Content

How Social Giants are Changing Content Marketing

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Facebook and Twitter are two of the world’s biggest and most powerful social media platforms, and when these giants move, the whole world feels the ripples.

Lately, it seems that change is in the air, with rumours swirling around about both companies planning some pretty hefty updates. Naturally, with so much of content marketing involving social strategies, these updates are going to make themselves felt in the marketing world as well.

What’s the latest on Facebook?

Facebook has been cosying up with some of the biggest names in news content, such as the New York Times, National Geographic, and Buzzfeed.

According to the original article from the New York Times, the deal would allow Facebook to publish content from these service’s directly onto users’ feeds, therefore bypassing the need for the user to click through to the original site.

The agreement would be mutually beneficial to all parties involved, with each news outlet enjoying a slice of Facebook’s 1.39 billion-active-user pie, and the social media outlet basking in an added dose of prestige from these more serious websites.

How is Twitter changing its game?

Twitter is rumoured to be tackling its biggest hurdle head-on by overhauling its log-in page and new user welcome process. 

In the original article from Slate, this social media giant is unceremoniously termed as “a barren wasteland”, due to the unfriendly welcome afforded to homepage visitors: a virtual wall that shows nothing about what is on the other side.

Updates to Twitter will include a new homepage that will let visitors take a peek over that wall, allowing them see exactly why the site enjoys more than 288 million monthly active users.

twitter homepage

How will these changes affect content marketing?

Facebook makes no secret about wanting to make content consumption as quick and seamless as possible. In this move, the user may find it much faster to read content on their own feed rather than click through to another site.

While this means the content itself may get more views, it does mean the content producer may lose out on opportunities to encourage the user to follow links around their own site. For content marketers, this could mean the loss of important data such as time spent on site, engagement, and bounce rates. Instead, these clicks would happen on Facebook’s feed though as of yet, the company hasn’t discussed how much of that they would be willing to share.

That’s making more than a few publishers a little nervous.

As for Twitter’s changes, the outlook is a little sunnier for content marketing. The company has recently declared that it aims to reach “the largest daily audience in the world”, and for the countless savvy content marketers who are a dab hand when it comes to utilising Twitter, this can only mean good news.

We know that Google uses Twitter to find quality content, so popular posts are a great way to boost organic traffic. And when there are more users favouriting, retweeting, and responding to posts, the companies that produced them are likely to benefit from faster indexing.

Facebook and Twitter have always held a mixed bag of challenges and possibilities for marketers, and in that regard, their latest changes are very much the norm. The reality is that these networks are crucial for content marketers, so now is the time to take advantage of these developments and make adjustments to your content strategies.

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