In her blog, Larry Kim shares ideas about content marketing: Time to drop a truth Bomb: No content marketer has a crystal ball. Nobody can look at a piece of content and predict its future any more accurately than I can.
We cannot predict which content will take off and which will not. Even if we spend several hours grinding the content ourselves, it may not evoke emotion in the recipient. Larry Kim’s blog has insightful ideas about content marketing: content needs to be produced in a lot of different forms.
We are different users of content, and I personally don’t like declarations that a video and/or some other form of content improves all marketing challenges.
As an expert from a local SEO agency, I outline the whole so that the same message can be produced in different forms: someone enjoys watching a video on the topic or listening to a podcast, is convinced by a stylish infographic, or is confident in their purchase decision after a product demo. And a successful and customer-convincing message can be processed into different forms of content. Especially when the data tells the content to work as intended.
Which channel is the customers in?
It’s too easy to approach marketing from a channel perspective- in what channel are my customers? Before rushing into Finnish depths and setting up an account on each channel, it would be a good idea to consider the basics: Is the content generated during the various stages of buying a customer found on search engines, can you produce customer-driven content and in which channels do you reach the desired customer groups? And to keep things from getting too easy, it’s worth giving an idea to existing customers as well. Which channels are best for serving existing customers – spiced up with content that’s relevant and interesting to them.
Reactions and comments are important for visibility
Commenting has always given an extra boost to the visibility of an update. But with the latest innovations. The algorithm emphasizes user interaction, that is, how company page updates trigger a conversation between users, not just individual comments on an update.
The discussion is thus facilitated by comments and commentary comments. In which case these functions are interpreted as meaningful conversations between users. Merely adding a user to the conversation is not enough, but the interaction between these two or more users is interpreted positively from an algorithm perspective.
Likes and reactions
A couple of years ago, Facebook launched a side-by-side reaction to the tamper. And the updates may have been reacted by “haggling,” falling in love, “Wow,” or a slightly more negative tone, sadly or angrily. These emotional states were initially on par with the thumb of the update. But in this year’s upgrades, “falling in love”. And other emotional states give a slightly better boost to visibility than just liking.
Sharing updates in News Feed and Messenger
If a user shares an update on their own wall. It will presumably gain more visibility through the network of the user who shared it. Facebook’s algorithm particularly likes the fact that shared content triggers commenting. And discussion, meaning these functions take place in the comment field of the shared update.
From an algorithm’s point of view, content shared through Messenger gets even better value: how much more effective is it to recommend certain directly to a friend in person than just by sharing it on your own wall?