Many companies have one team maintaining the website, and another team maintain the social media platforms e.g. Facebook, LinkedIn and Twitter.

You may want to give the following Integrated Approach a try:

In this model, you place all the contents in your home. And you post or tweet in those social media platforms surrounding these contents, which can be useful articles, tutorials, ebooks, photos or videos.

As highlighted in the article "Don't Build on Rented Land", what these social media platforms are doing is essentially extending your reach and driving traffic back to your website.

Why this Integrated Approach?

The main advantages to this Integrated Apprach of Content Marketing are as follows:

• SEO. The topmost advantage using this approach is for SEO - so that people can find you on Google as highlighted in the article Get Found on Google. In general, the more number of pages you have in your website, the better it is for your Google Ranking. So each and every article, tutorial, FAQ and photo and video on your website will all contribute to your SEO. The more the better.
• Facebook Blocks Google. You can have 10.000 posts in your Facebook, but none of these will contribute to your SEO because Google cannot index any of those posts (Facebook blocks Google from accessing any of these posts. Facebook wants you to use its own search instead of Google's.)
• More Productive. You spend only one effort to come out with an article for your website. And you can post and tweet about the same article in all the social media platforms you have.
• Drive traffic. All the social media platforms serve to drive traffic to your website. This in turn contributes to your SEO.

Over To You...

• Find out how many of your web pages are being indexed by Google with the following:

site:your_company_domain_name.com

Type the above in the google search field e.g. site:nus.edu.sg (no spaces in between. Just the domain name.) Yes, the more pages the better. If it's zero, it means that none of your web pages are indexed by Google, and no one will ever find you on Google. (Don't worry. We will talk about how to fix this later.)

• Take a look at the 2 examples, Hubspot and Widen, in the article "People Don’t Care About Your Company Or Product". Do you think you can set up something similar - a resource page or a knowledge base? Every article will contribute to boosting your SEO.
• Do a quick stock take of your social media platforms - Facebook, LinkedIn, Twitter, etc. See how many of the contents there can be added to your resource page or knowledge base.
• Do you have an FAQ page (Frequently Asked Questions)? If there are 20 FAQs in there, do they all appear in one page (some may be hidden by javascript, and only appear when you click on them. But to Google, it is just one page because the URL remains the same for all FAQs.) If your FAQs appear in one page, try split them into multiple pages - one FAQ per page. It will help boost your SEO. If you have 100 FAQs, that means 100 different pages!