content execution and development

Professional Diploma in Digital marketing

Content development

Module 2 Lesson 1 Summary Notes

Professional Diploma

in Social Media Marketing

Content Execution and

Publishing Module 2 Lesson 5

Summary Notes

2 www.shawacademy.com

PROFESSIONAL DIPLOMA IN NUTRITION

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Contents

3 Lesson outcomes

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Contents

3 Lesson Objectives

4 Fun Fact

3 Content distribution

3 Content distribution rules

4 Content curation

4 Trend jacking

5 Copywriting formulas

7 Post lengths for platforms

8 Behavioural psychology

8 Content library

9 Content calendar



Fun Fact

DID YOU KNOW: Nearly 50% of all marketers take their content from various trustworthy sources and change it to present to their own readers. Thenextscoop.com

Content distribution There is no one size fits all solution to social media marketing and when sharing your content to social media you don’t only want to be punting your products and services, but you want to provide valuable content and keep a good balance of the content that you are sharing.

Content distribution rules 5-3-2 Rule

• 5 Pieces of curated content • 3 Pieces of content from you • 2 Pieces of personalised content

Rule of thirds

• 1/3rd Original content • 1/3rd Curated content • 1/3rd Personalised content

65-25-10 Rule

• 65% Original content • 20% Curated content • 10% Syndicated content

Lesson outcomes • Content distribution • Content curation and trend jacking • Copywriting formulas • Behavioural psychology • Developing a content library • Filling in your content calendar



Current curation What is content curation? Content curation is the act of discovering and gathering relevant information on a particular topic or area of interest with the intention of sharing it online to provide value.

How to curate content • Manual research • Content curation tools

• Feedly • Sproutsocial • Scoop.it • Buzzsumo • Curata

• Social media platforms • LinkedIn • Twitter lists

When deciding what content to share, ask yourself; • Which of my target audiences does this align with? • Why does this help them or what value is it to them? • Does this information come from a trustworthy source?

The benefits of curated content • Saves time • Contributes towards industry expertise • Shows that you’re in the game • Grows your network • Contributes to brand awareness • Keeps you informed

Trend jacking What is trend jacking? Trend jacking is the act of capitalising on existing trends in order to amplify a brands presence online.

Sources for trend jacking

• News stories • Trending hashtags • Next hot craze • Google trends



Trend jacking tips

• Do your research • Stay up to date with news • Be quick • Be original • Make sure it’s relevant

Benefits of trend jacking

• Free publicity • Improve brand recognition • Position your brand as a thought leader • Improve online authority • Increase brand awareness

Copywriting Formulas PAS Formula: Problem - Agitate – Solve

• Identify a Problem • Agitate the problem • Solve the problem

Example PROBLEM: When did you last wake up feeling refreshed and genuinely excited about getting out of bed? AGITATE: Can’t remember? All you know is that you wake up feeling irritable and no amount of coffee will clear the brain fog? SOLVE: Our new orthopaedic mattresses will change your life! Wake up feeling refreshed and ready for action!

BAB Formula: Before - After – Bridge

Here is your world now Imagine what your life could be like Here is how you can get that

WARNING!!! Trend jacking is a risky move. More often than not - companies making

use of trend jacking get it wrong.



Example: BEFORE: You wake up every morning exhausted but you got eight hours of sleep. AFTER: Imagine if you could wake up feeling refreshed and energised! BRIDGE: You can with our new orthopaedic mattresses.

FAB Formula: Features - Advantages – Benefits What your product or service can do Why this is helpful What it means for the person reading

Example: FEATURES: Our orthopaedic mattresses have foam memory. ADVANTAGES: You can get the best night’s sleep of your life, every night! BENEFITS: And wake up feeling refreshed, energised and ready for action.

The 4 C’s Formula: Clear - Concise - Compelling – Credible Is what you are saying easy to understand Keep it short Entice the reader to seek more information Can what you are saying be trusted

Example: Get the rest you deserve with our new range of orthopaedic mattresses, recommended by Orthopaedic surgeons! Shop now.

The 4 C’s Formula: Clear - Concise - Compelling – Credible Is the information useful to the reader Add a sense of urgency like time limit or limited offer Convey that the main benefit is unique Be ultra specific about the information that you are posting Example: Sale on our new range of orthopaedic mattresses for a limited time only! Get to your nearest branch before you miss out on the best sleep of your life.

AIDA Formula: Attention - Interest - Desire – Action Get the reader's attention Include interesting and fresh information in your post that appeals to the reader Benefits of your product or service and proof that it does what you say it does Ask for a response or include a call to action



Example:

50% OFF! Our memory foam orthopaedic mattresses will have you waking up refreshed and energised, recommended by orthopaedic surgeons. Do you want to try it for yourself?

Post Lengths for Platforms Facebook

• Organic posts: 1 - 80 characters • Paid posts: 5 - 18 words

• Headline: 5 words • Main text: 14 words • Description: 18 words

• Video length: 30 - 60 seconds

Youtube

• Videos: 3 minutes • Titles: 70 characters • Descriptions: 157 characters

Instagram

• Organic posts: 138 - 150 characters • Sponsored posts: 125 characters • Hashtags: 9 hashtags of 24 characters or less

Twitter

• Organic and promoted tweets: 71 - 100 characters • Twitter hashtags: 6 characters

Pinterest

• Pinterest images: 735 x 1102 px • Descriptions: 200 characters

LinkedIn

• Organic and paid updates: 25 wods • Articles: 1 900 - 2 000 words

• Title length: 40 - 49 characters • Video: 30 seconds



Behavioural psychology What is behavioural psychology?

Also known as behaviouralism, behavioural psychology is the systematic approach to understanding the behaviour of humans, particularly with regards to the mind and the resulting behaviour. In marketing, the use of behavioural psychology aims to change the behaviour of the consumer to benefit the business.

Reciprocity Psychological response to a positive effect such as receiving something for free. Customer relationships are built on a system of give and take.

Informative If someone needs information they will look for it in any way they can. Post content that causes curiosity.

Social justification

Customers would be more willing to purchase a product that was recommended by family or friends or if they see someone with the product.

Fear of omission

Similar to the fear of missing out. When a customer is afraid of missing out because of a time limit or limited quantity.

Fear of loss

Based on the fear of loss, we are more affected by great losses and most of us will avoid it at all costs. Focus on what your product or service can solve and what they will lose if they do not purchase it.

Paradox of choice

We sometimes get overwhelmed when we have too many choices in front of us. Consumers need to feel as though they are making the choice but you only want to present them with two options.

Content Library What is a content library?

A content library is like a bank of content assets owned by a company that is placed in a central, internal portal that allows other departments within a company to access the content.



Creating your content library • Create different tabs for various types of content • Under each tab list;

• Platform • Content type • Copy • Link • Visuals • Target audience

Content Calendar Complete your content calendar with content from library and get ready to start posting!

• Social media management tools with scheduling functionality • Loomly • ContentCal • CoSchedule • SproutSocial • Buffer

• Google Calendar

content execution and development

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