Is Facebook’s Publisher Favoritism Really Ruining Your Social Reach?

By: David Tile| Founer @
Posted On: May 28, 2015

Whether you’re a content marketing expert or simply surfing around on the web trying to find website social media content writers who will fit your needs, chances are you understand how important Facebook – and social media in general – is to the outreach process. However, some potentially seismic news on this front could drastically change your brand’s stance on this network going forward. With this in mind, let’s spend a few minutes talking about the sudden insistence of Facebook to play favorites with bigger publishers, as well as what type of effect this development could have on your ability to connect with followers from around the world.

Breaking down Facebook’s Big Shift

Before proclaiming that the sky is falling, it’s definitely worthwhile to step back and catch up on the particulars of this development if you’re not exactly familiar with what’s going on over at 1 Hacker Way. As PR Week’s Kim Davis explains, this whole story starts with Facebook seizing the headlines by making their social network the prime spot for these very same news offerings.

Essentially, for a healthy share of the ad revenue generated by these promoted stories, Facebook now provides prime on-screen real estate to the likes of BuzzFeed, National Geographic, and The New York Times. Davis goes on to note that this new take on promoted content has pushed a healthy chunk of traffic – in some cases a jump over previous levels of up to 40 percent – toward these big brand publishers.

Is This the End of the Content Marketing World?

Naturally, plenty of smaller brands view this new digital “favoritism” on Facebook’s part as a strong sign that social reach isn’t as easy to come by as it once was. While this seems logical at first glance, the truth of the matter is that not too much has changed in terms of your potential on this front.

Yes, the big name publishers do have access to prime promotional spots in consumer newsfeeds now; there’s no denying that this change does have at least some impact on the dynamics of this network. However, for many brands the path to success doesn’t require going toe-to-toe with these major news sources in the promotional section of the site anyways. Instead, placing a premium on smart outreach tactics and the promotion of the quality work generated by your website content writing services can ensure that there’s no drop off in terms of your ability to connect with the people that matter most.

Maintaining – and Improving – Your Brand’s Position

So now that you know that your social reach is still alive and well – despite the hysteria generated by Facebook’s latest move – it’s time to talk about what you need to do to maintain, and even improve, your brand’s positioning with its target audience. According to Cindy King of Social Media Examiner, it all starts with a willingness to explore new ground.

Are you worried about Facebook muddling the mixture with too many promotional posts? Then don’t be afraid to leverage Twitter, Pinterest, and any of the other powerful options out there. Facebook is the biggest name on the digital block, but that doesn’t mean that it’s your only option in terms of blog content promotion.

For those that stick with the leading social network, King goes on to point out the merit found in learning from the past to build a better future. By analyzing the successes and failures of your various posts, links, and other forms of outreach, you can learn what your audience likes and dislikes, thereby tailoring future offerings to these needs and desires. Regardless of which tactics you implement, at least now you know that as long as you’re willing to put in the time and effort, there’s nothing that can stop your brand – not even major moves by Facebook – from building a strong and vibrant following.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Thought Leadership Package? 

At, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.