Facebook内容营销指南（英文版）.pdf

CONTENT / INFLUENCE / SCALEFACEBOOK CONTENT MARKETING GUIDELearn why Facebook is a prime pick for content marketing and how you can leverage the platform to draw more prospects deeper into your sales funnel.veryday, 1.32 billion people log in to Facebook. The social media platform isnt just one of the oldest around (it was founded in 2004), its also the biggest. More than two billion people use the site every month. In the US, Facebook is particularly popular. Nearly 80 percent of all online adults in the country use it, according to the Pew Research Center. If you add people who arent online to the mix, there is still nearly 70 percent of the entire adult population in the US with Facebook accounts.The next-most-popular social media platform is Instagram, which just 32 percent of all online adults (28 percent of total adults) use. Other popular social networking sites, like Twitter and LinkedIn, are used by less than 30 percent of the online adult population.Facebook isnt just big, its also growing. Pews research found that the number of adults who claim to use the site increased by 7 percent from 2015 to 2016. People are also checking Facebook more frequently than in the past. In 2015, 70 percent of US online adults checked their Facebook feeds daily. That went up to 76 percent in 2016.With Facebook, you can forget about six degrees of separation. It turns out that theres about 3.57 degrees of separation among people on the site. In other words, even complete strangers can be linked together by a string of just three and a half people on Facebook. FACEBOOK UP CLOSEEFACEBOOKS DATA AND INSIGHTFacebook knows a lot about its users a lot. Most of the information the social platform has on those who use it comes from a very reliable source: the users themselves.For example, 55 percent of Facebook users are women, according to audience insights, and 46 percent are men (this is information for people over age 18, as minors arent included in the data). Age groups are fairly evenly represented among male and female users of Facebook, but the largest age group among both men and women is people aged 25 to 34. About 28 percent of male Facebook users fall into that age range, and about 24 percent of female users are in that age group.Facebooks data also includes peoples (self-reported) relationship statuses, job titles, and education levels. Nearly half of all adult Facebook users report being married, 62 percent have college degrees, and about 25 percent work in “administrative services.”BRANDS ON FACEBOOKFacebook is also very popular with businesses and brands. In fact, 60 million businesses have pages 1on the platform. In early 2016, three million businesses used Facebook advertising. By September, that number had jumped to four million. In April of 2017, five million businesses were advertising on Facebook, according to Business Insider.While not everyone whos on Facebook follows a brand, a majority does. A survey from MarketingSherpa revealed that nearly 60 percent of social media users followed a brand. Women are slightly more likely than men to follow brands.Younger users are more likely to follow businesses than older users. Slightly more than a third of older Facebook users (55 to 64 years old and over 65 years old) followed brands, while 95 percent of 18-34-year-olds and 92 percent of 35 to 44-year-olds did. percent), and because they wanted to share a positive experience they had with the brand (26 percent).Knowing why people are likely to follow your brand can help you plan the type of posts and content you share with your audience.WHAT IS FACEBOOK CONTENT MARKETING?As you may know, content marketing is the process of creating, distributing, and promoting materials (content) that offer some value to your audience. Content marketing isnt purely promotional. When your brand creates a blog post, the goal of the post shouldnt be to say, “Hey, buy our product!” Instead, the goal of the post should be to communicate, “Hey, audience, heres a problem you have, and heres one way you can solve it by doing X, Y, and Z.”Social media, including Facebook, offers a great way for brands to get their content out in front of a wide audience. Salesforces 4th Annual State of Marketing report found that 77 percent of marketing leaders already use social media marketing, and that 15 percent plan to add it to their repertoire within the next year. The highest-performing marketers were much more likely to use social as part of their marketing strategies than lower-performing marketers. Content marketing on Facebook can take two forms. There are organic posts, which you post on your brands page, and which may or may not appear in the newsfeeds of those who follow you (more on that later). Then there are ads or promoted posts, which you pay for. Using the promoted post or ads features lets you specifically target who sees your posts, and can make it more likely that the right people see and engage with your content.THE DOS + DONTS OF BEING A BRAND ON FACEBOOKFacebook content marketing isnt rocket science, but there are a few right ways to use the platform if youre a brand, and a few “wrong” ways. If youre setting up your Facebook page for the first time or need to revamp your Facebook efforts, follow these dos and donts for more success.295% OF USERS AGES 18-34 & 92% OF USERS 35-44 FOLLOW BRANDS ON FACEBOOK.Interestingly enough, the MarketingSherpa survey found that parents were more likely to follow brands than non-parents, and that people earning less than $50,000 per year were more likely to follow businesses than people with higher incomes.WHY DO PEOPLE FOLLOW BRANDS ON FACEBOOK?The reasons why people follow brands on social media vary by platform. A 2014 study from the University of Massachusetts Dartmouth Center for Marketing Research found that the majority of people who followed brands on Twitter did so to get a discount or coupon.People arent necessarily looking for a deal on Facebook, though. While the study found that 66 percent of Facebook users who followed brands did so to get a discount, the larger majority (84 percent) did so to support brands they liked. Another popular reason for connecting with a brand on Facebook was to stay updated about what was happening with that brand. Less common reasons people had for following a particular brand was because a friend recommended it (31 percent), because they saw a traditional ad for the brand (28 32TYPES OF CONTENT THAT WORK ON FACEBOOKUnlike other social platforms, youre really not limited in terms of what you post on Facebook. Videos, blog posts, images the sky is practi-cally the limit. But some types of content perform better than others on Facebook. Take a look at what content types typically do best on the social network: Video These days, its videos world, and were all just living in it. Videos on Facebook get more than eight billion views a day, making video one of the most shared forms of content on Facebook. According to Digiday, videos post-ed by top publishers on Facebook typically received more than 4,000 shares. Meanwhile, other types of content, like status updates and article links, average fewer than 600 shares per post. Another study found that Facebook had the most video shares across all social net-works.Images/photosFacebook users are also more likely to share and engage with posts with images or photos. Some imag-es are better than others, though. For example, an eye-tracking study from the Nielsen Norman Group found that people were more likely to scrutinize photos that contained other people in real-life situations (versus “woman laughing with sal-ad”-type stock photography).Q&AsFacebook Messenger is a handy tool for helping brands directly connect with customers and an audience. Messenger bots can be a particularly helpful way for brands to get their followers the info they need, quickly. Links to short-form content According to research from Pew Research Center, Facebook sends more people to news articles than other social platforms. But the type of linked content that resonates with Facebook users is different than the type that appeals to Twit-ter users.If youre going to link to content on your brands Facebook page, youre better off linking to short and sweet content than to long-form content. According to Pew, short-form content got 32 million views from Facebook, while long-form content received 9 million views from the platform.Interactive contentAccording to the Content Mar-keting Institute, the majority of marketers (81 percent) believe that interactive content is more atten-tion-grabbing than other forms of content. The majority also believes that interactive content enhances the retention of a brands message. Plus, people tend to go wild for it. Quizzes were incredibly popular on Facebook in 2014. The most likely reason for the popularity of interactive content, and for quizzes in particular, is that they show the audience something about them-selves. Posts that encourage explic-it engagementAnother popular type of content to post on Facebook is a post that specifically asks the audience to engage with it. These posts can take many forms. A common for-mat is to mention an opinion and ask people to click “like” if they agree. Another option might be to ask people to vote on something. If they want option A, they can like the post. If they prefer option B, they can share it.Do: Use Recognizable and Engaging Images for Your Profile and Cover PhotosChoose the profile image you use for your brands Facebook page wisely. Ideally, it will be your brands logo, or another image that is instantly recognizable. The cover photo you choose should be visually appealing and somehow related to your brand. If youre running a new promotion or launching a new product, the cover photo you choose can somehow relate to that.Dont: Make a “Profile”Before Facebook had pages for brands and businesses, many companies who wanted to connect with people on the platform simply created personal profiles. Now that there are Pages, theres no reason to make a personal profile for your brand.In fact, making a profile puts you at a few disadvantages. For one thing, people cant just follow your brand. Theyll need to send you a friend request, which youd then need to approve.Plus, profiles dont include the features of business pages. You wont be able to run an ad campaign or promote posts when you have a personal profile. Do: Know When to PostSome times are better than others for posting content on Facebook. For example, weekends are usually a dead zone on the platform, so its typically best to save your posting for the weekdays.Research from Microsoft, reported by Business Insider, found that Thursdays and Fridays were the best days for posting on Facebook, in terms of having the posts reach the widest possible audience. The optimal posting times were between 9am and 7pm, with the hours between 1 and 3pm the best for reaching people. Dont: Post Too MuchYes, there is such a thing as posting too much content on Facebook. Posting too much doesnt just overload your audience (who already have about 20 content marketing interactions per day, according to the 2017 State of the Creator Economy study) it also annoys people. For the most part, the more your brand posts, the less engagement youll get per post. Hubspot found that brands with less than 10,000 followers who posted more than 60 times in a month received 60 percent fewer clicks than brands that post just five times per month.Do: Know the Difference Between Organic Reach and Promoted PostsOrganic reach is the reach your posts have without you doing anything to promote them. Organic reach on the platform has dropped considerably recently, due to changes in the algorithm of the news feed (where your posts would appear), and due to the sheer volume of content thats being created.Promoted posts are posts that you pay to reach a certain audience. They can be a useful way to increase the reach of a post thats already performed well on the platform, or to make sure the right audience sees a particular post.Dont: Ignore Your FollowersPay attention to what people are saying about the content you post, and on your Facebook page in general. One of the advantages of sharing content on Facebook is that you get a direct connection to the people who follow you and like, see, or share your content. While you probably dont have to respond to every comment everyone leaves on a post, its polite to answer questions people have, to address specific concerns, and to say thanks when someone is particularly effusive with their praise.Do: Vary Your ContentTheres no need to be a one-trick pony when it comes to the content you create and share on Facebook. The more varied your content, the more likely it is to appeal to a varied audience. Feel free to mix it up and post videos, links, and images as you see fit.HOW TO START YOUR BRANDS FACEBOOK CONTENT MARKETING CAMPAIGN Ready to start using Facebook for content marketing? Follow these steps to get your content marketing strategy off to an excellent start.1. Know your goalsOdds are, youve decided to use Facebook for content marketing because you are hoping it will help your brand achieve a particular goal. Before you do anything else, make sure you have that goal mapped out.Remember that the best goals are SMART goals. That means they are specific, measurable, achievable, results-focused, and time-bound. Consider when youd like to achieve your goal, what the actual goal is, and how youll measure it.2. Know your Facebook audienceWhos following you on Facebook? You need to know so that you can create and share content that will click with them. You also need to know whos following you so that you know who to promote your page to, or who to target with your posts. Fortunately, Facebook has a tool called Audience Insights that lets you know all about the people who have clicked “Like” on your brands page.3. Choose your content with careSome content does better on Facebook than others, while other types of content are pretty much guaranteed to sink to the bottom. These underachievers include: Stock or super generic images Links or content with generic or dull headlines Wordy blocks of text4. Encourage engagementSolicit engagement with the content you post on Facebook. If youre posting a video or link, ask your followers what they think, or ask them to “like” if they agree with the image or video. 5. Try A/B testingIf youre going to use paid or promoted posts on Facebook, try a little test to see which type of posts perform the best. Have half of a targeted audience see one type of post and the other half see a slightly different post. Doing so will give you some insight into the type of images, phrasing, and video that have the greatest impact.6. Track your results4TAKE A LOOK AT BRANDS THAT HAVE MASTERED FACEBOOK CONTENT MARKETINGStarbuc