Updating Content: Here’s Why Your Old Content Needs a Refresh
By Izabelle HundrevMay 18
“Sharing is caring.”
We were all taught this as children, but when
it comes to Facebook marketing, sharing is one of the most important
results your posts can possibly achieve. It means other people are helping to
market your company – absolutely free.
That’s one of the reasons we created our
Facebook Analyzer tool: so, you never have to leave your content’s shareability
Driving more shares isn’t just great for gaining more attention on Facebook, either. More shares can also mean more organic traffic from search engines, too. As Sharon Hurley Hall explains, “…there’s plenty of evidence that social signals such as likes and shares ARE related to your ranking.”
So, a social media strategy that focuses on
shares will impact SEO, too.
We designed our Facebook Analyzer tool to give users all the information they need for these kinds of powerful posting strategies, while still making it incredibly easy to quickly utilize. So, while the interface is extremely user-friendly, it’s actually tapping into a database of more than two billion Facebook posts with two million more being added every single day.
That’s why no Facebook marketing strategy
should be without it.
Here are the foursimple steps you can
take to add it to yours in no time.
You can use the Facebook analyzer tool to dive
into any topic relevant to your industry simply by typing in a relevant
keyword that describes it.
If you’ve already been posting on Facebook for
some time, you probably have a fairly good idea of which topics are doing best.
So, you could start with subcategories for those to get a better sense of what
you should be posting about for even more shares.
However, let’s say you’re just starting out.
Your company works in cyber security, so you’d begin with that search term in
the Facebook Analyzer. Under Analysis, you’d find:
With just one simple search, we already have a
lot of information to work with. In fact, if all you did was run that
initial search, and then use this report to shape your posting strategy going
forward, you’d probably be in great shape.
Still, we can use the Facebook Analyzer tool
to better build this strategy for increased engagement.
Success on Facebook takes more than just
knowing which topics your market likes most. It takes understanding how they
want to consume that information, too. If you don’t present it just the way
they like, you probably have a competitor who would be more than happy to do
Right below the two line charts, you’ll find,
“Average Engagements per Post Type”:
For our purposes, we only care about the green
graphs, as they represent shares.
Considering how popular Facebook giveaways have become, perhaps it’s not surprising to see how well they’re doing in the cybersecurity industry.
But as you’re just starting out, maybe you’re also running a little lean, too. In that case, the next best type of post for Facebook is video. Again, this might not be too surprising. Facebook video ads do exceptionally well on the platform.
That would be the logical place to start with
your Facebook posts, then.
Fortunately, we can do a lot more than just
recognize that videos do well for the cyber security industry.
To begin this next step, choose the status
type you want to research further. In this case, it’s video:
Facebook Analyzer’s report looks very
This shows us a lot of helpful
information we can use when creating our posts.
For one thing, we have a brand-new benchmark.
Videos receive an average of 90 engagements in the cyber security industry.
That’s quite a bit more than the average for all content types (70), so that’s
good information to have. Otherwise, we would have set our sights too low and
then been disappointed once we reached them.
We can also see that our posts will stand the
best chance of more shares if we include at least 300 words. Compared to the
other four options, shares really take off at that point. They’re
actually double the amount of what we’d expect at 250-300 words, so,
again, this is extremely valuable data.
The same dramatic contrast exists for the best
days to post, as well.
On Saturdays, videos about “cybersecurity” receive
42 shares, on average. That is a lot more than any other day. Second
place is Friday with 14. Third place is Sunday with 13. Fourth is Tuesday with
12. Combined they don’t equal the average for Saturday, despite the fact
that many marketers would assume that weekends would be the worst possible
time to post about business topics.
Finally, the best time to post videos for
maximum shares is at 7pm UTC.
This chart also shows something very
interesting because the most average shares don’t correspond with the most average
likes, which takes place at noon. If you assumed that the two would share the
same best time for posting, you might settle for smaller amounts of shares
simply because you assume noon is the best time to post.
By using our Facebook Analyzer tool, you’d
have proof that you could actually do much better simply by taking the same
post and publishing it later.
Finally, click over to “Search” and take a
look at what some of the best-performing Facebook posts for your industry are
All you have to do at this point is to take
the information you’ve gathered from the last three steps and use it to create
posts similar to those that are already doing well.
Add these types of posts to your Facebook
strategy and watch your shares take off.
The simplest way to earn more shares with each
and every one of your Facebook posts is by looking at what’s already working.
With our Facebook Analyzer tool, you can do this in a matter of minutes. Give it a try with a free seven-day trial of BuzzSumo and start creating more shareable posts right away.
Enter any topic, term or url to search to see BuzzSumo in action. It’s free!
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