The Next Generation of Brand Content

We've entered into a major shift in new media publishing. So far, 2018 has been a roller coaster ride of industry shifts for publishers, kicked off by Facebook's sweeping algorithm change in January that left brands wondering about the future of traffic growth and monetization on social.

The good news is that there's still plenty of opportunity for brands — both new and old — to put their communities on a growth path that delivers impactful revenue. And it's all about getting back to basics: The brand blog! While the idea of the blog has been around since the early days of the internet, the focus on community, as well as tech's ability to draw in audiences at scale, is peaking like never before.


Content Creates Organic Surface Areas

A common mistake brands have been making is neglecting their blogs, and instead they're focusing too much on winning social. But with frequent algorithm and industry changes, the brand blog must become a priority again. To survive and succeed with content, the blog must first evolve into a media site. To make the switch, it's important to let go of the traditional agency mindset of being campaign-centric. It's now about creating a community based on the passions of the people interested in your brand.

The brand blog is still important because it leverages the power of distributive content on organic surface areas like Instagram, Twitter, and Facebook. The blog then uses those platforms to connect the dots to a common content hub. This content hub is what creates massive loyalty, not just massive reach. The blog must be built like a social experience in and of itself. When done correctly, the brand blog can be a place that transforms a casual reader into an engaged member of your community you can know and count on.

Create a Community

Creating a community starts with your editorial thesis. What are the passions and ideas that fuel your brand? Once that's set in stone, building your network begins with reaching out to people and communities that are already talking about those passions. Then, find out what kind of content they're creating and reach out to them directly about it. Ask for permission to share their content in exchange for an @mention. The social ecosystem is full of creators who would love for their content to be validated and to engage in audience-sharing partnerships. Every partnership you create within your community of creators is a gateway to a new organic audience that can discover your brand. Structuring your content by putting the people in your community first is the ticket to not only a network of loyal followers, but continued organic growth.

Create/Amplify a Movement

In order to create a lasting network of creators and followers, your content must be tied to a movement. At RebelMouse, we helped launch The Dodo, a leading new media company with a mission to celebrate all things animals. The Dodo was able to amplify a movement that already had traction on the internet, and used that momentum to grow its own content hub. Brands can implement the same tactic if they can find the right topics that resonate within their communities.

Engage with New Creators

So how do you find these content creators to help build your new brand network? First off, you do need to create your own content with a writer and/or video editor that understands the passions behind your brand. Then you can use your original content for social outreach. This is what begins the new content lifecycle.

Social outreach can be as simple as connecting with likeminded Facebook Pages and social profiles at scale. Ask those creators for their content. In return, repurpose it in a way that not only makes it beautiful, but also validates their original message. Then amplify the content on your brand's blog and social networks. It's all about creating the kind of relationship where creators can't wait to share what you've come up with using their original content as a basis.

This content repurposing lifecycle is what fueled The Dodo's climb to the top. By capturing content and making the remixing process systematic, you can create organic growth. It's the only way brands can take part in this amazing emergence of the creator movement that embraces organic social media strategy.

The Content Itself

What a lot of publishers haven't fully realized yet is that digital writing has completely changed. What was once all about "hooking" the reader to get that extra click or share has shifted. There's now an intense push for prioritization, personalization, and transparency. As digital readers become more savvy, they specifically seek out media sources that deliver engaging content quickly and clearly.

The best example of this is Axios, an amazing new media company that initially launched on RebelMouse. They reached 40 million pageviews in the first three months through usage of a "Keep reading" function on every piece of their content. Each story begins with a brief summary of the article, rather than a teaser to entice a user to click. The summary content is good enough that it's usually all a reader needs to make a decision about whether they want to keep reading or scrolling. If you want to build organic loyalty, you need to be a master of your topic and deliver stories that encourage your users to consume the true depth of every post. But you also need to give your users the choice to consume what they want, and cheap clickbait tactics are a surefire approach to drive users away.

It's also important to remember that every piece of content should encourage questions. This leads to engagement that will not only help you in the social feeds, but also with audience building. Think of every image caption, tweet, or subheadline as an opportunity for more likes, shares, and comments.

What You Need

The good news is that, to reinvent your brand blog into a media site with a rich community, you don't need much at all. In today's world, a small editorial team can reach millions of people in a single day. Quality writers and social curators can put the right amount of focus on content creation that sparks engagement.

Ideally, to create a functioning media site, you first need one person in charge of curating content and reaching out to fellow content creators for access to their media. Then you need a savvy writer/video editor to repurpose and remix that borrowed content for your brand. If you have it in the budget, a third person can take up the reins as your social manager to reply to comments, boost posts, and nurture your social pages. As long as you function with a team that has a strong daily commitment to following through on your brand's mission and editorial thesis, you can reach audiences at scale. Put in overdrive, it can even be pulled off by just one person.

Rebuilding your brand's content in 2018 is leaner and cheaper, but it takes a pivotal mindset adjustment to reorganize the roles of a new media company. At RebelMouse, we create the lean tech needed to set up editorial teams for success. We also operate as a creative agency to help clients ensure their content is prioritized and optimized to grow organically. Let's start building something together today.

Why RebelMouse Is the Best Content Marketing Platform

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RebelMouse Outperforms Every Other CMS. Here’s the Data to Prove It.

Our Core Web Vitals drastically outpace every competitor, and we have the receipts

In an effort to build user retention and increase conversions, publishers are making a common mistake. They're adding more features to their websites, including ad placements, but losing sight of the main revenue driver: user experience.

The key to unlocking user retention lies completely in site performance. Currently, publishers are trying to build optimized websites that translate easily across devices and platforms, but fail to deliver an experience that checks all their boxes and prioritizes their readers. It takes less than a second of delayed load time to turn away a user. This is why Google has made page speed a top ranking factor on search, and shepherded the entire open web's newfound prioritization on site performance.

Game Changer: Google's Core Web Vitals Announcement

Google cemented its seriousness about page experience with the announcement of its Core Web Vitals measurements in Google Search Console. Core Web Vitals are three specific metrics that Google uses to determine a site's overall usability. While these data points will evolve over time, the 2020 version of vitals consists of three specific metrics:

Largest Contentful Paint (LCP): A website's LCP is the time it takes to load the main content on a page. Google wants LCP to happen within 2.5 seconds of when a page first starts loading.

First Input Delay (FID): This metric quantifies a user's experience when trying to interact with unresponsive pages. This usually occurs between First Meaningful Paint (FMP) and Time to Interactive (TTI) (more on what these two mean below). You want your FID score to be low to prove the usability of your site. According to Google, pages should haven an FID of less than 100 milliseconds.

Cumulative Layout Shift Score (CLS): CLS determines how often your users experience unexpected layout shifts or changes on a page. To ensure visual stability, you want your CLS score to be low. Google wants pages to maintain a CLS score of less than 0.1.

From Google.

Google says Core Web Vitals scores will be considered across every page, and will be a ranking factor in its Top Stories feature. While relevant quality content will always be the most important, the page experience ranking is now a make-or-break metric for your site's survival.

"A good page experience doesn't override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search." —From Google's page experience announcement, May 2020

Core Web Vitals will determine every site's performance score. You can see your site's Core Web Vitals specifically via Google Search Console, but your website's overall page performance is measured using Google's PageSpeed Insights and Lighthouse tools.

At RebelMouse, we guarantee a performance score of 90 or higher via PageSpeed Insights. To do this, we've built out a platform infrastructure that exceeds industry standards on Google's key metrics, particularly its Core Web Vitals, outperforming most industry leaders.

You can read more about how we've mastered Google's KPIs here. But the truth is in the data. Below is table that provides a snapshot into how RebelMouse-powered sites score:

And here's what the scores look like for some of the biggest sites on the open web:

As you can see, there's a lot of data Google takes into account even outside of Core Web Vitals. Here's a quick summary of the other important metrics that Google trusts to measure page performance:

First Contentful Paint (FCP): This metric measures the time from click to the time when a user's browser renders the first bit of content from the Document Object Model (DOM), which is your site's HTML structure. According to Google, this is an important milestone for your readers because it provides signals that your page is loading.

First Meaningful Paint (FMP): This is the amount of time it takes the most important content, what Google calls "hero elements," to load on site. Hero elements are different for every site, but should be intuitive based on your content. This metric helps determine your site's usability.

Time to Interactive (TTI): This is the most important metric to keep an eye on. This is when the site is fully rendered and ready for user action. This is a critical point when slow load time can occur, usually because JavaScript or other complex content hasn't fully rendered. So, in short, think of TTI as how long it takes for your site to load in its entirety.

Total Blocking Time (TBT): TBT measures a page's load responsiveness to quantify how long a page is non-interactive prior to becoming interactive. You want your site to have a low TBT to maintain its usability.

Speed Index (SI): SI is the measurement of how quickly the contents of a page are populated. You want your speed index score to be as low as possible.

Creating quality content is only half the battle in 2020, and publishers are already burdened with the around-the-clock task of creating content that resonates. This is why quality content must be supported by modern technology that can keep up with the speed of the web. RebelMouse provides publishers with a CMS that supports the new content lifecycle with an editorial suite designed for reach on site, search, and social.

Click here to read more about our modern approach to web performance. If you want to make performance a priority, request a proposal today. We can easily transform your site into one of the fastest on the web, giving you increased user retention and better conversion rates than ever before.

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