Early this month, Facebook launched Paper, a mobile app that mixes social networking and news reading. In the process, with the way Facebook Founder and Chief Executive Officer Mark Zuckerberg presented it as “the best personalized newspaper in the world,” social media marketers’ curiosities went high.
Here is another platform designed to be another potential playground for brands. And it’s not just any playground where you can field in bite-size information about your brand; it’s a playground that prompts you to assess your ball—your content—and how to strategically pitch it.
Essentially, Paper is designed in a way that allows you to explore how you would with a magazine, what with the gestures that the interface requires, such as swiping, flipping and pinching. It is distinct from Facebook’s News Feed that provides the latest updates or responses from friends through a vertical scroll. It features content curated by a team of human editors, with stories pulled from your News Feed and from other publishers.
Like a magazine or newspaper, Paper’s primary strength lies in the stories. With this, you definitely have another channel where you can tell your brand’s stories. However, notice the effort Facebook is putting in getting a professional editorial team, a deviation from the algorithms, to put in quality content as well as the engrossing experience of reading and sharing that the app offers. So what do these tell you about your own content?

1. Your content must be high-grade, interesting and shareable.

Paper is another manifestation that content and social can be good partners. But what is social if the content is bad. Oftentimes, you do not want to share a certain post if the content sucks. This means that as a marketer, you have to know what message you want to deliver and how to tell it. Paper, in the long run, will feature news stories and posts by industry experts. This is a challenge for you to make your own brand’s story newsworthy, timely and appealing to your readers.
If you appreciate the importance of superb content but you’re too busy to produce it on a consistent manner, hire a digital marketing agency like Third Team Media to do it for you.

2. Your content must be accompanied with powerful images and design.

Social media marketers cannot emphasize enough how vital images and design are in engaging with readers. They have been used numerous times to effectively drive home a point or get a message across or to inspire action. Your content for Paper should not be any different.

3. Your content must be published in the right channel.

Should you even be on Paper? Should it be considered as a channel in your content strategy? Assess the platform first. If yes to both questions, you have to decide what kind of stories to create. Then you have to refer to item 1 and 2.
http://www.youtube.com/watch?v=IhrbT9O6kW8
If there is one thing that Facebook’s Paper has highlighted really well, it is that relevant and high quality stories matter. At the same time, it has made social media sharing more meaningful than ever. So as early as now, while Paper is still a few days old, take the time to review your strategy and hone your content.

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