Recently, BuzzSumo, with Susan Moeller, teamed with Mari Smith to discuss the BuzzSumo research into Facebook’s most engaging posts, and Mari’s top tips for Facebook content strategy in 2017. Questions from the content marketers who attended the session were answered by Mari, providing answers to the most important questions.
The report is divided into three corresponding sections:
Facebook’s most recent, most engaging posts were researched by BuzzSumo, analyzing more than 800 million posts from 2016, looking at overall engagement, and at shares, likes and comments separately. Respondents offered these comments:
Mari Smith, a leading authority on Facebook Marketing, described a comprehensive Facebook content plan for 2017. The key points are:
And, retarget with Engagement Custom Audiences based on:
The key in any Facebook marketing strategy is to focus on offering value. Mari suggests that the goal should be to “Edutain” your audience, teaching them something useful, something that relates to a niche in which you are an expert, and doing so in an enjoyable way.
A well-developed Facebook strategy will include posts of many different types, with various purposes. Ideally, Facebook strategy will be fully integrated with the marketing plan, not just a separate project with unrelated goals. You don’t want to post just to get a bigger Facebook audience, but rather to nurture your Facebook audience to subscribe to your email list, visit your site, try your product, says Mari.
Audience nurture should also include posts that are simply helpful to not exhaust people with endless asks for more of their time, attention, or money. Consider using posts that are helpful-only, (without CTA’s) as opportunities for developing relationships with influencers, says the report. The process will raise your profile and offer something of value to the influencer, says Mari.
Facebook is the largest social network, with 1.79 billion active monthly users in 2016, as reported by Statista. In the US, 79% of all adults who use the internet use Facebook. This is a much higher than the percentage of people who use other social networks, according to the Pew Research Center. And, the number of US-based Facebook users grew from 2015 to 2016, notes the report.
For more information from BuzzSumo, please visit here.