26 Ways to Create Engaging Content

Written by: Debbie Hemley. Source: socialmediaexaminer.com

 

Are you looking to create content that engages?

Does your content connect with people and encourage them to engage?

In this article I’ll show you 26 ways to make content that engages people, in an A-Z guide of tips.

#1: Authors Matter

Written content doesn’t exist without authors, whether constructing 140-character posts or 1000-word articles.  Not only do you want people who can write well (e.g., clear points, proper spelling and grammar, active voice), you need writers and team members who can think strategically about the content that will resonate most with your audience.

content creation

Creating good content is important for social media engagement.

We’ll talk about more specifics as we go down the list. For now, think strategy.

#2: Blog as a Spoke in the Wheel

A blog provides an opportunity to discuss a topic in-depth. It’s a place where you canoffer explanations and suggestions, demonstrate how-to’s, show thought leadership and generously offer useful content for readers.

Kristi Hines offers these helpful tips for blog content:

  • Analyze your competitors (topics, frequency of posts, who writes them, how they are shared) to see what works and what doesn’t.
  • Make your content valuable and unique.
  • Subscribe to top industry blogs using RSS to keep track of the latest hot topics.
  • Search for people asking questions about your keyword or phrase on Twitter.
  • Ask your sales and support team what questions are asked most frequently by potential or current customers.

Is your blog’s content meeting your customers’ needs and expectations?

#3: Curate Selected Content

In the past couple of years, content curation has become more mainstream as businesses of all sizes and industries have started to adopt the practice.

Content curation is defined as “the process of finding, organizing and sharing online content.”

As Beth Kanter writes, “Content curation is not about collecting links or being an information packrat, it is more about putting them into a context with organization, annotation and presentation.  Content curators provide a customized, vetted selection of the best and most relevant resources on a very specific topic or theme.”

Brian Carter offered his social media posting rule at Social Media Marketing World (SMMW13): Post curated content 50%, original content 30% and promotional material 20% of the time.

 #4: Data Provides Direction

Social data can tell us a lot about industries, customers and prospects; what we should be doing more of and what we should do less of. Jayson DeMers says social data can provide five insights for businesses:

  • Real-time market mood
  • Relevant issues and content
  • User interests
  • Internal operational metrics
  • Competitive research

How are you using social data? Where can you improve your processes?

2012 social media marketing industry report

Source: Social Media Marketing Industry Report.

#5: Email and Social Media Work Hand in Hand

Do you think of email and social media as separate entities?  Do you favor one more than the other?  The fact is, email and social media complement each other quite well.  They leverage one another. Help the other to be seen by an audience that may not have otherwise come across the message.

DJ Waldow offers these valuable tips for integrating email and social media:

  • Include social icons in emails
  • Ask email subscribers to share and connect
  • Send a dedicated email campaign
  • Provide incentive—for example, ask email subscribers to invite friends on Facebook to receive a discount
  • Promote email sign-up via social networks
  • Include “retweet this snippet” in email
  • Build an email opt-in form on Facebook
  • Don’t forget SMS—text your email address
  • Promote email marketing on your blog

#6: Facebook Pages Don’t Guarantee Engagement but are Good Candidates for the Job

The act of setting up a Facebook Page and publishing it for the world to see doesn’t automatically send people running to engage with your business. Engagement strategies should be tried and tested over a period of time.

Mari Smith offers these five factors that help contribute to exceptional engagement and measurable results:

  • Launch creative incentives
  • Post highly shareable content
  • Build a tight community
  • Have a quirky brand—for example, add humor and entertainment
  • Give your fans plenty of excellent content on a regular basis 
    mari smith facebook

    Mari Smith’s “peeps” won’t hesitate to share content they like.

#7: Google+ Provides a Unique Blend of Features and Benefits

Whether you’re a fan of Google+ or not, you should know that it’s a force to be reckoned with. GlobalWebIndex recently reported that Google+ remains the number 2 social network in the world with 359 million monthly active users (Facebook at number 1 with 903 million accounts).

Sarah Bauer suggests that Google+ is rapidly becoming “the most important content publication platform for businesses with an eye on higher search rankings. The data in a piece of content posted on Google+ is immediately indexed for Google search. On Twitter or Facebook, Google has restricted access to the data and indexing can take a few days. AuthorRank, the digital signature for Google+ users, is also set to affect the ranking order for search results.”

Mike Stenger offers these tips for engaging with readers on Google+:

  • Follow active people relevant to your business
  • Take time to comment
  • Participate in hangouts
  • Publish high-quality content

#8: HootSuite Offers Ability to Listen and Engage

HootSuite, a popular social media dashboard, offers ways to narrow in on places to engage with users. As Pawan Deshpande suggests, “…subscribe to a Twitter search for a keyword of interest.  Instead of paying attention to the tweets in your stream, keep an eye on articles, videos, and images that are linked from the tweets to uncover breaking content. Often you will find content before Google is able to even index it.”

Step 1:

keywords

Use HootSuite to keep your eye on a keyword phrase.

Step 2:

monitoring keywords

By monitoring the keyword phrase “content marketing,” you can see real-time results.

#9: Instant Feedback Helps

Social media encourages two-way conversation, so why not take advantage of the feedback you can gain from users on social networksAndres Traslavina offers creative ways to problem-solve and meet marketing and business goals:

  • Collect product feedback
  • Host an online focus group via Twitter Chat
  • Conduct surveys and polls
  • Ask industry experts
  • Crowdsource blog content
  • Develop personas
  • Monitor brand mentions

The information you’re able to glean from customers and prospects will provide in-the-moment and future opportunities for engagement.

#10: Journalist’s Digital Media Pyramid Encourages Engagement

Benjamin A. Davis coined the concept of the “digital media pyramid” as an alternative approach for bloggers and other online journalists from the inverted pyramid used by traditional print journalists. Davis suggests that one of the features of the digital media pyramid is to “encourage the self-education of ‘users’ or readers, enabling them to quickly seek out balanced information on a news story through the use of embedded links, social networks and other sources.”

digital marketing pyramid

Digital media pyramid offers online reporters a valuable framework.

It’s during this “self-education” when engagement is ripe. As readers click on links, businesses can remind them via social sharing buttons and invitations to like, retweet, +1, mention and share the content on multiple channels.  And voilà, before you know it, there’s a whole lot of opportunity for engagement.

#11: Keywords Help Find the Needle in a Haystack

The amount of data being shared online every minute can feel rather daunting. Consider these numbers reported a year ago by Domo:

  • 684,478 pieces of content are shared on Facebook
  • 2,000,000 search queries are made on Google
  • 48 hours of video are uploaded to YouTube
  • 47,000 apps are downloaded from the App Store
  • 3,600 photos are shared on Instagram
  • 571 new websites are created

What would help get your content in front of the people who would most appreciate reading itKeywords, plain and simple.

As Jerilyn Soncrant suggests:

“When posting on your social media networks, include keywords in the following places while remembering they need to sound natural. If it feels obvious that you snuck in a keyword phrase, remove it or try again. Place your keywords:

  • In the Bio or About Us section of all of your social networks
  • In posts when you’re talking about that particular subject
  • In the vanity URL you create for each social network
  • In the titles of your blog posts

#12: LinkedIn’s Role

At times, LinkedIn may appear to be one of the more misunderstood platforms out there. Astute companies have discovered LinkedIn is a key player for engagement. Mike Delgado offers these suggestions:

  • Leverage LinkedIn Groups to find engaging content for company followers.
  • Post status updates often (especially every morning).
  • Add pictures, files, questions, links and contests in status updates.
  • Promote your LinkedIn Company Page badge and product recommendations on your website.
  • Use LinkedIn Recommendation Ads

    Social Media Examiner provides regular updates on LinkedIn and maintains their product offerings utilizing the vast resources of LinkedIn for companies.

#13: Mobile Content Meets People Where They’re At—In the Moment

If you’re running a brick-and-mortar business, mobile content offers a great opportunity to engage potential customers. Christina Zila shares these insights:

“In general, smartphone users look for local information while they’re on the go.  In survey after survey, smartphone users want to know if a close physical location is open. Content for these types of searches shouldinclude basic contact information—address, phone number and operating hours—as well as a short description of the location highlighting why a visitor should choose that location.

And for other types of businesses, Ian Cleary offers suggestions for how to create a blog that is mobile-friendly and a website that is responsively designed.

show business hours

Opt to show your business hours since that’s what mobile users may want to know most. For instance, a search made on a Friday will show Friday’s hours.

#14: Nurture Leads Through Social Media Comment Replies

Some businesses are looking in all the wrong places. They’ll tell you they’re not seeing any return on their social media efforts and then you find that no one has responded to the comments or questions a user left.

Scott Gallagher articulates this point beautifully: “Social media is all about sharing and discussion. If you post a great piece of content, there is a very good chance that you’re going to get people commenting on it. These are your leads, and you need to encourage them to become more. This is where many people fall apart on their social media strategies. They don’t realize that replying to the comments on media can be as important as the creation of the content itself. When someone comments, you must reply.”

#15: Objectives Are Key

Quick, if someone asked you right now to list your company’s content marketing objectives, do you know the answer? Marissa Peacock points out, “It’s not just about creating any old content; it’s acknowledging that in order to reach more customers, companies must increase their efforts to provide timely and relevant content.”

Timely and relevant content sounds like a good mantra!

#16: Podcasting Offers a Powerful Tool

Podcasting is experiencing huge growth.  Mitch Joel explains ways it can be a powerful tool for engagement. “A credible podcast is a powerful tool in social proofing. Asking recognized authorities and industry thought leaders for a twenty-minute interview not only provides value to an audience, but it can also be used in other ways. A show of this nature is a great internal communications tool to help your peers learn more about the industry you serve.” Joel also said, “Podcasting is a way to network with your industry’s key thought leaders.”

#17: Quora’s Questions and Answers

You may hear mixed emotions about Quora. Some will say that it’s a great resource to see what people in your industry want to know. Elijah Young offers both points of view and highlights these benefits of Quora: “A great place to find content ideas and experts, opportunities for networking and joint ventures.” Conversely he says, “It’s the self-promotion capital of the world.”

What are your thoughts about Quora for engagement pre- and post-content development?

#18: Return on Investment (ROI) is One Part of the Equation

I know—ROI is often the elephant in the room.  But it doesn’t have to be. It just needs to be kept in perspective.  Nichole Kelly sums social media ROI this way: “One of the biggest challenges with social media is that we are trying to measure social media in the social channel, when in fact the business value tends to happen on the website or through the email list. You have to stop thinking in terms of one silo and look at social media as one part of the story.”

#19: Storytelling is About Connection

Storytelling has become one of the buzzwords we hear discussed in social media circles.  Some interpret it to mean that the writer has to be able to tell a good story. And while that’s true, there’s something even more powerful about storytelling.

Monica Carter Tagore adds an important dimension: “…storytelling is about connecting with your followers, friends and circles on an emotional level. And when you do, you’ll have a deeper and more meaningful social media conversation.”

share your story

Monica Carter Tagore makes it a practice to share parts of her personal story with readers.

#20: Twitter and CEOs

In many companies, social media community managers monitor the business’ social profiles for company mentions and to share relevant content with their Twitterfollowers.  And while they’re doing a terrific job at it, customers often want to know what CEOs and upper management are thinking, reading and doing in the industry.

Monica Romeri gives this piece of advice: “Encourage your CEO and other company leaders to contribute to your company presence on Twitter.  A CEO can easily use Twitter on the go as a marketing and public relations asset.  It only takes a few minutes in between meetings to share great content along with an insightful comment, so get your CEO and other executive leaders on board with Twitter engagement.”

#21: Unique Content is Crafted

Why does it seem at times that other businesses have more unique content available to them?  The truth of the matter is that they started where you did—without content or maybe with a few old white papers lying around.

Stanford Smith says, “At the beginning of a social media engagement, you don’t have content.  All you have are ingredients.  These ingredients are combined into various types of content.  An impromptu video of the factory floor is turned into a YouTube video.  The sales meeting presentation is transformed into a captivating industry infographic. Customer case studies are turned into insightful blog posts.”

“Content is crafted, not harvested.  You don’t know what you have and how it can be used until you understand your audience’s needs, what they value and share and how customers prefer to gather information about your product. Get these answers and content opportunities become easier to identify.”

#22: Videos Are Often a Top Choice

What is it about a video that captures viewers? For one thing, if done well it has a way of grabbing our attention, educating and entertaining at the same time. We’re taking in a lot of written content all day long. A video offers a few minutes of respite.

Joe Martin suggests, “Marketers should take note of the growth of video within social and mobile channels and look for ways to invest further in video content, and create an engaging experience for users on mobile devices. The ROI of social marketing is on the rise and our data shows that video content will certainly lead to better results than non-video content.”

We’ll talk more about video content in #25, YouTube Videos That Engage.

#23: Webinars Provide an Opportunity for Real-Time Engagement

Webinars, the unique blend of using online experiences for training seminars, have become so mainstream that I can hardly remember the first one I attended or how long ago. The ability to sit at your desk and tune into a training session conducted in another part of the country, or world for that matter, and be exposed to real-time content may be one of the most rewarding experiences that a business can bring to their target audience.

Allison King advises marketers to keep webinar content tightly focused. She says, “It’s better to go in-depth into a narrower topic than to skim the surface on a broader topic. Most webinars are about an hour in length for the presentation, followed by a Q/A session.” To keep your bases covered, Allison has two recommendations:

  • Get the PowerPoint presentation from the speakers two weeks in advance to give yourself a chance to review it and ask for a revision if needed.
  • Have a speaker prep session one week in advance, in which the speakers will rehearse their presentation. 
    infographic

    From Infographic, World Wide Webinars, by ClickMeeting.

In the image above from World Wide Webinars by ClickMeeting, you can see why people organize webinars.

#24: E(x)perience of Users

Nordstrom has been recognized for their customer service excellence. People care about their experiences with businesses—and that goes for online content, too. They’ll be more likely to notice when something isn’t working well, such as a poor navigation scheme, broken links and run-of-the-mill content.  Bottom line, online users expect things to go well.

Blaise Lucey writes, “The best kind of SEO strategy, at its core, provides a seamless user experience when people visit a website. Take a step back and look at your website. Use Google Analytics or another analytics tool to see how people are finding the site in the first place. Then, do some backtracking by clicking that page and pretending you’re a visitor. What do you see? As someone who just came to the site to read a specific blog post, do you want to or feel compelled to click on anything else? Remember that people who are looking for specific information often have tunnel vision. It’s up to you to broaden their horizons with additional content that pulls them further into the site.”

#25: YouTube Videos Work With All Budgets

You don’t need to go to great lengths to create videos for YouTube. Even a small budget with an inexpensive video camera or smartphone camera will go a long way if you don’t have the means to allot more resources. Jeff Bullas offers these ideas for what to record on video and publish:

  • Arrange formal interviews in advance with prepared questions and answers
  • Do casual, impromptu video interviews at a conference
  • Presentations either in part or in full and edited or unedited
  • Video products such as clothes or items that you can publish to your online store that show the product and how it can be adjusted or worn
  • “How-to” videos that teach
  • Grab your smartphone and obtain people’s feedback or comments as they happen about your product, service or store. This will provide authentic and real testimonials that money cannot buy

#26: Zones and Social Media Posting

Social media is a local, national and global experience and knowing good times to post is critical.

For starters, Craig Van Korlaar offers this guideline: “For those of you in the United States who have a national audience, you will want to use Eastern time, as this is where nearly half (48%) of the U.S. population lives (Eastern + Central = 81%). If your audience is primarily local or regional, treat it as local time.”

He also offers a helpful plan and schedule for good times to post content, with translations in eight languages.

Knowing when and where to post makes social media engagement more doable.

 

Chiến lược content marketing năm 2013

Bài viết của tác giả Trần Ngọc Chính từ trang lammarketing.vn

 

content-strategy-graphic

Ngày nay, hành vi người tiêu dùng thay đổi nhanh chóng và họ trở nên tinh vi hơn trong việc tìm kiếm thông tin trực tuyến và các phương tiện truyền thông xã hội. Họ không bị chi phối và thuyết phục bởi các chương trình tiếp thị của các doanh nghiệp nghiệp. Do đó, các marketers ngày nay phải đưa ra các thông điệp và thông tin để dẫn dắt khách hàng tiềm năng của họ qua nhiều giai đoạn trước khi thuyết phục họ hãy sử dụng sản phẩm/dịch vụ do mình cung cấp. Do đó, Content Marketing ngày càng chiếm vị thế rất quan trọng trong hoạt động dẫn dắt khách hàng.

Và bạn thấy đấy, Tầm quan trọng của content marketing là điều không còn phải bàn cãi, với 90% lượng người trả lời tin rằng nó sẽ trở nên quan trọng hơn trong 12 tháng tới,  thì thực tế chỉ có 38% là có một chiến lược content marketing được xác định rõ ràng.

Tầm quan trọng của content marketing

Thời lượng dành cho việc online và tìm kiếm thông tin đang ngày càng tăng cao cho thấy tầm quan trọng của content marketing, đặc biệt là với những công cụ tìm kiếm được tạo ra với mục đích cung cấp cho người dùng những kết quả tìm kiếm có chất lượng cao nhất.

Nội dung chính là tiếng nói của thương hiệu. Và dĩ nhiên nó rất quan trọng và đòi hỏi sự chú ý, đầu tư và quan tâm cần thiết. Việc tạo ra những nội dung hay rất khó và làm sao để truyền đạt những nội dung đó một cách xuyên suốt thông qua những quá trình được xây dựng sẵn là một điều cực kì phức tạp. Tuy nhiên, đây lại là yêu cầu tối thiểu nếu như bạn muốn đưa thương hiệu của bạn từ việc chỉ là tốt thôi đến tuyệt vời đối với khách hàng trong môi trường truyền thông thời nay.

Các công ty đã phản ứng với việc này bằng việc tập trung nhiều sự chú ý hơn vào vấn đề làm sao mà nội dung của họ có thể giúp họ đạt được mục tiêu marketing đề ra. Hơn 90% của những người trả lời khảo sát tin rằng content marketing sẽ trở nên ngày càng quan trọng hơn trong vòng 12 tháng tới. Ngoài ra, gần ba phần tư (73%) những người làm digital marketing đều đồng ý rằng “các thương hiệu đang dần trở thành những đơn vị sản xuất nội dung (publisher)”.

Từ đó, content marketing được xem như là qui luật đang thịnh hành trong ngành marketing. Trong nội dung bài viết sau đây chúng ta sẽ trả lời các câu hỏi khác nhau để giúp cho những người làm content marketing có 1 cái nhìn sâu sắc hơn về tầm quan trọng cũng như cách ứng dụng hay là việc sử dụng chiến thuật nào hiệu quả nhất. Hãy bắt đầu.

Mục tiêu chính của content marketing là gì?

Tạo ra khách hàng tiềm năng thật sự là mục tiêu hàng đầu của tất cả doanh nghiệp, đặc biệt nó càng quan trọng trong nền kinh tế  khó khăn như hiện nay. Theo khảo sát thì có đển 51% người trả lời khảo sát đồng ý với quan điểm trên trong khi các mục tiêu tiếp theo là Dẫn đầu & Giáo dục thị trường, Nhận biết thương hiệu chỉ chiếm 34% và 38% về tính ưu tiên của mục tiêu. Từ đó, chúng ta có thể thay được mục tiêu hàng đầu của content marketing nhằm tạo ra khách hàng tiềm năng đủ lớn cho doanh nghiệp.

Những chiến thuật nội dung nào bạn nên sử dụng?

Loại nội dung bạn sẽ phát triển là gì là câu hỏi mà tất cả các marketers luôn đặt ra khi đề cập đến content marketing. Các thông tin khảo sát đã cho thấy rằng có đến 62% đề cập đến việc sử dụng các case studies, tiếp theo là white papers / ebooks (61%) trong khi xếp hạng thứ 3 là PR. Điều này chứng tỏ được tầm quan trọng của các nội dung mang tính giáo dục cho khách hàng tương lai qua việc khẳng định chất lượng của nó hơn là việc bạn cố gắng để nói tốt về sản phẩm của mình bằng các bài PR. Hãy để các khách hàng của bạn nói về bạn thay vì bạn cố gắng nói tốt về mình.

Đâu là chiến thuật nội dung hiệu quả nhất?

Không phải tất cả nội dung bạn tạo ra đều mang lại hiệu quả. Tùy theo đối tượng khách hàng, đặc trưng loại sản phẩm/dịch vụ cũng như sự giới hạn về nguồn lực bạn cần có 1 sự lựa chọn gói gọn 1 số nội dung mang lại hiệu quả cho bạn. Và theo quan điểm của tôi, hiệu quả do nội dung mang lại bạn cũng nên phân biệt ra những nội dung mang tính dài hạn và nội dung mang tính ngắn hạn. Theo khảo sát 1 khảo sát được tài trợ bởi IDG thì những người tham gia trả lời thì có đến 78% nhận định case studies là hiệu quả nhất, tiếp theo là White Papers (73%), và đứng thứ ba là các sự kiện – hội thảo (72%).

Yếu tố nào quan trọng nhất trong nội dung bạn dự định sẽ tạo ra?

Không cần phải bàn cãi nhiều, có đến 81% người khảo sát nhận định những nội dung có trật tự theo câu chuyện là có giá trị nhất. Đây là hình thức nội dung mà bạn sẽ thấy các chuyên gia social media hay sử dụng cho cách hoạt động viral marketing. Tại việt nam, bạn có thể biết đến “ Anh đi tìm em – Close UP”, và sau này là những nội dung khác mà Samsung hay sử dụng. Tiếp theo là những nội dung phải độc đáo (52%), Tiếp theo là nội dung mà những người theo dõi có thể bổ sung thêm (Custom content: 50%), trong khi những nội dung do các chuyên gia tạo ra chỉ có 39% người trả lời là 1 trong các yếu tố quan trọng.

Kênh nào được các doanh nghiệp sử dụng để phát triển nội dung?

Khi thực hiện chọn kênh để phát triển nội dung thì không dễ tí nào cả. Bạn có thể thực hiện theo 1 ma trận với 1 cột bạn sẽ liệt kê các kênh và 1 dòng bạn sẽ liệt kê ra các loại nội dung mà bạn muốn phát tán nhé.

Kênh Tên kênh chi tiết Case studies White Papers Ebook
Blog / Báo
Mạng xã hội Facebook
Twitter
Chia sẻ video Youtube
Clip.vn
Chia sẻ tài liệu Slideshare x x x
Scribd x x x
Email
Hội thảo/sự kiện

Tôi sẽ liệt kê ra các kênh mà được doanh nghiệp sử dụng nhiều nhất trong việc phát triển nội dung của mình như sau:

  • Blog
  • Mạng xã hội
  • Chia sẻ video
  • Chia sẻ tài liệu
  • Email
  • Hội thảo / Sự kiện

Đâu là chỉ số đo lường hiệu quả?

Đo lường luôn là yếu tố rất quan trọng để giúp cho doanh nghiệp biết được đâu là kênh quan trọng và hiệu quả nhất. Và trong nội dung này, tôi muốn giới thiệu 1 số chỉ số đánh giá nội dung mà những người tham gia khảo sát đánh giá cao và được sắp xếp theo thứ tự từ cao đến thấp

  • Truy cập
  • Lượt xem và tải về
  • Tạo ra khách hàng tiềm năng
  • Doanh số bán hàng
  • Phản hồi của khách hàng
  • Chia sẻ nội dung
  • Xếp hạng website
  • Liên kết hình thành

Đây là 1 số chỉ số tham khảo và tôi nghĩ anh/chị sẽ có những chỉ số khác. Hãy cung cấp cho chúng tôi để nội dung thêm đa dạng.

Những loại nội dung nào bạn cần thuê ngoài?

Nếu bạn không chuyên thì bạn nên outsource luôn là triết lý đúng của các doanh nghiệp. Video là hạng mục nội dung được sử dụng dịch vụ thuê ngoài nhiều nhất, có đến 33% đồng ý cho việc thuê ngoài dịch vụ này. Tiếp theo là Ebook/ Whitepaper (32%), Case studies (26%). Và dĩ nhiên, dịch vụ thuê ngoài mang nhiều ý nghĩa chẳng hạn viết bài, thiết kế,…

Ngân sách cho content marketing được hoạch định như thế nào?

Nếu như trước cách đây 1 năm thì ngân sách trung bình của content marketing là 20% thì trong thời gian tới ngân sách cho hoạt động content marketing sẽ tăng lên 30%. Dĩ nhiên rồi đúng không anh/chị, chúng ta đã thấy được tầm ảnh hưởng của content marketing đến tất cả hoạt động tiếp thị khác.

Chiến thuật content marketing nào sử dụng nhiều ngân sách nhất?

Các chương trình hội thảo luôn được ưu tiên trong việc đầu tư về content marketing với 23%, tiếp theo là website doanh nghiệp (21%) và email marketing (17%). Tuy nhiên, đây là dữ liệu chung được khảo sát từ các nguồn dữ liệu khác nhau nhưng tôi chỉ muốn mang đến 1 dẫn chứng cụ thể cho anh/chị.

Những thách thức lớn nhất của content maketing là gì?

Nội dung chính là tiếng nói của thương hiệu. Và dĩ nhiên nó rất quan trọng và đòi hỏi sự chú ý, đầu tư và quan tâm cần thiết. Việc tạo ra những nội dung hay rất khó và làm sao để truyền đạt những nội dung đó một cách xuyên suốt thông qua những quá trình được xây dựng sẵn là một điều cực kì phức tạp. Sẽ có rất nhiều bức tường giới hạn về việc phát triển nội dung, bạn hãy xem qua những thách thức sau đây có phải bạn cũng gặp phải không?

  • Giới hạn về nguồn lực để tạo ra những nội dung mang tính sáng tạo
  • Khó khăn để tạo ra các nội dung mang tính dẫn dắt khách hàng
  • Tạo ra được một chuỗi nội dung đầy đủ
  • Khó khăn trong việc đo lường
  • Nhân sự
  • Khó khăn trong xác định nội dung và khách hàng mục tiêu
  • Thiếu ngân sách cho nội dung

How to Improve Your Social Media “Calls to Action”

Source: socialmediaexaminer.com

How to Improve Your Social Media Calls to Action

Is your audience responding to your social activities?

Have you integrated the right calls to action into your social media strategy?

A call to action is a way for you to entice your social media audience to focus their attention on the next action you want them to take.

Here are seven steps for crafting calls to action to get your social community to do what you’d like them to and transform your social media marketing to get the results you want.

#1: Determine What You Want Prospects to Do

Your call to action should encourage readers to engage with you further.

You’ll want to break the activity into smaller steps that make sense to your audience. You can lose prospects at each step of the process, so you want to make it very easy for them.

Make readers an offer they want. What will get prospects to commit now? Your offer will vary based on your business and where the prospect is in the sales process. You can consider offering white paper downloads, ebooks, ongoing emails, discount coupons and/or free consultations.

#2: Create a Great Hook

You’ll need to answer the question, “What’s in it for me?” This is what your prospects want to know.

And your request must make sense to them. This means not asking prospects to purchase if they’re still in an information-gathering mode.

So you’ll want to assess the tradeoff prospects are willing to make. From a participants’ perspective, going to the next step means they have to consider if it’s worth their effort and social capital. Consider the 90%/9%/1% ratio of social media engagement.

social media participation ratesOn social media platforms, participants tend to follow a 90% view, 9% share and 1% create.

Skip the promotion. People active on most social media platforms are focused on socializing and aren’t prepared to buy.

Among the exceptions are blogs, Tumblr and Pinterest. These social media venues encourage sales by providing valuable content that persuades, not merely promotes.

For example, below are three sample implied calls to action. King Arthur’s Flour offers recipes with enticing photos and explanations of baked goods with links to their product.

king arthur flour muffinKing Arthur’s Flour blog has several calls to action above the fold.

By contrast, Target uses Tumblr to show customers the fashion backstory and how to style their clothes. There’s no “Buy, Buy, Buy” in their content. They use social media sharing and notes to build customer excitement and engagement pre-purchase.

prabal gurung targetTarget Style’s Tumblr for their Spring 2013 Collection featuring Prabal Gurung.

#3: Motivate Prospects to Act

Remember, you want to give your readers a reason to act.

Provide sense of urgency. Remember you’re not just competing against other retailers for the same item or other tradeoffs; your bigger opposition is customer inaction. It’s much easier for prospects to click to the next shiny item. Tests byMarketing Experiments proved that increasing the urgency of the call to action improved response.

Make people an offer they can’t refuseGive them a one-time offer to encourage a response. Realize, however, they may only buy when you provide coupons going forward.

#4: Optimize Your Call to Action

Like other aspects of your content, formatting matters! Here are some points to consider.

  • Use a contextually relevant presentation. Your offer should make sense based on the social media platform where it appears. Use a consistent voice and language to represent your 360° brand.
  • Make your call to action stand out visually. Use color, typography and wording to enhance presentation of your call to action.
  • Qualify your offer. Make readers feel that opportunities are limited or time-sensitive. For example, “There are only 100 tickets left”.
  • Limit selection choices. Don’t give prospects too many options or you’ll suppress response because readers will put off acting because they need time to consider your offer.
  • Place calls to action in multiple locations on your pages. Take the “Don’t make me think” approach. Don’t assume using only one call to action will yield optimal results. For example, put social sharing buttons at the top and bottom of articles.
  • Keep calls to action above the fold. Make your call to action visible so your offer isn’t dependent on participants scrolling down. Similarly, have a persistent banner or other calls to action below the fold.
  • Put call-to-action options in order of importance. While you can present more than one call to action, make the hierarchy of importance clear to participants. The more important option should be bigger, shown first or be given more prominent positioning.
  • Include social sharing. Ask participants to share your offer with their social network by using social sharing buttons. 
    ll bean million moment campaignL.L.Bean Million Moment Campaign uses social media calls to action on Twitter, YouTube, Google+ and Foursquare, as well as at live events and on their blog.

#5: Maintain a Consistent Presentation on Landing Pages

This is one of the biggest reasons calls to action don’t work. Send prospects to the appropriate step in the purchase process.

Make sure you use the same wording and graphics. The goal is to show continuity. Don’t let the reader think that you’ve sent them to the wrong place or they’ll leave.

king arthur call to actionUse of implied call-to-action on King Arthur Flour recipe for Morning Glory Muffins.

king arthur linksKing Arthur’s Flour links to Morning Glory Recipe have a consistent look and feel.

Tailor landing pages to increase resultsHubSpot research found that using more landing pages yielded better results. This makes sense because it translates to more targeted offers.

hubspot researchHubSpot chart showing the increase in the number of landing pages results in increased leads.

#6: Test to Maximize Results

Every element of your call to action can be tested. When testing, only modify one factor at a time or you won’t know what caused the change. Among the attributes to test are:

  • Text. Check the text on buttons as well as information surrounding the call to action.
  • Color. Take a holistic view of color. Consider the text and button colors, the background and the use of white space around the call to action.
  • Graphics. Test the use of photographs and other images.
  • Size. Assess the size of the call to action relative to the rest of the content.
  • Placement. Consider where on the page the call to action appears.

#7: Measure Results

How can you measure your results? You want to track the impact of your social media calls to action back to your original objectives. Here are some metrics to track:

  • Impressions are the number of people exposed to the call to action.
  • Click-throughs are the number of people who take action.
  • Click-through rate is the percentage of people who checked out your offer out of the number of people who saw it.
  • Completions are the number of people who filled out your form and submitted it.
  • Completion rate is the percentage of people who complete your form out of the number of people who clicked through.

5 Ways to Increase Your Facebook Engagement

Bài viết sưu tầm. By 

Looking to increase your Facebook page engagement?

Wondering why some pages have very high engagement and others nearly none?

In this post I’ll share five tips you can put to work right away.

About Facebook Engagement

What is it that makes some Facebook fan pages wildly successful with constant high engagement rates where the fans and their friends eat up the content like there’s no tomorrow… while other pages sit there dormant with hardly any activity, yet they produce great content, too?

Making Facebook work for your business can often take a bit of trial and error… and time.

You need to have patience and be willing to invest your own time and/or invest in a team to help you. You might refer to my post Facebook 101 for Business: Your Complete Guide and scroll to the section on Recommended Six-step Approach to Building Your Facebook Page for a refresher.

Though Facebook has introduced a plethora of changes since I wrote that post, the six-step approach remains valid.

In order to create success on Facebook, you need to have a clear objective and great design, plus:

  • Solid content strategy (what you’re going to post on your page)
  • Promotion strategy (how you’re going to continually increase your fan base)
  • Engagement strategy (how you’ll respond to fans and build community)
  • Conversion strategy (how you’ll turn your fans into customers)

In this post, I’ll explore five factors that contribute to exceptional engagement and measurable results!

#1: Launch Creative Incentives

From time to time, keep your fans engaged with fun promotions. That mayinclude contestsoffers, games, vouchers, codes and more.

Arby’s recently rolled out a clever campaign to celebrate its 48th anniversary. The company added a nifty retro-style coupon as a Milestone way back in the year 1964 (the year the company was founded) on its Facebook Timeline page.

Visitors to Arby’s Facebook page were encouraged to click on the beginning of its Timeline to get a coupon for a Classic Roast Beef sandwich at the 1960s price of $0.64.

Coupons could only be redeemed on July 23, the company’s anniversary date.

The post announcing that the coupon was coming got over 2,600 shares and the poston July 23 got over 3,000 shares. Both posts received thousands of likes and hundreds of comments.

arby's facebook fan page post
Arby’s Facebook fan page post.

This was a wonderful opportunity for Arby’s fans to play a ‘treasure hunt’ game of sorts, and clearly yielded significant engagement.

Jo Ann Herold, VP of communications and public relations at Arby’s Restaurant Group, said,

“One of our goals for this promotion was to increase engagement and entice sharing, so we wanted everyone to explore our Timeline and have access to the coupon.”

The promotion was also featured on Instagram and Twitter, both directing people to Arby’s Facebook page.

Simple campaign, yes? What can you take away from this idea?

It’s perfectly within Facebook’s Terms of Use to do a giveaway on your fan page. The rule of thumb is does everyone get one? If the answer is yes, you’re good to go—that’s a giveaway. If the answer is no because you’re drawing select winners, then that’s a promotion where you must adhere to Facebook’s Promotions guidelines and use an app to administer the contest/sweepstakes. More on that here.

#2: Post Highly Shareable Content

You might be familiar with the expression “Facebook candy.” This is the type ofcontent that Facebook users get very excited about and immediately want to share with all of their friends.

Your own Facebook news feed is likely peppered with such candy!

This is almost always an image, which tends to get a higher EdgeRank (more news feed visibility). And often, the images contain inspirational or motivational quotes along with an eye-catching photo.

morning coach post
Popular fan page post by MorningCoach.com.

My friend JB Glossinger does a great job of posting consistent shareable content. The interesting thing is JB frequently shares what I call “OPC”—other people’s content.

And, JB’s team engages well with his community (see below).

JB has a daily podcast and has grown his subscribers considerably through his highly engaging Facebook page.

For more on this topic, see this post: 7 Ways to Craft Your Facebook Posts for Maximum Shares.

I’ve compiled a Facebook Interest List, Facebook Candy to Inspire, featuring 83 fun sources of content to share. (Let me know in the comments below if you have any fan pages to suggest for this list!)

Could your content use a bit of a boost? How many images do you post vs. links? The latter does tend to get much more visibility!

#3: Build a Tight Community

Some Facebook pages just seem to have a knack for building a real community—onewhere visitors and fans often engage with one another and there is much peer support.

Plus, you can feel the page owners’ presence. They don’t just use their Facebook page as a one-way broadcast channel.

Bridal Hotspot page owner Sylvana Spiby stated on this post that she can’t remember the last time her engagement rate (ER) was lower than 100%.

Now that’s saying something! Given that the average ER for most brands and businesses is a mere 2%!

bridal hotspot comment
Bridal Hotspot fan page owner Sylvana Spiby’s comment about her ER.

To calculate your own engagement—or that of any fan page—here’s the formula:

(PTAT / Likes)*100, where PTAT is “people talking about this.”

This is the most common and quick way to calculate ER.

The screenshot below shows an example of an ER over 100%. This is Modern Parent‘s fan page:

modern parent fan page
Modern Parent fan page, an example of ER over 100% (135.5%).

However, there’s also per-post engagement rate which is:

(Likes + Comments + Shares on a given day) / # of wall posts made by page on a given day / Total fans on a given day)*100

On Bridal Hotspot’s fan page, Sylvana responds to ALL posts by others, always has a warm and personal style and often uses people’s first names. Plus, something else that stood out for me: she encourages others to share their own content… even if he/she could potentially be a competitor!

bridal hotspot fan question
Bridal Hotspot fan page question requesting permission to share.
bridal hotspot fan post
Here’s an example of a fan posting on Bridal Hotspot’s page. Notice their engagement.

Do you have an active community on Facebook? Are you or someone on your team consistently responding to fans’ posts and comments?

#4: Have a Quirky Brand

Have you seen the Dollar Shave Club‘s comic marketing video featuring CEO Michael Dubin’s dry humor? It’s exceptionally well done and currently has well over 5.5 Million views on YouTube!

The Dollar Shave Club is an innovative concept where members pay a small monthly fee to receive razors by mail. That’s it—super-simple and highly successful!

The company culture is clearly fun, quirky and creative, and this spills over onto the company’s Facebook page, too. Although DSC doesn’t post that often on its fan page, the fans post regularly… and they frequently get a personal response by DSC admins.

dollar shave club facebook page fan post
Example fan post and engagement by Dollar Shave Club on its fan page.

The company involves fans with giveaways such as flasks, t-shirts and “handsome-ass bottlekeys!” Fans can participate via Twitter and DSC’s blog, too.

Along with a hilarious marketing video and quirky brand, this company clearly filled a niche that people didn’t know they needed, and as such the company has built a cult-like following.

Even though he doesn’t shave often, Sir Richard Branson was so impressed he felt compelled to blog about this fun company! See also this writeup on Inc.com. (I first discovered the DSC in an article in the July 2012 Inc. Magazine.)

How can you add humor and maybe a wee bit more quirkiness to your brandand Facebook engagement? People LOVE to be entertained!

And, when you mix entertainment and education, you get edutainment. Social Media Examiner’s own community manager, Andrea Vahl, has an alter ego as a fun social media edutatiner, Grandma Mary.

#5: Be a Beloved Personality

Last, but by no means least, is the inimitable George Takei. He’s really in a league of his own on Facebook!

George is a widely recognized actor, starring in some 40+ feature films and hundreds of television shows. But, he is probably best known for his portrayal of Mr. Sulu in the acclaimed television and film series, Star Trek.

On Facebook, George seems to have an incredible knack for posting extremely viral content—his fans just can’t wait to share the next nugget of wit.

At any given time, George frequently has an engagement rate GREATER than 100%. At the time of writing this post, per the screenshot below, the ER is 135%. (Remember, the average is just 2%.)

george takei facebook
George Takei’s popular Facebook page with high engagement rate.

Almost all of George’s posts are fun and quirky Facebook candy. Notice that the majority of his posts are photos and he typically posts a very short (humorous) narrative, both factors in getting higher news feed visibility and engagement rates.

What we can learn from George and the way he’s built his Facebook community is that he is extremely consistent. He posts around 3-5 times per day, every day. And, in terms of driving his fans to action, George does get the word out about the upcoming musical Allegiance, in which he stars (and was inspired by his family’s experience).

Nonetheless, aside from being a celeb, you can definitely take away from factor #5 how it’s important to give your fans plenty of excellent content on a regular basis that they just love.

9 Facebook Marketing Tips to Improve Engagement

9 Facebook Marketing Tips to Improve Engagement

By 

Need some Facebook marketing inspiration?

Here are nine Facebook pages using some great techniques for more engagement.

#1: Get Personal

Smart Passive Income with Pat Flynn does a great job with a variety of posts but also adds some of his personal life. You can throw the old “don’t tell them what you had for lunch” advice right out the window with this tip.

Your community wants to get to know you and wants to be able to relate to you and your company.

get personalYou can tell them what you had for lunch. Better yet, add a picture!

smart passive incomePersonal cover photo with his podcast setup and a picture of his son.

 

#2: Use Pictures

No doubt you’ve heard the visual marketing drumbeat, and it’s all true. Pictures are very powerful on Facebook. They take up more space in the news feed and can get more engagement than a straight text post.

Home Depot uses pictures very well by engaging their fans with project ideas, posts featuring employees and a fun game to guess the product. Notice how their pictures include a link to help drive traffic where they want.

use picturesHome Depot gets engagement with their fans by making them guess the product.

home depot employeesHome Depot features their employees.

#3: Run a Contest

Facebook Contests are a great way to bring some fun to your Facebook page. Not only that, they can help boost your likes, grow your email list and showcase a product or service that you offer. Not a bad marketing tool when you wrap that into one shiny package.

How to Market Your Horse Business uses contests very effectively by showcasing the contest in the Facebook cover photo all along the way.

run a contestUse the cover photo and app photos to help promote your contest.

#4: Have Fun

Even if you are a “serious” business, you can still have a funny-bone. Salesforce does a great job with their “SaaSy, VP of fun” character that makes regular appearances on their Facebook page.

Using humor on Facebook is a great way to get interaction. People are usually on Facebook to be social, and if you’re able to entertain and inform in your posts, you will get more shares, comments and likes.

have funSaaSy, the VP of fun, gets great interaction.

salesforceNot only does Salesforce create their own fun posts, but they also feature crowdsourced fun.

#5: Showcase a Cause

Many pages have causes that they support—either through their own foundations or by running events that benefit other causes.

Little Man Ice Cream does a great job of running events that also benefit causes. Their Hula Hoop Competition was an event that benefitted a local farm providing sustainable food. They featured the event on their cover photo and through photos on their page.

little man ice creamLittle Man Ice Cream featured their event to benefit a local cause on their cover photo.

showcase a causeWorking with causes is a great way to benefit your company and your community.

#6: Use Facebook’s Features

Use some of Facebook’s features such as apps, pinning posts and highlighting tohelp your page stay interesting.

Each week, Tumi features a different bag they sell by using an app to showcase the type of person who uses that bag in a “Case Study” (and I’m pretty sure the pun is intended).

They also use a contest app to give the bag away to one lucky entrant and they pin the contest post to the top of their page to further highlight the contest.

facebook appsUse Facebook applications to keep your page fresh.

pin a postThe orange flag in the upper-right means the post is pinned to the top of the Timeline and will be more visible.

#7: Consider Using Your Personal Profile

If you’re branding your business as YOU, such as a Realtor, author, or consultant, then you may want to consider using your Facebook personal profile to help your marketing.

Brent Humpherys, uses his personal profile to talk about his day-to-day activity as a Realtor while sprinkling in his life as a dad and husband.

When talking to Brent to find out how his Facebook use affects his business, he said that 80% of his business is directly affected by his presence on Facebook.

Share your personality while sharing news about your business.

Don’t be afraid to get personal if you are branding as you.

Brent shares his testimonials on his personal profile.

#8: Crowdsource Your Content

Medtronic Diabetes does a great job responding to customer issues in their posts. But they also like to feature their customers both in their cover photo and in pictures on their Facebook Timeline.

One thing that they do differently is that they have created an app on their Facebook page that will allow people to submit their story to be a candidate to be featured. This gives Medtronic a chance to review the stories and choose which ones to feature.

crowdsourceMedtronic uses an app to have people submit stories to share.

medtronic appThen Medtronic will post the pictures and the story of the people who have submitted them.

Using crowdsourcing allows your page to be more of a community and connects people together.

#9: Love Your Fans

Campbell’s Soup uses photos and posts to show their fans how much they love them. Make sure you don’t take your community for granted. Show a little love! It also helps to be creative in the way you express it so that it adds some fun and gets shared.

campbells soupShow your fans a little love!

Campbell’s also does a great job of responding to posts, both positive and negative. Having excellent customer service can help your brand stay strong.

love your fansExcellent customer service is another way to love your fans.

As mentioned, many of these pages use several of these strategies on Facebook—some were employing all of them. All of these pages have great engagement and have seen a lot of growth on Facebook over the last couple of months.

I hope these nine tips gave you some great ideas about new things to try and ways to stand out and will ultimately help your business grow.

Bài viết sưu tầm.

Source: http://www.socialmediaexaminer.com/facebook-engagement-tips/