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Optimizing Facebook’s Content Marketing

June 17, 2021

Within all parts of the internet marketing world, various updates and evolutions over time play a big role. Consider a site like Facebook, where many social media operators report that organic posts that used to draw massive engagement are now only getting a few likes. Why is this happening?

In many cases, this is due to the Facebook algorithm, and often, this has a lot to do with the way your market your Facebook content. Facebook has a pay-to-play platform – you don’t necessarily have to have a huge budget here, but you do have to be prepared to spend a bit if you want to see engagement. Here are some other tactics you can take to help optimize your content marketing on Facebook.

Hot Signals

When viewing signals for your best content, positive engagement and sentiment are the most important factors. How many people are liking, sharing and commenting on the post? These are weighted differently, of course – likes are worth about one “point,” while comments are worth six and shares are worth a whopping 13.

For this reason, focus on shares and comments over likes. Consider that typical page reach for Facebook is between 2 and 3 percent for most fan bases – the smaller your base, the higher your organic reach will be.

Negative Signals

You also need to watch carefully for negative feedback, which can reduce the chances of a post being seen by your target audience. Things that fall under negative feedback include post hiding, spam posts and unfollowing.

Each negative bit of feedback here will require roughly 100 likes to counter their negative effects. Be aware that an angry or sad emoji does not count as negative feedback – only what we listed above.

Organic Content Reach

Facebook determines who sees organic content based on interactions with other people. If you’re often looking at someone’s content and they’re doing the same for yours, it’s more likely they’ll see something you post before your other audiences do because you’ve built up engagement with them.

This isn’t the only factor in organic content reach, though. Consider lengthier posts, and the amount of time someone has to spend to consume your content. Focus on building content that fuels this – longer posts take longer to read, and can rank higher for this reason. Remember that reach is impacted by three factors: Following, engagement and time decay (90 percent of the interest for a given post comes within the first 24 hours after it’s posted).

Ranking Paid Content

If you’re looking at using paid content to increase your reach, put a big emphasis on the relevancy score of your ads. If you bid a bit more, your relevancy score may increase. There are two main factors that go into rank: The bid itself, and the relevancy score. Relevancy score is based on engagement plus positive and negative feedback, and is expressed on a scale of 1 to 10. Your entire account is factored into this ranking, not just the individual post.

Want to learn more about optimizing content marketing on Facebook, or interested in any of our online marketing and SEO services? The pros at SEO Werkz are here to help.

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