Marketers need to have some source content on your website and other things you own, like social or sister sites.
Once you get a solid base of authority on different topics, then work to gain added credibility by adding the PR element, where others are quoting or mentioning your content.
Finally, make sure that people are linking to your content under certain topics that you can own. When Google is ranking your site, it isn’t looking for just any old link. It’s looking for links from relevant websites. The more relevant these sites are, the more authority they give your site.
While ephemeral content – which often stays published for 24 hours before disappearing (unless it’s saved or archived) – isn’t going away anytime soon, brands have seen that permanent social media content – such as standard posts, videos, and live events that show up on a platform’s feed and can be viewed again days later – might be more effective within their marketing campaigns.
A survey showed 44% of global marketers plan to increase their investment in permanent social media content, while 8% say it generates the most ROI compared to other marketing strategies they leverage. Meanwhile, 25% of respondents called ephemeral content the “least effective” trend they invested in. Lastly, 37% of marketers said they plan to decrease their investment in ephemeral content.
If you’re focused on the bottom line and generating solid ROI, ephemeral might not be the best strategy to lean into. However, a mix of ephemeral and permanent content can often be the best of both worlds. It gives brands the urgency and engagement of temporary content and the steady engagement, longer-term brand awareness, and discoverability of social media content that doesn’t disappear.
Kelly Hendrickson, HubSpot’s social media marketing manager, says, “The combo of a running clock and a lively audience is a huge opportunity for brands to lean into quick, in-the-moment content that showcases the more light-hearted elements of their brand. Succinctness and clarity are key in content.” However, Hendrickson adds, “Ephemeral content versus permanent content is often dictated by the social platform, as well as by the audience’s behavior on the platform.”
And above all else, keep your content clear, concise and compelling.
Interested in more insights on topics like TikTok trends, virtual reality experiences, and native ads? Then download our 2022 Trends Report to stay in the know for what’s sure to be a fast-moving year.