Brilliant – The Periodic Table of Content Marketing

We’re always on the look out for great resources that explain the work for digital and internet marketing. This is a great table designed by Chris Lake at eConsultancy that outlines key content formats, types, platforms, metrics, goals and emotional triggers that are part of all smart content marketing efforts. It’s a smart, visual way of thinking through creative, goal oriented approaches for engaging with your community and customers with content.

Marketworks Media - Periodic Table of Content Marketing

How to use the Periodic Table of Content Marketing

Click on the image to view the large version of the table.

Strategy
The fundamental key to success. Planning and focus is essential. You need a clear strategy, mapped to your long-term business goals.

Format
Content comes in many different shapes and sizes. Note that you can use multiple formats for a single piece of content.

Content Type
These are based on the common types of content that work well for our business. Many of them will work well for your brand too. Sometimes you’ll use multiple content types for a single piece of content.

Platform
These are content distribution platforms. You might own some of these (e.g. #59, your website). Others are social sites (your own, your network, third parties). All of these help spread the word about your content.

Metrics
These help you to measure the performance of your content.

Goals
All content should support your primary business goals, whether that’s to generate lots of traffic, or to sell more, or to increase brand awareness.

Sharing Triggers
Think about the emotional drivers behind sharing, and make sure the content you create makes people feel something.

Facebook Changes Ad Management to Match Google’s Structure

This will be a welcomed changed for managing ads in Facebook. Facebook is moving towards a similar structure for managing ad campaigns, ad groups and ads using a similar structure pioneered by Google AdWords. This was an inevitable move as Facebook works to compete with Google’s AdWords format where Google has set the precedent of expectation around how ad campaigns should be managed and structure to extract the best possible insights about performance and efficacy.

This change increases the complexity and effort required to plan and manage ads, but increases the sophistication required in today’s digital marketing and lead generation world.

Facebook New Ad Structure

Here are the full details from Facebook:

On March 4, we’ll begin rolling out a new campaign structure that will make it easier for advertisers of every size to organize, optimize and measure their ads. Up until now, Facebook’s campaign structure has consisted of two levels — campaigns and ads. Our new campaign structure consists of three levels: campaigns, ad sets andads.
Campaigns correspond to each of your advertising objectives, like building brand awareness or driving web traffic. They’re designed to help you optimize and measure your results for each objective across multiple ad sets and ads.
Each campaign can feature multiple ad sets, each of which has its own budget and schedule. You can also organize each ad set to represent audience segments, like people who live near your store. This will help you control the amount you spend on each audience, decide when they will see your ads, and measure their response. The ad delivery system will optimize delivery for the best-performing ad in an ad set.
Within each ad set, you can have multiple ads, each of which can feature different images, links, video or text. You’ll still control the creative, targeting and bidding at the ad level.
Using the new campaign structure
Let’s say you’re the owner of a small hotel chain. You may have a few different advertising objectives:
  1. Drive traffic to your website to increase reservations
  2. Increase brand awareness
  3. Promote weekly offers
With the new campaign structure, you’ll begin by creating a campaign for each objective. Next, you can create ad sets representing the audiences you want to reach in each campaign. For instance, in the campaign built around driving traffic to your website, you might want to create one ad set for people who are on your email list, and another for people who’ve expressed interest in attractions near your hotels.
Finally, you’d create ads for each ad set. You can create multiple ads within each ad set, making sure each ad is targeted to the same audience while delivering different images, links, video or ad copy. This can help you learn which ads are resonating with each audience and, in turn, create better-optimized campaigns.

Resource: Top Performing Google Display Ad Formats

Every business we work with is working on budget. We’re always trying to find creative ways to drive results with our engagement, marketing and advertising. In our paid search and social work we tend to concentrate our display ad campaigns in a few key areas to maximize hard and soft dollar costs planning and implementing campaigns.

In our results we’ve found that the following ad formats perform best across most campaigns most of the time so these are the ad formats we recommend our clients and campaigns focus on first to begin the process of understanding what works best for them with the least effort and cost.

Google AdWords – Top Performing Ad Sizes

Ad size Description Text ads Display ads Mobile text and display ads*
300×250Google Adwords - 300x250 Also known as a “medium rectangle”. Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.Performs well when embedded within text content or at the end of articles.
336×280Google Adwords - 336x280 Also known as a “large rectangle”. Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.Performs well when embedded within text content or at the end of articles.
728×90Google Adwords - 728x90 Also known as a “leaderboard”. Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.Performs well if placed above main content, and on forum sites.
160×600Google Adwords - 160x600 Also known as a “wide skyscraper”. Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.Best if used along sidebars of webpages.

Resource: Facebook Display Ad Formats

Facebook revised some of its ad formats recently to make them more consistent across all devices — desktop and mobile — as well as to improve performance. Ads affected by the changes are: Page post link ads, Page Like ads, Offers ads, and Event ads.

Ad formats were changed in the following ways:

  • Larger images. Facebook increased the size of images in ad units to give advertisers more room to display their products. It recommends that advertisers use images that are at least 1,200 x 627 pixels so the image shows appropriately on all placements. Facebook suggests that the minimum image size is 560 x 292 pixels.
  • Same aspect ratio across desktop and mobile News Feed. The same image can be used for desktop and mobile News Feed.
  • Consistent elements and formats across ad units. Changes include: standardization of text truncation rules, clear recommendations for the best image sizes and character counts, and more precise details about when and how much additional content is pulled into an ad.

For an ad to render the best in all ad placements, Facebook recommends the following creative text guidelines:

Text: 90 characters.
Link title: 25 characters.
Image ratio: 1.91:1.
Image size: 1200 x 627 pixels.

In short, in a world of limited creative resources and time, when running display ad campaigns on Facebook it is recommended that you create one image to accompany your ads that is 1,200 x 627 pixels so that you get the best possible reach, engagement and exposure with the least amount of creative time, effort and costs.

Here is a great inforgraphic from Jon Loomer which outlines all Facebook image options including all paid engagement, conversion and ad formats.

Facebook Ad Format Guide - Jon Loomer

Here are the sizes for the various Facebook image formats as provided by Jon Loomer.

Facebook Page Timeline

Cover Photo
Image Size: 851×315 px upload and display
Height from Profile Photo Edge: 210 px
Width from Profile Photo Right Edge: 658 px
Width from Profile Photo Left Edge: 23 px

Profile Photo
Recommended Upload Size: 180×180 px
Display Size: 160×160 px
Width of Profile Photo Area Including Buffer: 170 px

App Icons
Display Size: 111×74 px

Shared Link
Thumbnail Aspect Ratio: 1.91:1
Recommended Thumbnail Upload Size: 1200×627 px
Timeline Display Size: 377×197 px
Overall Size Including Title and Description Area: 377×314 px

Shared Image
Recommended Upload Size: 1200×1200 px
Timeline Display Size: 403×504 px maximum height and width

Highlighted and Milestone Images
Recommended Upload Size: 1200×717 px
Timeline Display Size: 843×504 px maximum height and width

Posts and Ad Dimensions Across Desktop and Mobile
Page Post Link and Offer
Text: 90 Characters
Link Title: 25 Characters
Thumbnail Aspect Ratio (except sidebar): 1.91:1
Recommended Thumbnail Upload Size: 1200×627 px
Desktop News Feed Thumbnail Display: 400×209 px
Mobile News Feed Thumbnail Display: 560×292 px
Sidebar Thumbnail Display: 100×72 px
Permalink Thumbnail Display (Desktop): 400×209 px for Link Post, 588×305 px for Offer

Page Post Image
Text: 90 Characters
Image Aspect Ratio: 1:1
Recommended Upload Size: 1200×1200 px
Desktop News Feed Display: 400×400 px
Mobile News Feed Display: 618×618 px
Sidebar Display: 120×120 px
Permalink Display: 720×720 px

Page Post Event and Like Ad
Text: 90 Characters
Event Title: 25 Characters
Image Aspect Ratio: 8:3
Recommended Upload Size: 1200×450 px
Desktop News Feed Thumbnail Display: 400×150 px
Mobile News Feed Thumbnail Display: 560×210 px
Event Header Image: 714×264 px
Sidebar Thumbnail Display: 100×72 px

Page Post Video
Text: 90 Characters
Image Aspect Ratio: 16:9
Recommended Thumbnail Image Upload Size: 1200×675 px
Max Video Size and Length: 1 GB, 20 minutes
Desktop News Feed Thumbnail Display: 400×400 px
Mobile News Feed Thumbnail Display: 618×618 px
Sidebar Thumbnail Display: 128×128 px
Permalink Thumbnail Display: 720×453 px

Mobile App Add
Text: 90 Characters
Image Aspect Ratio: 1.91:1
Recommended Image Upload Size: 1200×627 px
Mobile News Feed Thumbnail Display: 560×292 px

Domain Ad
Text: 90 Characters
Title: 25 Characters
Image Aspect Ratio: 1.39:1
Recommended Image Upload Size: 1200×864 px
Sidebar Thumbnail Display: 100×72 px