content marketing - 2023 -

Content Marketing
By : Lamiaa Ahmed Sayed

What Is The Content Marketing?
Strategic marketing and business process focused on creating and
distributing valuable, relevant, and consistent content to attract and
retain a clearly defined audience, and ultimately, to drive profitable
customer action.

When done correctly,
this helps create
with your audience,
which leads to trust.

customer action.
Content is the message your
content marketing strategy delivers

customer action.
Without Content, You’d Have
Nothing To Deliver

customer action.
Content marketing is really just the art of communicating
with your prospects without having to sell to them.

Content Marketing
&
Content Writing

content writing
Content Marketing content writing
Content Marketing is the creation, publication, and
promotion of any type of content for the purpose of
attracting new qualified leads.
Content writing entails the act of writing engaging content
as well as all the actions required to deliver a ready-to-
publish text, like doing research, sourcing images, and
interviewing experts for quotes
It is done by content marketers It is done by content writers
It includes but is not limited to:
• Publishing blog posts.
• Tracking social media engagement.
• Posting YouTube videos.
• Running a weekly newsletter.
• Writing Linkedin articles.
Typical examples of content writing include:
Blog posts.
Whitepapers.
Ebooks.
Content marketing comprises everything from creating a
content strategy to making sure the published content gets
seen and read. It’s the A-to-Z of anything a brand can do
when using content for marketing purposes
It can build brand recognition, grow brand authority, and
improve a brand’s backlink profile and organic traffic, but the
ultimate goal of the content marketer is always the same:
to attract potential customers.
The goal of a content writer is to deliver a great article or
another piece of high-quality content that educates,
entertains, or otherwise engages the reader.

the difference between content writing and content marketing is that content
writing can be part of content marketing but not the other way around.
Content writing is purely the creation of written content
whereas content marketing includes:
• Strategically deciding which type of written content needs to
be created and how.
• Creating that written content.
• Publishing that written content.
• Promoting that written content.
• Tracking the performance of that written content.

Copywriting is any kind of writing that aims to persuade the reader to take immediate action and
enter the sales process.
A good content writer will often use copywriting techniques to, for example, persuade people to
click the call-to-action at the bottom of an article, but not always. Content writing can be purely
informational or entertaining. Copywriting, on the other hand, always aims to make people take a
certain action.
Typical examples of copywriting include:
• Sales pages.
• PPC ads.
• Direct mail.
As for the difference between copywriting and content marketing, they’re really two different
things and you could see copywriting as a persuasion tool content marketers can (and should) make
use of

What Is The Inbound marketing ?
Inbound marketing is just one part of a larger movement in
the business world. That movement is inbound.
Inbound is a method of attracting, engaging, and delighting
people to grow a business that provides value and builds
trust.

Inbound Marketing Focus On:
Empowering potential
customers
Building a lasting
relationship with your
audience
Creating valuable
content that both
entertains and educates.

How Do You Create An Effective Content
Marketing Process For Your Business?
CONTENT TYPE
GENERATING
CONTENT IDEAS
PLANNING A LONG-
TERM CONTENT
STRATEGY
BUILDING A
CONTENT CREATION
FRAMEWORK
BECOMING AN
EFFECTIVE WRITER
EXTENDING THE
VALUE OF CONTENT
THROUGH
REPURPOSING
HOW TO
EFFECTIVELY
PROMOTE CONTENT
ANALYZING AND
MEASURING
CONTENT
DEVELOPING A
GROWTH
MARKETING
MENTALITY

Epic Content
• Epic content is the content that rocks a reader’s world.
It gives them hope and strengthens the trust they have
for you.
• It’s a known fact that successful content marketing
requires you to produce high-quality content. But epic
content is even better than that. It stands out from the
rest and it presents something that hasn’t been done
before.
• Unlike most generic, low-quality content that lacks
detail and useful information, epic content is very
thorough and offers comprehensive detail.

It’s the type of content you
shout about. It’s insanely
useful, inspiring, beautifully
written, and highly
engaging. It’s the sweet
spot between content
marketing and brand utility.

How to Create Epic
Content
Self-study:
http://bit.ly/3J2DUJZ
Goals
Clear
Vision
Measure Media
Emotional
Reaction
Research
Plan
Focus on
target
audience
Value
Promote

Your Goal Is To Make A Human Connection. It’s
About Resonating With People, People That Need
Your Help Or Guidance

A story is not just your history. A story is why you’re doing what
you’re doing, and telling it in a way that appeals to your audience

Stories Are How Audiences
Remember

“People don’t buy what you do,
they buy WHY you do it.”
- Simon Sinek

When you talk about the
why and how, you’re
communicating with
feelings and dealing with
human behavior. And
remember, storytelling is
all about making that
connection.

Essential Elements Of Storytelling
Characters
Resolution
Conflict

Target
Audience
Basic level
Age
Location
Interests
profession
Advanced
level
Actual
consumer
The payer
The
influencer.

Semi- fictional representations of your ideal customer based on real
data and some educated speculation about customer demographic,
behaviors, patterns, motivations and goals .

Personas help answer the following questions:
• What type of content is most likely to generate a response from a
particular type of customer?
• How does your ideal customer prefer to engage in the sales process?
• What problems do customers need to solve, and how does your
business help them?

Why Using Personas Is Important?

The Connection Between Personas And
Inbound Marketing

Persona development helps you determine:
• Which format(s) will garner the best response
• Which media channels are likely to reach the most potential
customers
• The tone you should use when writing content or communicating
with customers
• The types of content that will attract the most new leads
• The calls to action that will generate the best response rate

https://www.smartbugmedia.com/inbound-marketing-personas

• https://www.youtube.com/watch?v=VvKbUeR3Voo
• https://www.youtube.com/watch?v=Xczv12wOsMU
• https://www.youtube.com/watch?v=aIFt9_kfY8g
• https://www.youtube.com/watch?v=em7NcuNYnTc
• https://www.youtube.com/watch?v=2mfeS3t7YGo
• https://www.youtube.com/watch?v=nHusnoSn4f4

https://www.hubspot.com/make-my-persona

https://personagenerator.com/?fbclid=IwAR1y2Ekokt9w6f-XzefllDSrxzAvDzlJP2I-yKVwRCmCv_9BHSO9-pIy4vA

Storytelling
Points
Of
View
First Person
Second Person
Third Person

Storytelling
Points
Of
View
First Person
Second Person
Third Person
FIRST-PERSON POINT OF
VIEW
• The character is yourself.
• t’s more confessional.
• Builds authority.
• Use when there is a known
person, an author, behind the
content

Storytelling
Points
Of
View
First Person
Second Person
Third Person
SECOND-PERSON POINT OF
VIEW
• The character is your
audience.
• When using “you” language,
you need to really understand
your buyer personas.
• Tell the story in a way that
shows empathy.

Storytelling
Points
Of
View
First Person
Second Person
Third Person
THIRD-PERSON POINT OF
VIEW
• “He said” and “she said” type
of language.
• Case studies about your
customers are good
examples.
• Stories can be both fictional
or nonfictional.

• The conflict is the lesson in how the character transforms
through challenge.
• If your story lacks conflict, then you’re not telling a story
.
Your prospect’s problems.
Your prospect’s needs
Your prospect’s buyer’s journey stage.
The Conflict Should Fit:

Use content to create emotional appeal.
Be consistent and authentic
Keep the story clear and concise
Storytelling Best Practices

Emotion is what will give your story
power
“Tell the truth, but make it fascinating.”
- David Ogilvy
Everyone can benefit from cutting down
a lengthy story

https://www.youtube.com/watch?v=-HycoSeHYLY

Create a story and define the segment and the buyer persona
• Individual task
• Duration: 1 days

What is a
case study?
• A case study is a self-contained story
about how a real customer overcame their
problems using your products or services.
Notice how I used the word story.
Marketers are obsessed with the notion of
“storytelling” (usually without actually
telling stories), but a good case study is a
story with protagonist (your customer)
who has a problem but who wins out in
the end.

Why write a business case study?
• Build customer loyalty
• Assist sales
• Multi-purpose content
• Earn trust

How to write a case study(steps & format)?
• Clear headline: Like a newspaper
headline, it should give the most
important information. A subtitle with
supporting details or a customer quote is
optional.
• Snapshot: Provide details at the top,
including the client’s name/industry, the
product/service used, and quick result
stats.
• Client introduction: One or two
sentences describing the customer and a
highlight about them.

How to write a case study(steps & format)?
• Problem: State the problem/goal,
consequences, and any hesitations the
customer had. Include quotes.
• Solution: Share how they found you, why they
chose you, what solution they chose, and how
it was implemented. Include quotes.
• Results: Describe the results and the benefits,
as well as any bonus benefits that came of it.
Include quotes.
• Conclusion: Share additional praise from the
customer and words of advice they have for
other people/businesses like them.

Video Tutorial
A great video tutorial:
• Answers the "how-to" question as
quickly as possible
• Is thorough
• Provides direction to the viewer on
what to do next
• Tutorial videos can be about anything,
so long as they transfer knowledge. Or
demonstrate a process. Or explain a
concept. In other words — leave
viewers with something valuable.

How to Create Video Tutorial?
Plan
Script out your
content
Start with a
storyboard
Plan when
you’ll be shown
on camera
Set up your
equipment and
record
Edit publish

What is a video script?
• A video script contains the dialogue,
plans, and action for your video. It's a
crucial tool that gives you and your
team cues and reminders about the
goal, timeline, and results you want for
your video.

How to Write a Video Script
1
Choose your
target audience.
2
Set a goal for
your video script.
3
Choose the main
character for
your video.
4
Create a brief.
5
Use your brief to
write an outline.
6
Start writing your
script, section by
section.
7
Edit your video
script.
Do a verbal run-
through off-
camera.

https://youtu.be/WDZZtJIam-E
https://youtu.be/0TjDx3ETgO0

How To Create storyboard?
Set Goals for Your
Project
1
Source Ideas and
References
2
Carefully Consider
the Timeline
3
Define Key Video
Scenes
4
Decide on a Level
of Detail
5
Sketch Out All
Scenes
6
Double Check
Everything
7
https://bluecarrot.io/blog/7-steps-of-how-to-make-a-storyboard-for-a-video-professional-tips-and-
examples/#Consider

• vlog, or video blog
• “Culture videos” can include employee interviews, pranks, office game days,
birthday parties, and anything else related to the company's culture.
• Businesses can also record interview videos to increase their credibility and
authority in their niche.
• In cases where live interviews aren't possible, a business can create a
webinar to provide valuable insights to attendees.
A webinar is a "web-based seminar" where companies engage with their
audience in real-time using tools like Google Hangouts or Skype.
• In addition to hosting webinars, companies can also use live stream
videos to broadcast live events to their audiences at any time.
• Tools:
• https://promo.com/
• https://slide.ly/home
Types of video posts

What is FAQ Page
• An FAQ page, or Frequently Asked
Questions, is a section on a
specific website that addresses
the most common concerns and
issues visitors face and provides
solutions. For instance, an FAQ
page for an e-commerce store can
be a collection of answers to the
most popular question

Why FAQ
page?
Save your time Drive more traffic
to your store
Your conversion
rates will likely
grow
You will be able to
identify the main
customer pain
points
You’ll be able to
position yourself as
an expert

Best practices
Collect the TOP
questions your
customers ask
Organize
questions into
categories
Write from your
customer’s
perspective
Don’t
underestimate the
placement of your
FAQ page
Add links to
relevant blog
posts and service
pages
Include a clear
CTA within each
question
Make your FAQ
page an ongoing
project

How To Create
Valuable Review How to Get
Valuable Review

How to Get Valuable
Review
• Ask for reviews.
• Be on review platforms.
• Respond to all reviews – even the negative ones.
• Share positive reviews on your website and social media.
• Review your customers positively.
• Offer incentives.
• Train your customer service reps.
• Host events to meet customers.
• Use social media.
• Do your job right.

What is
Expert
Roundup?
• “An expert roundup is a collection
of quotes or interviews by
influential people in your niche.
Each participant should be
someone with some authority in
your field and that has something
to contribute to your readers.”

Benefits of an Expert Roundup
Smart Collabs
Help Boost
Brand Authority
Attract
Backlinks and
Traffic for SEO
Increased
Engagement

How to Conduct an Expert Roundup
• Plan and organize

• Ask the Right Questions

• Pick the Right Experts
Is this expert popular among your
target audience?
Does the expert have a large (active)
social following?
Does the expert work with brands
popular in your industry?
Does the expert have expertise
relevant to your niche?

• Create a Collaborator CRM
Keep the list simple and limit it to
important details such as their name,
email, blog/website and social media
handles. Keeping a ‘status’ column will
also come in handy to keep track of
relationships. Basically, this sheet is a
CRM.

• Pitch and Land Collabs
• Drop names in the subject line: Experts don’t care who you are, but they do care where they’ll
get feature. So dropping a name in your subject line is a good way to grab attention (provided
they know the brand).
• Personalize: Experts receive a ton of emails, so if you want to stand out, you need to take the
time to personalize your email to them. This can be anything from referencing their recent
wins to telling them they have a cut dog.
• Maintain brevity: Same as before, experts go through a lot of emails so you want to keep your
pitch to the point.

• Follow Up and Confirm Submissions

• Nail Your Expert Roundup Post
Now, write a good blog.
There are some things to keep in mind when crafting collaborative content:
• Reference your collaborator’s social profiles/websites.
• Use quotes to highlight important insights and quotes from your collaborator.
• Copy-edit your experts submissions into a compelling actionable section.
• Include relevant and useful contextual links, either to the experts.
• Strategically fit in lead magnets in your round up to leverage the high authority around it.

• Submit and Wait
After you get confirmations for all the collaborators, give yourself a pat on the back and
submit it to your editor.
However, the process doesn’t end there. It’s time to drop in a note with your
collaborators. Refer to your handy spreadsheet and shoot emails to all the experts you
reached out to.
Drop a thank you email, and inform them when the post goes live. This gives them
something to look forward so that they can plan out distribution, which brings me to my
next point.

• Negotiate Distribution
Here are some ways your collaborators can help with distribution:
• Social shares via their personal social media pages.
• Backlinks from personal blogs and brands that’ve been featured.
• Relevant backlink opportunities (once the post goes live).
• Email lists (if they work with a brand that has lists).
• Promote When Live
Now it’s time to promote it. If you’ve done the previous step, all you
have to do is ping the distributors to remind them.

What is
original
research?
Original research is the process of
using the feedback and data
collected from surveys, interviews,
or other methodologies for
content purposes.

Original research is the king of content marketing

Original
research allows
you to dissect
and create
content in
every way
imaginable:
• Each survey question can be turned into a
blog post.
• Businesses can host a webinar summarizing
shocking data from the research.
• Organizations can create a thorough
whitepaper with the information broken
down in the provided appendix.
… The possibilities are endless.

The
benefits
from
original
research
Social shares
Mentions from
media and
news outlets
Backlinks to
their
websites
Leads
Improved
search
rankings
Email and blog
subscribers
Guest
speaking
opportunities

What an Offer Is?
• Ebooks and Guides: Providing visitors with guides or ebooks that help
them solve a problem, or are tailored to their interests will help
establish you (or your brand) as an authority on the topic.
• Discounts and Promotions: Visitors to your website might be more
inclined to hand over their information if it means they get a discount or
promotion code in exchange.
• Webinars and Courses: Another way to establish yourself as an authority
on a certain topic is to offer a webinar or course. When visitors register,
you’ll get their information and they’ll learn more about a topic or gain a
skill in return.
• Industry Case Studies and Research: Industry-specific reports and
research can be a great incentive for prospects to give their contact
information. You offer value by doing the research for them, making it
readily available, and providing it for free.

What an Offer Is?
• Membership or Loyalty Programs: These programs provide potential
customers with a sense of exclusivity — access to rewards and perks not
offered to non-members.
• Templates: Templates provide an easy way for prospects to create their own
documents without having to start them from scratch. Some common
template options you’re probably familiar with are resumes, proposals, and
email.
• Free Tools: Free tools such as HubSpot’s Website Grader are a great way to
have site visitors test your products without having to make a purchase.
• Free Trials: Similarly to free tools, free trials allow visitors to your site to test
your services out risk-free.
• Product Demos and Consultations: If a potential client is on the fence about
using your services, offering a consultation or demonstration might help reel
them in. Not only will you get their contact information when they sign up,
but they’ll learn more about how your product or service can help them.

What makes a good marketing offer?
Be High Quality and
Valuable to Your
Target Audience
1
Be Tailored to the
Right Buyer Persona
at the Right Time
2
Align With Your
Business and the
Products or Services
You Offer
3

Offers types
Offers To Improve Response
And Reduce Risk
Offers That Drastically
Reduce Risk
Offers That Reduce The Price
Offers That Increase Urgency
Offers With Services

What is an E-Book?
• An E-Book, short for ‘electronic book,’ is a
digital form of a printed book designed to
be read on devices like computers, tablets,
or smartphones. Ebooks are vital marketing
assets with multiple digital 'pages' that
delivers information to its reader. In
addition, they are often packaged as PDF
documents so readers can share them.

E-book
Benefits
Moreover, with lead generation being the top goal for content marketing,
ebooks are an essential part of a successful inbound marketing program.
They're also easily searchable if the reader is looking for something specific.
Ebooks are more accessible, giving readers the ability to increase font sizes
and/or read aloud with text-to-speech.
The reader gets the choice to print the ebook out if they want to consume
the information in a traditional physical format. Otherwise, the digital format
is environmentally friendly.
Ebooks are incredibly portable and can be stored on many devices without
any associated physical storage space.

How to Write an E-book
• Choose a topic that matches your audience's needs.
• Outline each chapter of your ebook.
• Break down each chapter as you write.
• Design your ebook.
• Use the right colors.
• Incorporate visuals.
• Highlight quotes or stats.
• Place appropriate calls-to-action within your ebook.
• Convert it into a PDF.
• Create a dedicated landing page for your ebook.
• Promote your ebook and track its success.

Every
Copywriting
Portfolio
Must Have
These Things
1. First Impressions Mean Everything
2. State Your Value Proposition Clearly
3. Write A Short (But Sweet) “About Me”
Page
4. Let Your Testimonials Shine
5. Give Them a Strong (and Clear) Call To
Action

Ways to Publish Your Copywriting
Portfolio

Self- Study
Copywriting Portfolio Examples
https://blog.hubspot.com/marketing
/copywriting-portfolio

WHAT IS BLOGGING?
Your blog is a place to regularly publish and
promote new content related to your business and
industry.

What Does A Successful
Blog Post Look Like?

Types of blog posts
• The first type of blog post is called a roundup blog post.
• A roundup blog post is when you mention other influencers and experts in a single post.
• A list post is a very popular blog format that usually consists of an attention-grabbing headline that
promises to solve a problem or pain point.
• The purpose of a how to post is to educate your audience about a particular problem they may be
facing.
• If you want to give your audience more detailed information about a particular topic, you can also
create an ultimate guide post.
• Ultimate guide posts are usually very long, in depth blog posts consisting of more than 3000 words.
• Aim for at least 1 post per week in the beginning, and then you can gradually increase your posting
frequency as you generate more traffic.

Your days are busy
Uncover ideas that you may not
have come up with on your own
You will run out of good ideas
Grow responsibly and keep up
with increased demand
Why it’s Important

Eventually content fatigue
will set in. You’ll find
yourself looking at the
word processor with
nothing to write

Idea creation isn’t just
about waiting for
inspiration to strike—
there’s a process

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
Gathering raw material

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
Read and consume content
from a wide variety of places

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
You’re looking for
relationships, connections,
and combinations.

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
Stop trying to bring those
ideas together and do
something else entirely

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
An idea will pop into your
head. It will come to you when
you are least expecting it.

To Generate Content Ideas
By yourself With a group

• What are your buyer personas’ reading habits?
• What are your competitors doing?
• What are people talking about on Quora?
• What can you learn from your search engine optimization efforts?
Keep in mind when generating content ideas on
your own

Use a tool like Buzzsumo to see which content has the best
social media performance
https://app.buzzsumo.com

Quora is a popular question-and-answer site.

Google search console provides actual
keywords people are typing in
Autocomplete
Related searches

Autocomplete is when
Google suggests a
query as you type it in
the search bar.

Related searches
appear at the
bottom of the
search results
page.

A brainstorm can be an incredibly productive way to generate
fresh and creative content ideas.

• Pick someone to moderate and set a clear agenda.
• Create an atmosphere where people feel comfortable.
• Leverage “braindumps.”
• Use sticky notes, whiteboards, and other visual aids.
• Remember that the main goal is to generate new, unexpected ideas.
Hosting A Brainstorm Best Practices

PLANNING A LONG-TERM CONTENT
STRATEGY

of highly effective
organizations have
someone steering the
direction of their
content strategy.

The AIDA Model
• The AIDA model describes the four
stages a consumer goes through
before making a purchasing
decision. The stages are Attention,
Interest, Desire, and Action (AIDA).
During these four stages, your
content will ideally attract
attention to your brand, generate
interest in your product or service,
stimulate a desire for it, and spur
action to try or buy it.

The AIDA Model
Attract Attention
• If your content can grab their attention
and deeply engage them, your target
audience will start to become curious
about what your company actually does.
• In this stage, the consumer is asking,
"What is it?"
• In order to get to this stage, you must first
get your content in front of them. This
comes with increased brand awareness
and effective messaging.

The AIDA Model
Generate Interest
• Once your target audience is interested in
your product or service, they’ll want to
learn more about your brand, the benefits
of your solution, and your potential fit with
them.
• In this stage, the goal is to get them to
think, "I like it."
• In order to get to this stage, your content
must be persuasive and engaging. While
the first stage of AIDA is capturing their
attention, this stage is about holding it. You
can do this with a hook.

The AIDA Model
Stimulate Desire
• People do business with those they know, like, and
trust. The first two stages of the AIDA model establish
the know and the like.
• The goal of this stage is to change "I like it" to "I want
it."
• And that's done by cementing in the final piece of the
puzzle: Trust.
• To do this, keep serving them content. Make sure they
subscribe to your blog, follow you on social media,
and download your offers. The more prospects
interact with your brand, the more they’ll trust you,
boosting the chances they’ll eventually buy your
product or service.

The AIDA Model
Spur Into Action
After you generate enough desire for your
product or service, give your prospects the
chance to act on it. After all, what’s the point
of creating content and building deep
relationships with prospects if there isn’t a
clear next step?
The goal is to get them to decide, "I'm getting
it."
No matter what the "next step" is, you should
compel them to respond with low-friction but
high-incentive calls to action.

An example of the AIDA model
Here is a case study showing how an award-winning hairdressing company, Francesco
Group used the model to launch their new salon.
Francesco group
• 1. Awareness: Ran a PR campaign four months prior to launch, promoting award,
stylists, qualifications etc. and was reinforced through a DM campaign to targeted
customer groups.
• 2. Interest: Executed a direct mail campaign to offer a free consultation or hair cut and
finish. They used research to support that this would work, as females are loyal if the
offer is compelling.
• 3. Desire: Close to the opening of the new salon, they ran exclusive local launch events
which was advertised through local press and social media. This created a local buzz for
'people wanting an invite' and excited to see the new salon.
• 4. Action: Clear CTAS were positioned on the Facebook site (call to reserve), the
website (call to book) and local advertising (call in to receive discount or the offer.

Note
A major deficiency of the AIDA model is that the purchase decision process is not considered
anymore after it ends i.e. when a customer makes a purchase. All post-purchase effects such
as satisfaction, dissatisfaction, customer ratings, and recommendations remain unaffected.

• More approaches have been developed based on the AIDA formula
and these have extended the basic model by additional phases as well
as taking the role of modern, dialogue-oriented media (e.g. social
media and online communities) into account. Established models
include the hierarchy of effects model, the DAGMAR formular, the
AIDAS model, and AISDALSLove.

The hierarchy of
effects model

The hierarchy of effects model
• The hierarchy of effects model, created
by Lavidge and Steiner, is also made up of
a hierarchical sequence of different
advertising effects and breaks the
purchasing decision-making process into
a total of six stages.

• Awareness: in the first phase of the hierarchy
of effects model, advertising measures are aimed
at making potential customers aware of the
advertised products.
• Knowledge: the awareness phase is followed
by the knowledge phase where the products are
better described.
• Liking: in the third phase, interested parties
should start to become fonder of the advertised
products.

• Preference: in the fourth phase, the
customer’s fondness results in a preference
for certain products over others.
• Conviction: the fifth phase is where the
decision to purchase takes place. The
potential customer has made up their
mind and wants to purchase the product.
• Purchase: the final phase of the hierarchy
of effects model includes the intended
action: the purchase.

The DAGMAR formula
• The acronym stands
for Defining Advertising Goals
for Measured Advertising Results.
DAGMAR is also a hierarchical
advertising model, based on the
assumption that advertising not only
needs economic objectives, but also
communicative tasks. These can be
divided into six areas.

The DAGMAR formula
• Awareness: advertising must create awareness
of the advertised brands and products.
• Comprehension: advertising must provide the
potential customer with an understanding of
the features and the benefits of the
advertised product or service.
• Conviction: good advertising has a convincing
effect by showing the customer the personal
benefits and advantages compared to the
alternatives.
• Action: the end of the decision-making process
is the step where the purchase is made.

The AIDAS model
The AIDAS model adopts the four phases of the AIDA
model and extends it with an extra phase: satisfaction.
This means that the model doesn’t stop once the
purchase has been made, but also continues so the
company knows whether the customer is happy with
their purchase or not.
• Attention
• Interest
• Desire
• Action
• Satisfaction

The AIDAS model
What happens after a consumer becomes a customer? The
satisfaction phase takes this exact question into account. Advertising
measures do not simply end once there has been an acquisition. An
advertiser’s goal is to satisfy customers so that they come back and
share positive experiences with others. If a consumer has reached
the stage of satisfaction during the purchasing process, it is
important to make sure you don’t lose them.

AISDALSLove Model
• The AISDALSLove model by Bambang Sukma Wijaya also emphasises the importance of post-buying
effects and expands on the AIDA model with phases such as: search, like/dislike, share, love/hate.
• Attention
• Interest
• Search
• Desire
• Action
• Like/dislike
• Share
• Love/hate

AISDALSLove Model
With the search phase, Wijaya’s advertising model considers the fact that consumers are now more
critically opposed to advertising promises. The internet provides consumers with a comprehensive research
tool where they can review facts and compare offers.
The like/dislike phase takes the consumer’s experience into account after they have made their
purchase. If the customer is satisfied, this usually shows in their behaviour. The same applies to dissatisfied
customers. If the product delivers what it promises, the customer is more likely to buy from the company again
and recommend it to their friends and family.

AISDALSLove Model
• If a customer shares their experiences with other potential customers, this is known
as word of mouth. With the internet, social networks, online communities, and rating
portals provide consumers with powerful communication channels that can have a
significant impact on a company’s reputation. In the AISDALSLove model, whatever
happens after the purchase is considered as an independent stage in the share phase.
• In addition, the AISDALSLove model assumes that advertising measures can also lead
to long-term effects, which in turn lead to positive (love) or negative (hate) feelings
towards products, brands, or companies. An aspect that takes centre stage in the
love/hate phase.

Comparison of
advertising
effectiveness models
All hierarchical level models have one thing in common, which is the fact
that they adapt the basic structure of the buying decision-making
process, which is based on the AIDA model’s basic structure in three
levels: thinking (cognition), feeling (affact), and acting (behaviour).
Good advertising should therefore always take these three aspects into
account in human behaviour.

The FAB Model
Features
Features are basically the characteristics
of the product. It’s what it does and what
it looks like.
In a smartphone, a feature would be the
camera.

The FAB Model
Benefits
Advantages are how the product helps the user.
The camera feature in the phone allows the user
to take pictures.

The FAB Model
Spur Into Action
Benefits are what the user gains from using the
product.
A benefit of a smartphone camera would be that
you don’t need to carry a camera with you to
take quality pictures.

The FAB method
Features Advantages Benefits
• Automated setup
• Coherent, complete audit trail
for loading, processing and
reporting
• UNIFI Software
• All components are configured,
tested and installed together
• SmartMS
• Optimized system for stable and
reproducible results with any
application
• Less training needed
• Consistently reproducible
results
• Easier audit preparation
• Automated setup and
calibration
• Quick to put into operation
• Errors are easily identified and
eliminated
• Same quality of results all the
time
• Knowing to have everything
under control
• Knowing to be 100% prepared
for the audit
• Consistent results for users of all
experience levels
• Higher productivity in routine
usage
• High operational availability
• Full confidence in your results

An example of the FAB model
Definition of Feature
Features are product characteristics. For an irrigation pump, a
flow rate of 10 m³/h would be one of its features.
Definition of Advantage
Advantages are the upsides that product features bring about. An
advantage of an irrigation pump with a 10 m³/h flow rate could be
that the user can use several lawn sprinklers simultaneously.
Definition of Benefit
A product benefit is a gain for the customer achieved by using the
product. For our irrigation pump, the benefit of the high flow rate
is that the customer is spared the tedious task of moving lawn
sprinklers about if wanting to irrigate a wide area.

The BAB Model
B
Before
A
After
B
Bridge

The BAB
Model
BAB (or “Before — After — Bridge”) is a
framework commonly used in email marketing
campaigns. Conversions are the name of the
game for this copywriting tactic, in that the
copywriters using BAB hone in on exactly what
their reader or customer wants and needs.
This could be in the form of a product, service,
special offer – or even just a quality piece of
content.
The BAB tactic plays on your customer’s
emotions as a way to encourage them to
convert.
The formula has been specifically designed with
one goal in mind: helping people overcome their
objections before they buy something from you.

BAB looks something like this:
Before
Here, go about telling them about a prosperous future
where these pain points/problems don’t exist –
provide them with a happy picture. The After section
is designed to create a desire.
While describing how the world would be different if
these problems didn’t exist, you should also mention
the benefits the prospect will reap from that world.
B
Before
A
After
B
Bridge

After:
Here, go about telling them about a prosperous
future where these pain points/problems don’t exist
– provide them with a happy picture. The After
section is designed to create a desire.
While describing how the world would be different
if these problems didn’t exist, you should also
mention the benefits the prospect will reap from
that world.
The BAB Model
B
Before
A
After
B
Bridge

Bridge:
Finally, after you have described the Before and
After scenario to your prospect, provide the bridge
between the two worlds. Your product/service will
be the Bridge that your prospect uses to alleviate
their problems. Explain how your product/service
can help them overcome their problems.
The BAB Model
B
Before
A
After
B
Bridge

The PAS model
PAS (Pain, Agitate, Solution)
The PAS copywriting formula, like BAB, involves three steps.
• Lay out the problem your customer has.
• Bring emotion into that problem.
• Provide the solution (your product or service.)

The Four C’s
While some formulas give step-by-step processes on how to structure your copy, the Four C’s
provides more of a writing guideline for you. Here’s what the Four C’s mean:
• Clear – Convoluted copy won’t convert — so when possible, it’s best to write text that’s easy
to understand while still being engaging.
• Concise – The last thing you want to do in your marketing copy is word dump. Do your best to
convey your message in as few words as possible.
• Compelling – In order to make your copy stand out from the rest, it’s important to ask
yourself, “What’s in it for my customer?,” and go from there. This puts your customer’s
problem or pain at the forefront of your message, making it all the more enticing for them.
• Credible – Customers are naturally skeptical, so whenever possible, leverage data, research,
and testimonials in your copy to build trust.

The Four U’s
Here’s how the Four U’s work:
• Useful – Like most copywriting frameworks, the “What’s in it for me?”
question should be at the core of your messaging.
• Urgent – Creating a sense of urgency that your product or service isn’t
something that your customers can afford to pass up.
• Unique – What makes your product special? Why should customers care?
• Ultra Specific – Here’s where you really have to know your target audience.
Cater your message accordingly and make sure you aren’t too broad.

How Do You Build A Long-term Content
Plan?

Setting marketing
goals
Auditing or assessing
your organization’s
initiatives and assets
Identifying the
buyer’s journey for
your buyer personas.
Three Steps To Creating A Long-term
Content Plan

• Publishing date
• Content title
• Buyer’s journey stage
• Marketing funnel stage
• Format or type of content
• Which buyer persona it’s targeting
• Any additional notes that provide value or context
Organize Your Content Audit Based On These
Categories

Tie everything together with a series of blog posts
that could lead to a relevant content offer

You’re creating content
that’s meant to attract
and pull your buyer
personas through every
stage of the buyer’s
journey

Your Content Needs To
Be In Real-time

BUILDING A CONTENT CREATION
FRAMEWORK

Repeatable
Organized
Agile
It Should Be:

Repeatable
Organized
Agile
It Should Be:
Most content marketers
wear a lot of hats, leaving
them strapped for time

Repeatable
Organized
Agile
It Should Be:
Break those larger goals
into digestible chunks

Repeatable
Organized
Agile
It Should Be:
Business needs and context
likely change over time.

How To Build A Content Creation
Framework ???

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Start planning out a timeline, which shouldn’t be
more than three months out.

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Identify who is going to be doing what tasks.
Identify outside influencers will be
contributing
Have an intuitive breakdown of the work
Content Creation Workflow Should

Outline
completed
First draft
completed
Editing
completed
Design and
formatting
completed
Final draft
completed
Published
Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Content Creation Workflow Should

• Set clear expectations.
• Determine editing timeline.
• Use a document to track changes, and clearly identify roles in the
reviewal process.
• Allow for multiple rounds of edits
Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Reviewing And Editing Content Best
Practices

Conceptualiz
ing your
content
Planning
and setting
timelines
Creating a
workflow
Reviewing
content
Publishing
and
promotion
Organizingit
internally
Analyzing
the results
Your Promotion Strategy Should Always Be Changing
To Reflect Your Business Needs

Conceptuali
zing your
content
Planning
and setting
timelines
Creating a
workflow
Reviewing
content
Publishing
and
promotion
Organizing
it internally
Analyzing
the results

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
You need to measure the results to see what insights you can learn.

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Keep on top of industry and best
practices.

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Your content creation framework should always be evolving

Primary Types Of Responsibilities in content strategy
Writing Editing
Designing Coordinating

Planning and
internal
communication

To improve the
content quality
• https://app.grammarly.com/
• https://www.reverso.net/spell-
checker/english-spelling-grammar/
• https://www.grammarcheck.net/
• https://www.onlinecorrection.com/
• https://spellcheckplus.com/
• https://hemingwayapp.com/deskto
p.html paid tool
The Grammar and
Spelling
• http://translation2.paralink.com/
• https://www.babelfish.com/success/
• https://www.worldlingo.com/
• https://www.wordreference.com/
• http://www.reverso.net/text_translati
on.aspx?lang=EN
• https://translate.google.com.eg/?hl=
en&authuser=0
The Translation
• https://www.thesaurus.com/
• http://www.englishdaily626.com/
• https://www.etsy.com/market/premade_templates paid
Don’t forget

• https://copyleaks.com/
• https://www.plagiarismsoftware.net/
• Free - https://www.check-plagiarism.com
to Scan the Plagiarism in
Arabic & English
• https://www.canva.com/
• https://sproutsocial.com/landscape
• https://pixlr.com/
• https://pablo.buffer.com/
• For memes: https://imgflip.com/m/cats
• free images
✓ https://pixabay.com/
✓ https://www.freeimages.com/
✓ https://www.pexels.com/
✓ https://unsplash.com/
For Images
For blogs: Your featured image should be at resolution of at least 1200x600,
and be in .PNG format.

• https://www.aminstitute.c
om/headline/

Effective Writing Core Attributes
• Attention-grabbing headline
• Tone relevant to your readers
• Help the reader do something
• Add to the conversation
• Write for the way people search
• One core idea
• Supports your brand messaging
• Has a relevant call-to-action
• Free of errors and poor grammar

of people will read your headline.
of people will read the entire article.

It’s Always A Good Idea To Get Another Opinion.

“Your First Idea Might Be Your Worst Idea”

• How-To
• List
• Question
• Interesting Data
• Quick Tip
• Negative Angle
• Secret of
• Little known, advice, tips, or tricks
• You Should Know This
Title Formats

You Want To Match The Attitude Of Your Readers

You First Need To Understand Who Your Ideal Reader Is, Which
Is Also Known As Your Buyer Persona

It Needs To Add Something New To The Conversation,
Take a few minutes to research what already exists on
the subject

You should research the words
people actually use to search and
communicate

Common Grammar And Style Mistakes To
Check For
• Use contractions
• Write with simple language
• Use the active voice
• Be clear and concise
• Use short sentences and paragraphs
• Cut fluffy words from your writing
• Adhere to a style guide
• Use “you” and “your”
• Avoid jargon
• Don’t be snarky
• Use Spell Check

EXTENDING THE VALUE OF CONTENT
THROUGH REPURPOSING

• Gives you another opportunity to rank within search engine’s results
• Allows you to reach a new audience
• Supports the consistency of your message
• Helps your content marketing team create content on a more
consistent basis
Benefits And Advantages Of Repurposing Content

THE RULE OF SEVEN
A Prospect Needs To See Or Hear Your Marketing Message
At Least Seven Times Before They Take Action And Buy
From You.

Repurposing
Content
Strategies
Republish
Recycle

Repurposing
Content
Strategies
Republish
Recycle
Content Republishing is the act of reposting your content, mainly blogs, on other
websites with proper credit given to the original author.
The source uses a canonical tag.
It has a link at the beginning or the end of
the post that connects back to your website.
To have the source “NoIndex” their copy of
the article.

Strive to choose
reputable sites to
partner with
Don’t republish all
of your content,
just top performing
content.
Update the
headline of each
republished piece
of content
Wait at least two
weeks before you
republish your
content.
Include internal
links throughout
your post
Make sure your
content is a great
fit for the site it’s
being published to.
Include a call-to-
action within your
blog’s post.
Repurposing
Content
Strategies
Republish
Recycle
Best practices

Repurposing
Content
Strategies
Republish
Recycle
What needs to be added, removed, or re-worded?
You may be able to combine related or unrelated content to provide new
value and meaning.
Is there an opportunity to expand on something you’ve already done in
order to dig deeper into that topic?
Adjust
combine
Expand
Effective
recycled
content

https://blog.hubspot.com/customers/3-types-of-projects-every-business-should-use

DON’T CREATE CONTENT
JUST TO CREATE
CONTENT.
Think of each content idea
that provides value to your
buyer persona’s journey as
a seed.

Identify content
format and topic.
Make a list of
supporting
subtopics
Choose strongest
supporting
subtopics
Create content for
each
supporting subtopic.
Download or create
a template for
guide.
Recycle blog content
and format
into chapters.
Create the rest of
the content needed
to complete.
Update blog post
call-to-actions.
8 STEPS TO RECYCLING CONTENT INTO
A LONG-FORM OFFER

HOW TO EFFECTIVELY PROMOTE
CONTENT

• Search engine
optimization
• Email marketing
• Social media
• Live promotions (events or
webinars)
• Influencer networks
• Word of mouth
• Search engine ads
(Google, Yahoo, Bing)
• Social media ads
(Facebook, LinkedIn,
Twitter, and Instagram)
Organic
Paid

Attracting new
audience
members and
prospects
Helping leads make
better decisions about
your business
Increasing the
reach of your
content
RESULT OF PAID
PROMOTION

• Create a content promotion calendar.
• Experiment and optimize.
• Analyze your results.
• Customize messaging for each channel.
• Use segmentation.
Pest
practices

CREATE
CUSTOM
MESSAGING
Set the tone
Match the
distribution
channel
Communicate
the value.

•WHAT IS SEGMENTATION?
Segmentation is used to divide large audiences or
target markets into smaller segments based on specific
criteria

• Include a link in your email signature.
• Share content on social media.
• Connect with industry influencers.
• Always tell new people about your content
How To Optimize For Reach

• Consider how a user is going to engage with your
content.
• Include relevant action words.
• Make adjustments based off the platform being
used.
• Be patient.
How To Optimize For Engagements

• Link to a landing page for all of your promotional
efforts.
• Use strong calls-to-action.
How To Optimize For Conversions

Analyze the performance of your promotions’
channels.
Explore each channel individually.
Identify next steps that you can take based off
the new insights.
How To Analyze Your Content Promotion Efforts

ANALYZING AND MEASURING CONTENT

Reasons To Look At Content
Performance With A Keen Eye
Find if your
marketing efforts
are driving the
needle on sales.
Document and
report on
progress for
future use
cases.
Discover
insights and
determine
where to go
next.

Tracking And Measuring Content Areas Of Focus
• Brand awareness
• Engagement
• Lead Generation
• Customer conversion and sales
• Customer loyalty and retention
• Website performance

Choose A Few Key
Metrics And Stick
To Them

Compare Your Results To The Goals You Set Previously.

Group Your Content Into Categories
Based On Key Similarities And Try To
Draw Some Conclusions.

Have a conversation with stakeholders at your
company. Ideally, this conversation should take
place before you run a campaign

Don’t just look at what they tell you to look at.
There may be other metrics you can use to support
your story.

The stakes are different. What they care
about in terms of results is different

• In the first meeting with stakeholders focus on quantifying her
contents’ efforts and the SMART objectives of the campaigns.
• Discuss what types of reporting the key stakeholders would
find valuable.
• makes sure to set up a dedicated midpoint review meeting
and wrap-up discussion

• Page views
• Unique page view
• Traffic source
• Bounce Rate
• Referral traffic
• Keyword ranking
Web page matrices:
• Reach
• Impression
• Engagement
• CTR
Social Media Metrics:
• Open Rate
• CTR
• Subscribers
E-mail Metrics:
• Lead generates
• CR
• Close Rate
Conversion Metrics

DEVELOPING A GROWTH MARKETING
MENTALITY

Growth Marketing
An integrated approach to growing your business and optimizing
your content marketing efforts through constant testing across
marketing channels.

Each Test Should Uncover
Cost to acquire a customer through this
channel?
Customers available through this channel?

Ideation and planning
Implementation
Two Part Testing Process

Departments
To
Focus
On
Customer service,
support, and success
Sales team
Products and
services team

Social Media Content
Pest Practices

1. Talk About Trending Topics
2. Share Blog Content

6. Teach About Your Business or Industry

9. Showcase Use Cases for
Your Product/Service

11. Share User-Generated
Content

12. Show Off Your Brand
Personality

13. Hold Contests and
Giveaways
Ex:
https://www.facebook.com/watch/?v=9983
24234412674
14. Promote Discounts and
Sales

17. Share Reviews and
Testimonials

to Improve
Page
Visibility and
Follower
Engagement
• Select the categories that best describe your business
• If you own a business with a physical location, add your address
• Add a profile picture and cover photo to your Page
• If you have a website, add it to your Facebook Page
• Update your hours
• Turn on Recommendations
• Encourage people to follow your Page
• Teach, entertain, inform, or inspire
• Get to know your audience
• Keep it short
• Focus on quality
• Use (great) images
• Make a video, or broadcast live
• Ask a question
• Respond to fans
• Test everything
• Post consistently and at the right times
• Drive traffic from other sources
• Use Facebook Stories
• Add a call-to-action button
• Avoid engagement bait

• Mix up your post formats
• Go live!
• Use attractive images and videos
• Find your best time to post
• Focus on engagement first
• Experiment with your posting tempo
• Make your audience feel something
• Start a contest
• Repurpose evergreen content
• Get your coworkers engaged
• Ask your followers to turn on notifications
• Optimize your link posts
• Try a user generated content campaign

Update your target audience: If you find that more members of a certain audience are coming
to your Page, consider creating content that's more focused on them. Use this information to
compare your intended audience with who's actually interested in your content. If you're
running ads, try targeting your ads to just the demographic you're most popular with.
Use what people like: Take note of the posts that perform well. Find the common theme
among that content. If you notice videos and pictures perform better than text posts, increase
those types of posts.
Edit content that isn't working: When people hide or report your posts or ads, there might be
something offensive or non-meaningful to them. Identify ads that have awkward imagery, too
much text or confusing messages.

Make your posts actionable: Actionable posts lead your audience to complete a specific goal, such as sending a
message or opening a website. If you create ads, try adding a call-to-action button to drive your audience to take
action. Learn how to add a call-to-action button to your next ad.
Schedule your next post: To stay organized and proactive, set your next post to publish when your audience is most
likely to be online. This way, you can make sure your post is live at the right time, even if you're away from your
computer. Learn how to schedule a post.
Optimize your post targeting: In your Page Insights tab, you can see things like the interests and age distribution of
your Page's audience. You'll also see Insights for actions people take on your Page (for example, the number of clicks
on your call-to-action button) and engagement metrics for posts. You can use this information to learn about your
audience and the content that's most likely to keep them engaged.

Best practices video life
• Build anticipation: Tell fans ahead of time when you’ll be going live. You can do this by posting a quick message to your Page. We’ve found one day’s notice is
enough time to build awareness.
• Solicit questions: Ask your audience to submit questions via the comments section so you have a pipeline of topics to discuss during your broadcast. This is a great
way to engage with your audience before your interview begins.
If you're not getting enough questions, or you want to discuss other topics, come up with questions on your own before your broadcast to keep the conversation
flowing.
• You should also include a description of your broadcast that best describes the content you’ll be discussing.
• Test your data or WiFi connection
• Interact with viewers
• Invite friends
• Manage the conversation with pinned comments
• Broadcast for longer periods of time: Keep in mind the maximum length of a broadcast is four hours. We recommend that live videos last at least 10 minutes, if
possible.
• Signal the end of your broadcast: Don’t leave people hanging or end a broadcast abruptly. Instead, use a closing line to let people know that you’re done. If you
already know when you’re broadcasting with Facebook Live again, mention that too and encourage people to tune in next time.

Mistakes you should
Avoid in Facebook
Marketing

• Never have a personal profile to represent a brand. Create an authentic Facebook Business Page.
• Never publish personal content on your brand page. Always assign page roles on need-to basis
and post as a brand not as a private person.
• Never spam your followers. Aim to be classy yet perceptive.
• Never resort to engagement bait

• Convert with On-Screen
CTAs

Ex: https://t5y6k8a5.rocketcdn.me/wp-content/uploads/2022/03/9696fb4c631e99322c30be9375da1975-1-1.mp4?_=1
• Let Your Shoppers Show Off
We know that building campaigns around individual creativity can be very
successful. To build viral engagement, brands need to let shoppers show off.
Or in other words, let your audiences express their creativity, and in turn
create a more authentic experience – but more on authenticity later.
Let’s take a look at this Clearly challenge campaign. This video inspired their
target TikTok user enough to generate 241,000 video submissions and 32.7
million engagements.

• Branded Hashtag Challenges
are one of the best ways to
use TikTok videos to boost
engagement. According to
TikTok, effective challenges do
the following:
Ex: https://t5y6k8a5.rocketcdn.me/wp-
content/uploads/2022/03/1b4966abda656ba56574e56952aada8b-1.mp4?_=2

• Keep It Authentic
Ex: https://t5y6k8a5.rocketcdn.me/wp-content/uploads/2022/03/ezgif.com-gif-maker.mp4?_=3
• Find Your TikTok Length Sweet Spot
TikTok video length should be tweaked specifically for your brand, message, and
audience. The best way to do this is to:
1. Keep a close eye on all content engagement metrics and adapt your TikTok
content marketing strategy accordingly
2. Watch trending and viral videos to gauge what TikTok users are engaging with
3. A/B test your TikTok ads before launching a campaign in full

• Include a Promotional Offer

• Always Shoot for TikTok (Vertical)

• Shoot Full Screen and Border Free

• Opt for a Sound-On Environment
When narrowing down your TikTok video ideas,
don’t forget to consider background music or sound.
According to TikTok, 93% of top-performing TikTok
videos use some sort of audio, so it’s a good idea to
opt for a sound-on environment to lift impressions.
This can be in the form of:
1. Talking to camera
2. Background music
3. Voiceovers

• Switch Up Scenes in a Single Video
Ex: https://youtu.be/vRp83twJEzM?t=3

• Don’t Sacrifice on Quality – Opt for
High-Res 720p+
Ex: https://t5y6k8a5.rocketcdn.me/wp-
content/uploads/2022/03/2.2_Lights_camera_TikTok.mp4?_=5

• Almost Always Include Captions
TikTok has found that captions can increase
impressions by over 50% in 73% of top-performing
TikToks.
Here are some tips on how to find captions for
your TikToks and video ads:
1. Use tools like TikTok automatic captions or
Jasper to generate and then tweak captions
2. Get caption and video ideas from trending
caption lists like this one
3. Consider investing in TikTok influencer
content

• Integrate TikTok in Your
Marketing Strategy the Right
Way
1. Defining your TikTok
audience market
2. Doing a competitive
analysis
3. Setting goals and objectives
for content and ads
4. Defining budgets

• Get real with Reels
Ex:
https://www.instagram.com/reel/CWeOHgu
JcKI/?utm_source=ig_embed&ig_rid=71395
58d-f8de-4125-beb8-e1a4d7972d60

• Host a giveaway
Ex:
https://www.instagram.com/p/CTsHPPZp2e9/?ut
m_source=ig_embed&ig_rid=5c8e277d-5b15-
4902-86d5-ac3b8d18dedb

• Build branded content
relationships
Ex:
https://www.instagram.com/p/CXtuYoZjW6X
/?utm_source=ig_embed&ig_rid=845ea644-
056a-4c30-97fc-63b126d42400

• Share memes
Ex:
https://www.instagram.com/p/CUVgrjggIl3/?utm_sourc
e=ig_embed&ig_rid=cf6e6b8a-c504-45f7-a96d-
673c85ab4747

• Respond to questions
Ex:
https://www.instagram.com/reel/CVyBFaas
Hdf/?utm_source=ig_embed&ig_rid=da7ee1
56-a256-4dae-b7ac-1fd1f3318ef2

• Post a save-the-date
Ex:
https://www.instagram.com/p/CQtat7Yn4KX
/?utm_source=ig_embed&ig_rid=31531b1f-
92e8-479d-a281-a4990c1ee867

• Create a carousel
Ex:
https://www.instagram.com/p/CWMHPpml
P96/?utm_source=ig_embed&ig_rid=6b138
948-103d-4485-90cf-44d1fd2ad3e7

• Share a testimonial
Ex:
https://blog.hootsuite.com/instagram-
post-ideas/

• Show an influencer using
your product
Ex:
https://www.instagram.com/reel/CW9gBkNg-
sW/?utm_source=ig_embed&ig_rid=667f7f5d-236a-
4c2e-86d4-6dbd61471147

• Ask audiences a question
• Show a tutorial
Ex:
https://www.instagram.com/reel/CMXjguhhvdr/?ut
m_source=ig_embed&ig_rid=edecd490-d47e-4c0b-
8659-7ecfc0bb56e4

• Go behind-the-scenes
Ex:
https://www.instagram.com
/reel/CGa-
nJrAoe4/?utm_source=ig_e
mbed&ig_rid=f4e215a9-
6408-46f1-9d2b-
960c79419895

• Show a before-and-after
Ex:
https://www.instagram.com/p/CS998XjL
grX/?utm_source=ig_embed&ig_rid=73
b2a269-5017-4d3f-bd8a-851f53ec834f

• Jump on a trend
Ex:
https://www.instagram.com/reel/CY4E-
3oFdVZ/?utm_source=ig_embed&ig_rid=af29ab15-45da-
4459-ba29-2e7cff6e1dbc

• Share user-generated
content
Ex:
/p/CZhcQRsBN_K/?utm_sou
rce=ig_embed&ig_rid=b17b
e999-db81-4570-b3c3-
177b9de31c10

• Share your mistakes
• Seek creative input
Ex:
/p/CYwo-
BVsEQZ/?utm_source=ig_e
mbed&ig_rid=2297dbd9-
ed09-4aa5-a4bd-
9d21d96d3430

• Share an action shot
Ex:
https://www.instagram.com/reel/CIV2T-
NhpZc/?utm_source=ig_embed&ig_rid=4e76024d-7f8a-4fc9-
b70d-40102115b0b0

• Keep it short
• Use visuals in your Tweets
• Add All the Leaders in Your Industry
• Jump on Trending Events
• Use the lists
• Don’t spam
• Add call to actions
• Create An Inviting Profile
• Use Influencer Marketing

Use hashtags
wisely
# (Hashtag): A hashtag (#) is used to
index words or phrases on Twitter. When
you click on a hashtag, Twitter
automatically searches for other Tweets
with the hashtag. This makes it easy for
people to follow topics and events.
• Create a hashtag that’s unique to your
business
• Create relevant and memorable
hashtags for groups of tweets
• Use Twitter Analytics to review your
most successful hashtags
• Don’t overuse hashtags

@mentions
• Use @mentions and tag people—When you
mention followers, influencers, or other
brands in a tweet, including an @mention is a
nice way to drive a little traffic their way. You
can also tag people in photos when it’s
appropriate to do so, as covered in our post on
Twitter best practices

SEO
• SEO stands for ‘Search Engine Optimization’, which is the
process of getting traffic from free, organic,
editorial, or natural search results in search engines. It aims
to improve your website’s position in search results pages.
Remember, the higher the website is listed, the more
people will see it.
Good SEO involves many different activities, such as:
• Identifying relevant keywords with good search traffic
potential
• Creating high-quality, useful content and optimizing it for
search engines and for users
• Including relevant links from high-quality sites
• Measuring the results

The Three Pillars Of SEO
Technical Optimization:
Technical Optimization is the
process of completing activities
on your site that are designed to
improve SEO but are not related
to content. It often happens
behind the scenes.
On-Page Optimization
On-Page Optimization is the
process of ensuring the content
on your site is relevant and
provides a great user
experience. It includes targeting
the right keywords within your
content and can be done
through a content management
system.
Off-Page Optimization
Off-Page Optimization is the
process of enhancing your site’s
search engine rankings through
activities outside of the site.
This is largely driven by
backlinks, which help to build
the site’s reputation.

SEM
• SEM, or search engine marketing,
is using paid advertising to ensure
that your business's products or
services are visible in search
engine results pages (SERPs).
When a user types in a certain
keyword, SEM enables your
business to appear as a result for
that search query.

What is keyword research?
• Keyword research is the process of finding and analyzing search terms
that people enter into search engines with the goal of using that data
for a specific purpose, often for search engine optimization (SEO) or
general marketing. Keyword research can uncover queries to target,
the popularity of these queries, their ranking difficulty, and more.

Benefits of
keyword
research
Marketing Trend Insight
Traffic Growth
Customer Acquisition

How to Find Keywords For Your Content
• First, brainstorm the terms that you think your
potential customers might be searching for.
• Next, find related terms by searching on Google,
scrolling down to the bottom of the page of search
results and seeing what else people searching for
that term also looked for.

How to Find Keywords For Your Content
• And finally, discover the keywords that people are
already using to discover your site by using Google
Analytics and Google Search Console.

Lets' create Google Ads account

Choosing Keywords
Step #1: Create a
Keyword List
Step #2: Find
Low-Competition
Terms
Step #3: Identify
Search Volume

Main types of keywords for SEO
Primary Keyword
Secondary Keywords
Additional Keywords

Primary Keyword
Secondary Keywords
Additional Keywords
Your primary keyword should be
the main focus of the entire article,
so the title and ensuing content
should reflect that. You can’t really
write a good piece of content
about 2 separate topics, so only
one primary keyword should be
used to drive the meat of the
content forward.

Primary Keyword
Secondary Keywords
Additional Keywords
Secondary keywords are
complementary keywords to the
primary one, but just slight
variations. Usually a main topic will
include 3-5 main talking points so
using a handful of those secondary
keywords makes sense.

Primary Keyword
Secondary Keywords
Additional Keywords
Additional keywords are just any
other related keywords that are
phrased or spelled differently than
the first two but mean the same
thing. This is a catch-all net to get
different variations of your main
keywords in there to try and rank
for one (or all) of them. Typically,
“long-tail” keywords would be
included in this category.

How Many
Keywords for
SEO?
• The general rule, however, is you should try to
include your primary keyword about once
every 100-150 words. So if you’re writing a
1000 word article, inserting the primary
keyword around 7-10 times would be
appropriate. Also keep in mind that you want
to fairly distribute these instances of the
keyword throughout the article. You don’t
want all 7 instances of your primary keyword
in the same 200 word section or you lose the
flow of a consistent keyword theme
throughout.
• Secondary and Additional keywords, however,
shouldn’t be in the article more than your
primary keyword. Whatever your baseline is
for using your primary keyword in your
content, decrease by about 25% for secondary
and another 25% for additional keywords for
SEO. s.

Where To Use
Keywords For SEO
1. Insert Keywords in Your SEO Title Tag
Keep in mind, I said SEO title, not your main
article title. You’ll be optimizing that in just a
minute. First things first, let’s get some helpful
keyword data in your SEO title tag (also known
as a meta title tag). This title tag is similar to the
meta description in that it is the name of the
page that users will see on search engine results
pages (SERPs) when they search a keyword
phrase. This title will be clickable from the SERPs
and will take the user directly to your page.
you only have a few characters (about 50-60) to
use when writing your SEO title tag. Because of
that, you typically want to limit your title tag to
just your primary keyword as well as your
company name. This is the most concise, user-
friendly and SEO-friendly way to execute it.

Where To Use
Keywords For SEO
2. Use Keywords in Your Article Title
If possible, put the keyword in the title of
your content. Since Google pairs this title
header with your meta description to
paint a picture of what your content is
about, having the keyword in the title is
very helpful as long as it can be used
naturally.
If the keyword can’t be used naturally in
the title, use a variation that still gets the
point of the article across while hitting
some of the main words from your
keyword phrase. A little is better than
nothing!.

• Even with a great, SEO-friendly post body, a bad headline could hurt you in
the SERP.
• To title your post with SEO in mind, write something compelling that also
incorporates your main keyword. Here are a few tips:
1. Incorporate numbers. E.g.: "5 Ways to Rock a Matte Lipstick."
2. Include your offer in the title. E.g.: "How to Write a Cover Letter [+ Free
Template]"
3. Add a teaser. E.g.: "We Tried the New [Insert App Name] App: Here's
What Happened"

Where To Use
Keywords For SEO
3. Meta Descriptions
a Meta Description is a 160 character (or
20-25 word) description of what your
page is all about.
This shows up as the second part of a
search results entry.
Though the meta description is no longer
a direct ranking factor, it can help Google
determine how relevant your content is to
what people are searching for.
The meta description also helps searchers
decide whether to click through from a
search result to see the full content on
your website.
That’s why it’s so important to use the
right keywords here. By right, we mean
relevant to the content that searchers will
find when they click through.

Use meta descriptions to sum up what
your post is about, and remember to:
• Keep it short.
• Use one to two keywords.
• Make it compelling. After all, there are
going to be other posts similar to yours
so you’ll want your description to stand
out above the rest.
Most content management systems
(CMS) have meta description boxes built-
in, so you likely won't have to look far to
use the function.
Note:
SEO Pro Tip: If you can get a secondary
keyword in your meta along with one
instance of your primary, you’re killin’ it
when it comes to using keywords for SEO.

Example
• if your keywords are "account-based marketing," "startups," and "sales," avoid a meta
description like this: "Sales for account-based marketing startups."
• Instead, try focusing on one or two keywords to make the description more natural: "Are
you looking for killer strategies to boost your account-based marketing game? Discover
our research-backed techniques in this post."
• With this approach, you're still using keywords, but you're not oversaturating the post.
Remember, your goal is to solve for your audience. If your users have a poor reading
experience, that will signal to Google that your post may not be meeting their needs.

Where To Use
Keywords For SEO
4. Subheadings
Subheadings may help visitors decide
about the relevance of content to their
needs. They may also appear as part of a
featured snippet or answer box.
The best practice is to use keywords in at
least a couple of subheadings.

Use Keywords in
Headings (H1s,
H2s, H3s, etc)
• Heading 1s (H1s)
Heading 1s, or H1s, are typically reserved just for the main
title of the article. If you use multiple H1s in your content,
you’re basically asking Google to get confused. Instead, just
stick to a single H1 as your article title with your primary
keyword included.
Heading 2s, or H2s, are where you can do the bulk of
inserting important keywords. H2s are the headings that
break up the main sections of your content and usually
come into play every couple hundred words. For a 1000
word article, you can plan on around 3-5 of these H2s. this
is where you’d want to include the primary keyword again
in one of them and reserve the rest for secondary keywords
you are targeting.

Use Keywords in
Headings (H1s,
H2s, H3s, etc)
Heading 3s, or H3s, are used to help break up and list
individual points in the main sections. You might find H3s in
the form of numbered lists or clarifying sections to an H2
heading. This is another good place for an instance of the
primary, but probably a better spot for secondary keywords
and any additional keywords you have.

Where To
Use
Keywords
For SEO
5. Content
it’s essential to get it right; poor keyword usage can
actually hurt your search ranking.
For example, it’s crucial to avoid keyword stuffing. If
you’ve got keywords in every other sentence the chances
are your content will incur Google penalties. Google has
an excellent example of the kind of thing to avoid.
Your readers won’t like it much,
either, as keyword-stuffed
content can be pretty hard to
read.

Where To Use
Keywords For SEO
Knowing that Google scrutinizes the first
200 words of a blog post, it’s very important
to make sure that you put your primary
keyword within the first sentence or
paragraph, if at all possible, without
sacrificing the quality of the content.
Similarly, you should try to use at least one
secondary keyword in the first 200 words as
well (though not in the first sentence).
Keep in mind that Google is trying to get an
overall picture of what the article is all
about. You have to be careful to lead Google
to the keywords you want it to focus on and
not confuse it when optimizing content for
keywords. This means your primary keyword
should live in all the most important places,
your secondary keywords next, and then any
other additional keywords after that. Think
of it as a pyramid of usage, with primary
keywords at the top.

• The focus of the article (and
introduction) would be the top of
the primary, filled in by
secondary and lastly additional
keywords to make up an entire
keyword structure and strategy
for that piece.

Stop Words
• Research shows that 25% of blog posts are made
up of stop words. However, these words have little
to no relevance to the topic of the post. These are
words that help you compose sentences and
connect ideas together, and they don't have much
impact on Google's search results.
• But, excessive use of stop words can impact your
brand in the long run. They make content harder
for search engines to process which can end up
negatively affecting how they index your pages.

Stop Words
• One way to help you write keywords more
naturally is to utilize “Stop Words” in your keyword
writing. These are words that can be added within
keyword phrases to help them read more naturally
without decreasing their ranking value.
• For instance, if you had a keyword phrase you
were targeting that reads “plumbing Salt Lake
City“, there is literally no way you can insert it into
your content exactly as-is without it either looking
like a typo or a blatant keyword insertion. The
better way to add keywords for SEO is to use a stop
word in that phrase. Adding the stop word “in”,
would now have it read “plumbing in Salt Lake
City”, which can much more easily be inserted into
natural writing.

Use Keywords in
the Last 200
Words
• Similar to how an introduction of an article is
important to keyword rankings because it sets the
framework for the content, it could be argued that the
conclusion (or last 200 words) is just as important, if
not more important. For this reason, try to include
your primary keyword again near the last or second-
to-last paragraph and include a secondary keyword if
possible.
• For blog posts, it’s usually good practice to include a
call-to-action (or CTA) in the very last paragraph, so if
you can fit the primary keyword there, great.

Where To Use
Keywords For
SEO
6- Images
you can’t afford to ignore them, Here are a couple of reasons why. First of all,
images are indexed too, creating another way that people find your content.
Second, images can help you handle content accessibility, which is useful for
the millions of searchers worldwide who experience a disability.
how and where should you use keywords for SEO in images?
First, make sure any images you use are relevant to your content.
Next, give them a file name that reflects that relevance. You can include
keywords or LSI keywords here if it makes sense.
Use SEO keywords in image titles, which are little pieces of text that pop up
when you hover your mouse over an image.
Finally, use SEO keywords in alt text. This is the part that helps with
accessibility. The best practice for using alt text with images is to make it
descriptive; don’t just use the keyword.

• Google rewards pages with fast loading speeds, as it improves the
user experience.
• One of the leading culprits of page lag is large, heavy images. If you
have several images in your post and each one is over 100KB, that can
drastically impact your page speed.
• Luckily, there are free apps, like Squoosh.app, that compress images
without sacrificing quality.

Example
• The alt text should read something
like, "Business man attending a virtual
event sits at a desk while holding a pen."
• This sentence is descriptive and
includes the main keyword "virtual
event." So, even if the reality is that this
is a stock image, you can create a
narrative that aligns with your blog post.

Where To
Use
Keywords
For SEO
7- URL
Ever seen those URLs that are just strings of numbers and weird
characters? Those can be a big turnoff for visitors.
The best URLs give visitors – and Google – a clue about what’s on the
page, so you want to make them descriptive. And that means using
SEO keywords in the URL,.

Where To
Use
Keywords
For SEO
The best practice is to keep URLs short, and include no more than one
or two keywords in a way that makes the URL make sense to people
who are visiting.
As before, avoid
keyword stuffing

Where To
Use
Keywords
For SEO
8. Link Anchor Text
Links are one of the top three SEO ranking factors, so you absolutely have to optimize these for
SEO.
The golden rule is: vary your anchor text. That’s the clickable text that’s highlighted as a link.
If you use the same anchor text for every inbound link you create, that’s an SEO ranking red
flag for Google, and it might get you penalized. Instead, use LSI keywords to vary inbound
anchor text.
In the example, the link points to content on the OptinMonster site with text describing our
MonsterLinks™ key feature, rather than the actual feature name.

• Linking to other pages or blog posts on your website helps search engines create an accurate sitemap. It also
helps your audience discover more of your content and get to know you as a trustworthy, credible source of
information.
• On the user side, Internal links to other valuable content keep readers on your site longer, reducing bounce
rate and increasing your potential for a conversion. Isn’t that what it’s all about?
• When linking to any pages on your website, or even outside sources, use natural language for your anchor
text. Avoid using spammy or generic calls to action, such as "top-rated cheap laptops" or "click here."
• Instead, use descriptive keywords that give readers a sense of what they will find when they click on the
hyperlink, like "Download your SEO guide."
• Never force-feed links to your top webpages, featured products, or discounted items. Include links that
enhance the points made in your posts and naturally tie in with the subject matter.

• SEO Pro Tip:
Do NOT use your primary keyword (or variation of it) in anchor text
that is linking to another page unless you’ve completely given up hope
of ranking for that keyword on that page. Doing this basically tells
Google to ignore that keyword on the page you’re working on and to
look for it in the page you’re linking to. This is a common mistake that a
lot of content marketers make. Instead, find a related topic within your
article with an associated keyword that you can link to another page to
help improve it’s authority. For any of the main keywords you hope to
rank for on the page you’re working on, DO NOT LINK out to other
pages using them as the anchor text.

Where To Use
Keywords For
SEO
9. Social Media
• Although social media isn’t a direct search ranking factor, research
into social media and SEO shows that there’s a strong link between
social shares and visibility in SERPs.
• That’s enough reason to optimize keyword usage in social media
updates for better SEO.
• Moz recommends that you use keywords early in any social media
update so that they’re immediately visible.
• It’s also worth noting that Google indexes Twitter updates, so using
keywords there can lead people to your Twitter profile, and from
there to the content on your website.
• Keywords are also useful as hashtags in social media updates. This is
especially true on Twitter, where using the right hashtags can make it
easier for people to find content on the site.
• Other social media sites use hashtags, too, but pay attention to how
you use keywords as hashtags because hashtag use varies from site to
site.

You can also use keywords in your social profiles for branding. For example, if your
business covers a particular niche, using a keyword is a quick way to signal this. Do this
in your bio on Twitter and Instagram, and in the category and description for your
Facebook page.

Where To Use
Keywords For
SEO
10. Directories and External
Listings
Finally, external business
listings can also be a great
place to include keywords.
For example, if you’re setting
up a Google My Business
listing, it makes sense to
include SEO keywords in the
business description.
That’ll improve the chances
that your business will show
up when searchers type
relevant keywords into the
search box. And that’ll
improve your online
authority and click-through
rate.

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