It’s important to stay abreast of the latest business trends, products and legislation. Technology, including personalised news feed and news aggregating apps, like Feedly, are a huge time-saver. Especially if you want to filter out the fake news quickly to get to stories that really matter.
But is this tech limiting our viewpoint? There is concern that they limit our understanding and result in an echo chamber that excludes important news and viewpoints. In fact, Facebook has recently taken steps towards removing their ‘trending’ feature. The feature presented users with news curated with their existing viewpoint in mind. Following recent accusations like suppressing conservative news leading up to elections, the feature will be removed.
False impressions on personalised news feed
This theory isn’t far-fetched. People choose the news apps most suited to role and employment status. This helps save them time and offers quick access to the most relevant content. Furthermore, news is even location-based. So businesses located in London may not be aware of a crucial news story in another UK city or country.
We know that Google uses search history to curate tailored content. We also know that news sites and social platforms use algorithms to curate personalised content. But what does this mean in terms of content for businesses? And how can they ensure they are definitely reaching other organisations when the systems employed by news outlets and platforms are outside of their control?
Clever content creation
It has never been more important to keep your target audience front of mind. By thinking about the content that your audience would like to consume and in what format, you can keep ahead of the pack. In B2B, there tends to be a longer purchasing cycle, so by considering what stage of the cycle (awareness generating or purchasing) the customer will be at can also help determine the subject matter and format. Making sure that both are appropriate means your content will get in front of the right people.
The advent of personalised news has also put an emphasis on the quality of content, rather than quantity – which can only be a positive outcome. In the early days, churning out reams of information in any old publication could have helped increase familiarity. But now the technology that controls our news feeds is far too sophisticated for this tactic to fly.
Of course, you should not forget SEO. By using a range of SEO tools, such as Moz and Google Analytics, businesses can choose the most relevant language to reach their target audiences. This will help boost your content when news aggregating platforms come into play.
It is also important to make sure that a variety of news outlets are in any communications campaign. Achieving content in a range of national, trade, and online publications broadens your audience reach as much as possible and helps guarantee that your company’s news or thought leadership is not excluded from a general news search.
Lastly, using different types of content and platforms – video, social, podcasts – should also help get your organisation in front of relevant stakeholders and influencers, bypassing the impact of algorithms used in generating personalised news feeds.
Times are changing
The good news is that employees are far more aware of the technologies behind the news that we consume and how it is manipulated to suit personal needs and demographics. Also, in the B2B arena, coverage in broadcast and national press remains king which will always do well in news rankings, with trade press and online magazines following behind.
Creating creative, thought-provoking content in a range of formats, across a range of quality publications helps to make sure that your business doesn’t get lost in the noisy media landscape.