How to Win with Content Marketing as Google and Facebook Take Over Publishing

It was only inevitable. The two most popular websites in the world (Facebook and Google) have entered the publishing arena and they’re poised to dominate that space. Facebook with its Instant Articles and Google with its Knowledge Graph (as well as its newest feature that allows marketers to publish content directly to search).

I totally get it though. Out of all the websites in the world, these two command the largest audience of people who are specifically looking for content. Why the heck would they send those visitors somewhere else?

It only makes sense to keep people on their pages. In turn, they can capitalize on ad revenue. When you command the largest and most engaged audience on the planet, you can certainly guarantee a steady stream of ad dollars!

It also makes sense for readers, providing a better visitor experience. The content typically loads quicker and visitors aren’t redirected to unfamiliar or suspicious websites. Instead, visitors get access to information quickly and easily, and more importantly, from a trusted source.

The Impact on Content Marketing

That’s all good and well for consumers, Google and Facebook, but what about us content marketers? How are we supposed to get traffic back to our websites? How are we supposed to promote our brands? How are we supposed to win at content marketing?

We’ll just need to work a little harder is all. As a matter of fact, these publishing services could actually be a big boon to your content marketing strategy.

The way I see it, the Google Knowledge Graph and Facebook Instant Articles are just a form of sponsored native advertising. Google and Facebook display your content predominantly and it appears that the content belongs there. It’s almost like Facebook and Google are actually recommending your content to their audience.

And since they command huge audiences and since they are a couple of the most well-respected and trusted websites in the world, it’s pretty obvious to see the impact that could have your brand. Yeah, you may not be getting organic traffic back to your website, but who cares! The brand exposure you can get is tremendous.

In addition, readers are much more likely to engage with your content (i.e., click a link or share it) when it appears to be native content or comes from a trusted source like Google. In turn, you’ll get some of that traffic back to your website that you were originally worried about losing.

Sounds pretty awesome right? It can be, assuming you can get your content to appear.

Getting Your Content Published

Consumers are looking for high-quality content. In order to provide web visitors with a “good” experience, we need to provide them with valuable content, quickly. If your content is NOT perceived as high-quality, you don’t have much chance of appearing in a Knowledge Graph or predominantly on Instant Articles.

In order for your content to “rank” well and be perceived as high-quality Google and Facebook look at things like engagement, time on page, bounce rate, social sharing, backlinks, etc. It’s kind of like a Catch-22. Getting your content to appear in a Knowledge Graph answer box, for instance, will most-likely lead to increased interactions, social shares and backlinks, but getting your content to appear in the first-place requires lots of interaction, social sharing and backlinks.

So what can you do to get some of that awesome exposure? You need to promote your content online. In turn, assuming it’s high-quality, consumers will “promote” your content right back in the form of shares, backlinks and interest. As consumers begin to “promote” your content, Google and Facebook take note and start serving that content to the appropriate audience as well. Once that happens, it’s really on.

As you can see, you’ll never get any of that exposure unless you are creating good content and promoting it online. You need to ensure that your content stands out if you expect any type of success.


The time is here. Facebook and Google will soon take over as the predominant publishers for online content, which could be very beneficial to you. However, If you want to take advantage, you’d better be creating high-quality content and amplifying it online to maximize exposure and secure your place with the two most popular websites in the world.