March 23, 2018
If you work in content or digital marketing, you’ve likely heard about the latest changes to Facebook’s news feed algorithm. What does this mean for brands? You are being challenged more and more to create engaging content. You have to prove that your content is valuable to your audience. But remember it’s not just Facebook expecting more valuable content — it’s the people reading and viewing your content as well.
In the two previous blog posts of this series, we’ve discussed the importance of knowing your audience and distributing your content through the appropriate channels. People often turn to search engines and social media to solve a problem, answer a question, or look for helpful information. How do you create engaging content that will be beneficial to your audience? For part 3, we’re going to help you better understand these content categories, and thoughts you should consider when writing your content.
Who, what, when, where, why, how. We’ve all gone to Google, Bing, or Yahoo and used one of these words to begin a search query. We are constantly searching for answers to questions about virtually everything in our lives. From finance questions to finding out the best local restaurants or checking our favorite team’s score on the go.
Take a moment to think about your brand’s website. When people visit it, can they easily find answers to questions they have about your products or services? If not, start compiling a list of commonly asked questions. You can also search for common questions about your industry, or even look at what your competitors are doing. Once you have compiled your list, you can start creating content to answer those questions. This will not only improve the user experience for people who come to your website but also give you some great content to share on Facebook and other social media platforms.
Think of a time when you’ve had a problem that you couldn’t solve on your own. What did you do? In many instances, we turn to our computer. We browse the internet for video tutorials, how-to articles, help forums — anything that will help us find a solution to the problem we are facing. For brands, this means that you have to be aware of the problems your audience could potentially be facing. What solutions can you provide them with? How can you convince them that your solution is the best solution for their problem? Take the time to consider these questions, and you’ll be able to determine the content your brand needs to create to provide the most value to your current or potential audience.
Whether you’re creating content that answers a question or solves a problem, it all comes down to providing your audience with useful information. People visit your website or follow you on social media because they want to know more about your brand, your products, and your services. This is your warm market — the people you know are interested in what you have to say. It’s your job to make the most of that and continue finding ways to keep them engaged.
At Rearview, we have a team that specializes in helping our clients create engaging content that is valuable to their audience. We acknowledge the questions and problems our clients’ audience may be facing, and create content that provides them with answers and solutions. If you need help creating engaging content that will set your brand apart and help you foster more meaningful engagement, we can help.