Updating Content: Here’s Why Your Old Content Needs a Refresh
By Izabelle HundrevMay 18
Published April 8th 2020
We log onto Facebook every day to post from our pages, run sponsored posts, and connect with our audience.
Many of us may not realize, however, that the Facebook Audience Insights Tool is an untapped gold mine for content creation ideas.
As of December 2019, Facebook reported nearly 2.5 billion active users – almost a third of the world population!
Through Facebook’s mission to make its platform as friendly as possible to advertisers, Facebook has made plenty of its audience insights accessible to anyone with a business page.
Here’s a look at the hottest topics for December:
Head over to the Facebook Audience Insights tool, and it will forward you to your specific account. Facebook will prompt you to select insights for either all of Facebook or people connected to your page.
For our purposes here, let’s create some personas to explore new audiences for our content creation.
Let’s say we’re trying to create some fresh content for a fitness website. We’ve run through our own audience, and we’ve reached a dead end with our content.
We could start by plugging a persona into the Facebook Audience Insights tool. We’re targeting women in Denver, Colorado between the ages of 18 and 34 who:
The Facebook Audience Insights tool spits out a bunch of awesome information for us to work with:
Wow! Tons of great suggestions for clothing brand pages to check out. REI, Colorado Threads, ModCloth, Free People, Fabletics, and TOMS would be beautiful places to start.
We could also consider some crossover content from The Honest Company, Aveda, or BIRCHBOX.
Interestingly, it looks like this demographic appreciates some comedy – note the interest in It’s Always Sunny in Philadelphia and Chelsea Handler. We could consider that as we decide on a tone for our content.
Finally, we can also see that they like tubing. Maybe we could help them find the perfect shorts or swimsuit for tubing with a blog post.
Sure, you could just go check out the pages and see what kind of content they post. However, wouldn’t you rather filter their posts by engagement so you could find their BEST content over a longer period?
BuzzSumo can help you do just that.
Head over to the BuzzSumo Facebook Analysis tool and plug in the page you want to track. Let’s start with REI here.
A Taco Tuesday blog or live video with healthy, locally sourced ingredients might be a big hit! We could also do a blog about interesting ways to use apple cider vinegar. Lots of inspiration here!
Okay, let’s try one of the more Colorado-centric clothing pages and see what happens.
Looks like Colorado Threads posts a lot of image-heavy content. If we want to connect with women in Denver, we should probably beef up our Instagram presence with lots of awesome images and relevant hashtags.
We already have plenty of great ideas for blog posts – but what about video?
BuzzSumo can also help you use the information you grab from Facebook Audience Insights to find the best video content for your audience too.
Since REI posts a lot of content and no doubt has a large marketing budget, let’s start with them. We would plug REI back into the BuzzSumo Facebook Analyzer, but this time, we’ll filter our results to ONLY display video content.
Look at that! One of the most popular REI videos over the past two years is about skiing. That’s a perfect video idea for a Denver audience.
We also see a video that breaks down the best yoga poses for skiing and snowboarding. We would definitely want to make a note about that for our content creation.
The secret behind engaging content is answering those burning questions.
Sometimes, our audience may not even realize they needed the questions answered until they see our awesome content.
Going back to our reconnaissance from the Facebook Audience Insights tool, we remember that our Denver moms love tubing. Let’s go over to the BuzzSumo Question Analyzer and run a search for tubing to see what comes up.
We should pay close attention to the third question here: “Are there any dangerous parts of the river?” for Cane River tubing.
Since we’re trying to target Denver moms with our content, we could run some blogs about the best tubing destinations in Colorado for kids or families. We could also put together some tips about tubing with kids.
Let’s run another question search for “Colorado tubing,” but look at Related Themes this time.
In the winter months, it may be smart for us to run some blog posts about the best sledding destinations for moms who have just moved to Denver. Remember, we ran our Facebook Audience Insights search on moms who live in Denver but didn’t grow up there so some basic lists or videos on sledding could be a great start.
BuzzSumo’s Question Analyzer searches tons of forums like Quora, Reddit, and Yahoo Answers so you can run the searches you need to gather intel on your audience in less time. Create content for your audience they can’t wait to read and share with their friends.
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