Why We're Revising Our Content Strategy in 2018

Today Facebook made an announcement that it’s newsfeed algorithm will soon shift to prioritizing content from users, rather than branded content. This decision comes after 2017, or what we’ll all remember as The Worst Year To Be Online As A Consumer. While it’s easy to be frustrated by this obvious move toward 100% pay-to-play advertising, we’re remaining optimistic about what this could mean for content marketing.

Yes, we will have to put our money where our mouths are in 2018. It’s been a long time coming, with the ever limited views to any Facebook page’s content. Smaller brands will need to get creative with how they’ll connect to their local communities. Perhaps this is the time to incorporate your social strategy into your daily business.

One idea: create an incentive in a brick+mortar shop to have people follow along online.

The path to more consumers is still there, but it will require your current consumers to act more like brand ambassadors online. This shouldn’t be difficult, especially in an age when brand loyalty is at an all-time high. Notice who your regulars are as you go about your daily business, and craft a digital experience that is beneficial to them. Chances are they already talk about your company to their loved ones. All you have to do is suggest they do so online.

For our company, we’re taking this as a nod to step back online. It’s no longer about flooding people with content 24/7 (ahem, Gary Vee, are you listening?). We’re changing our clients’ strategies to focus on providing higher quality content on a consistent basis. Rolling out one truly valuable piece of content each weekday to spark a conversation will do more good in 2018 than pushing out curated link after curated link.

Of course, there are a few strategies to make the algorithm (and users!) love your content more: