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:
Learn about the basics of content
Terms, Reasons, Rules, Types, Promoting,
Learn about the basics of Facebook
Tools for advertisers, steps in making FB
What on earth is content marketing?
• The creation and sharing of content
for the purpose of promoting a product
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.
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
• thought leadership
• How does CM make a business a thought
While it used to be that businesses
were reliant on traditional methods of
marketing, why are we subscribing to
content marketing nowadays?
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
In lead generation, content is used to
drive traﬃc to your website as well
as capture leads through forms.
As a lead develops, you must have
content that educates and informs in
order to develop a robust lead
Lead scoring should be based on
how a prospect interacts with the
content on your website and through
Articles Email Workbooks
Presentations RSS/XML Feeds Microsites/Web
Blog Posts Images
Press Releases Videos
Books/eBooks Information Guides
Product Data Sheets Webinars/Webcasts
Brochures/manuals White Papers
Reference Guides Online Courses
Case Studies Widgets
Resource Libraries Podcasts/Videocasts
When do consumers consume
Percentage of use of available content on the
Internet for marketing purposes
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
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.
The 6 Commandments of Writing
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.
The 6 Commandments of Writing
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
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.
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:
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.
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!
or Speech for Blog
Turn Into a
Repurposing Content as Part of Your SEO
Keyword and Linking Strategy
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.
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
And now, moving on to the amazing
world of advertising our business with
the world’s most popular social
networking site while making Mark
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
Depending on your budget, here are
your choices for marketing on FB as
• Social Ads
• Integrated Opportunities
• FB Platform Application Sponsorship
• Facebook Pages
relevant and integrated
engage your target
audience. FB helps you
develop an ideal
advertising solution, as
long as your budget is
Polls offer an easy way
for marketers to
research within their
Results are streamed
in real time to a
dashboard that allows
marketers to break
down results by
gender and age.
Advertisers looking for
opportunities inside FB
applications can consider
negotiating a sponsorship
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
Social Ads is completely
self-serve and provides
real time feedback on the
size of your target
audience and the
suggested bid range to
To create successful FB ads you
• Identify your goals
• Know your audience
• Create your ad and set your budget
• Understand Facebook’s advertising
policies and ad approval process
Identify your goals
What is most important
to the business?
Do you want to Tips:
• The most effective ad campaigns
•Drive awareness of your company’s focus on just one goal at a time.
• For example, to sway people to
•Increase recognition and awareness of visit your site for a special promo,
your business brand or name? you would create an event ad,
highlighting the date, time and
•Acquire new sales leads? location.
•Get more people to like your Facebook • To increase traffic to your fan
Page? page, you would create an ad
including your FB encouraging
•Get more people to visit your company users to go to your FB page.
website or online store?
•Increase sales by offering a special
discount code for Facebook customers?
Know your audience
Who do you want to reach
with your ad? Tip:
•What information will get their attention? For example, your customers fall
into 3 main groups:
•Who uses your website or tells friends • College students studying
• Tech geeks in a local area
about your business today?
• Bargain hunters looking for
•Where are your customers located? Are
they all over the world or in a particular You could create three different
location, or both? ads, each with slightly different
goals, to target each of these
•Are your customers a specific age range? groups.
•Does your audience share an interest in You will start to learn what
a particular topic? images and ad text work best for
each customer group.
Once you know who’s in your audience,
create different versions of the ad to
appeal to different customer groups.
Create your ad and set your
Create Your Ad
Once you know what goal you want to focus on and
the audience you want to target, start creating your
•Design your ad
•Choose your target audience
•Control your costs
•Review and submit your ad
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.
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.
The most successful ads on Facebook include images
that are clear, easy to spot and directly related to the
content of your ad.
Choose your target audience
You can reach people based on their:
by city, state, province, or country
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
• Education and work
You can direct your campaign to students in a specific
university or people with a particular level of education.
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.
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
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.
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.
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
• Avg. CPC (cost-per-click): the amount you’re paying
on average for each click on your ad
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.
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