Free White Paper: A Rebel's Guide to Building Organic Loyalty

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How to Win on Facebook Right Now

2017 marks another year of changes and updates to the Facebook platform. To no one's surprise, many of those updates were a direct response to both the fake news epidemic and intrusive ads that invaded the News Feed.

Throughout this cleanup process, many publishers who unintentionally violated new guidelines watched their Facebook reach decline. And without a strategy that's adaptive to Facebook's constant algorithm updates, publishers have been scrambling for answers and new ways to keep eyeballs on their content.

We can't really complain that good ol' quality content and an enhanced user experience is again at the forefront of all these efforts. Facebook has since even released News Feed Publisher Guidelines in an effort to bring back quality content that users truly value from publishers.

So if you've got the quality content part down, but still can't figure out how to increase your Facebook reach, there are a number of ways to make sure you're winning on both fronts.


Long-Form Content

Long-form content that is worth scrolling for is gold. We're not talking about long-form pieces that are filled with junk, but rather actual quality content that takes time and effort to produce. This is where you can not only get higher CPMs, but also higher engagement and sharing from your audiences. Long-form, detailed content gets shared more than its short-form alternative, and also ranks higher in Google. It's really a win-win.

Go “All in” on Instant Articles

Going "all in" on Instant Articles means every post has to be published as an Instant Article at least once. We can't stress this enough. It's become a must to winning the Facebook reach game. Not only will converting all your articles to Instant Articles grow your overall reach, but it will grow your website's total traffic too due to the leakage from desktop and mobile web.

Publishers that don't benefit from Instant Articles are simply not doing it right. We have a specific formula to optimize Instant Articles for maximum engagement and revenue.

It's a battle-tested, data-backed formula that's working for all of our clients: video + engaging, intelligently designed copy = $$$ on Instant Articles. And if you stick to it, you'll start to monetize Instant Articles with higher CPMs every day.

Your ad units should be configured so that they display evenly throughout your content, and everything should be perfectly optimized for social. Your website must also be paired alongside these efforts in order to create a fast and social experience because Facebook will kill reach to slow and poorly designed websites. Without these pieces in place, no real Instant Articles traffic can be built.

It’s Not All About Video

We were also onboard the rising video trend and preached its powers, but those powers are shifting. Video on Facebook has grown more complicated. Publishing properties that were purely social video peaked months ago. Those properties were filling a hole in content on Facebook, but they created very little loyalty and brand recognition — and that's super dangerous. Some publishers even experienced as much as a 60% drop in their traffic.

The good news is that writers are very much important again. The Facebook algorithm appreciates quality, thoughtful content. And it's not just writers, but true content curators who can build engaging pieces of content that bring in reach and revenue. Companies who laid off their editorial departments are now stuck because their pivot to video has been overdone. You absolutely need video, but you also need the mix of content that creates deep engagement and repeat loyalty to win on Facebook.

RebelMouse Can Help

Our technology is designed to keep up with the speed of the tech giants. We're obsessed with traffic + how things go viral, and it's allowed our clients to continue to see their Facebook reach increase. With the right mix of technology and strategy, we've mastered a content distribution formula that truly works.

Our CMS is designed to be your roadmap in the ever-changing media world, and encompasses everything from Instant Articles configuration + strategy to website launch. Not only will we help set up your Instant Articles, but we'll help you create a monetization and audience strategy that brings in real loyal, sticky audiences.

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Here’s Why You Should Focus on Valley Elevation

We've all experienced it. The dopamine-filled highs of watching site stats blast through the ceiling on our favorite web analytics platform after a piece of content goes viral. As digital publishers, it's in our blood to crave these spikes. But the sobering crash back to reality that follows, and the ensuing scramble to come up with the next piece of content that can match the previous peak, are seemingly inevitable. This constant seesawing is a frustrating and fatiguing experience, no matter the size of your budget or marketing team. What's a publisher seeking stability to do? Are we all targeting the right goals, or is there more here than meets the eye?

Enter Valley Elevation

Turns out there is more to your stats than just those towering summits. It's the concept of valley elevation, and it's been staring you in the face the entire time. Coined by Bradley Schwarzenbach and popularized by bestselling author Andrew Davis, valley elevation posits that you should be focusing on the depth of your metrics' troughs instead of its peaks.

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Content Creators: Here’s a Look at the Publishing Experience That's Changing the Game

If you're a content creator or social curator, you know all about the challenges tied to algorithm changes, industry shifts, and the ongoing fight to sustain reach in an oversaturated market.

At RebelMouse, we create lean tech that's built to iterate alongside these fluctuations. Chances are the CMS you're using was created before social. If that's true, you may still view content on your website and in social feeds as two different entities you have to control and manage. We're here to blur those lines for you and take publishing where it needs to be in 2018.

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