How to optimize content for SEO?

The Content Creator’s Guide to Social Media

Thanks to social media, delivering content to thousands of people at once is as easy as hitting the “Post” button. But it isn’t always easy to achieve the results you have in mind. That’s why we’re bringing you a new series all about making these channels work for your digital publishing needs. First up: how to promote content with Facebook.

Getting the most out of Facebook

For many businesses, the last decade held plenty of ups and downs from Facebook. As the social network grew to more than 2 billion users, promoting content with Facebook became a valuable source of exposure. But changes to the News Feed, privacy scandals and plenty of controversy have made developing an audience more challenging. Should digital publishers still plan to promote content with Facebook?

The short answer is yes. Although reaching your audience may be more difficult now than in the past, Facebook is the world’s largest social media network. It remains an important way for internet users to discover your publications and engage with your business. In other words, don’t let the challenges distract you from the advantages of this channel. Read on to learn how your business can take advantage of visibility, traffic and community on Facebook.

Update your Page

If it’s been a while since you updated your business’s Facebook Page—or if you’re just getting started—set aside some time to review it. The About tab lets you add lots of information that people may be searching for about your business, like contact details and opening hours. Use the “About” text box to include key words, upload your logo as a profile picture and choose an on-brand cover image for your Page.

Because Facebook Pages act like an online directory, users can arrive on your Page directly from search results. A post of yours might never have even made it into their News Feeds! Depending on your SEO, your Page might be the #1 result when people search for you. In short, it’s important to review your Page information regularly no matter how often you post.

Post thoughtfully

Speaking of posting, it’s officially time to re-consider the old rule that “more is better.” While social media best practices used to recommend multiple posts per day, the number of users likely to see them has shrunk. In 2019, the average reach for Pages with more than 10,000 followers was just 2.59%. That means a Page with 100,000 followers could expect any one of their posts to reach 2,590 people.

As a result, it may now be most efficient to post less often and more thoughtfully. For example, take the high-quality, long-format content of your digital publications on Calaméo. If fewer Facebook users will see posts about your publications, you’ll want to make them count.

First, research your Page’s existing audience to determine whether it matches your publication’s target audience. Are you sharing your content with followers who are already fans? Or do you need to introduce your publication to new readers? Knowing this will help you decide what kinds of posts to plan around your publication.

💡 TIP: Don’t forget about different types of posts! In addition to sharing a link, you can use a photo, video or poll to promote content with Facebook.

Next, examine the reach you can expect for your posts and when your followers are most likely to be scrolling their feeds. With these details in mind, you can optimize when and how often to post about your digital publications for best results.

Be realistic about Likes

Once you’ve hit “Post,” it’s time to begin tracking the response to your content. However, don’t worry too much about the number of Likes that your posts receive. While Likes used to be seen as a key measure of success, they are now usually considered a vanity metric. Follow any comments or shares you receive for a better idea of your audience’s reaction.

Because when digital publishers promote content with Facebook, they need to know how many users checked out their magazine. (Or catalog, white paper, brochure or report!) To find out, monitor how many clicks your posts receive. Combine this information with other viewership statistics, such as reading time per hour, to analyze the overall results of traffic from your Facebook posts. Then, use it to adapt your game plan in the future.

That just about covers the basics of how to promote content with Facebook, and why it should be a part of any digital publisher’s social media strategy.

Of course, depending on your resources and the size of your social media team, you may want to make use of some of the other possibilities that Facebook offers. For instance, Pages with highly engaged followers can consider starting a Facebook Group where their community can connect. And businesses struggling with the reach of their Pages’ posts may find that investing in Facebook Ads is worthwhile.

Above all, keep in mind that reviewing your approach to sharing your digital publications can reveal simple solutions for optimizing your results. Whether you have 300 followers or 300,000, a strong posting strategy will help you better benefit from the visibility, traffic and community on Facebook for your publications.

Ready to start?

Now that you’ve got all the details about how to promote content with Facebook, it’s time to turn your online documents into great digital publications. Sign up for your free Calaméo account today and explore what digital publishing can do for you!

At a time when social media favors bite-sized formats and ultra-fast videos, a quiet but steady trend is gaining ground: the return of long-form content in brand communication strategies.

But what’s behind this shift? Is it just a passing trend—or a strategic response to evolving challenges? In this article, we’ll explore why brands are turning back to long-form content and how it can become a powerful asset for your visibility.

Long-form content: Still a strong SEO driver

Let’s start with a technical reason: Google loves long-form content. A well-structured, in-depth blog post, guide, or white paper is much more likely to rank well on search engines than a short piece.

Why?

• More keywords can be included naturally
• Visitors spend more time on the page, boosting engagement
• More opportunities for backlinks

According to a Backlinko study, content over 1,500 words performs significantly better in search rankings than shorter formats. For brands, that means greater organic visibility—and more qualified traffic.

A response to content fatigue

Stories, Reels, TikToks—short content is everywhere. But this flood of rapid-fire content has led to user fatigue. People are increasingly looking to slow down and dive deeper.

Brands are catching on. Offering longer, more thoughtful content—not just fast, flashy updates—helps to:

• Build trust with your audience
• Stand out in a sea of disposable content
• Showcase real expertise

Long-form content is perceived as more serious, more useful, and more memorable.

Long-form content feeds short-form content

Another strategic benefit: a strong long-form piece can be repurposed into a wide variety of short-form formats.

For example:

• A 2,000-word article can become a LinkedIn carousel, a series of X (Twitter) posts, infographics, or even video scripts
• A white paper can fuel your newsletter for weeks

Investing in long-form content helps you save time and fuel a multichannel content strategy.

The rise of slow content and premium formats

Long-form content aligns perfectly with the rise of slow content—the idea of publishing less, but better. The focus is on creating content that lasts, that remains relevant well beyond its publication date.

Some brands are even turning their long-form content into:

• Interactive digital magazines
• Downloadable ebooks
• Immersive guides, enriched with videos, links, or quizzes

With a platform like Calaméo, you can present long-form content in a professional and interactive format—while tracking performance with built-in analytics.

A space for storytelling

Long-form content is also an ideal format for storytelling. Brands can use it to share their journey, communicate their vision, explain their mission, or highlight customer success stories.

By building a coherent and authentic narrative, long-form content humanizes your brand and creates a genuine emotional connection with your readers.

Conclusion

The return of long-form content is no coincidence. It meets today’s need for authenticity, depth, and quality. For brands, it’s a unique opportunity to strengthen their online presence, showcase expertise, and stand out over time.

And with a platform like Calaméo, turning long-form content into impactful digital publications is effortless. Whether you’re creating a magazine, a white paper, or a product guide, you can enrich it, share it, and track results in just a few clicks.

Ready to dive back into long-form content? Start your 14-day free trial of Calaméo PLATINUM and explore all our professional tools!