Updating Content: Here’s Why Your Old Content Needs a Refresh
By Izabelle HundrevMay 18
No matter what industry your company is in, your market is most likely on Facebook. They’re most likely on it a lot, too.
So, if you’re not currently leveraging the world’s largest social media platform for all it’s worth, there’s probably a pretty good reason for that.
If you’re like most people, it’s simple: There’s just not
enough time in the day.
Facebook has become such an important platform for marketing that many people’s full-time job title is “Facebook Marketer.”
It’s for good reason, too.
As Search Engine Journal’s Lisa D. Jenkins describes it, “Never before have businesses been able to reach their customer base so easily, and on so intimate a level.”
Nonetheless, most of us don’t have that kind of time on our hands. We’re already juggling multiple priorities, which makes it easy for something like Facebook marketing – despite its potential – to fall by the wayside.
Fortunately, you can actually see incredible results on this platform by committing to just one task a day. Here are four examples of how our Facebook Analyzer tool can immediately improve your engagement without crowding your current schedule.
One of the biggest differences when it comes to publishing blog posts and publishing social media posts is that, when it comes to the latter, time is a critical factor.
Whether you publish a blog post on Sunday or Tuesday, noon or midnight, doesn’t really matter all that much. It won’t have any effect on the blog post’s rankings or the organic traffic it generates.
On the other hand, if you don’t post at optimal times on social media platforms like Facebook, your engagement will suffer tremendously. Your market either sees them, or they don’t.
So, one daily task for yourself could be determining when that optimal time is. Our own research into Facebook engagement found that posts do best when they’re published between 9pm and 11pm EST on Sundays.
That’s a great place to start, but you could also make it a daily task to follow up on your posts and try a few other times out, too.
The best way to do this is by using our Facebook Analyzer tool to look at when your competitors see the best results. Search by their pages, and you’ll find when their posts hit peak engagement. Then, experiment
with some of these times, check back once a day, and find what works best for your followers.
Once you’ve successfully used the Facebook Analyzer tool to pin down the best time for your company’s posts, they’ll immediately enjoy greater engagement.
Now that you know what time your market prefers to see your Facebook posts, the next step is to determine what kind of content they enjoy most, too.
Again, this is fairly simple to do with our Facebook Analyzer tool. It could easily become a daily task that requires very little time yet is able to multiply your current strategy’s ROI.
Let’s say you run a graphic design agency.
You could start with the most basic of search terms,
Next, click on “Analysis”, and scroll down to see how
different types of content perform:
As you can see, the big winners are infographics and lists.
Furthermore, though video may not prove especially popular on your other
platforms, it does have fans on Facebook.
Using the Facebook Analyzer tool, you should have no problem
coming up with a calendar for your social media posts. You’ll know what kind of
content to post and – just as important – when you should post it.
Still, after you used the tool to look into your
competitors’ practices, you might have found that they keep a pretty ambitious
schedule. Maybe they post multiple times a day and multiple days a week.
Do you have that kind of time available in your schedule?
If not, this is when you should use a tool like Buffer. This user-friendly platform will allow you to schedule all of your Facebook posts beforehand, so they post automatically without any further action on your part.
For example, before you leave the office on Friday, you
could go in and schedule every post by day-and-time for the following week.
That’s a simple task that won’t take long at all, no matter how many posts you
decide is right.
While you continue to use the Facebook Analyzer to monitor
the best times for posting, you might discover a new opportunity. Maybe a time
that your competitors chose is actually a dud.
Whatever the case, you can just jump into Buffer, quickly reschedule
posts and have them all change well beforehand. It beats trying to remember a
new schedule for manually posting.
Finally, nothing will improve your online marketing efforts like a good content audit. This definitely applies to your Facebook posts, too.
That’s why another simple task can be looking back at your
past week or month of Facebook posts. Which ones earned the most engagement?
Which ones fell flat?
By reviewing these posts, you’ll gain even better insights
into what kind of content to post and when as it relates to your unique
Again, our Facebook Analyzer makes this extremely easy to
do. Platforms like Buffer will give you analytics at a glance, as well.
To give your audit an actionable frame of reference, run
your main competitors through our tool. For example, if we competed against
Buffer, we could quickly discover what kinds of numbers they saw during the
last month of Facebook posts.
Their Facebook posts saw an average of 21 engagements:
Most of them happened on Monday:
These would be good benchmarks for judging our own success
and showing where we have room to improve.
Turning Facebook into one of your company’s best lead generation
tools doesn’t require working late hours.
As you just saw, all you need is our Facebook Analyzer tool. Sign up for BuzzSumo today, and we’ll give you a free week to see for yourself.
Enter any topic, term or url to search to see BuzzSumo in action. It’s free!
100% free. No credit card required.