What Facebook’s latest move teaches us about content marketing

The latest news to hit the digital marketing world, Facebook has changed its game plan. 

After years of building an advertiser-centric user experience, Facebook is returning to its roots. An overhaul of its algorithm will take the user experience back to its original social focus by reverting user newsfeeds to preference the shared content of family and friends.

From the outside, this may not seem like good news for businesses who thrive on social media advertising.

At Content Empire we see this move as a great lesson for businesses looking to successfully leverage content marketing. Why? Well first let’s examine what caused Facebook to make these changes to begin with.

Facebook needs to put its audience first!

Similar to any large media organisation, Facebook relies on advertising for its income. But, like all publications or content marketers, an active and engaged audience remains key to its success. Without its audience there is no reason for even advertisers to invest on the social networking platform.

The latest changes to Facebook’s algorithm are therefore specifically designed to benefit Facebook’s global audience.

Facebook founder, Mark Zuckerberg explains, “We feel a responsibility to make sure our services aren’t just fun to use, but also good for people’s well being.”

“The research shows that when we use social media to connect with people we care about, it can be good for our well being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos – even if they’re entertaining or informative – may not be as good.” 

Facebook understands the importance of value added content

At the heart of every successful content marketing campaign is an actively engaged audience. Research into demographics and user preferences underpins the capability of your team to produce content that readily interests your target market.

Regardless of your business size or structure, it is vital for the content you produce to add value to the lives of your audience. This is something Facebook is clearly very mindful of. 

The upcoming change to Facebook’s newsfeed algorithm will enable its audience to better connect with family and friends. It will improve their user experience and preference advertising that generates greater social engagement through shares and online conversation. 

“I [also] do expect the time you do spend on Facebook will be more valuable,” says Zuckerberg. “And if we do the right thing, I believe that will be good for our community and our business over the long term too.” 

What does this mean for the content marketing strategy of your business?

Now more than ever your audience should be your first priority. According to industry experts this is all about user engagement.

In 2018, it is the consensus that consumer engagement will hinge more than ever on the delivery of a high quality content experience.

Take the time to understand what makes your target market tick. What types of content interests them? Where do they spend most of their time online and how do they interact with family and friends? Work to create content that best matches these preferences.

Highly relevant content that encourages conversation among your target audience equals greater user engagement. Positive user engagement metrics are a signal for social media platforms and major search engines, prompting their software to give your content a higher priority.

The catch – how to get audience attention in the first place. As algorithms change, the best bet to increase the reach and engagement potential of your content is via paid promotion. A cost effective means of generating brand awareness, paid promotion (for example sponsored posts on social media, native advertising and Google Adwords campaigns) can be tailored to suit the needs of any budget.

Content marketing done right: what does this look like?

One of the most effective ways to actively engage your target market is through the creation of a separate, audience-focused blog or website affiliated with your core brand : a content hub. 

An effective content hub is visually pleasing, easy-to-navigate and generates content that addresses the challenges, concerns or current interests of its target audience. 

iSelect’s #getliferight campaign and Brighton Grammar School’s, Understanding Boys are examples of successful Australian content hubs. Each delivers its readers engaging and relevant content, on a platform that is user-friendly and readily accessible. Links – subtle or otherwise – to each organisation’s primary brand help to build trust between consumers and their product(s) or service. Associating their brand with a trustworthy source of information helps position them as market leader, and the content they produce is well placed to be found and consumed by its preferred audiences.

Need a little help to create content or build a content strategy that speaks directly to your target market? At Content Empire we specialise in generating leading content that gives your brand a boost. Get in touch with us today and discover your brand’s true potential.

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