Editor's Note: This is Part I of a two-part post about the importance of content marketing planning and distribution. Part II will focus on best practices for measuring engagement, reach and Total Media Value (the notion of quantifying the combination of paid, owned and earned media).
If brands want to engage with information-hungry consumers, they must be doing content marketing. They must have a strategy for creating content that is meaningful, authentic and strives to add value to the consumer's purchasing decision rather than "sell to them."
But creating content is just the beginning. Generating thoughtful, relevant content without making sure it gets wide-spread distribution to your target audience with a measurable impact is like investing in a Ferrari and only driving it to the mailbox! Content for content's sake is not a strategy. Successful content marketing is 15% content creation and 85% planning, distribution and reporting.
I'll be honest. I am getting so tired of reading article after article of people writing about how marketing on Facebook is a waste of time. Whether you are a B2C or B2B company it doesn't matter. If you are not getting results from Facebook you need to change your strategy plain and simple. While it does take a bit of time, effort and budget there is no doubt Facebook is effective and should be at or near the top of your company's digital marketing plan.
Below are my top tips for creating a successful Facebook page:
1. Understand Facebook's EdgeRank System
If you want to be successful using anything you need to first learn how to use it. Facebook uses a system called EdgeRank to determine where and how your post shows up in a user's news feed. By creating new posts that best follow the EdgeRank criteria you can guarantee that it will be seen by the most possible people. While its worth finding a resource that outlines this in greater detail my quick recommendations include: posting regularly around the same time, include videos, photos and links not just text in your posts, have clear call to actions such as asking questions or creating a poll, and post relevant content to your audience. Essentially, the more engagements your post get the longer they stay in the news feed.
If you ever want to really annoy a marketer, tell them that content is low cost marketing. While the thought isn't entirely false, content certainly isn't cheap. You can't produce custom blog articles, eBooks, or multi-media content without time, which is the world's most precious, non-renewable resource. Content marketing can take hours and some serious elbow grease, which is why we've curated a list of 30 brilliant ways for you to make a maximum impact in the least amount of time possible.
1. Interview a Customer
A 30 minute interview with a customer could be repurposed into loads of low cost marketing content. With permission, use their words as inspiration for blog articles, buyer persona profiles, testimonials, and a case study.
2. Answer Questions
Type out a thoughtful answer to a question posed on social media, in blog comments, or via email, and publish for low cost marketing.
3. Welcome Guest Posters
The best way to receive low cost marketing content is by freely offering it to others, but ensure your policy on accepting guest submissions is clearly displayed on your blog.
Powerpoint documents from prospect presentations, industry events, or even internal training can be quickly edited, and uploaded to Slideshare for maximum exposure.
5. Do a Poll
It's time consuming and expensive to conduct a major study, but free and easy to conduct a quick poll on your Facebook page or via LinkedIn. Report on your findings in a blog article.
After Facebook users like pages, they are usually prompted to like similar pages. But now it seems like Facebook is reaching out to people who already like pages, asking them to share those pages with their friends.
AllFacebook reader Mahesh Waran of KRDS brought this to our attention, showing that there's a prompt to share the page below a grouping of friends who already like the page.
(Article and image via AllFacebook)
Whether you are just starting to dip your feet into the mobile marketing pool or have been swimming in it for quite some time, it's always refreshing to take a look back at the basics to see if you're heading down the right track. The definition of success varies greatly from marketer to marketer and from goal to goal. However, the key components of successful mobile marketing campaigns are quite simple and common amongst marketers. With so many channels, strategies, and shiny new mobile devices, it's easy to overlook the basics. Let's take a dive into five things marketers should base their mobile marketing foundation on in order to boost efficiency and conversions.
Get Mobile Ready
First and foremost, if you're working on mobile targeted campaigns, be sure to have a mobile friendly (or at least responsive) website and test it on multiple screen sizes. You want your users to have an effortless experience, so keep in mind that navigating on a smaller screen can be challenging. If you haven't created a mobile friendly site yet, do so before launching your mobile campaigns so your budget doesn't go to waste.
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