What Do You Do If Your GREAT Content Isn't Getting Any Reach?
What if your content doesn’t suck but you still aren’t getting results?
I’ve been plenty guilty over the years of taking people to task who constantly bitched about the algorithms. I said make sure your content doesn’t suck and you’ll get reach. And I stand by that - crappy content should not and almost certainly will not get reach or engagement. But….what if your GREAT content isn’t getting reach? What then? Is that possible? Is the answer to why you’re not getting reach always CRAPPY CONTENT?
Bad content = bad results but does bad results = bad content?
What Do You Do If Your GREAT Content Isn’t Getting Any Reach?
As social media evolves the debate becomes more nuanced. Would there even be a discussion about zero click content if the algorithm wasn’t controlling and throttling back our results? These are indeed factors.
With each new tweak of an algorithm I would always reappear to announce QUIT WHINING and make sure your content doesn’t SUCK. But from my observations eventually an important but subtle shift took place:
You see the tweaking of the algorithms used to be in pursuit of making the user experience generally better on the platform. Basically: Facebook gives good content better reach so people will stay on Facebook, which gives Facebook more opportunity to make money. No free reach for bad content. Simple.
But as the algorithms got more complex and the stakes got higher with IPOs and shareholders demanding results along with more upsetters like TikTok competing for end user eyeballs a new strategy seemed to emerge - Platforms don’t want users leaving, period. You could have the greatest post ever for the perfect audience - but if you put a link in the post which would take the users away from Facebook to a DIFFERENT website the platform will place a HUGE hurdle for that post to clear to escape to your site. Think Truman Show - you see that film? Remember when Truman tried to leave? Heck even Google which is a SEARCH engine wants to deliver search results now in ways that are consumable ON Google so the users won’t leave Google. It’s diabolical!!! You can spend your way over the hurdle on the social media platforms where you are posting for your brand which I encourage my clients to do with boosts on Facebook for example and then you can control the demographics of where the content goes yourself. That’s a fair deal.
None of this changes whether creating great content is still critical for your brand though. You still need to do that, and from what I see some brands doing every day….? That seemingly obvious message still bears repeating - loudly and often. Yikes.
But as social media evolves my message might need to as well, and part of the message is make sure that not only is your content tight - valuable, entertaining, inherently engaging, but also that your digital marketing approach is HOLISTIC.
Make sure your website is updated - add a blog to it if you haven’t. Give them new value when they DO visit so you can CAPITALIZE on those visits to your OWNED online assets. Especially if you’re using a zero click content strategy - in other words if they took the action to visit your website on their own after seeing something you posted without a link - NOT through a click on a link you used to drive them there, then make sure that visit is a memorable one. I’ve written about this at length.
Add an email newsletter - it will get delivered to every single inbox of those subscribed to it. No algorithm involved.
TALK offline about what is going on online and ask for suggestions.
Solicit the content - crowdsource it so they have a stake. You may have already been doing this but revisit it.
In short, proactively involve your community like never before.
A little inventory not only of your social media content but of your digital marketing tactics. Take the matter into your own hands and be sure to give your great content the reach it deserves!
M10 Social is owned by Doug Cohen in West Bloomfield, MI and provides social media training and digital marketing services from the Frameable Faces Photography studio Doug owns with his wife Ally. He can be reached there at tel:248-790-7317, by mobile at tel:248-346-4121 or via email at mailto:doug@frameablefaces.com. You can also connect with Doug on Twitter, LinkedIn and Instagram, and/or M10 Social on Twitter or Facebook, and check out his other biz www.VirtualPetcations.com while you’re at it!
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