Topic Clusters and Pillar Content: A New Strategy to Dominate Search

Thanks to smartphones and tablets, the average adult spends more than 20 hours per week with digital media (source: Ofcom). Additionally, Google receives over four million search queries per minute.

Four million search queries per minute? Yowza! That’s a lot of people looking for answers. But capturing their attention can be difficult. In just one minute…

  • 1,388 blog posts are published.
  • Facebook users share 2.5 million pieces of content.
  • YouTube users upload 72 hours of new video content.
  • Twitter users tweet nearly 300,000 times.
  • Instagram users post nearly 220,000 new photos.

All in this one minute (source: MarketingProfs).

Learning how to create effective content is the first step toward growing your brand’s awareness and building trust and credibility with a desired audience. This foundational knowledge is covered in HubSpot Academy’s free content marketing certification. But that’s just the tip of the iceberg when it comes to developing a successful content process.

Search Engines are Evolving, Forcing Content Marketers to Adapt

Content marketers are constantly battling for the attention of their prospects and customers. But with all this content being published, search engines like Google are being forced to better organize and showcase highly relevant content. This led to Google releasing a zoo of updates over the years.

The first notable update, which really shook things up, was Google’s “Hummingbird” algorithm update in 2013. This update focused on parsing out phrases rather than focusing on specific search queries. Many search-engine optimizers and content marketers viewed this as an initial shift from a keyword-to-topic focus to content creation and website organization.

The next major update to a topics over keyword shift happened in 2015 with Google’s RankBrain algorithm update. RankBrain is Google’s machine-learning artificial intelligence system that interprets the searches that people submit to find pages that might not have the exact words they searched for. Google’s able to do this by associating past search history with similar themes and pulls through keywords and phrases to put together a better context-driven search engine results page (SERP).

What’s a Content Marketer to Do?

With all this change comes opportunity for content marketers to be found and, more importantly, found by the right audience. That’s a key facet to creating successful content in today’s online environment. Most people forget this — it’s not just about creating content for the machine (aka search engines). Machines aren’t the ones filling out your forms on your website. Machines aren’t the ones sharing your content on social media. Machines aren’t your customers, humans are.

If you really want to create effective content that converts visitors into leads and eventually customers, you need to create a helpful, positive user experience that solves for both the searcher and the search engine; not just one or the other.

Your content can solve for the human and the machine by linking together targeted owned media topic clusters (i.e. content you control such as blogs and social media posts) that cover a specific core topic in depth to a centralized resource hub, known as a content pillar.

What is a Content Pillar?

A content pillar is first formed with a core topic, something that’s broad enough that you can really dig deep into, like sales qualification. It’s important to note that the core topic will take the shape of the content pillar, which we’ll review more below.

Once you define a core topic, you’ll want to identify a series of sub topics. Sub topics are content ideas that are strong enough to stand on their own (i.e. blog post, video, etc.) but have a common connection with the core topic and can be clustered together with other sub topic content to help tell its story.

For instance, if someone was interested in learning the BANT framework, a popular sales framework, it’s likely they’re going to be interested in sales qualification. The more sub topics you have that support the core topic and are connected to it via hyperlinks, the better, as you strengthen the value of your topic cluster.

And lastly, but most importantly, you have to connect everything together through a series of hyperlinks to and from the sub topic pages to the core topic page.

Connecting everything not only provides a positive experience for the human, as they’re easily able to find the similar-themed content they’re looking for, but also, and more importantly, it’s extremely valuable from a search engine perspective. Search engine bots crawl through content like a human reads it, and it’ll see how all these liked-themed pages on this specific topic are associated and connect to one central source — your content pillar page about sales qualification.

If you didn’t connect everything, it wouldn’t solve for the human, as there’s no helpful next step to continue binging content, and it won’t solve for the machine, as they wouldn’t be able to easily connect all of this like-themed content together.

Something important to note, even though the sales qualification content pillar is limited to specific sub topics covered on its page, is there are over 100+ piece of content that link to it. It’s important to add a link to all sub topic content that’s relevant to sales qualification, even if it’s not discussed on the page.

So, for example, let’s say you went to Google and typed in sales qualification. This is what the first page SERP would look like:

In an ideal world, this is what you’re trying to rank for a broad topic:

  • Featured snippet: Google’s way of trying to answer your query without you having to click-through to a page
  • #1 Google ranking: top of the SERP heap

Let’s say you’re intrigued by the featured snippet and want to learn more about BANT, so you click the link. You’d be taken to this page:

This page is an article on HubSpot’s blog, and it’s one with a lot of rich, valuable text that covers various facets of sales qualification in depth. This page offers a lot of content and breaks it up into sections with an anchor-linked table of contents. This way visitors can easily navigate the page’s content without having to scroll endlessly.

Let’s say you want to continue learning more about BANT, so you click ‘What is BANT’ in the table of contents. You’d be redirected to this portion of the page:

And as you read through the content you see another link. When clicked, it takes you to another page that’s relevant to sales qualification.

So how does the sales qualification fair from a traffic standpoint? It receives over 1,500 organic website visits per month coming from search engines.

The Undeniable Impact of Content Pillars

Let’s review how a topic cluster approach to creating a content pillar redefined a company’s content strategy.
Townsend Security is a full-service software security provider. Townsend has been creating content consistently for many years, and they’ve seen success (see below).

However, you’ll notice there was some turmoil in 2016. At the beginning of the year, Townsend saw a 27% increase in organic traffic.

But all that changed in April. Competition for their narrow band of keywords dramatically increased as new competitors entered the marketplace and our larger rivals outspent them on paid media efforts. After a successful start to the year, Townsend’s organic traffic decreased by 38% over the next three months (with a 28% decrease in one month).

In an effort to take back impression share from their competition and earn back trust from search engines, Townsend decided to shift from writing content around specific keywords and go all-in on becoming the definitive source for the broad term, encryption key management.

Learn more about how Townsend created and promoted their content pillar.

Townsend’s content pillar is a little different, as they offer the content on the page as a downloadable PDF. This way, visitors who find the content valuable can decide to download the content and take it with them if they choose to do so.

Ungating or giving away content can make content marketers uneasy, mainly because they’re afraid of cannibalizing their lead generation efforts. But before we dive into conversion rate, how did Townsend’s content pillar perform from a search engine impact perspective?

  • In just three months after publishing their ‘encryption key management’ content pillar, Townsend is:
  • Up 17% in organic searches from January to February of 2017
  • Up 32% in organic searches from February to March of 2017
  • When you compare January to March of this year, it’s a 55% jump in organic search traffic (meaning March 2017 is their highest month on record for organic website traffic)
  • Ranking #3 on Google for the broad term ‘encryption key management’

At this point, Townsend is jumping for joy because they ultimately reached their search engine traffic and visibility goal. Not only did they recoup their lost traffic, but March 2017 accounted for the top-performing month for organic traffic coming from search engines.

Now this is how their content pillar solved for the machine. But how did it solve for the human?

63% of people who visited the encryption key management page decided to download it and take it with them.

Let that sink in for a minute.

Now I understand ungating content, essentially giving it away without having to give your information, can make content marketers uneasy, as they think it’ll hinder their lead generation efforts.

While I don’t want to discredit that and say that all content should be ungated, Barnes and Noble isn’t afraid of letting visitors come into their store and peruse through their books before buying them. That’s because when someone finds a book they like, content they find valuable, they’re going to take it with them out of the store so they can enjoy it on their own time.

HubSpot did a study and found that 90% of people who view our content prefer to read it from a PDF. It’s all about the packaging.

In conclusion, don’t limit yourself by shoving your valuable content behind a form because you’re afraid you’ll cannibalize your lead generation efforts. Focus your energy and intention on being helpful, being human, and providing the best experience for your website visitors. Not only will search engines reward you for your content efforts with traffic, but also, and more importantly, you’ll be on your way to building trust and credibility with those visiting your site, which in turn will source more quality leads for your business.

How Do You Create a Content Pillar?

Earlier this year, I hosted a content creation experiment to better understand marketers’ content strategy pitfalls. Through this experience, I identified a step-by-step process on how to build valuable content pillars from the ground up.

I’m currently on a 7,500+ roadtrip across America with my wife, Ariele, in our Airstream and DIY truck camper (which has a pillar page of its own — and doubled our website’s organic traffic in less than five months). My goal is to educate and inspire people to create more effective content.

Through my travels, I’m determined to continue growing and advancing this training content. That means more researching and testing as well as meeting with other marketers along the travel route to learn more about their experiences: what works, what doesn’t, and why when it comes to designing an effective content strategy.

All of this knowledge and content will go into my 3.5-hour transformation training at this year’s INBOUND conference. My goal is to provide a comprehensive overview of how to plan, create, promote, and grow effective content through a pillar content approach.

If you’re someone who creates or manages content, this training is definitely for you. Learn more about my INBOUND Training Day session: Creating a Content Strategy Framework.

Author Bio: Justin Champion

Justin Champion is dedicated to helping businesses effectively tell their brand story and is currently the Content Professor for the HubSpot Academy. Justin has 7+ years experience in the field of digital media and has helped companies such as Wrangler Jeans, Majestic Athletic, Pendleton Whisky, and Rock and Roll Marathon Series grow their businesses through storytelling. He brings his experience and curiosity to help solve customer content marketing needs both online and offline.

The post Topic Clusters and Pillar Content: A New Strategy to Dominate Search appeared first on BuzzSumo.

The Perfect How To Post (Updated June 2017)

In the last three years at BuzzSumo we have crawled and analyzed over 2m ‘how to’ posts. The top posts were shared over a million times. These posts ranged from ‘how to hide your house from Google maps’ and ‘how to fix your sleep problems with science’ to ‘how to be a great lover’. Popular business content included ‘how to look good in Skype interviews’.

The best ‘how to’ posts frequently outperformed other content formats in terms of views, shares, links and conversions. So we decided to take a look in more detail and set out three steps to create the perfect ‘how to’ post namely:

  1. researching the right questions and topics
  2. identifying where you can be the best answer
  3. using a winning structure for your post

Why “How To” Posts?

Our research reveals that ‘how to’ posts are an opportunity to establish lasting trust and authority with your audience. The best “how to” posts address the questions the audience is asking and provide value by helping readers to perform a specific task rather than simply imparting information.

The top 10,000 ‘how to’ posts in our survey averaged over 90,000 shares each, with a median of 49,000 shares. What is more significant is that they often outperformed other content formats. As far back as 2012 Hubspot found that how-to style posts generated an average of 55% more views than all other types of posts on their blog.

This reinforces our findings that business or job focused ‘how to’ posts frequently outperform other content formats. Below are examples of strongly performing ‘how to’ posts from Social Media Examiner and Moz.

how-to-moz-sme

Look at the number of links from unique domains that these ‘how to’ posts are gaining. Over 100 unique domain links for a post is very high, even for these popular sites.

‘How to’ posts also work in the consumer arena. Here are three examples from the current year.

how-to-2017

Tip: See the top ‘how to’ posts for a topic or site using BuzzSumo. Just type Topic ‘how to” or Domain ‘how to’. Here is an example of a search for ‘how to’ posts on analytics.

Challenges and opportunities

‘How to’ posts are not easy posts to create, they involve a lot of research and thought. You need to:

  • really understand the questions your audience is asking and the issues they need help with. The choice of topic is critical to a ‘how to’ post, is it something your audience wants help with.
  • provide the best, most authoritative answer. There is little point being just another ‘how to’ post on a topic well served with ‘how to’ posts. Our research shows that the best posts or answers dominate, so you don’t want to be an also ran.
  • be focused on providing practical and valuable advice that helps the reader. The best ‘how to’ posts are educational and often take you through a process step by step.

The great news is that if you can be the best answer to a question you will have a piece of evergreen content that gives you compound returns over time. You will also establish yourself as an expert or authority, and build trust with your audience. ‘How to’ posts go to the heart of the Youtility approach advocated by Jay Baer. Basically be useful and helpful to your audience.

jat baer

“If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.” Jay Baer

The size of the opportunity is highlighted in study carried out by Towards Maturity of 5,700 workplace employees. The survey found that 75% of employees were motivated to seek information online about how to do their jobs better and faster.

The Benefits of a ‘How To’ Post

A good ‘how to’ post has many benefits, for example it:

  • educates your audience rather than simply pushes your product
  • demonstrates your expertise through the quality of your post
  • builds an audience by building a reputation for insight and helpfulness
  • creates relevant content that addresses an audience’s needs
  • is a content format that attracts links as well as shares

How to create the perfect ‘how to’ post

From our survey we identified 3 steps to create the perfect ‘how to’ post:

  1. research the questions your customers are asking
  2. identify the questions where you can provide the best answer
  3. use a winning structure for your ‘how to’ post

1. Research The Questions Your Customers Are Asking

The perfect ‘how to’ post is the answer to a question: “How do I …?”

There’s no point creating a perfect answer to a question nobody’s asking, so you must research your audience and the content which will be helpful to them. Here are some suggested approaches.

Talk to your customers

Start by asking customers where they need help. They’re probably already asking you questions via social media, help desks, or through your sales and support teams. Get all these questions into one place and look for patterns. identify the key questions that customers are asking and the issues that are keeping them awake at night.

Tips: Ask customers to take part in surveys on their key challenges. Brainstorm recent customer questions with your sales team. Look at common questions your help desk is dealing with.

Search Bloomberry and Answer The Public

None of us know everything though, right? So you can enhance your own knowledge and experience by searching the questions that people are asking on forums and sites such as Quora.

Type in any topic into Bloomberry and the app will return the questions being asked about your topic across thousands of forums. You can use the filters to see recent questions or only questions asked on specific forums.

Similarly you can use Answer The Public to see Google suggestions about questions for any topic.

Research The Content Your Audience Is Sharing

Last year the New York Times participated in a study that looked at why people share content. They found five main motivations but number one was to bring valuable and entertaining content to their colleagues and friends. Thus it is clear people share content if they find it valuable. Therefore to understand what type of content is helpful to users you can take a look at the content they are sharing. This can help you identify current and emerging issues.

Here is an example BuzzSumo search for the most shared “how to” posts on Ads and PPC. At the time of writing this post the most shared articles in the last month were about advanced Facebook targeting, mobile and new Adwords features.

You could create ‘how to’ posts and answer the implied questions behind any of these, e.g.

  • How can I use Facebook targeting?
  • How do I place ads in mobile Google searches?
  • How do I use the new Adwords reports?

Tip: Use the date ranges in BuzzSumo to see the most shared content last week and last month. You will often see trends and it is good to highlight more recent questions.

You can also use BuzzSumo’s trending dashboard to to track emerging issues. If you can be first to share an answer, you can gain credibility and authority.

Research Summary

To draw up a list of potential topics for ‘how to’ posts your research can include:

  • talking to customers
  • drawing on your experience, including your sales and account managers
  • researching questions they are asking online
  • reviewing the content customers are sharing
  • identifying issues that are starting to trend

2. Identify the Questions where you can be the Best Answer

Following your research you will have a shortlist of questions that your audience is asking. The next step is to decide upon the question you are going to address. Specifically consider:

  • the question that would most help your customer if it was answered
  • narrowly defined ‘long tail’ questions eg ‘How can I improve CTR using Google AdWords on a limited budget’
  • whether the question has been adequately answered already
  • whether you have insights or information that can be developed into the authoritative answer

This last question is critical. You need to identify how your post will be the best answer not simply another “how to” post on the topic. Lee Odden summarized this challenge nice and simply.

lee odden

“Be the best answer.” Lee Odden, Top Rank Marketing

Brainstorm the ways can you add extra value, for example:

  • update previous advice if things have changed
  • conduct and provide new research
  • gather top tips from experts
  • create a series of images for key steps or information
  • provide a well designed content structure that helps people learn

Tip: Be clear how your answer will add extra value to existing posts, will it be more informed, more current, better structured, include your unique insights, personality and tone?

3. Use A Winning Structure for your “How To” Post

Our analysis of ‘how to’ posts on BuzzSumo reveals that:

  • the most shared posts are long form content with more than 3,000 words
  • the top posts typically follow a clear structure with numbered steps
  • picture list posts are particularly popular in taking people through tools and processes
  • videos within “how to” posts work particularly well from tying a bow tie to changing radiator valves

The top performing posts draw on and utilise lessons from educational learning designers.

Learning designers have spent many years researching and testing the best ways to help people learn. As part of this research they have developed well tested instructional models. These models provide a clearly defined structure that scaffolds or supports the learning, for example:

  • introduces the topic and gains attention
  • provides information in structured, bite sized elements
  • exemplifies the information, often with worked examples or case studies
  • provides practice opportunities to apply the new knowledge
  • provides actionable tips
  • provides links to further resources

You can also look to more formal instructional models such as Gagne’s 9 steps of instruction.

A Winning Structure

Based on our analysis a winning “how to” post structure will have the following elements:

  • numbered steps
  • scannable text
  • annotated images and videos
  • a case study
  • links to tools
  • practical tips
  • links to further resources

Let’s have a look at some examples which utilize these elements.

Best Practice Examples

Laura Roeder

This post on How to Improve Your Facebook News Feed Visibility by Laura Roeder has been shared over 9,000 times. It has a strong “how to” post structure including:

  • numbered steps
  • annotated images
  • links to further resources
  • a case study
  • scannable text

Below is an extract from Laura’s post.

structure how to

Ann Smarty

This post by Ann Smarty on How To Optimize Your Slideshare For Maximum Exposure is another great example of how to structure a “how to” post.

The post also starts with a clear promise

“In this article I’ll share five tips to get the most out of your SlideShare deck.”

So I’m in no doubt about what I’ll get, and whether it’s right for me.

The post is long form and detailed but broken up with the use of steps, images and tips. This post also provides links to tools as shown below.

anne smarty

Kristi Hines

This post by Kristi Hines on How to Use Google Analytics Behavior Reports to Optimize Your Content received over 8,000 shares.

It follows a similar format with numbered steps, skimmable text and images. This post also contains regular actionable tips.

Neil Patel

Finally, here is a further example from Neil Patel, How to Come Up With 50 Topic Ideas in 30 Minutes. This post was shared over 15,000 times because it is relevant, well structured and full of practical tips. This post uses step by step images to walk readers through how to follow the process.

how to post

Tip: Research the most shared ‘how to’ posts in your area and see what lessons you can learn from the post structure including the use of images and videos.

Summary

In every industry there is an opportunity to create ‘how to’ posts that deliver value to your audience. Start building trust and authority by:

  • researching the questions that need answers
  • identifying where you can add additional value and be the best answer
  • using a winning ‘how to’ structure for your post

In short: be helpful.

The post The Perfect ‘How To’ Post (Updated June 2017) appeared first on BuzzSumo.

What You Need To Know About Creating Thumb-Stopping Facebook Videos

Because video drives shares on Facebook, we wanted to find out more about the types of videos that grab viewers’ attention. Facebook describes these compelling videos well.

They are Thumb-Stopping.

To identify common features of highly shared videos, we used the BuzzSumo Facebook Analyzer to look at 3000 videos with a high number of shares, likes, and comments. All of them were posted during the last 12 months.

BuzzSumo Facebook Analyzer

The average interactions–shares, likes, and comments– for these videos ranged from 228,723 to an astounding 8.4 million, with a median of 752,737.

One thing that surprised me in the data was that average and median shares were higher than average and median comments.

My hypothesis is that videos may be especially viral in nature…not so much something we comment on, but something we pass on to friends. This definitely needs more research. (I’d love to hear about your experiences with shares vs. comments).

3000 Engaging Facebook Videos

To put the magnitude of average interactions into perspective, I compared the 3000 videos in my sample to videos published at pages with the largest Facebook audiences — Cristiano, Shakira, Coca-Cola, and Beyonce, Vin Diesel, Eminem, Leo Messi, and Facebook itself.

At these popular sites, the median number of interactions for video content was substantially lower, ranging from 103 to 1.7 million, with a median of approximately 99,000, despite their much larger fan base.

Initially at least, the data seems to indicate that audience size alone does not drive interactions with Facebook videos. This is encouraging news for non-celebrities who uses Facebook for videos.

So, if audience size isn’t the only thing driving interaction with Facebook videos, what factors do stop the thumbs of Facebook viewers?

Here are our key takeaways about engaging Facebook videos:

  1. Heavy video interaction does not depend solely on audience size.
  2. The most engaging Facebook videos, on average, have more shares than comments.
  3. The most engaging Facebook videos include the same elements as other engaging (non-video) content and headlines.
  4. Blatant calls to action don’t hamper interaction with Facebook videos, and they may encourage it.
  5. Storytelling is an important element of Facebook videos that people share, like and comment on.
  6. B2B Facebook pages can apply insights from brand and consumer-oriented content to create engaging videos.

What drives interactions in Facebook Video?

Earlier research by BuzzSumo into content marketing data has shown that highly engaging content shares five core elements:

  1. Emotional element
  2. Content element
  3. Topical element
  4. Format
  5. Promise

Shock, anger, controversy, inspiration — emotional content –catches people’s attention and drives them to share. People also can’t seem to resist sharing lists, recipes, trendy information or cute pictures of kids or animals. And, promises are powerful share drivers.

Common Elements in Engaging Content

These same elements are seen often in viral headlines.

Data based content marketing headline formula

Like 2 billion other people, I use Facebook at least once a month, and I know from my own feed that the same viral elements seen in popular non-video content show up frequently.

But, I’m also not a connoisseur of video posts; my feed is heavily influenced by my demographic; and more importantly, I wanted to approach my marketing decisions with more than a hypothesis that funny Facebook videos get more shares than other types of videos.

As a first step, I watched each of the top 100 videos in my study, and classified them as one of 12 things:

  1. Inspiring
  2. Animals
  3. Amusing
  4. DIY
  5. Recipes
  6. Celebrity
  7. Cute kids
  8. Shocking
  9. Controversy
  10. Beautiful
  11. Warning
  12. Contest

You can see the results here:

Most engaging facebook videos

Clearly, inspiration and amusement are important!

Next I wanted to see if there were any common phrases or terms in the messages of the most engaging video posts.

To determine this, I took the messages, written posts, from the videos with more than the median number of interactions and plugged them into a free text analyzer.

Here are the results:

Frequently Occurring Words and Phrases in the Most Engaging Facebook Video Messages 1 like our page for more 2 get the full recipe 3 like share and comment 4 to spin the wheel 5 beauty and the beast 6 step by step instructions 7 how to make 8 by occupy democrats 9 the best 10 recipe 11 trump 12 people 13 know 14 first 15 trailer 16 today 17 donald 18 dog 19 year 20 love 21 world

One thing that surprised me in this list is that specific or blatant calls to action don’t seem to hamper shares.

Of course, in the world of BuzzFeed Tasty, recipes rank highly, as do how to’s and step-by-step instructions.

And, trendy content is represented with the names Donald and Trump, as well as the word trailer and the phrase Beauty and the Beast.

Tell Stories with Facebook Video

One key element in successful Facebook video is storytelling. (You can learn more about storytelling with Facebook Live videos in this presentation with Mari Smith).

At their most basic, stories have four components: Setting, Character, Conflict, Resolution. Those elements can be included in even the shortest videos.

And, you don’t have to be a playwright or screen writer with a narrative to create videos that tell stories.

I originally saw a clip of the “Nature is Amazing” video on Facebook, posted by the World Surf League. It manages to tell a story in 0:34 seconds. The Facebook clip has 121 million views and 2.8 million total interactions.

Storytelling in Facebook video

The setting is a beautiful lagoon; the characters — a pod of dolphins. They are swimming peacefully, as a wave (the conflict) gathers behind them. Just moments later, the drama is resolved as the dolphins swim, dive and jump through the wave, returning to their former calm.

But storytelling is not just for Facebook pages with access to beautiful natural settings! Brands can apply story-telling logic, too.

The Edinburgh Casting Studio sells DIY body-casting supplies.

Without a story, the product is a bucket of slurry that can be used to create a mold of a hand or other body part.

With a story the bucket becomes the vehicle to create a family heirloom.

“A Recipe Like No Other,” is 1:10 of marketing glory–setting the product within the context of a love story.

It has 139 million views on Facebook, and 3.7 million interactions.

B2C and Entertainment Facebook pages aren’t the only ones to benefit from video posts on Facebook. B2B companies can apply the same principles to their video strategy to test engagement.

To determine the types of videos that succeed for B2B companies, I analyzed 950 of the Facebook videos with highest average engagement from ten leading companies in the B2B space–Intel, Oracle, SAS, IBM, Netapp, Salesforce, Cisco, DellEMC, VMWare and Symantec.

Here’s what I found. The total interactions for video are lower than in my larger sample, but that’s to be expected, because the products belong to a niche.

Still, the average overall engagement for the B2B videos is 1144, and the median is 161. And, just as with the original set of 3000 videos, average shares are higher than average comments.

I tend to value shares more highly than comments, as they push a brand or page message into the newsfeeds of a broader audience–for free.

Remember that Facebook is not LinkedIn. It’s about everyday life–parenting, kids, jokes, stories, growing up, forgiveness, thankfulness, life issues, celebrities. Keeping this in mind, B2B companies can experiment with a couple of different video ideas:

  1. Employee stories
  2. Customer stories
  3. Office tours–with a twist
  4. Volunteer work

The following examples illustrate the potential for interaction, as well as how to apply emotional elements and storytelling principles within a video context for Facebook.

Example of Facebook Video Storytelling from Oracle

In addition to 5.8 million views, this post from Oracle has 42.7k interactions.

But, even without semi-professional yoga instructors and video crews, employee stories can get a lot of interactions. This video, also from Oracle, features Bruno Borges, principal product manager, with his nine golden retriever puppies. It also proves that puppies have a place on B2B Facebook pages. The Facebook clip is just 30 seconds long.

It has 34.7k views, and 794 interactions.

VMWare used video to showcase their corporate campus, but they didn’t settle for a vanilla walk through video.

VMWare Amazing Facebook Video

They told the story of rescuing turtles with their on-site pond.

In addition to 7.5k views, it has 229 interactions–much more than median interactions for Facebook B2B video.

The 2017 Social Media Marketing Industry Report, produced by Social Media Examiner, makes it clear that “Facebook is the most important social network for marketers by a long shot.” And, it’s importance has increased for B2B marketers, overtaking and surpassing that of LinkedIn.

The report also notes that live video is an important trend, and visual content is essential for social media engagement.

There is no better time to master the art of video content for Facebook.

It’s time to stop some thumbs.

The post What You Need To Know About Creating Thumb-Stopping Facebook Videos appeared first on BuzzSumo.