Listening to Outbrain present at Connect12, an invite-only event from Empower MediaMarketing, Jon Tauber, made the following point:
“You can game the system and ask people ‘what’s everyone doing this Friday?’ It’s shameless, and we even did this in the past. But that’s not good content. Likes can’t build your business. Good content can.”
A video of Jon’s entire presentation is below.
Is Your Content Nutritious, or Is It Junk Food?
As brands establish their content marketing programs, it’s easy to model what other brands are doing to create engagement. It’s a common practice to determine best practices in most any area of business. But the problem with doing this on social media is that another brand’s approach doesn’t take your audience into consideration.
It’s perfectly OK to ask fans to like a Rock the Vote image on Facebook if they think democracy is a good thing. But it’s not good content in that it probably has nothing to do with your brand. Over the long term, if your brand only serves up “junk food” content you won’t build true engagement with your audience.
A Balanced Diet
There’s content thats good for your audience and your brand, and there’s junk food content. By keeping the focus on good content, it’s perfectly fine to indulge in junk food from time to time.