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Scalable Content Strategies
for Facebook and LinkedIn




           Amy Porterfield
       @amyporterfield #cmworld
                                 1
AmyPorterfield.com   @amyporterfield   #cmworld




     Content Marketing and
     Social Media Marketing
         are a Marriage
        Made in Heaven

                                                2
AmyPorterfield.com              @amyporterfield              #cmworld



Hereʼs Why . . .
  • Relevant, valuable content turns a stranger into a fan
    and a fan into a customer.
  • To make an impact on your ideal audience, you must
    Super Share. Focus your content on the core social
    outlets that matter most to your brand.
  • Social content is different than traditional content.
    Today you must create content that educates,
    entertains and empowers.

                                                                       3
AmyPorterfield.com   @amyporterfield     #cmworld




Content Strategies to Supercharge
   Your Facebook Marketing


                                     #cmworld
                                                  4
AmyPorterfield.com           @amyporterfield                #cmworld



3-Point Facebook Content TuneUp
• Engagement: Content fuels the Facebook
  Engagement Machine
• Images: Combining images with content on
  Facebook will claim your spot in the News Feeds
• Ads: Facebook advertising brings your content to
  the front of the line in an overly crowded platform



                                                        #cmworld
                                                                     5
AmyPorterfield.com        @amyporterfield     #cmworld




       Want to Ignite Engagement?

                    ASK FOR IT.


                                          #cmworld
                                                       6
AmyPorterfield.com   @amyporterfield   #cmworld




                                                7
AmyPorterfield.com   @amyporterfield   #cmworld


#1: Ask And You Shall Receive




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AmyPorterfield.com   @amyporterfield   #cmworld




                                                9
AmyPorterfield.com   @amyporterfield   #cmworld


Image Strategies to Dominate the
News Feed




                                                10
AmyPorterfield.com           @amyporterfield               #cmworld



Why Images?
 • When you know your audience and the topics they
   gravitate toward, your sharability skyrockets.
 • Content with images allows your posts to go viral
   with the audience that really matters to your
   brand.




                                                       #cmworld
                                                                    11
AmyPorterfield.com   @amyporterfield   #cmworld



Dominate the News Feed




                                                12
AmyPorterfield.com   @amyporterfield   #cmworld



Create a Content Image Campaign




                                                13
AmyPorterfield.com   @amyporterfield   #cmworld



Use Images to Ignite Action




                                                14
AmyPorterfield.com   @amyporterfield   #cmworld



Contests, Giveaways and Promos




                                                15
AmyPorterfield.com      @amyporterfield   #cmworld



Visual Marketing Best Practices
 • Simple
 • Relevant
 • Entertaining
 • Thought-Provoking
 • Curious
 • Eye-Catching
 • Tell a story


                                                   16
AmyPorterfield.com   @amyporterfield   #cmworld




                                                17
AmyPorterfield.com   @amyporterfield                   #cmworld




                                      Click LIKE if you
                                     can appreciate this
                                      one - I sure can!

                                        621 Likes
                                     28% of audience
                                         reached




                                                                18
AmyPorterfield.com   @amyporterfield   #cmworld



Know Whatʼs Working




                                                19
AmyPorterfield.com   @amyporterfield   #cmworld



Know Whatʼs Working




                                                20
AmyPorterfield.com   @amyporterfield   #cmworld



Know Whatʼs Working




                                                21
AmyPorterfield.com           @amyporterfield            #cmworld



Marketing with Facebook Ads
 • Facebook ads give you the edge to grow a
   lucrative fan base, move fans into leads and
   increase sales.
 • Smart content and Facebook ads can supercharge
   your marketing efforts and encourage virality.
 • Ads increase engagement and take your
   promotions to a new level.


                                                    #cmworld
                                                                 22
AmyPorterfield.com   @amyporterfield   #cmworld



Promoted Posts




                                                23
AmyPorterfield.com   @amyporterfield   #cmworld



Promoted Posts




                                                24
NOT Promoted
NOT Promoted




Promoted Post   Promoted Post




                                25
AmyPorterfield.com                 @amyporterfield   #cmworld


Want More Impact?
Add Video!


       92,352 People Saw This
       (vs. 16% of my fan base)




                                                              26
AmyPorterfield.com   @amyporterfield   #cmworld



Content Marketing and Facebook Ads




                                                27
AmyPorterfield.com   @amyporterfield   #cmworld




                                                28
AmyPorterfield.com            @amyporterfield            #cmworld




                 OUTSTANDING RESULTS
              30% Opt-In Rate (Consistently!)
        5 Sales a day ($97/unit) on a $80/day budget

                                                                  29
AmyPorterfield.com   @amyporterfield   #cmworld



Content Marketing and Facebook Ads




                                                30
AmyPorterfield.com   @amyporterfield     #cmworld




Content Strategies to Supercharge
  Your LinkedIn Connections


                                     #cmworld
                                                  31
AmyPorterfield.com           @amyporterfield                #cmworld



3-Point LinkedIn Content TuneUp
 • All Updates: The “All Updates” area is a goldmine
   for your content. Learn how to show up more often.
 • LinkedIn Today: Crack the code on the LinkedIn
   algorithm to show up here more often.
 • Groups: Linked Groups are your direct link to the
   email boxes of your most important potential buyers.



                                                     #cmworld
                                                                     32
Dominate the ʻAll Updatesʼ Area




                                  33
AmyPorterfield.com            @amyporterfield              #cmworld



Dominate the ʻAll Updatesʼ Area
 • By default, LinkedIn presents a list of Network Updates
   when a user logs in. This is a gold mine for your content!
 • Start building authority and awareness through an ever-
   present stream of relevant information that appears
   directly on the LinkedIn home page of your connections.




                                                       #cmworld
                                                                    34
AmyPorterfield.com   @amyporterfield   #cmworld



Optimize LinkedIn Today




                                                35
AmyPorterfield.com             @amyporterfield              #cmworld



Optimize LinkedIn Today
 • LinkedIn Today drives massive amounts of traffic
   to popular content.
 • LinkedIn Today works off a voting algorithm that aims
   to match popular articles with interested users.
 • This means the content is personalized for each
   user - this gets your content in front of the people
   that matter most to your brand.


                                                                     36
37
AmyPorterfield.com         @amyporterfield              #cmworld



List Building with LinkedIn Groups
 • 81% of LinkedIn users are members of at least
   one group
 • Create your own group or join other groups
 • When appropriate, look for ways to share content
   that encourages users to sign up for your free
   offer



                                                   #cmworld
                                                                 38
AmyPorterfield.com   @amyporterfield   #cmworld



Groups = Direct Email Access




                                                39
AmyPorterfield.com              @amyporterfield            #cmworld



Wrap Up: Top Social Content Principles

       “Content is what converts customers.” -Joe Pulizzi and
       Robert Rose
       On a social level, content turns a stranger into a fan
       and a fan into a customer.




                                                                     40
AmyPorterfield.com              @amyporterfield             #cmworld



Wrap Up: Top Social Content Principles


      To make an impact on your ideal audience, learn to
      Super Share. Focus your content on your core
      social outlets. (You canʼt be everything to everyone.)




                                                                      41
AmyPorterfield.com              @amyporterfield            #cmworld



Wrap Up: Top Social Content Principles

        Social content is different than content you use in
        ebooks, videos and reports. With social content, mix
        things up. Educate, entertain and empower.




                                                                     42
AmyPorterfield.com         @amyporterfield   #cmworld




                    www.AmyPorterfield.com



                                                      43

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“Scalable Content Strategies for Facebook and LinkedIn”

  • 1. Scalable Content Strategies for Facebook and LinkedIn Amy Porterfield @amyporterfield #cmworld 1
  • 2. AmyPorterfield.com @amyporterfield #cmworld Content Marketing and Social Media Marketing are a Marriage Made in Heaven 2
  • 3. AmyPorterfield.com @amyporterfield #cmworld Hereʼs Why . . . • Relevant, valuable content turns a stranger into a fan and a fan into a customer. • To make an impact on your ideal audience, you must Super Share. Focus your content on the core social outlets that matter most to your brand. • Social content is different than traditional content. Today you must create content that educates, entertains and empowers. 3
  • 4. AmyPorterfield.com @amyporterfield #cmworld Content Strategies to Supercharge Your Facebook Marketing #cmworld 4
  • 5. AmyPorterfield.com @amyporterfield #cmworld 3-Point Facebook Content TuneUp • Engagement: Content fuels the Facebook Engagement Machine • Images: Combining images with content on Facebook will claim your spot in the News Feeds • Ads: Facebook advertising brings your content to the front of the line in an overly crowded platform #cmworld 5
  • 6. AmyPorterfield.com @amyporterfield #cmworld Want to Ignite Engagement? ASK FOR IT. #cmworld 6
  • 7. AmyPorterfield.com @amyporterfield #cmworld 7
  • 8. AmyPorterfield.com @amyporterfield #cmworld #1: Ask And You Shall Receive 8
  • 9. AmyPorterfield.com @amyporterfield #cmworld 9
  • 10. AmyPorterfield.com @amyporterfield #cmworld Image Strategies to Dominate the News Feed 10
  • 11. AmyPorterfield.com @amyporterfield #cmworld Why Images? • When you know your audience and the topics they gravitate toward, your sharability skyrockets. • Content with images allows your posts to go viral with the audience that really matters to your brand. #cmworld 11
  • 12. AmyPorterfield.com @amyporterfield #cmworld Dominate the News Feed 12
  • 13. AmyPorterfield.com @amyporterfield #cmworld Create a Content Image Campaign 13
  • 14. AmyPorterfield.com @amyporterfield #cmworld Use Images to Ignite Action 14
  • 15. AmyPorterfield.com @amyporterfield #cmworld Contests, Giveaways and Promos 15
  • 16. AmyPorterfield.com @amyporterfield #cmworld Visual Marketing Best Practices • Simple • Relevant • Entertaining • Thought-Provoking • Curious • Eye-Catching • Tell a story 16
  • 17. AmyPorterfield.com @amyporterfield #cmworld 17
  • 18. AmyPorterfield.com @amyporterfield #cmworld Click LIKE if you can appreciate this one - I sure can! 621 Likes 28% of audience reached 18
  • 19. AmyPorterfield.com @amyporterfield #cmworld Know Whatʼs Working 19
  • 20. AmyPorterfield.com @amyporterfield #cmworld Know Whatʼs Working 20
  • 21. AmyPorterfield.com @amyporterfield #cmworld Know Whatʼs Working 21
  • 22. AmyPorterfield.com @amyporterfield #cmworld Marketing with Facebook Ads • Facebook ads give you the edge to grow a lucrative fan base, move fans into leads and increase sales. • Smart content and Facebook ads can supercharge your marketing efforts and encourage virality. • Ads increase engagement and take your promotions to a new level. #cmworld 22
  • 23. AmyPorterfield.com @amyporterfield #cmworld Promoted Posts 23
  • 24. AmyPorterfield.com @amyporterfield #cmworld Promoted Posts 24
  • 25. NOT Promoted NOT Promoted Promoted Post Promoted Post 25
  • 26. AmyPorterfield.com @amyporterfield #cmworld Want More Impact? Add Video! 92,352 People Saw This (vs. 16% of my fan base) 26
  • 27. AmyPorterfield.com @amyporterfield #cmworld Content Marketing and Facebook Ads 27
  • 28. AmyPorterfield.com @amyporterfield #cmworld 28
  • 29. AmyPorterfield.com @amyporterfield #cmworld OUTSTANDING RESULTS 30% Opt-In Rate (Consistently!) 5 Sales a day ($97/unit) on a $80/day budget 29
  • 30. AmyPorterfield.com @amyporterfield #cmworld Content Marketing and Facebook Ads 30
  • 31. AmyPorterfield.com @amyporterfield #cmworld Content Strategies to Supercharge Your LinkedIn Connections #cmworld 31
  • 32. AmyPorterfield.com @amyporterfield #cmworld 3-Point LinkedIn Content TuneUp • All Updates: The “All Updates” area is a goldmine for your content. Learn how to show up more often. • LinkedIn Today: Crack the code on the LinkedIn algorithm to show up here more often. • Groups: Linked Groups are your direct link to the email boxes of your most important potential buyers. #cmworld 32
  • 33. Dominate the ʻAll Updatesʼ Area 33
  • 34. AmyPorterfield.com @amyporterfield #cmworld Dominate the ʻAll Updatesʼ Area • By default, LinkedIn presents a list of Network Updates when a user logs in. This is a gold mine for your content! • Start building authority and awareness through an ever- present stream of relevant information that appears directly on the LinkedIn home page of your connections. #cmworld 34
  • 35. AmyPorterfield.com @amyporterfield #cmworld Optimize LinkedIn Today 35
  • 36. AmyPorterfield.com @amyporterfield #cmworld Optimize LinkedIn Today • LinkedIn Today drives massive amounts of traffic to popular content. • LinkedIn Today works off a voting algorithm that aims to match popular articles with interested users. • This means the content is personalized for each user - this gets your content in front of the people that matter most to your brand. 36
  • 37. 37
  • 38. AmyPorterfield.com @amyporterfield #cmworld List Building with LinkedIn Groups • 81% of LinkedIn users are members of at least one group • Create your own group or join other groups • When appropriate, look for ways to share content that encourages users to sign up for your free offer #cmworld 38
  • 39. AmyPorterfield.com @amyporterfield #cmworld Groups = Direct Email Access 39
  • 40. AmyPorterfield.com @amyporterfield #cmworld Wrap Up: Top Social Content Principles “Content is what converts customers.” -Joe Pulizzi and Robert Rose On a social level, content turns a stranger into a fan and a fan into a customer. 40
  • 41. AmyPorterfield.com @amyporterfield #cmworld Wrap Up: Top Social Content Principles To make an impact on your ideal audience, learn to Super Share. Focus your content on your core social outlets. (You canʼt be everything to everyone.) 41
  • 42. AmyPorterfield.com @amyporterfield #cmworld Wrap Up: Top Social Content Principles Social content is different than content you use in ebooks, videos and reports. With social content, mix things up. Educate, entertain and empower. 42
  • 43. AmyPorterfield.com @amyporterfield #cmworld www.AmyPorterfield.com 43