#2: Your Website Will No Longer Be The Best Place for Content
Right now, the majority of businesses publish the majority of their content to their websites. They might post a link and a headline to social media for promotion, but the overriding objective is to attract traffic to their site where they can then convert visitors into subscribers, or directly into customers.
This has been a tried and tested marketing strategy for a number of years, but changes to the way people consume content means that your website might not be the best place to keep your content for much longer.
People are spending more time than ever before on social media and this means that social media is becoming the place where they consume most of their content.
When someone is looking at Facebook or Instagram on their mobile, they don’t always want to follow a link that leads them elsewhere. It’s easier for them to just see the whole article or video from within their newsfeed.
According to the Pew Research Center in the US, 62% of US audiences now get their news from social media instead of from dedicated news sites. This doesn’t just apply to news in the traditional sense. If you want your blog posts, video content or anything else to be seen it needs to be on social media, and not just with a headline and a link back to your site.
You want make it as easy as possible to get your brand’s name out there and engage your audience. Providing the full content directly in your follower’s feed is the way to do it.
Optimising for social media – get your content seen
Of course with any form of marketing, it’s not enough to put it out there, you need it to be visible. This is why the best social media content is not only high quality and relevant, it’s also optimised.
If you’re publishing content on your website you’re probably already optimising for Google (if not you should be). In the future if you want to make full use of social media you’re going to have to learn how to optimise your content for Facebook and Instagram as well.
All social media platforms use algorithms to decide which posts to show in their users’ feeds and which posts to exclude. If you’re going to be visible you’re going to need to understand how these algorithms work (or hire someone else who does) and take steps to actively ensure your posts are visible.
Here are a few basic tips to get you started with social media optimisation:
Make sure your content is relevant, compelling and high quality. There is no place on social media for lame content – no matter how much you spend on advertising, you’re not going to make it with poorly written content or low quality videos.
- Spend time on a regular basis growing your following, reaching out to others and liking and commenting on people’s posts. The bigger your audience the more shares, likes and engagement you will get.
- Identify the influencers in your industry and connect with them. This is a whole chapter in itself!
When it comes to looking outside your website, there are plenty of places you can publish your content. The trick is not to spread yourself too thin. Identify a few social media platforms that would work for your audience and make a consistent effort to publish and grow your following on these platforms with tailored, specific content.