The Facebook Marketing Book

Chapter 8. Developing a Facebook Content Strategy

Given the restrictions Facebook places on Page design, content is the easiest—and often most effective—way to differentiate yourself from competitors. Facebook’s power lies in its huge number of users, but this also creates a high volume of posts. To reach these potential customers or brand enthusiasts, your content must stand apart from the rest. Because content is a core piece of a successful Facebook marketing campaign, this chapter explores ways you can create and optimize it for Page members, while at the same time improving your placement in both Facebook and natural web searches.

Figure 8-1. There are 900 million people, places, and things that a user can interact with on Facebook. More than 30 billion pieces of content are shared across the site each month. (Graphic by The Blog Herald.)

Competing with Other Content on Facebook

The average Facebook user has 130 friends and is connected to 80 community Pages, Groups, and Events. Yet this is only a fraction of the 900 million people, places, and things that he could interact with on Facebook (Figure 8-1). Considering the more than 30 billion pieces of content being shared across the site each month, you can understand clearly why content is a key factor in your Facebook marketing strategy. Obviously, there’s a lot that the average user is seeing on a daily basis. But this average ...