Blog Archives

We recently attended the 2018 Silicon Slope Tech Summit to learn about the state of tech in Utah. The conference covered everything from gender equality to the entrepreneurial spirit. Here are a few of our favorite takeaways from the conference:

Relevance is key

Facebook’s Vice President of Global Communications Caryn Marooney stressed the importance of relevance in content marketing. If you can’t get relevance right, it doesn’t matter who you are or what you can offer. If you can get relevance dialed in, that’s the real ticket.

Don’t mistake motion for progress

Another highlight from Marooney’s talk centered on progress. She paraphrased Bill Gates’ famous quote: “People overestimate what they can do in a year and underestimate what they can do in ten. You need to put a building block on it every day.” However, Marooney stressed the importance of staying simple; be intentional in what you create. “The longer you are in business and the more successful you are, the harder people will pull at you to become more complicated,” Marooney said.

Your employees deserve transparency

Allbirds CEO attributed the success of his company to the employees. He stressed giving employees access to the greater vision in order for them to make better decisions. If your employees are truly invested in your vision, they are being driven by the right reasons. As soon as money becomes the motivating factor, you’re going to be paying a lot and the employees are going to jump ship.

Utah is the place to be

Although shadowed by Silicon Valley, the Silicon Slopes is operating at optimal density right now. Because of its competitive tech culture, Utah’s talent pool is creating something magical in the state. Multiple Utah-based CEOs agree that the state and its quality of life are the driving factors for success. “Almost everyone I know who comes here says ‘I’ll give it a little bit of time.’ Utah is a wonderful place that wins you over,” said Experticity CEO Tom Stockham.

We loved attending the 2018 Silicon Slope Tech Summit and look forward to the presenters they bring next year.

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter

Facebook recently announced major changes to how your newsfeed will look soon. We all know the days have passed where brands organically pushed out their content to waves of engagement, reaching a large audience. With this new algorithm change, Facebook is taking it one step further by showing you less business and media content, and more personal content from friends and family. Overall, the social media giant expects people to spend less time on the channel, meaning less time on brand content.

You should be asking yourself not if this will affect my brand, but how will it affect it moving forward. Now more than ever brands will have to fight for attention and space on newsfeeds.

Big Changes:

  1. Time spent on site will decrease

Less space for brand posts will lead to less reach, engagements and referrals to one’s website. If your brand relies on Facebook to deliver a large portion of its blog and website traffic, you’ll want to adjust your strategy on the platform. Consider adding new channels, such as email marketing or a paid platform, in the form of native content placements.

  1. Engagements will decline, becoming more valuable long-term

As people spend less time on Facebook, engagements will naturally decline. Short term this may be bad, but long term the value of an engagement may increase as people spend quality time engaging with content vs. scrolling and liking mindlessly.

  1. Facebook will look at your engagements more closely

You may have already noticed on your personal newsfeed that a friend’s post with a healthy conversation is staying at the top of your newsfeed longer than it used to. This is not by accident. Facebook is now looking more closely at engagements beyond likes, shares and comments, examining if a brands content is leading to dialogue.

  1. CPMs (Cost Per 1,000 impressions) will increase

Now that you know Facebook is making more room for friends’ and family content, that means more brands will need to utilize paid placements on Facebook more than ever if they want to amplify their content. As demand increases and supply decreases, an increase in CPMs is expected, continuing a trend we’ve seen over the past few quarters.

What your brand can do moving forward:

  1. Better content

Sure, it’s easy to say you’ll need to create better content for your brand, but it’s true. Moving forward you’ll need a well-planned content strategy that aligns your brand by delivering relevant and interesting content to the target audience.

  • Live organic videos will fare better vs. pre-recorded organic videos
  1. Diversify

Consider adding new channels to your content strategy, such as email marketing or a paid platform like native content placements. Brands also should evaluate how they use existing channels, such as paid search which could be tweaked to drive blog or content views on a website.

  1. Facebook ads

If you’ve sworn off paid ads or use them sporadically, stand back and reevaluate how you use Facebook products. Brands and marketers have for years treated Facebook as a pay-to-play channel. 2018 will be the year where brands can no longer ignore using Facebook ads to amplify their content. An “Always-On” strategy—whether it’s $50 or $5,000 per month—used wisely can still increase brand content reach and desired actions.

The biggest takeaway from this change is that brands no longer have the upper hand they once did on Facebook. It has been a slow decline, but the most recent change will require brands to rethink and shift their strategies. In 2018, influencers will be crowned the kings/queens of content because at the end of the day they are people first, brand second and these algorithm changes will favor them.

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter