I don’t know about you, but I’m enjoying the cooler weather this year. As a lover of the summer, I’m all about the warmth, and so I was shocked when I happily threw on a couple of extra layers this morning before running out the door. As any New Englander knows, when the weather begins to change, so must our lifestyles; the clothes we wear, the things we do and when we do them.
This got me thinking; the same principle can be applied to content marketers. When something begins to change, evolve or sophisticate, a marketer’s approach must change as well. Take, for example, Facebook’s two new search tools being released today.
The new Facebook tools have reportedly been designed to provide news organizations with better insight into the real-time social conversations happening on the networking platform. According to a blog from The New York Times today, this will particularly center on “television shows, big news and sporting events.”
According to Andy Mitchell, Facebook’s director of partnerships, “This is a new way for news organizations to tap into and understand what people are talking about.”
Of course, when it comes to understanding what people are talking about, content marketing comes into play. After all, a content marketer’s job is to create and share relevant, customized and insightful copy to engage individuals and pique interest. Knowing what they like, what they’re talking about and, more importantly, what’s being talked about most is of the utmost importance.
The two new tools essentially do the same thing. One will enable companies to leverage keywords based on trending events or important topics – the Times, for example, cites “Syria vote” and “Tokyo Olympics” – to comb through related public Facebook posts. Meanwhile, the other will do the same things for private posts; however, it will only be able to gather anonymous demographic data, such as gender breakdowns and age ranges.
While this is clearly a great resource for generating more conversations on Facebook – something the platform is struggling with compared to Twitter – it is also a fantastic tool for creating content based on specific search inquiries targeted toward particular individuals and groups. So, it’s not just about the fact that “iPhone” is trending, but the fact that 65 percent of those posts were from women aged 25-34. It’s about the fact that this pertinent information is easily captured and aggregated for you using one simple tool.
These tools could be that extra layer content marketers need as the “seasons change.” Only time will tell, but they could fill that crucial information gap content marketers sometimes struggle with.