Facebook managers must have mentioned “content” a dozen times at its marketing conference Feb. 29 in New York City. While everyone else was focused on the new bells and whistles, I was tuning my ears to their focus on content.
The message was clear: marketers must now become real “storytellers” and ignite their fans with engaging content. Facebook promotions (“sponsored stories”) will revolve around strong, compelling content. Your Facebook Page will increasingly be measured by how much fans engage with and share your content. Content, content, content.
We’ve heard this mantra for so long it’s easy to write it off as just another turn of the marketing screw. But this time I think Facebook is on to something. Indeed I believe we’re witnessing a wide-sweeping, fundamental shift in the way we communicate to customers-and ultimately, do business. And it starts and ends with content.
First, think of content as how we engage with our customers, like real people. (more…)