WINTER Template CONTENT

and

Marketing A presentation on the basics by Mac Turija

With the Special Participation of the Content Creation and Web Promotion (PM) Teams

What to expect today:

Introduction

Learn about the basics of content

marketing. Terms, Reasons, Rules, Types, Promoting,

3Rs

Learn about the basics of Facebook

marketing.

Tools for advertisers, steps in making FB

SOCIAL ads

Content Marketing What on earth is content marketing?

Content Marketing Content marketing

• The creation and sharing of content

for the purpose of promoting a product

or service.

Is the focus of content marketing

your product or service all the time?

• The focus of this content may not

specifically be about your organization

or its offerings.

Content Marketing

So, what may the focus of CM be?

The assets created for the purpose of content

marketing include a mix of

• problem-specific information

• What problem(s) do we at CFX deal with or give

information about?

• thought leadership

• How does CM make a business a thought

leader?

While it used to be that businesses

were reliant on traditional methods of

marketing, why are we subscribing to

content marketing nowadays?

Content Marketing

Risk mitigation

Lead generation

Lead nurturing

Lead scoring

Content Marketing Content marketing develops trust by

providing the potential customer with

information that will help them make

the right decision. In turn, personal

and organizational risks are

mitigated.

In lead generation, content is used to

drive traffic to your website as well

as capture leads through forms.

Content Marketing As a lead develops, you must have

content that educates and informs in

order to develop a robust lead

nurturing program.

Lead scoring should be based on

how a prospect interacts with the

content on your website and through

nurturing campaigns.

Content Marketing

Articles

Presentations

Blog Posts

Press Releases

Books/eBooks

Product Data Sheets

Brochures/manuals

Reference Guides

Case Studies

Resource Libraries

Email

RSS/XML Feeds

Images

Videos

Information Guides

Webinars/Webcasts

White Papers

Online Courses

Widgets

Podcasts/Videocasts

Workbooks

Microsites/Web

Pages

Content Fiesta!

Content Marketing

When do consumers consume

content?

Content Marketing

Percentage of use of available content on the

Internet for marketing purposes

Content Marketing Content marketing is a must because

it reinforces a brand by strengthening

consumer engagement, awareness,

brand power, purchase intent, sales,

and customer retention.

Three Types of Effective Content

1. Content that entertains

2. Content that informs and educates

3. Content that provides utility

Content Marketing

Creating the Right Mix of Content Conduct a content audit

•Tracking how easily content is found via search

Perform keyword and social graph research.

•Tons of SEO data is locked up in social graphs

Create a keyword-focused editorial calendar.

•Include what keywords each piece of content will focus on

Connect content to KPIs.

Focus on the long-tail.

Get the right technology in place.

Content Marketing The 6 Commandments of Writing

Content

Commandment Number 1:

Content should not be promotional in tone.

Promotional materials will neither excite nor inspire, both

critical components of content marketing.

Commandment Number 2:

Content marketing should be relevant to the audience.

Generic materials that are not highly relevant to a reader will

not result in increased success. When writing content

you must make sure it will be useful to the reader, regardless

of whether it supports your company message.

Content Marketing

Commandment Number 3:

Content should close a gap.

Content marketing should answer a business question or problem.

Giving people information about topics where there is no need for

information will be a wasted effort by the organization.

Commandment Number 4:

Content should be well-written.

Poorly written thought leadership may not only provide poor results,

but may also hurt the company’s reputation. Take time to ensure

content is presented in a thoughtful manner and is free of errors.

The 6 Commandments of Writing

Content

Content Marketing

The 6 Commandments of Writing

Content

Commandment Number 5:

Content should be relevant to your company.

If the content you create does not support business objectives

in any way, it is a waste of resources to produce. Keep business

goals in mind when creating content.

Commandment Number 6:

Content should be factual (or at least, can be supported).

Since you write to support a business goal, your content may

seem biased. Make sure that content you create gives proof

either through quotes and testimonials, or through actual

metrics and statistics.

Content Marketing

The Challenges of Content Marketing

• Materials that are out of date.

• Materials are out of place.

• Materials are inappropriate for the target audience.

How to Face These Challenges

Use the 3 Rs:

• Reorganize

• Rewrite

• Retire

Content Marketing

Reorganizing Content

Reorganizing content means you are taking

pieces of existing content and restructuring it

in a way that is more useful to your prospects

or customers. There are many ways to do this,

like compiling blog and web content in a white

paper, or by using brochure content as the

foundation for a new video.

Example:

Write a speech, create a deck, video speech, blog speech, post video

to YouTube, deck to Slideshare, transcribe presentation, extract charts

and infographics. Make the talk a whitepaper, an ebook. a column, a

webinar, or a training session. The possibilities are effin’ endless!

Content Marketing

Repurposing Content as Part of Your SEO

Keyword and Linking Strategy

Speech

PowerPoint Deck on

Slideshare

Video Speech

on YouTube

Transcribe for Blog

Post

Extract Charts and Infographics

Turn Into a Whitepaper,

eBook or Column

Create a Webinar

or Training

Content Marketing Rewriting Content

Companies often find it useful to rewrite

content when what they have is either dated or

has been exhausted due to a high level of

previous consumption. Rewrites are often less

time consuming than creating new content but

will still need time and attention to execute

properly. Make sure you follow the six

commandments of content marketing to ensure

the rewrite is compelling and more successful

than the original.

Content Marketing

Retiring Content

You cannot use the same content

indefinitely. If content isn’t performing as

well as it should, or if its consumption has

significantly decreased and you do not

think it will be useful to reorganize or

rewrite, then it is time to retire it from your

content library.

And now, moving on to the amazing

world of advertising our business with

the world’s most popular social

networking site while making Mark

Zuckerberg richer…

The possibilities on Facebook to the spectrum of marketers from brand advertisers to volunteer grassroots evangelists are endless!

Well, not really endless, but a lot! For ‘legitimate’ advertisers, there are many ways of marketing a business through FB.

Facebook Marketing

Depending on your budget, here are your choices for marketing on FB as an advertiser:

• Social Ads

• Integrated Opportunities

• Polls

• FB Platform Application Sponsorship

• Facebook Pages

Facebook Marketing

Integrated Solutions

Facebook offers relevant and integrated advertising opportunities to engage your target audience. FB helps you develop an ideal advertising solution, as long as your budget is above $10,000.

Facebook Marketing

Polls

Polls offer an easy way for marketers to quickly conduct research within their targeted audience. Results are streamed in real time to a dashboard that allows marketers to break down results by gender and age.

Facebook Marketing

FB Platform Application Sponsorships

Advertisers looking for more integrated opportunities inside FB applications can consider approaching application developers and negotiating a sponsorship directly.

Facebook Marketing

Social Ads

With Social Ads, Facebook offers advertisers the option to pay on a CPC or CPM basis, whichever they prefer. Social Ads offers very powerful targeting capabilities. Social Ads is completely self-serve and provides real time feedback on the size of your target audience and the suggested bid range to achieve impressions.

Facebook Marketing

To create successful FB ads you need to:

• Identify your goals

• Know your audience

• Create your ad and set your budget

• Understand Facebook’s advertising policies and ad approval process

Facebook Marketing

What is most important to the business?

Do you want to •Drive awareness of your company’s Facebook Page?

•Increase recognition and awareness of your business brand or name?

•Acquire new sales leads?

•Get more people to like your Facebook Page?

•Get more people to visit your company website or online store?

•Increase sales by offering a special discount code for Facebook customers?

Tips: • The most effective ad campaigns focus on just one goal at a time. • For example, to sway people to visit your site for a special promo, you would create an event ad, highlighting the date, time and location. • To increase traffic to your fan page, you would create an ad including your FB encouraging users to go to your FB page.

Identify your goals

Facebook Marketing

Who do you want to reach with your ad? •What information will get their attention?

•Who uses your website or tells friends about your business today?

•Where are your customers located? Are they all over the world or in a particular location, or both?

•Are your customers a specific age range?

•Does your audience share an interest in a particular topic? Once you know who’s in your audience, create different versions of the ad to appeal to different customer groups.

Tip:

For example, your customers fall into 3 main groups: • College students studying • Tech geeks in a local area • Bargain hunters looking for special offers You could create three different ads, each with slightly different goals, to target each of these groups. You will start to learn what images and ad text work best for each customer group.

Facebook Marketing Know your audience

Create your ad and set your budget

Create Your Ad Once you know what goal you want to focus on and the audience you want to target, start creating your ad: •Design your ad

•Choose your target audience

•Control your costs

•Review and submit your ad

Facebook Marketing

Design your ad Your ad is made up of a title, ad body text and image. You’ll also need to specify a destination URL (web address) that you want people to go to when they click on your ad.

Facebook Marketing

Here’s a step by step process for creating your ad: • Destination URL The web address you want your ad to link to

• Ad Title If you are directing users to your website, use the 25

characters to capture people’s interest

• Ad Body Text In 135 characters or less, describe the benefits of your product or service.

• Image The most successful ads on Facebook include images that are clear, easy to spot and directly related to the content of your ad.

Facebook Marketing

Facebook Marketing

Choose your target audience You can reach people based on their: • Location by city, state, province, or country

• Demographics by age range, gender, language, relationship status

• Likes and interests what are your customers’ hobbies or passions? On Facebook, you can target people by their interests. Focus on topics and themes rather than individual terms. • Education and work You can direct your campaign to students in a specific university or people with a particular level of education.

Facebook Marketing

Facebook Marketing

Control Your Costs

There are 3 factors that determine the cost of your campaign:

1 Campaign budget

• Daily budget: amount you are willing to spend on this specific campaign for each day that it’s running. FB determines this if you choose this way.

• Lifetime budget: amount to spend between a finite period of time. For example, you can specify that $100 will be the budget for a 10 day campaign.

Facebook Marketing

Facebook Marketing

2 Ad schedule You choose when you want your ad to run. You can select to run your ad continuously from the day you set it up or only run it through specified dates.

3 The bidding option you choose

What should I choose? CPC or CPM? This largely depends on your advertising goals: Cost Per Click (CPC)

A type of campaign pricing where you pay each time someone clicks on your ad. This is best when you want to drive specific action on your website or Facebook Page.

Cost Per Thousand Impressions (CPM) A type of campaign pricing where you pay based on the number of people who view your ad. This is the best type of campaign pricing to use if you want to raise general awareness of your business within a targeted audience. How to choose your max bid? a) Facebook will suggest a bid price to you based on your targeting options. You can choose to keep this bid, especially if CPC bidding matches your goal.

b) Choose your own: Alternatively, by selecting the advanced mode you can enter your own CPC or CPM bid.

• Remember, bidding below the suggested range will make you lose the auction. FB will give your ad space to an advertiser with a higher bid.

Facebook Marketing

Facebook Marketing Review and Submit Your Ad Once you submit, your ad will be reviewed to ensure it meets FB guidelines You will receive an email once it has been approved.

Monitor Performance FB has an Ads Manager that shows the main metrics to gauge the performance of your ads. • Social: the percentage of your ad’s impressions where the viewers saw at least one friend who liked your Page, Event, or Application

• Clicks: each time a user clicks on your ad • Impressions: each time an ad is shown to a user,

regardless of whether the user clicks or takes any other action on the ad

• CTR (click-through rate): the number of clicks your ad

receives divided by the number of times your ad is shown on the site (impressions) in the same time period

• Avg. CPC (cost-per-click): the amount you’re paying

on average for each click on your ad

Facebook Marketing

Facebook Marketing

Final Tip: To make sure you analyze your campaign performance regularly, schedule reports that you want to receive on a daily or weekly basis. You can choose to receive alerts when the reports are available through the Account Settings link.