First up in news, Facebook is making some branding changes – notably, it’s creating a new corporate logo that it can put on all of its various products – Instagram, WhatsApp, Oculus, Portal, Calibra, and the other various things that Facebook owns. These platforms will all keep their own logos, but the broad Facebook logo will help tell users that “Facebook ultimately owns this thing.” It’s a smart brand move for the company, and one that many huge corporations tend to make once they’ve acquired a certain number of other businesses. Remember, brand continuity is important!
Facebook is also imposing some interesting limits on how many ads that a Business Page can run at the same time. This may sound annoying at first, but it’s probably great news for most businesses out there. You see, Facebook has found that beyond a certain number of ads, ad campaigns aren’t as successful – and adding more ads can actually hurt brand efforts. By limiting the number of ads, Facebook is hopefully improving brand exposure and ad campaign success. Something to keep an eye on…these changes won’t go into effect until well into next year at the earliest.
We also want to point out that the FTC has released new disclosure guidelines for marketing influencers. Basically, these guidelines required influencers to be extra, extra clear about when they are working for brands, what products they have received for free, and if they are getting paid for their content.
Main Topic: Going from Voiceless to Vocal with Content Marketing
As we’ve been going through the 9 key steps of our digital marketing plan, we’ve talked a number of times about content, how important it is for company marketing, and how you need to approach content the right way. Businesses that are just starting out may not have much online content at all, or their content may be years old without any updates – that’s what we would call “voiceless” in today’s online world. It’s just not making any impact.
One of the goals of our 9-step program is to give businesses a voice…not just by creating a brand tone and way to talk to leads (something we discussed last week), but by actually getting content out there! But what content do you start with? There are a lot of different choices, and different combinations of content work for different people. We go into more depth in our podcast, but here’s a helpful summary of the different kinds of content we discuss:
Blogs: Blogs are posts that can cover a vast number of topics and styles, providing a constant flow of fresh, authoritative content to your site that will help with everything from SEO to showing customers how to use products. They’re typically 500 to 700 words long, but can vary (and some may be videos, infographics, etc.). Incredibly versatile and great for sharing on social media.
Videos: Video has become one of the most popular types of content online, a great way to encourage shares and get more eyeballs on your posts…as long as they’re made correctly. Videos are great for introductions, explanations, tutorials, quick advertisements, and more. They’re easier to make than you’d think, and we can help!
Infographics: These are graphics that break down data into charts, images, and symbols to make research or advice easier to understand. They are great for creating viral content that’s easy to share and understand. Every business needs a few in their pocket!
Case Studies: Case studies present a problem that you solved in the past and break down exactly how you helped a client. They’re great for an in-depth example of your expertise, and work especially well for service-oriented businesses.
eBooks: eBooks are longer guides or reports that can go on for many pages to analyze – well, all kinds of things! When eBooks are well-written with lots of useful information, they make great downloads and rewards for subscribing.
Whitepapers: Whitepapers tend to be more scholarly and focused on research, digging into industry data, and analyzing particular procedures or products. Like eBooks, they are often offered as downloads and proof of a brand’s expertise.
Checklists: Checklists are no-nonsense guides to what, exactly, a client needs for a certain task. They have very high usability and are popular for more technical projects.
Interviews: Interviews add depth to a brand and provide an inner look at the company or industry (video is a great medium here). They can also help connect brands to their communities!
Social Media Posts: Social media posts tend to be short (or very short) and sweet. Effective versions use image-based content and text while linking to other content like webpages, blog posts, etc.
Memes: Memes are jokes or humorous references that are easily shared and use brief visual content. Images and GIFs are common types of memes. They’re good for lightening the mood and connecting emotionally with an audience.
Podcasts: Podcasts are audio content, like radio episodes that can be easily downloaded and shared. They’re great for engaging the audience and providing reliable, consistent content!
User Generated Content: Users send in their own photos, quotes, or ideas. This is great for contests or generating audience interest in a specific campaign.
Testimonials/Reviews: These provide extremely valuable social proof. People can create their own reviews on your business profiles, but you should also collect specific reviews to publish as testimonials whenever possible!
Influencer Content: This is content that other online creators make and share with their audiences – often reviews of products and services. It’s a great way to reach new audiences, but you need to find the right influencers first.
So, what do you think? Is your brand feeling a little “voiceless” online? Our 9-step process can help you out, and we’d love to give you more information! You can quickly sign up for our totally free webinar that covers all 9 steps and why they’re so important – along with bonus tips that you get just for participating!
If you liked this episode, as always, please take a moment to write a review and subscribe to learn more as we discuss the rest of the 9 steps and much more! Thanks for listening!