Content marketing has far surpassed buzzword or fad status: Today 90 percent of companies employ content marketing in their overall marketing strategies and spend an average of 26 percent of their marketing budgets on it.

The companies who employ it correctly don’t treat content marketing as an add-on or a supplemental tactic plucked from a menu of “things to try.” Rather, good content marketers treat it as a true foundation for all marketing strategies: PR, lead generation, and social media. Marketing associate Amanda Maksymiw of OpenView Venture Partners explains:

“I sometimes get the sense that B2B marketers treat content marketing as a shiny object — something flashy and fun to play with. This is where they go wrong. If content marketing is viewed as an afterthought or a simple initiative to get started in Q2, you’re destined to stumble.”

For those who properly embrace content marketing as what Maksymiw describes as “the bedrock of your marketing,” social media management is a daily marketing task. While social media presence is just one aspect of content marketing, it packs a powerful punch due its unique characteristics:

• timeliness and ability to capture the “here and now”
• popularity among and pervasive use by decision makers
• ability to reinforce branding and corporate messaging

If you’re ready to launch a social media campaign, look to your high-quality content marketing that you already have in place to get started.