Ask the Experts 5/20: Facebook Articles and Knowledge Graph for Brands
Q: What is Facebook Articles, and how will it impact content marketing?
A: Facebook Articles is a partnership program with major online publishers like the New York Times, The Atlantic, and National Geographic, among others. The goal is to make content more easily shareable for Facebook users, particularly on mobile, by hosting it directly on Facebook. Since publishers will upload articles to Facebook, users won’t need to leave the app or site to read them; they can browse and read full articles right in the news feed.
Publishers benefit because article load times are faster, they have access to Facebook’s robust advertising program, and they enjoy direct engagement with readers. Content will retain publishers’ branding and, for now, publishers will be able to host their own ads in their content.
It’s probably too early to speculate on any significant changes to content marketing, considering that the program currently only involves nine major publishers. Content marketers will always need to find ways to make their content more appealing and user-friendly, and if they find themselves in competition with Instant Articles for readers on Facebook, user experience will likely become a main focus of future strategies.
Q: How can I incorporate Google’s Knowledge Graph into my local optimization strategy?
A: Google’s Knowledge Graph takes up valuable real estate in SERPs. When a searcher types in a high-volume or high-profile query (such as a famous person, brand, place, or historical event) a panel appears on the right-hand side of the SERPs containing media like text, maps, images, links to social properties and other resources, directions, and more.
How can you take advantage of this feature and build a robust Knowledge Graph for your brand? There’s no guarantee that Google will make one for you, but there area some ways you can optimize your owned media to make the right information available. Here are a few quick steps to get started:
- Use markup to call out your phone number and URLs to official social media properties, which helps Google identify the correct contact info and social profiles to link up in the Knowledge Graph.
- Make sure that your logo is optimized everywhere it appears on your website with appropriate alt tags and descriptions, as well as schema markup.
- Build a Wikipedia page for your brand or business. Much of the content for non-branded Knowledge Graph results comes from Wikipedia and similar sources, and it doesn’t hurt to increase your visibility on multiple platforms.