Facebook, And The Changing Content Landscape

I was 17 when I started learning web design and marketing at Media Design School in Auckland, NZ.

It was 2001, and the internet was a new playground for a marketer (growth hacking definitely wasn’t a thing). A few changes to your meta tags could result in increased website traffic. And manipulating the search engine algorithm wasn’t tricky.

But like anything, as a market starts to mature and more people start operating off the same playbook, complexity replaces simplicity and finding a competitive edge becomes increasingly difficult. Millions of websites are now fighting for the same traffic, and an ever-changing search algorithm makes marketing efforts less effective.

But there is one thing has stayed true since the beginning. And that is; value-adding content.

Content and search engines

High-quality value-adding content has always been encouraged and praised by search engines, and for good reason. Google, and the like, associate time on page with the quality of the content. So the longer you can keep the user on the page the more value that content is perceived to have. It’s not surprising that search engines lend more ranking power towards engaging content.

High-quality content, that is content that educates, inspires, or entertains the viewer, should be at the core of any long-term digital marketing strategy. It’s a long play designed to increase organic traffic over time. A consistent focus on creating high value content for your users, will pay off over time. We’ve seen and done this many times over the years.

Value-Adding Content Is King… The more effort you put in, the more you’ll get out.

Content and social media, more specifically facebook

Most social media platforms, Facebook in particular, encouraged content promotion, up until recently.

A few years ago your Facebook wall included articles that your friends had shared or liked. Facebook became an easy way to promote your content and get clicks back to your website.

Using blog articles to reach a broad Facebook audience helped drive the rise in Content Marketing. It quickly became a hot topic amongst marketers. Businesses caught on, and a lot more content was created.

This wave of blog articles being pushed through Facebook, along with the rise of smartphones and cameras, has created a massive issue for Facebook. A total oversupply of content. Facebook now has to filter thousands of potential content pieces to deliver to each user at any given time.

Facebook has continued to pull back on organic reach of specific types of content, like articles and posts from business pages. With Mark’s latest announcement, it seems Facebook as put a hard-stop to any organic reach. 0% unpaid reach.. yay/ouch…

So what does this mean for content marketing?

We believe that digital marketers will wise up and focus more on content promotion and distribution outside of social media platforms.

Quality content and backlinks are still a major ranking factor for search engines. Companies will be focusing more on guest blogging and content placement, rather than relying as heavily on social media as the distribution platform. Your social posts are only driving traffic as long as they have the budget behind them.

It’s also likely that facebook marketing will continue to become more expensive as supply increases. As a marketer you should be focusing on up-and-coming distribution channels which can yield a higher ROI before they go mainstream.

The Rise Of Content Placement

Guest posting & content placement is still a major search engine ranking factor. But it’s currently a cumbersome process. Cold emailing blogs and media yield little results/ROI. It’s soul-sucking work.

Helping businesses get content placement is what we’re doing with Contento. Re-designing the reach-out process with an end-to-end content distribution platform. Making content placement easy and far less time-consuming.

We are still at the beginning of this journey, but we’re excited to help more companies maximise the impact of their value-adding content. If you have any thoughts, comments, or ideas, please contact us. We’d love to hear from you.