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Laura PinterNovember 20, 20124 min read

Should You Pay Up to Succeed in Social, or Refresh Your Content Strategy? [Inbound Industry Report]

Inbound Marketing Industry Report

Inbound Marketing Industry Report, highlighting top articles and news stories from the third week of November, 2012.

How Strong is Your Facebook Reach, Really?

If you manage a Facebook brand page, I'm sure you've taken notice of how many people actually see each post you publish. And, I'm also pretty sure you've thought, "What's the deal?" when comparing that number to your brand's actual number of Facebook fans—there's a huge discrepancy.

Is it a coincidence that Facebook rolled out the paid "Promote" feature after acknowledging that posts only reach about fifteen percent of your followers? Dangerous Minds (@DangerMindsBlog) doesn't think so. After doing the math, they figured they'd need to spend $2,000 to $3,200 per day promoting posts to reach 100% of their 50,000+ following. Is it worth paying up to get your followers (or friends) back?

(And it's not just brand pages. Individual user reach also may be dwindling too, again with Facebook offering a solution for sponsored posts. Check out what some of the PR 20/20 team think about potential marketing and social implications of promoting posts on personal profiles).

Here's Mark Schaefer's (@markwschaefer) take: "To succeed on the social web today you better bring your A Game and a bucket of money." It's not a level playing field anymore. We're dealing with an all-out content arms race; a writer and a blog just won't cut it.

Fresh Perspectives on Content Strategy

But, there's another side to argue: you don't have to shell out the big bucks to have your content be seen. Matthew Grant (@mattgrant) talks with author Andrew Davis (@TPLDrew) about brandscaping, and why it's important to think like a producer, not a publisher, to try to find the resources to create the right kind of content for your audience. His two main tips?

  1. Don't do content yourself; invest in its creation instead. Unless your company sells content (e.g. is a media company), there's probably someone better than you to create it for the audience you're trying to reach.
  2. Don't hire a celebrity spokesperson; make one. Find someone who loves your product, uses it every day and is already creating content.

Whether you're publishing or producing branded content, it's important to remember that the end goal shouldn't end at the sale. Ardath Albee (@ardath421) shares how you can use content to connect the dots after purchase to foster customer or client loyalty, resulting in prolonged relationships, repeat purchases, referrals and more.

"trying to find the resources to create the right kind of content for the right audience."

Read more:

What's New?

Bookmark of the Week

LinkedIn offers a 5-step guide to getting started with Company Pages and engaging followers for social media success. The strategy breaks down how to create, grow and connect with potential customers on LinkedIn into digestible, action-oriented steps

What articles made your top list last week? We'd like to hear your opinions.

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