WINTERCONTENT TemplateandMarketing A presentation on the basics by Mac Turija With the Special Participation of the Content Creation and Web Promotion (PM) Teams
IntroductionWhat to expect today: Learn about the basics of content marketing. Terms, Reasons, Rules, Types, Promoting, 3Rs Learn about the basics of Facebook marketing. Tools for advertisers, steps in making FB SOCIAL ads
Content MarketingWhat on earth is content marketing?
Content MarketingContent marketing• The creation and sharing of content for the purpose of promoting a product or service.Is the focus of content marketingyour product or service all the time?• The focus of this content may not speciﬁcally be about your organization or its oﬀerings.
Content MarketingSo, what may the focus of CM be?The assets created for the purpose of contentmarketing include a mix of• problem-speciﬁc information • What problem(s) do we at CFX deal with or give information about?• thought leadership • How does CM make a business a thought leader?
Content MarketingWhile it used to be that businesseswere reliant on traditional methods ofmarketing, why are we subscribing tocontent marketing nowadays? Risk mitigation Lead generation Lead nurturing Lead scoring
Content MarketingContent marketing develops trust byproviding the potential customer withinformation that will help them makethe right decision. In turn, personaland organizational risks aremitigated.In lead generation, content is used todrive traﬃc to your website as wellas capture leads through forms.
Content MarketingAs a lead develops, you must havecontent that educates and informs inorder to develop a robust leadnurturing program.Lead scoring should be based onhow a prospect interacts with thecontent on your website and throughnurturing campaigns.
Content Marketing Content Fiesta!Articles Email WorkbooksPresentations RSS/XML Feeds Microsites/Web PagesBlog Posts ImagesPress Releases VideosBooks/eBooks Information GuidesProduct Data Sheets Webinars/WebcastsBrochures/manuals White PapersReference Guides Online CoursesCase Studies WidgetsResource Libraries Podcasts/Videocasts
Content Marketing When do consumers consume content?
Content MarketingPercentage of use of available content on the Internet for marketing purposes
Content MarketingContent marketing is a must becauseit reinforces a brand by strengtheningconsumer engagement, awareness,brand power, purchase intent, sales,and customer retention.Three Types of Effective Content1. Content that entertains2. Content that informs and educates3. Content that provides utility
Content MarketingCreating the Right Mix of ContentConduct a content audit•Tracking how easily content is found via searchPerform keyword and social graph research.•Tons of SEO data is locked up in social graphsCreate a keyword-focused editorial calendar.•Include what keywords each piece of content will focus onConnect content to KPIs.Focus on the long-tail.Get the right technology in place.
Content Marketing The 6 Commandments of Writing ContentCommandment Number 1:Content should not be promotional in tone.Promotional materials will neither excite nor inspire, bothcritical components of content marketing.Commandment Number 2:Content marketing should be relevant to the audience.Generic materials that are not highly relevant to a reader willnot result in increased success. When writing contentyou must make sure it will be useful to the reader, regardlessof whether it supports your company message.
Content Marketing The 6 Commandments of Writing ContentCommandment Number 3:Content should close a gap.Content marketing should answer a business question or problem.Giving people information about topics where there is no need forinformation will be a wasted eﬀort by the organization.Commandment Number 4:Content should be well-written.Poorly written thought leadership may not only provide poor results,but may also hurt the company’s reputation. Take time to ensurecontent is presented in a thoughtful manner and is free of errors.
Content Marketing The 6 Commandments of Writing ContentCommandment Number 5:Content should be relevant to your company.If the content you create does not support business objectivesin any way, it is a waste of resources to produce. Keep businessgoals in mind when creating content.Commandment Number 6:Content should be factual (or at least, can be supported).Since you write to support a business goal, your content mayseem biased. Make sure that content you create gives proofeither through quotes and testimonials, or through actualmetrics and statistics.
Content MarketingThe Challenges of Content Marketing• Materials that are out of date.• Materials are out of place.• Materials are inappropriate for the target audience. How to Face These ChallengesUse the 3 Rs:• Reorganize• Rewrite• Retire
Content MarketingReorganizing ContentReorganizing content means you are takingpieces of existing content and restructuring itin a way that is more useful to your prospectsor customers. There are many ways to do this,like compiling blog and web content in a whitepaper, or by using brochure content as thefoundation for a new video.Example:Write a speech, create a deck, video speech, blog speech, post videoto YouTube, deck to Slideshare, transcribe presentation, extract chartsand infographics. Make the talk a whitepaper, an ebook. a column, awebinar, or a training session. The possibilities are effin’ endless!
Content Marketing Video PowerPoint Speech Deck on Slideshare on YouTube Create a Webinar Transcribe or Speech for Blog Post Training Turn Into a Extract Whitepaper, Charts and eBook or Infographics ColumnRepurposing Content as Part of Your SEO Keyword and Linking Strategy
Content MarketingRewriting ContentCompanies often ﬁnd it useful to rewritecontent when what they have is either dated orhas been exhausted due to a high level ofprevious consumption. Rewrites are often lesstime consuming than creating new content butwill still need time and attention to executeproperly. Make sure you follow the sixcommandments of content marketing to ensurethe rewrite is compelling and more successfulthan the original.
Content MarketingRetiring ContentYou cannot use the same contentindeﬁnitely. If content isn’t performing aswell as it should, or if its consumption hassigniﬁcantly decreased and you do notthink it will be useful to reorganize orrewrite, then it is time to retire it from yourcontent library.
And now, moving on to the amazingworld of advertising our business withthe world’s most popular socialnetworking site while making MarkZuckerberg richer…
Facebook MarketingThe possibilities on Facebook to thespectrum of marketers from brandadvertisers to volunteer grassrootsevangelists are endless!Well, not really endless, but a lot!For ‘legitimate’ advertisers, there aremany ways of marketing a businessthrough FB.
Facebook Marketing Depending on your budget, here are your choices for marketing on FB as an advertiser: • Social Ads • Integrated Opportunities • Polls • FB Platform Application Sponsorship • Facebook Pages
Facebook MarketingIntegratedSolutionsFacebook offersrelevant and integratedadvertisingopportunities toengage your targetaudience. FB helps youdevelop an idealadvertising solution, aslong as your budget isabove $10,000.
Facebook MarketingPollsPolls offer an easy wayfor marketers toquickly conductresearch within theirtargeted audience.Results are streamedin real time to adashboard that allowsmarketers to breakdown results bygender and age.
Facebook MarketingFB PlatformApplicationSponsorshipsAdvertisers looking formore integratedopportunities inside FBapplications can considerapproaching applicationdevelopers andnegotiating a sponsorshipdirectly.
Facebook MarketingSocial AdsWith Social Ads, Facebookoffers advertisers theoption to pay on a CPC orCPM basis, whichever theyprefer. Social Ads offersvery powerful targetingcapabilities.Social Ads is completelyself-serve and providesreal time feedback on thesize of your targetaudience and thesuggested bid range toachieve impressions.
Facebook MarketingTo create successful FB ads youneed to:• Identify your goals• Know your audience• Create your ad and set your budget• Understand Facebook’s advertising policies and ad approval process
Facebook MarketingIdentify your goalsWhat is most importantto the business?Do you want to Tips: • The most effective ad campaigns•Drive awareness of your company’s focus on just one goal at a time.Facebook Page? • For example, to sway people to•Increase recognition and awareness of visit your site for a special promo,your business brand or name? you would create an event ad, highlighting the date, time and•Acquire new sales leads? location.•Get more people to like your Facebook • To increase traffic to your fanPage? page, you would create an ad including your FB encouraging•Get more people to visit your company users to go to your FB page.website or online store?•Increase sales by offering a specialdiscount code for Facebook customers?
Facebook MarketingKnow your audienceWho do you want to reachwith your ad? Tip:•What information will get their attention? For example, your customers fall into 3 main groups:•Who uses your website or tells friends • College students studying • Tech geeks in a local areaabout your business today? • Bargain hunters looking for special offers•Where are your customers located? Arethey all over the world or in a particular You could create three differentlocation, or both? ads, each with slightly different goals, to target each of these•Are your customers a specific age range? groups.•Does your audience share an interest in You will start to learn whata particular topic? images and ad text work best for each customer group.Once you know who’s in your audience,create different versions of the ad toappeal to different customer groups.
Facebook MarketingCreate your ad and set yourbudgetCreate Your AdOnce you know what goal you want to focus on andthe audience you want to target, start creating yourad:•Design your ad•Choose your target audience•Control your costs•Review and submit your ad
Facebook MarketingDesign your adYour ad is made up of a title, ad body text and image.You’ll also need to specify a destination URL (webaddress) that you want people to go to when they clickon your ad.
Facebook MarketingHere’s a step by step process forcreating your ad:• Destination URL The web address you want your ad to link to• Ad Title If you are directing users to your website, use the 25 characters to capture people’s interest• Ad Body Text In 135 characters or less, describe the benefits of your product or service.• Image The most successful ads on Facebook include images that are clear, easy to spot and directly related to the content of your ad.
Facebook MarketingChoose your target audienceYou can reach people based on their:• Location by city, state, province, or country• Demographics by age range, gender, language, relationship status• Likes and interests what are your customers’ hobbies or passions? On Facebook, you can target people by their interests. Focus on topics and themes rather than individual terms.• Education and work You can direct your campaign to students in a specific university or people with a particular level of education.
Facebook MarketingControl Your CostsThere are 3 factors that determine the costof your campaign:1 Campaign budget • Daily budget: amount you are willing to spend on this specific campaign for each day that it’s running. FB determines this if you choose this way. • Lifetime budget: amount to spend between a finite period of time. For example, you can specify that $100 will be the budget for a 10 day campaign.
Facebook Marketing 2 Ad schedule You choose when you want your ad to run. You can select to run your ad continuously from the day you set it up or only run it through specified dates. 3 The bidding option you choose What should I choose? CPC or CPM? This largely depends on your advertising goals: Cost Per Click (CPC) A type of campaign pricing where you pay each time someone clicks on your ad. This is best when you want to drive specific action on your website or Facebook Page.
Facebook MarketingCost Per Thousand Impressions (CPM) A type of campaign pricing where you pay based on the number of people who view your ad. This is the best type of campaign pricing to use if you want to raise general awareness of your business within a targeted audience.How to choose your max bid?a) Facebook will suggest a bid price to you based on yourtargeting options. You can choose to keep this bid,especially if CPC bidding matches your goal.b) Choose your own: Alternatively, by selecting theadvanced mode you can enter your own CPC or CPM bid.• Remember, bidding below the suggested range willmake you lose the auction. FB will give your ad space toan advertiser with a higher bid.
Facebook MarketingReview and Submit Your AdOnce you submit, your ad will be reviewed to ensure itmeets FB guidelines You will receive an email once ithas been approved.Monitor PerformanceFB has an Ads Manager that shows the main metrics togauge the performance of your ads.• Social: the percentage of your ad’s impressions wherethe viewers saw at least one friend who liked your Page,Event, or Application
Facebook Marketing• Clicks: each time a user clicks on your ad• Impressions: each time an ad is shown to a user, regardless of whether the user clicks or takes any other action on the ad• CTR (click-through rate): the number of clicks your ad receives divided by the number of times your ad is shown on the site (impressions) in the same time period• Avg. CPC (cost-per-click): the amount you’re paying on average for each click on your ad
Facebook Marketing Final Tip: To make sure you analyze your campaign performance regularly, schedule reports that you want to receive on a daily or weekly basis. You can choose to receive alerts when the reports are available through the Account Settings link.