In an increasingly crowded marketplace getting your voice heard is difficult.
Today’s Content24 looks at the reliance on social media when pushing articles and more content marketing strategy problems
At the beginning of the month, we drew your attention to research showing that referrals to publishers from Facebook have been steadily declining all year.
Analytics specialist SimpleReach said referral traffic to publishers from Facebook has fallen 32 per cent since January.
Now content marketing agency Contently has looked further into the reasons why. Although Facebook has denied there is an issue, the Contently piece puts forward the case that engagement on brands’ and publishers’ pages has dropped substantially.
There is one exception to this. Paid posts have survived the trend. Moreover, Facebook is still the best route for getting out consumer content.
It highlights the difficult relationship that content marketing has with social media platforms such as Facebook. On the one hand, it is feeding on content that someone else produces. On the other, many brands are reliant on its reach.
More than eight out of 10 Australian marketers know what good content strategy should look like. However, according to research conducted by the US Content Marketing Institute, only 28 per cent have bothered to implement that knowledge. On top of this, the majority were planning to increase their content budgets.
The lack of a strategic approach to content is not exclusive to Australia. Last week we picked up on a similar article looking at how content marketers are failing to establish parameters for return on investment.