Content Marketing Blog mint

Content Marketing Blog

When Facebook will NOT Work for Your Content

A majority of Gen Yers now consider Facebook as the grandma channel. Despite that, Internet marketing agencies are still pushing their clients hard to use Facebook, both for content and also as an advertising platform. For certain types of businesses, it is indeed true that Facebook can be an effective medium to reach a wide audience, globally.

However, in many instances, it would be a waste of your hard earned dollars to do so. It helps to know whether these instances may affect your business. And you should know this BEFORE you venture down the path of creating content, testing, monitoring.... and spending money needlessly.

B2B Audience Does Not Use Facebook

You would think this was a no-brainer. Yet, some companies are so hypnotized by the hype around Facebook success that they ignore this killer fact. You will end up throwing money around an empty room using Facebook for distributing your B2B content.

Ask yourself if your audience uses Facebook to find content aimed at the C-Suite—articles meant to educate and inform executives and managers; white papers you have worked so hard to produce; watch a 10-minute executive presentation or an archived webinar? It’s unlikely.

The Facebook Goldfish Syndrome

Although it is a given that many Facebook visitors spend HOURS on the site, the reality is that any content which is longer than a sentence or two, more than a cute photo of a kitten, a short humorous video, or a joke to share with friends is misplaced on Facebook. The average Facebook user is not there to read an encyclopedic entry concerning the benefits of your latest best-selling product. Many Facebook users also do not like any hint of a hard sell, and will deliberately tune out advertising that has not come directly from a brand they already love or are actively researching.

You need hard hitting, short, possibly even off-topic content to attract attention to your brand. If your target is B2B, you would be far better off spending time and content marketing resources on LinkedIn, SlideShare and Twitter.

Lonely?

Building a community or following is incredibly difficult, even with 1.5 billion active monthly users. Smaller companies need loyal evangelists and influencers to help you reach other people´s timelines and be noticed. Niche products and industries will need to put in additional work (and dollars) to grow that community and reach beyond the “preaching to the choir” point. Otherwise, you look like a small company (however large you may be) who has just not mastered social media. And that will make you very few friends.

A Lack of Facebook Knowledge

Of course, there are agencies that will run your Facebook presence for you. However, it is frequently obvious in these instances that the voice of the company is somehow distant from the real company. No third party can ever mimic your company´s marketing efforts fully, and maintain that voice day after day to a receptive audience. Should you decide that your target audience is on Facebook and you need to meet the potential customers in that space, it is far better to train in-house personnel who can represent your brand appropriately on Facebook. At the very least, if you use a content agency, let them provide the content that you review, approve, tweak if necessary, and then post on Facebook.    

At MintCopy, we write social media content for a number of clients across many industry verticals. But we don’t “run” your social media campaign. We can help with housekeeping; we can’t own the house or make it ‘home’!

Not sure whether you are spending your money wisely on Facebook? Need suitable content and advice on leveraging social channels for better content marketing results? Call us at 888-646-8003 or send us an email.

Share


Recent Posts

Sheetal Pinto - 7/22/2021 06:00

According to eMarketer, Google Home is the most popular smart speaker in Canada, with Amazon Echo right behind. It’s estimated that almost 20% of the population used smart speakers in 2020. Even more important, voice technology is on the rise, as Media in Canada reports. Over 88% of Canadians are using voice search. If your business isn’t addressing voice search in your SEO content, you could be missing out.

Sheetal Pinto - 7/15/2021 06:00

Imagine yourself in a real-life social situation. Will you stand around and talk to others in the room even if they aren’t listening or seem bored and disinterested? Umm, awkward. It’s no different in the online world, but many of us don’t realize it. If your Facebook posts are talking but nobody is listening, your social content is not doing a very good job.

Sheetal Pinto - 7/8/2021 06:00

What if there was a way to position your brand as authoritative? What if your content could provide social proof? What if you could show your customers how successful you are at helping other customers? The winning solution in your content strategy is case studies. You can accomplish 3 key content marketing goals with case studies—build credibility, generate interest, and encourage conversion.
Case studies capture stories of how your brand solved a problem for a real person or business. A case study lets you paint a picture through words to make your business shine. Your customers’ success stories are just waiting to be told. A case study is a valuable content piece in which readers can see themselves getting results.   

Sheetal Pinto - 6/24/2021 06:00

Recognizing the value and importance of content marketing, you’ve decided you need help. Professional copywriting delivers the results you want. So, you’re now looking for a content agency. There’s no shortage of options. Sifting through the different agencies in a simple online search can be time consuming. You need a plan to find the one that fits your needs and is up to speed on the latest content best practices.
Here are four questions you can ask to help you sort through the field to find a content agency that will drive results.

Sheetal Pinto - 6/17/2021 06:00

Small business owners wear a lot of hats. As an expert multitasker, you’ve probably learned that there are times when you can manage two or three things at once. Then, there are those jobs that need your full focus. We are thinking, bookkeeping, inventory, and content editing and proofreading. If you’re involved in both creating and posting content, wearing both hats at the same time can cause confusion in the final output. With years of experience creating content for a range of industries, here are proven tips from our SEO copywriters for editing content and then proofreading content; because they aren’t the same thing.  

Sheetal Pinto - 6/10/2021 00:00

In the lean, mean structure of smaller businesses, in-house copywriters often don’t specialize in copywriting. It’s just one of many hats they wear as part of their overall duties. Creating high quality digital content isn’t easy. Consumer behaviours change, Google’s algorithms change, search trends change, and all of this means content must adapt. Copywriters who work on their writing skills and keep up with the user experience will be more effective. Here are four tips from great novelists that can take your content writing to the next level.

Sheetal Pinto - 6/3/2021 13:19

Thirty years ago, we were using desktop-based PCs with dial up connections. Today, smartphones fit in the palm of our hands, allowing us to be connected from literally anywhere in the world. Wearables go a step further; you just strap a smartwatch on to your wrist and it packs a punch. People consume content differently, too. Instead of reading long documents, most people skim content for quick answers. Your content strategy must keep up with your audience. Using pillar pages and cluster posts to organize content is an efficient approach that benefits your readers and your SEO rankings. And oh, your writers will thank you profusely, too!

Sheetal Pinto - 5/27/2021 06:00

You are an expert in your field, which gives you a lot of credibility and authority when creating content for your business. You don’t have to be a copywriter to share your story. You simply have to know how to tell it to your reader. Here are some of our best tips to help you create high-quality website content.

Sheetal Pinto - 5/20/2021 06:00

Search engines organize content to help users find information easily. As people get increasingly adept at using online search, the rules for indexing and ranking content keep adapting to accommodate user trends consumer behavior. It’s no longer enough to have backlinks and keywords, two of the main elements in SEO. Your content must stand out by being relevant and engaging to the reader. As the top search engines change their algorithm to reward high-quality content, it’s your chance to set your site up as one that people love.

Sheetal Pinto - 5/13/2021 06:00

For a long time, it seemed as if SEO favoured large, nationwide brands with huge websites and massive online presence. Small businesses were finding it difficult to compete against these deep-pocketed digital brand marketers. Enter Local Search, which helped level the playing field a little. Now, if the user was looking for a local business, it became easier to find one. Today, users use search not just to find brands, but to find information. Search engines are constantly changing to give users relevant information, at whatever stage they are in their journey. We’re seeing another trend in search, that of search equity to give more businesses a chance to show off their expertise.