Content and distribution make for a strong hand, and when distribution is optimized, it can prove to readers that you aren’t bluffing when it comes to winning brand engagement.
The act of sharing published content is easy, but as it’s becoming increasingly hard for publishers to achieve organic reach through traditional branded posts, they often end up paying for it — in more ways than one. When so much is invested, reaching the right audience is key, and getting the exact level of engagement makes for an appropriate measurement.
Real time means real power and real engagement — something brand publishers understand as the social landscape evolves into live video, such as Facebook Live, Periscope, and Snapchat. As more brands turn to content marketing and as the real-time trend continues to drive audiences, social platforms are continuing to optimize their distribution offerings to make publishing content to social easier. As you navigate this shifting landscape, consider these principles:
Facebook reported 1.65 billion monthly active users in its first quarter earnings report this year; Twitter reports 310 million monthly active users; and Snapchat reports 110 million daily active users. With social usage at rates this high, it’s becoming increasingly clear that in order for brands to engage audiences, they’ve got to start relying more on social media platforms to create and distribute content and to reach audiences exactly where they are.
By utilizing Facebook Instant Articles, you’ll be bringing your content directly to your audience and playing on their home field for a change. And with LinkedIn testing its own version of Instant Articles, the trend of direct-to-platform content will only continue to grow.
You exist. You are a human, and your brand and company are powered by humans. Prove it. When you’re distributing and promoting content on social, don’t forget the power of the human element and how it can help make impactful connections with your audience.
What do you think is more powerful: a generic video about a new product launch or a video of the product’s creator discussing how she thought of the idea, how she actually made it, what its purpose is, and why she finds it relevant in the market?
Social media is great for humanizing your brand, and now that platforms like Google Create allow makers to focus their passion toward curating their own thought leadership, the brand-humanizing movement takes an even more grassroots shape.
Mobile digital media time in the U.S. is now at 51 percent, with desktop coming in at 41 percent. This absolutely means that brand publishers must take into consideration mobile devices and the mobile experience when strategizing their distribution tactics. Utilizing social applications to publish content will ensure your content is already optimized for mobile and help you reach audiences where they’re looking to consume and engage.
We all hate when our friends share status updates that allude to a deeper, more dramatic life event but are veiled by vague language. (Quit trying to be coy, Lauren. Just tell us what’s going on.)
We live in a world where such accessibility also means the ability for increased transparency and openness. Brands should apply the same idea to their social presence — after all, 64 percent of Americans say that business leaders should have public-facing social media accounts.
With changes coming to Twitter’s current 140-character limit, more informed tweets from brands and leaders will be the new norm and encourage the open-book mentality.
The problem with most marketing efforts, whether they’re content marketing or traditional advertisements, is that you’re sort of putting your ideas out there for the whole world to see. There’s no way to ensure that everyone who is reading your content falls within your target audience.
What’s great about publishing content on LinkedIn is that its publishing platform sort of does that work for you. LinkedIn Pulse pulls your article based on keywords and populates it into the feeds of professionals who will find it applicable based on their industries and backgrounds, giving you more control over who sees your content.
Whether you’re hesitant to embrace the new path social media is carving for content distribution or not, the cold hard truth is that content publishing has a bright future with social platforms. Invest your efforts in social to reach your audience and develop more influential, authentic engagement. This will only help your brand stay relevant within the ever-changing content-sharing landscape.
Natalie Slyman is a content marketing and social media professional. She enjoys reading her favorite blogs, perusing Instagram, and talking about her cats (even when no one is listening).