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Content is King

In the digital world, where the users' attention is mainly focused, content is the factor that determines the success of a brand. Web page, blog, social media – they are all powerful communication channels that help the company reach its users. But they also help users to filter out the best product in the sea of goods and services, competing for their attention and money.

 

"Social media is created for people, not for your business. Give people what they need and they will provide you with what you need." Matt Goulard



Users' activity in social media continues to grow with each passing day. This growth leads to growth of the company pages and ads that compete for consumers' attention. In order to provide its customers quality content, Facebook uses an algorithm that analyzes their interests and activity on the network, offering them content that they would like. This comes to show that the network pushes qualitative content or what the individual user is interested in and vice versa – it doesn't tolerate irrelevant content.



In simple terms, the situation looks like this:



User X has liked 30 pages in the fields Cosmetics, Fashion, Food, Health and Fitness. Out of those 30 pages, the user interacts with 10 (he likes, shares or comments on their posts). This is where the Facebook algorithm kicks in – it analyzes the situation and defines the content of these 10 pages as “quality” for the given user. This will lead to more of these pages' posts reaching the user's news feed and having a bigger organic reach. If the other 20 pages can't manage to attract user X's attention (don't offer him content which makes him comment or share their posts), this will reduce their visibility on his wall.



To avoid this, the brand should focus on content. Facebook is no longer about shooting post after post with controversially adequate content like “Good morning!”, “We wish you a wonderful day!”, and “Have a nice evening!”. Imagine how a user's wall will look like around lunch when he has read 15 wishes for a morning full of smiles and a successful day... In order to be noticeable, the page has to be unique in its content.



Facebook marketing success is not measured by the number of fans the page has, but with indicators such as Engagement (commitment of the fans to the page and the brand), Brand Awareness (popularity that the brand wins thanks to its presence in the digital environment) and sales growth, which, although not measurable through Facebook marketing, is a natural consequence of effective communication policy of the brand in the network.



In order to achieve sales using Facebook marketing, we need to attract and retain quality audience that is actually interested in the product. The quality content is the key factor here. We at BeShared always recommend to our customers a communication strategy following the 50/50 principle - 50% of the content is directly related to the product (product description, promotions, special sales offers, image-boosting images) and the other 50% for the so called thematic content – posts that are related to the field of the brand, which aim to provide interesting, useful and fun content for the audience. These are the posts that most often generate the needed comments and shares which enhance the emotional connection between brand and customer and also increase the organic range of posts.



The smallest unit of content is one publication. It is a combination of text and image. If for the social network as a whole we have the rule "Content is King", then for the pages the rule would be "Image is King". Users see the image first and this is what will make them click on the post and read the whole content. Speaking of content that is unique and aims to distinguish a given brand from its competitors, images are crucial.



Companies that can afford quality branded designer images with settled copyrights (bought from an image bank), will build their own unique communication style and will drastically increase their chance to be noticed by their target audience.

 

Branded images help to promote a new brand, as well as to reinforce the image of a brand with a long history.



The text that comes along with the unique image should provide important, useful or entertaining information. It should also be unique, forget the clichés and greetings that most pages produce.

 

Taking care of a Facebook page does not end with posting quality content. The content aims to promote the brand, but also to create a basis for establishing a connection between it and its potential and existing customers. Each comment or personal message from a fan is an opportunity for the brand to get to know its target audience, understand their needs, opinions and attitudes to purchase. We all know that a satisfied customer is more likely to repeat his purchase. This also applies to the happy fan - if you satisfy his curiosity, respond adequately to his criticism or simply thank him sincerely for a shared positive experience, the chance to make him a loyal customer grows rapidly..



In terms of overall communication policy the following 4 important rules must be followed:

 




  • Provide objective and honest information about the product.



 




  • Communication must always be positive.



 




  • Content must be consistent with the needs of the target audience.



 




  • It's important to maintain two-way communication with the audience.







Let's not forget, however, the Facebook tools for promotion of publications, which must be used in order to achieve optimal results. Social network remains the cheapest channel of advertising – depending on the size of the fan base a publication costing only 5$ can reach an audience of 3000 to 8000 people. Sponsoring some individual posts increases paid coverage, but that also reflects on the organic (unpaid) one. The effective combination of sponsored and non-sponsored publications increases the performance of Commitment (TAT) and scope (Total Reach), which are the tools to measure success of Facebook marketing.



The most valuable option of sponsored publications and campaigns is that they can be targeted by a number of indicators, such as age, sex, location and interests. Neither TV nor radio or outdoor advertising could offer such profiled targeting.

 

Remember our Facebook user "X" we mentioned above. The fields of his liked pages make him part of the target audience we want to reach if we promote the post of a page about cosmetics or sports, for example. This happens because the Facebook algorithm makes it a suitable target for such posts and campaigns.



If we have to summarize the elements that make the content in the company's Facebook page quality, the list would look like this:

 




  • Quality branded images, purchased from an image bank or made by a professional photographer.

  • Text content that provides useful product information and related topics.

  • Text content that provides interesting and funny information to customers, while not going out of the field of the product/brand.