The document outlines a training session on content marketing strategies held on April 16, 2021, focusing on identifying long-tail keywords, creating engaging social media snippets, and measuring performance. It emphasizes improving academic paper visibility and citation through targeted outreach and social media, particularly leveraging Facebook ads and organic reach. The content encourages optimizing strategies based on audience targeting and analyzing engagement through comprehensive reporting.

1. Research Outreach Training
on 16th April 2021
by

2. Session 4: PROMOTE
i. What is content marketing?
ii. Identifying the long-tail keywords
iii. Creating social media snippets
iv. Measuring outreach performance

3. Singapore Taiwan Malaysia
Uncited 4% 5% 9%
Lowly
Cited
0-1 cited 7% 11% 17%
0-10 cited 35% 45% 55%
0-20 cited 56% 69% 74%
Facts
Source: Citation analysis on Web of Science dated on 11th December, 2018
Publication after 10 years…..
more than 50% of the academic papers remain lowly cited
(0 – 20 citation counts) after 10 years

4. experience research through a new lens
• Improve the full-text readership by > 30%
• Improve the possibility of citation
• Create online evidence by SDG impact
Curate
1 Outreach
2
Engage
3
Link
4

5. Example of iestory

6. Example of iestory

7. 7
Tweaking
Easily optimize your
strategies for the best
results
Targeting
Precisely target exactly
who do you want to see
your content
Tracking
Track & analyze your
strategies through
comprehensive reports
What is content marketing?
The 3 “Ts” of Digital Marketing
1
2
3

8. https://www.facebook.com/un
pad.research
Customer Sample: Exclusive FB for Research and Discovery
• we manage the customer’s
Facebook exclusively for sharing
research highlights and engaging
with other researchers for
dialogue, discussion, and
potentially collaboration
• we make posting on every two
days with paid boosting at
selected countries
• we craft the posting carefully, like a
”teaser” to engage with audiences
instead of making an
announcement

9. Improving Visibility Using Facebook
The power of Facebook Ads
Without Ads
Rely solely on organic reach
With Ads
Rely on precise audience targeting

10. Improving Visibility Using Facebook
Example of Ads on Facebook

11. 11
What are long-tail keywords?

12. 12
More Specific Search Terms
More Generic Search Terms
e.g. “t-shirts” e.g. “Blue American apparel t-shirts”

13. Headlines
Key phrases
> 5 words as a bait
> 3 words
Keywords 1-3 words
improve specificity
convert into a hook
to define your specific area of expertise
to grasp the attention of wider audiences
to identify the wider subject, like genre or category
The Objective
e.g. Optimization; Heuristic Algorithms;
Interference, Measurement, Adaptation Models
e.g. Benefits of 5G mobile communication; autotuning optimization
affects network coverage
e.g. 4G / 5G network performance can be improved by 80% through
Autotuning optimization; How autotuning optimization affects
network coverage?
(found in fulltext)

14. The Storyboard
Creating Social Media Snippets
Using the storyboard approach to construct social media postings
• Extracts the highlights
of the so what
• Connecting with the
relevant SDGs
• Extracts the highlights
of the actual problem
• Extracts the highlights
of your solution
• Amplify on your novelty
Video Podcast Images Hashtags

15. Key Phrases
Key Phrases
Keywords: spiral cleavage; gastropods; snail development
Keywords: cancer cells; metabolic formation;
lipogenesis; cancer therapies
Examples..
Headline
Headline

16. Align with UN SDG Highlight as a news
Associate with global issue
Connecting with an impact

17. Analysing Relevant Key Phrases & Measure your Ads performance

18. 1
Demography
• Targeted countries
• Targeted communities
• Targeted institutions
2
3
Contents
• Bite-sized stories
• Catchy headlines & Key Phrases
• Highly visual with videos and animations
Connectivity
• Align with UN SDGs*
• Associate with news and events
• Highlight the global collaboration and affiliation
* UN SDGs = United Nation’s Sustainable Development Goals
Optimization to increase # reach # engagement # click-to-fulltext

19. 1. Focus on creating long-tail keywords / key phrases and convert
into good and related headlines
2. Social media is an effective platform for targeted outreaching,
but requires a variety of engaging snippets for different
communities
3. Understanding the reading behaviour through digital analytics

20. Thank You
https://iesresearch.solutions

21. we share your discovery
https://iesresearch.solutions

22. we share your discovery https://iesresearch.solutions
Q&A