As more and more people tune out from traditional advertising, businesses find themselves striving to reach customers in new ways. A logical place to start is on social media, where many of us spend a significant part of our day. Enter content marketing:  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.  Stantec, an international professional services company in the design and consulting industry, is one example of a company that’s using content marketing, in the form of blogs, to reach its target markets effectively.  The company has a well-developed editorial process that leverages employee experience for its blogs. Together, technical experts and marketing professionals create and disseminate powerful (and useful) stories that attract potential clients and win new business.

Social Media Metrics can be used to benefit virtually any business, but are even more beneficial for small businesses and those in the early stages of growth and establishing themselves. Metrics help to illustrate and clarify which aspects of the business are gathering the best response and most traffic over various social media platforms. This allows marketers to select and focus more attention on the platforms that are getting the best response rate, to keep doing what’s working, and to improve upon what’s not.