The document discusses nine key lessons for effective content strategy, emphasizing the importance of not underestimating content changes, making processes easy, and optimizing for the long term. It highlights the impact of specific error messaging, concise requests, and strategic messaging placement in improving metrics like completion rates and conversion. The overall takeaway is that small, thoughtful adjustments can lead to significant positive results in content engagement and performance.

1. Money Talks
How Content Strategy Can (Literally) Prove its Worth
Emily Shields | @iheartejs
© 2015 Facebook, Inc. and Emily Shields

2. © 2015 Facebook, Inc. and Emily Shields

3. © 2015 Facebook, Inc. and Emily Shields

4. © 2015 Facebook, Inc. and Emily Shields

5. © 2015 Facebook, Inc. and Emily Shields
Simple
Straightforward
Human

6. © 2015 Facebook, Inc. and Emily Shields

7. © 2015 Facebook, Inc. and Emily Shields

8. © 2015 Facebook, Inc. and Emily Shields
proof

9. © 2015 Facebook, Inc. and Emily Shields

10. What You’ll Learn
1. Don’t call content changes “small.”
2. Make it easy.
3. Optimize for the long term.
4. Make error messages as specific as possible.
5. Only ask for what you need.
6. Avoid implying “buy” unless you mean it.
7. Put your message where it matters.
8. Tell them what’s coming.
9. Sometimes less is, in fact, less.
© 2015 Facebook, Inc. and Emily Shields

11. LESSON 1
Don’t call content
changes “small.”
© 2015 Facebook, Inc. and Emily Shields

12. © 2015 Facebook, Inc. and Emily Shields

13. © 2015 Facebook, Inc. and Emily Shields

14. © 2015 Facebook, Inc. and Emily Shields

15. 1.5%
© 2015 Facebook, Inc. and Emily Shields
lift in completions

16. “This really showcases that really small things like text
changes, things that don’t take a huge amount of
technical work, just evaluating the flow, seeing where the
opportunities are, can yield huge results.”
IMPORTANT
© 2015 Facebook, Inc. and Emily Shields

17. LESSON 2
Make it easy.
© 2015 Facebook, Inc. and Emily Shields

18. © 2015 Facebook, Inc. and Emily Shields

19. © 2015 Facebook, Inc. and Emily Shields

20. © 2015 Facebook, Inc. and Emily Shields

21. 2.4%
© 2015 Facebook, Inc. and Emily Shields
lift in completions

22. LESSON 3
Optimize for the
long term.
© 2015 Facebook, Inc. and Emily Shields

23. © 2015 Facebook, Inc. and Emily Shields

24. © 2015 Facebook, Inc. and Emily Shields
30% higher refund rate

25. LESSON 4
Make error messages as
specific as possible.
© 2015 Facebook, Inc. and Emily Shields

26. © 2015 Facebook, Inc. and Emily Shields

27. © 2015 Facebook, Inc. and Emily Shields

28. © 2015 Facebook, Inc. and Emily Shields

29. 4.7%© 2015 Facebook, Inc. and Emily Shields
lift in ads payer rate

30. LESSON 5
Only ask for what you
need.
© 2015 Facebook, Inc. and Emily Shields

31. © 2015 Facebook, Inc. and Emily Shields

32. © 2015 Facebook, Inc. and Emily Shields

33. © 2015 Facebook, Inc. and Emily Shields

34. © 2015 Facebook, Inc. and Emily Shields

35. © 2015 Facebook, Inc. and Emily Shields

36. 32%
© 2015 Facebook, Inc. and Emily Shields
lift in weekly conversion over the control group

37. LESSON 6
Avoid implying “buy”
unless you mean it.
© 2015 Facebook, Inc. and Emily Shields

38. © 2015 Facebook, Inc. and Emily Shields

39. © 2015 Facebook, Inc. and Emily Shields

40. 87%© 2015 Facebook, Inc. and Emily Shields
higher click through rate

41. LESSON 7
Put your message
where it matters.
© 2015 Facebook, Inc. and Emily Shields

42. © 2015 Facebook, Inc. and Emily Shields

43. © 2015 Facebook, Inc. and Emily Shields

44. © 2015 Facebook, Inc. and Emily Shields

45. © 2015 Facebook, Inc. and Emily Shields

46. © 2015 Facebook, Inc. and Emily Shields

47. © 2015 Facebook, Inc. and Emily Shields

48. http://allfacebook.de/fbmarketing/keine-taeglichen-rechnungen-mehr-vereinfachung-bei-der-abrechnung-von-facebook-anzeigen
© 2015 Facebook, Inc. and Emily Shields
“No daily bills anymore: Facebook ads
statements made easier”

49. LESSON 8
Tell them what’s coming.
© 2015 Facebook, Inc. and Emily Shields

50. © 2015 Facebook, Inc. and Emily Shields

51. © 2015 Facebook, Inc. and Emily Shields

52. © 2015 Facebook, Inc. and Emily Shields

53. © 2015 Facebook, Inc. and Emily Shields

54. 8%© 2015 Facebook, Inc. and Emily Shields
more people reactivated their ad account

55. LESSON 9
Sometimes less is,
in fact, less.
© 2015 Facebook, Inc. and Emily Shields

56. © 2015 Facebook, Inc. and Emily Shields

57. © 2015 Facebook, Inc. and Emily Shields

58. © 2015 Facebook, Inc. and Emily Shields

59. © 2015 Facebook, Inc. and Emily Shields

60. © 2015 Facebook, Inc. and Emily Shields

61. 80%
5%
© 2015 Facebook, Inc. and Emily Shields
overall lift
decreased credit cards entered by

62. To Review
1. Don’t call content changes “small.”
2. Make it easy.
3. Optimize for the long term.
4. Make error messages as specific as possible.
5. Only ask for what you need.
6. Avoid implying “buy” unless you mean it.
7. Put your message where it matters.
8. Tell them what’s coming.
9. Sometimes less is, in fact, less.
© 2015 Facebook, Inc. and Emily Shields

63. © 2015 Facebook, Inc. and Emily Shields

64. Money Talks
How Content Strategy Can (Literally) Prove its Worth
Emily Shields | @iheartejs
© 2015 Facebook, Inc. and Emily Shields