Facebook’s Timeline and Content Marketing: Partners in Crime

Facebook’s Timeline and Content Marketing: Partners in Crime:
Yes, it’s here. Whether you’re a huge fan or not, from today, every being/company throughout the world will have Timeline bestowed upon its profile/page.
Grumble all you want but it’s here, so why not make the most of it? In fact, if you’re clever, Timeline could provide you with a whole new outlet for your social and content marketing…
Making visitors feel welcome with the About section
The About section – a.k.a the little box that pressures you to sum up your brand in three lines or so – can be taken any which way. Whilst you could go for the obvious “We are XYZ and we do ABC” content, why not embrace content marketing instead; going for the non-obvious, non-self-promotional angle? Where a blatantly promotional snippet could well put visitors off, going for something a little more thoughtful that demonstrates your brand’s philosophy (without trying to sell) could work a whole lot better.
Take Nike for example. Having already utilised Timeline, its upper-page shows as follows:

Instead of pushing its trainers, clothing or other products, Nike has opted for a simple quote – “If you have a body, you are an athlete.” Bowerman’s comment is so perfect because instead of putting off non-athletic or sporty people, as so many sporting brands are at risk of doing, it encourages them; implying that all it takes is work to become an athlete is work (and a body, obviously). It’s warm, inviting and clever.
Promoting engagement via updates
Ok, so updates aren’t a new thing – but they sure do look a lot nicer in the Timeline. The layout between the text and image looks great; what’s more, if you’re clever about it, a simple status update really can promote engagement. Take the American Airlines Timeline for example…

Whilst in my opinion it could have created a blog/evergreen feature on the topic, it’s heading in the right direction… Steering away from promotion or marketing and just acting as a regular person, the brand has not only helped boost its own persona, but prompted likes and comments from fans.
Creating longevity with the Timeline itself
One of the greatest aspects of the Timeline is that it automatically creates an archive of content for a brand. Not only can users filter the content they want, using the preferences bar…

…but they can also access content, separated by years, via the sidebar. This takes a whole lot of the hard work away from brands by allowing visitors to view news, blogs and features published weeks, months or years ago. Having all of this content on hand, ready and waiting to be viewed could really help boost a brand’s authority – not to mention its position as a thought leader.
Go creative with your cover photo
Last, but not least, don’t forget the all-important cover photo. Content marketing isn’t just about text and with the enlarged cover photo, brands can really express themselves. Again, as with the text published, don’t be tempted just to go all about the products you currently have on sale. Think outside the box (or rather, the rectangle).
So there are two really big things you can do here – either go for the engagement angle, or the showing-what-you’re-all-about. AT&T has gone for the former; employing a mosaic of images submitted by its fans that changes regularly. Talk about social engagement!

However, it’s also a great way in which to sum up the true essence of a brand. Take Walmart, for example…

Here, it’s pretty obvious what Walmart’s all about. It provides a way for families to live better, for less. Yes, you can eat delicious, healthy food and provide for your family on a typical wage. Cheesy yes, but warm and family-orientated – which is what a lot of parents (a large chunk of the Walmart audience, one might think) are probably after.
There are probably many other ways in which content marketing will fit right in with the Timeline; only time will tell. However for now, at least there are a few key wins for those brands that up until now, haven’t been sure enough of Timeline to make the big switch.