Three Ways to Expand Your Content Marketing Horizons
Traditional content marketing approaches still work
It can get annoying to listen to the increasing drama around modern social media platforms, but a recent policy change by Facebook got me thinking about the ways that the fundamentals still matter.
Last week, Facebook announced that it was going to start looking for a new metric in deciding which stories it would give an algorithmic bump on its platform. Rather than simply looking at engagement, likes, shares, and clicks—the metrics generally associated with the information Facebook surfaces—the company would instead implement something called the “click gap,” which focuses on domain authority. To put it another way, if a Facebook-trending site isn’t getting links from anywhere reputable, that’s strong evidence that the site is trying to game the system.
“This can be a sign that the domain is succeeding on News Feed in a way that doesn’t reflect the authority they’ve built outside it and is producing low-quality content,” wrote Facebook employees Guy Rosen, the firm’s vice president of integrity, and Tessa Lyons, the site’s head of News Feed Integrity, in a blog post.
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