Content: Why It’s the Game Everyone is Playing Today

By Andrew Cohen

Welcome to 2018. In today’s digital landscape, we see millions of pieces of content uploaded daily. With so many new features, it's enough to make your head spin. See how the content game is changing.

A recent study from Adstage reported that CPM (cost per thousand) increased by 171 percent and CPC (cost per click) increased by 136 percent. All the while, click-through-rates have remained flat, the average number of engagements have decreased by 77 percent and costs are still going up.

With a marketplace that'S busy, it’s important to understand what content will stand out and how to convert fans

All content is not created equal. Gone are the days of high-cost commercial shoots and long-form storytelling. Information has to be three things to surface and be successful in today’s marketplace: quick, engaging and entertaining.

Take Facebook, which announced recently that its newest algorithm update includes promoting more “meaningful” posts, and discounting brands and businesses organic reach to almost nothing.

Today's market is oversaturated with mediocre creative, pointless memes and stolen content. When beginning to understand what “meaningful” means today, remember this is a user-first platform. Brands and news outlets have been taking advantage of the platform (low cost, ease of publishing, giveaways with no rules) and its global footprint is now stronger and more scrutinized than ever before.

There is a movement to stop fake content and create organic information that matters to you and your brand. In the end, it's all about conversion. Shareability and community driving content should be at the forefront of every strategy. Just don’t forget that competition for the consumer is more fierce than ever.

Movements like Moosylvania's "Join The Brand" focuses on creating communities of fans who are believers, not just buyers. By using millennial insights to guide brand planning and strategies, the program is set to make a difference.

It's about taking time to learn more about how millennials think, react and adopt brands. You should take the same approach for the brands you work on. All fans want to belong. That means you can facilitate your communities via print, social, digital and email.

Sounds easy, right? Here's the promise you can work under—it requires big ideas and a lot of planning.

So, how do you combat social algorithm updates and create meaningful posts?

It all starts with insights and targeting. If you don’t understand your audience, you’re not going to be able to communicate with them in their language.

Understanding how to create content and target your audience is imperative. Set goals and benchmarks now so that you can understand later how well you’ve connected and what to do next.

Then comes the hard part—Content.

Andrew Cohen is the director of social media at Moosylvania (, a branding, digital and experiential agency in St Louis.