existing content into new formats to reach a wider audience and extend its lifespan.

Benefits of Content Repurposing:Repurposing content offers several advantages, including:

Increased Reach:By adapting your content to different formats, you can reach a broader audience on various platforms.
Time and Cost Savings:Repurposing existing content is more efficient than creating new content from scratch.
Enhanced Engagement:Different content formats cater to diverse audience preferences and engagement styles.
Improved :Repurposing content can boost your website’s search engine optimization () by creating more content and backlinks.

Content Repurposing Strategies:Here are some common content repurposing strategies:

Blog Post to Social Media Posts:Extract key takeaways from your blog post and share them as engaging social media updates.
Webinar to Blog Post:Transcribe your webinar and create a comprehensive blog post summarizing the key points.
Ebook to Infographic:Visualize key data and statistics from your ebook into an eye-catching infographic.
Podcast Episode to Video:Combine your podcast audio with visuals to create an engaging video.
Presentation Slides to Blog Post:Convert your presentation slides into a detailed blog post, providing more context and insights.

Example of Content Repurposing:A company publishes a blog post about “The Benefits of Content Marketing.” They can repurpose this content by:

Creating social media posts:Share key takeaways from the blog post with relevant hashtags.
Developing an infographic:Visualize the benefits of content marketing in an easy-to-understand infographic.
Recording a short video:Summarize the key points of the blog post in a concise and engaging video.

Influencer Marketing

Influencer marketing involves collaborating with influential individuals in your industry to promote your content and reach their followers.

Benefits of Influencer Marketing:Influencer marketing can be a powerful strategy for achieving content marketing goals, offering benefits such as:

Increased Brand Awareness:Influencers can help you reach a wider audience and build brand awareness among their followers.
Enhanced Trust and Credibility:Consumers often trust recommendations from influencers they follow, boosting your brand’s credibility.
Improved Engagement:Influencer marketing can drive engagement with your content through likes, shares, comments, and conversions.
Targeted Reach:Influencers often have highly engaged and targeted audiences, allowing you to reach specific demographics and interests.

Influencer Marketing Strategies:Here are some common influencer marketing strategies:

Sponsored Posts:Partner with influencers to create and share sponsored posts featuring your brand or products.
Product Reviews:Invite influencers to review your products and share their honest opinions with their followers.
Giveaways and Contests:Collaborate with influencers to host giveaways or contests to generate excitement and engagement.
Brand Ambassadorships:Partner with influencers on a long-term basis to become brand ambassadors and represent your brand authentically.

Example of Influencer Marketing:A fashion brand can partner with a popular fashion influencer to promote their new clothing line. The influencer could share sponsored posts featuring the brand’s clothing, participate in product reviews, or host a giveaway.

Optimizing Content for Success

Once you have defined your content marketing goals and developed a strategy, the next step is to optimize your content for maximum reach and impact. This involves making sure your content is easily discoverable by your target audience and engaging enough to keep them coming back for more.

Optimizing Content for Search Engines

Search engine optimization () is the process of improving your content’s visibility in search engine results pages (SERPs). This is crucial for driving organic traffic to your website and reaching a wider audience.

Research:Identify the terms and phrases your target audience uses to search for information related to your content. Tools like Google Planner and Ahrefs can help you find relevant s with high search volume.
On-Page Optimization:Optimize your website’s content, including page titles, meta descriptions, headings, and image alt text, to include your target s. Ensure your content is high-quality, informative, and relevant to the s you are targeting.
Link Building:Acquire backlinks from other reputable websites to your content. Backlinks are a strong signal to search engines that your content is valuable and trustworthy.

Optimizing Content for Social Media

Social media platforms are excellent channels for reaching a wider audience and driving engagement with your content. Optimizing your content for social media involves making it shareable and visually appealing.

Use Engaging Visuals:High-quality images, videos, and infographics can capture attention and increase engagement on social media.
Optimize Content Length and Format:Social media users have short attention spans. Keep your content concise and easy to digest. Use bullet points, short paragraphs, and visually appealing formatting to make your content more engaging.
Use Relevant Hashtags:Hashtags help categorize your content and make it discoverable by users searching for related topics. Research relevant hashtags for your industry and target audience.

Using Data Analytics to Identify Content Optimization Opportunities

Data analytics provides valuable insights into how your content is performing and identifies areas for improvement. By tracking key metrics, you can understand what resonates with your audience and optimize your content accordingly.

Website Analytics:Tools like Google Analytics provide insights into website traffic, user behavior, and content performance. Analyze data to understand which pages are most popular, which s are driving traffic, and how users interact with your content.
Social Media Analytics:Social media platforms offer their own analytics dashboards, providing insights into engagement metrics like likes, shares, comments, and reach. Analyze this data to understand which content performs best on different platforms and identify areas for improvement.
A/B Testing:Experiment with different versions of your content to see which performs better. This could involve testing different headlines, calls to action, or visuals. Analyze the results and make adjustments based on what works best.

Continuous Improvement

In the dynamic landscape of content marketing, continuous improvement is not just a good practice, it’s a necessity. Just like any other business strategy, content marketing requires constant refinement and optimization to remain effective and achieve desired results. By embracing a culture of continuous improvement, businesses can adapt to evolving audience preferences, refine their content strategies, and maximize their return on investment.

Using Feedback and Data Analysis

Feedback and data analysis are crucial tools for identifying areas for improvement in content marketing strategies. By actively seeking and analyzing feedback from audiences and tracking key performance indicators (KPIs), businesses can gain valuable insights into what’s working and what needs adjustment.

Audience Feedback:Gathering feedback from your target audience through surveys, social media interactions, comments on blog posts, and email responses provides direct insights into their preferences, interests, and pain points. This feedback can inform content creation, topic selection, and overall messaging.
Data Analysis:Analyzing website analytics, social media engagement metrics, email open and click-through rates, and content performance data reveals valuable insights into audience behavior, content consumption patterns, and the effectiveness of different content formats. This data can help identify content that resonates with the audience, pinpoint areas for improvement, and guide future content strategies.

Regularly Reviewing and Adjusting Content Marketing Goals and Strategies

Regularly reviewing and adjusting content marketing goals and strategies is essential for staying aligned with evolving business objectives and market trends. This ongoing process ensures that content efforts remain relevant, effective, and contribute to achieving desired business outcomes.

Establish a Review Schedule:Create a regular schedule for reviewing content marketing goals and strategies. This could be quarterly, semi-annually, or annually, depending on the business’s needs and the pace of change in the market.
Conduct a Comprehensive Review:During each review, assess the performance of current content strategies against established goals. Analyze data, gather feedback, and identify areas for improvement. Consider factors such as audience engagement, lead generation, website traffic, conversion rates, and overall brand awareness.
Adjust Goals and Strategies:Based on the review findings, adjust content marketing goals and strategies to reflect new insights and address any identified gaps or weaknesses. This may involve revising content topics, experimenting with new formats, optimizing content for better search engine visibility, or adjusting the content distribution strategy.

Setting content marketing goals that align with your business objectives is crucial for success. Consider what you want to achieve – increased brand awareness, lead generation, or driving sales – and tailor your content strategy accordingly. For inspiration, check out these Content marketing examples for small businesses to see how others are using content to reach their goals.

By understanding your business objectives and analyzing successful examples, you can develop a content marketing plan that effectively drives your business forward.

Building a Content Marketing Team

How to set content marketing goals that align with business objectives

A well-structured content marketing team is essential for achieving content marketing goals that align with business objectives. It requires careful consideration of key roles, responsibilities, collaboration, and communication to ensure efficient content creation, distribution, and measurement.

When setting content marketing goals, consider your overall business objectives. Do you aim to increase brand awareness? A strong content strategy roadmap is essential for achieving this goal. Check out this Content strategy roadmap for brand awareness to gain insights on how to craft compelling content that resonates with your target audience.

By aligning your content strategy with your business objectives, you can effectively leverage content marketing to achieve tangible results.

Identifying Key Roles and Responsibilities

Defining clear roles and responsibilities within a content marketing team is crucial for streamlined operations and successful content creation. The specific roles and responsibilities may vary depending on the size and structure of the organization, but common roles include:

Content Strategist:Develops the overall content strategy, aligning content with business objectives, identifying target audiences, and establishing content themes and formats.
Content Creator:Creates various content formats, including blog posts, articles, social media updates, infographics, videos, and podcasts, ensuring high-quality and engaging content.
Content Editor:Reviews and edits content for accuracy, clarity, style, and consistency, ensuring high-quality and error-free content.
Content Manager:Oversees the entire content creation process, from ideation to publishing and promotion, ensuring content is delivered on time and meets quality standards.
Social Media Manager:Manages social media accounts, engages with followers, creates social media content, and analyzes social media performance.
Specialist:Optimizes content for search engines, ensuring content is discoverable and drives organic traffic to the website.
Analytics Specialist:Tracks and analyzes content performance, providing insights to improve content strategy and optimize future content creation.

Importance of Collaboration and Communication

Effective collaboration and communication are paramount for a successful content marketing team. Open communication channels, regular meetings, and shared goals foster a cohesive team environment, leading to high-quality content and successful content marketing initiatives.

Regular Team Meetings:Facilitating open discussions, brainstorming ideas, and sharing updates on projects, ensuring everyone is aligned on goals and progress.
Clear Communication Channels:Utilizing project management tools, email, instant messaging, or shared documents to ensure efficient communication and information sharing.
Shared Content Calendar:Creating a centralized calendar to track content deadlines, publishing schedules, and content promotion activities, ensuring team members are aware of upcoming content releases.

Building and Managing a Successful Content Marketing Team

Building and managing a successful content marketing team requires a strategic approach, focusing on talent acquisition, team dynamics, and continuous improvement.

Talent Acquisition:Recruiting individuals with diverse skills and experience in content creation, editing, social media management, , and analytics, ensuring a well-rounded team with expertise in various areas.
Team Dynamics:Fostering a collaborative and supportive team environment where members feel valued, respected, and empowered to contribute their unique skills and perspectives.
Continuous Improvement:Regularly reviewing content performance, identifying areas for improvement, and implementing changes to optimize content strategy and enhance team efficiency.

Concluding Remarks

By aligning your content marketing goals with your business objectives, you’ll create a powerful engine for driving growth and achieving your desired outcomes. Remember to regularly measure your progress, analyze your data, and refine your strategies to ensure you’re on the right track.

Content marketing is a dynamic field, and staying adaptable and focused on your goals is key to success.

Answers to Common Questions

What are some examples of content marketing goals that align with revenue growth?

Examples include increasing website traffic from relevant s, generating leads through content downloads, and boosting sales through targeted content campaigns.

How do I track the performance of my content marketing efforts?

You can track key metrics like website traffic, engagement rates, lead generation, and conversions. Use analytics tools to monitor your progress and identify areas for improvement.

What are some tips for optimizing content for search engines?

Use relevant s in your content, optimize your website for search engines, build high-quality backlinks, and promote your content across social media platforms.