Content marketing FAQ


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“Your current or future customer is not interested in your product, they are interested in solving a problem or challenge, usually both organizational and personal.

By educating customers, they will make informed decisions and look to you as the subject matter expert.

you build your brand awareness by personalizing your brand, you establish yourself as a thought leader in your industry, and you increase traffic to your website with each post by using SEO friendly keywords.”

How to Answer 25 FAQs on Content Marketing

Digital versus traditional media

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“The real problem is people are spending too much money on the short-term activation stuff. Programmatic and paid search is not enough to generate growth for brands. What we need to do is get people to understand the long-term power of brand building and see that TV and online video together can really do that brand job,” Mr Binet said.”

“The really big problem is not the tension between digital and traditional media, it’s this tension between brand building and activation and people getting the wrong balance.” 

“”So it awakens the emotional stuff, and then ‘we’ve got the product for you at the price for you’. When you get those two things working together then everything lights up.”

Tx Les Binet for this razor-sharp analysis.

Facebook engagement 2018

Key findings from 43 million Facebook Business Page posts

  1. Top Pages are posting a lot more
  2. Overall Page engagement is declining
  3. Facebook engagement down for videos, images, and links
  4. Posting 5 times per day resulted in highest overall engagement
  5. Top Page categories experienced 49-70% overall drop in engagement

engagement : hashtagvisual or hashtagvideo? hashtagdata tells all… “Interestingly enough, we found that images (not video) regularly receive the most engagement. However, consistent with the data above, average engagement per image dropped from 9,370 per post in Q1 2017 to just 3,454 per post in Q2 2018. Respectively, average engagement per video fell from 5,486 to 2,867. Here’s a quick chart to show the differences between types of content.”

We Analyzed 43 Million Facebook Posts From the Top 20,000 Brands (New Research)

“But with organic reach nearly nonexistent on Facebook, why are pages posting more?

Jason Beckerman, CEO of social advertising platform Unified, said Facebook is “really a pay-to-play ecosystem now,” adding, “The days of seeing significant engagement from organic are pretty much over. Truthfully, all companies should be exploring paid social advertising—and they don’t need to have huge budgets, either. Depending on their goal, they can see huge return on investment with the right targeting, creative, audience targeting and strong campaign management capability.”

The Top 20,000 Facebook Pages Posted More Content During the Second Quarter of 2018

CMO and finance, plus ROI

“They might tell the CEO that brand awareness or consideration have gone up, but that isn’t what a chief executive wants to know. He wants to understand what marketing investment is doing to financial results. And that is an area too few marketers understand, according to Rajamannar.

the problem is that most marketers fall into one of two groups: they are either classically-trained and understand the 4Ps, consumer psychology and insight but lack knowledge on data and digital, or they are data-driven and digitally savvy but have a “shabby” understanding of the foundational principles of marketing.”

source: https://marketoonist.com/2018/08/roiofmarketing.html ,
https://marketoonist.com/2018/08/numbers.html

Two content mistakes

“First, companies don’t focus on a content area where they can be the leading provider of that information to a particular audience. To cut through all the clutter and build a loyal audience, they need to deliver amazing information.

The second mistake is consistency, he adds. “Generally, it takes 12-18 months for a content-marketing strategy to start delivering revenue of some kind,” Pulizzi says. “Sadly, most brands do not deliver consistently over that period. If we have a weekly newsletter, we should be delivering at the same day and time each week and never miss. Content is a promise to our customers. If we don’t deliver, they simply will forget about us and seek out other information.”