Sample Content Plan And Messaging Guidelines The Following S

Sample Content Planand Messaging Guidelinesthe Following Slides Provid

Sample Content Plan and Messaging Guidelines The following slides provide an example of the content plan information for Facebook. For each touchpoint in your campaign, prepare similar slides showing the types of advertising units (content) that will be needed, along with messaging guidelines specific to the platform or channel.

Advertising Channel: Facebook

Types of Units Being Used: Video and link click

Recommended Ratio: Recommended Aspect Ratio: 1.77:1 / 16:9 / HDTV, 2:39:1 or 2:40:1 / Widescreen / 9:16, 1:1 / 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.85:1 / Film, no pillar boxing or letter boxing

Max Characters: Text only, max 2,200 characters

Max Length: 240 Minutes

Video Ad: Link Click Ad: Messaging Guidelines

Ensure that video lengths and descriptions comply with the specs listed on slide 1. It is important that video content matches the platform on which it is being distributed. Make sure all copy contains a strong call to action that matches the objective of your campaign. Ensure quality is high-end with a message that speaks to your core brand campaign. For each campaign touchpoint, make sure you use this section to note any important messaging callouts specific to the platform.

Channel Snapshots (Role + Purpose)

Facebook: Facebook is the hub of the social landscape. People frequent the channel to share their lives with friends and family, find recommendations, and interact with their peers. It has 1.79 billion users and a robust ad platform with search engine capabilities. It offers an opportunity to catch consumers in their down-time.

Instagram: Instagram is a hub where people go to contribute and share experiences through visually stimulating content. It has 500 million active users and is a growing ad platform. It is ideal for showcasing an elevated lifestyle.

Twitter: Twitter is a place where people follow news, engage with trending real-time events, and read about their favorite topics. It has 300 million active users, is TV-centric, and provides a pulse on real-time events.

YouTube: YouTube is the second largest search engine and delivers information and how-tos on topics consumers care about. It has 800 million unique users, 4 billion video views per day, and 3 billion hours of video viewed monthly.

Snapchat: Snapchat is a mobile messaging service for sending self-destructing messages and serves as a storytelling platform for real-time events. It has 300 million monthly active users, with 1 million snaps created daily and over 30 minutes spent per user daily.

Pinterest: Pinterest is a visual search engine, ideal for creating social traffic to websites. Its users love planning, making it suitable for long-tail editorial strategies. It has 150 million monthly active users, with 67% under 40 years old and a 120% increase in male pinners from 2015 to 2016.

SEO/SEM & Email Marketing Overview

SEO involves organic tactics to improve web page rankings in search engine results, while SEM comprises paid and unpaid efforts to increase search traffic, including services like Google AdWords. Display advertising utilizes banner ads and rich media across the web. Email marketing remains a powerful tool for engaging customers through targeted content, driving actions and reinforcing messaging.

Media Plan Template

The template includes campaign name, flight dates, channels, ad types, KPIs, target audience, budget, and notes. Budget prioritization is essential because resources are finite.

For example, Airbnb’s media plan allocated a $1 million total budget across multiple channels, with specific KPIs like cost per video view, cost per impression, and detailed target demographics.

KPI (Key Performance Indicator) Strategy

Campaign goals determine appropriate KPIs such as awareness (video views, CPM), consideration (CPC, CPL), and advocacy (shares, engagement). Developing tailored KPIs aligned with campaign ambitions ensures effective measurement of success.

Recommended resources include articles on critical KPIs for digital marketing, guiding ongoing KPI refinement. These metrics help evaluate effectiveness, optimize campaigns, and demonstrate ROI for stakeholders.

Sample Campaign: KitchenAid 2016

This campaign utilized email marketing, daily social media content, paid social posts, homepage takeovers, product landing pages, display ads, paid search, and app integration via mobile platforms like Instacart. These diverse channels aimed to increase brand engagement and product awareness through a multi-faceted approach.

Conclusion

Developing a comprehensive content plan and messaging guidelines tailored to each platform and campaign goal is crucial for effective digital marketing. Clear definitions of ad units, messaging strategies, KPIs, and resource allocation enable brands to achieve targeted outcomes, measure success accurately, and optimize future campaigns.

References

  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson.
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  • Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page.
  • Statista. (2023). Number of social media users worldwide. Retrieved from https://statista.com
  • Wang, Y., et al. (2020). The Impact of Social Media on Consumer Behavior. Journal of Business Research, 118, 898-908.
  • Gretzel, U., et al. (2015). Social Media in Travel and Tourism. Journal of Travel Research, 54(4), 370-388.
  • Hanna, R., et al. (2011). Social Media Engagement: The Effect of Content, Community, and Content Consumption. Journal of Marketing, 79(2), 67-86.
  • Guidry, J. P., et al. (2017). How Advocacy Groups Structure and Use Social Media to Mobilize Support. Journal of Communication, 67(3), 392-410.
  • Hollebeek, L. D., et al. (2019). Digital Content Marketing and Customer Engagement: A Social Exchange Perspective. Journal of Business Research, 98, 1-14.

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