10 Case Studies: Content Marketing on Facebook & Twitter

Posted on Posted in Content Strategy, Facebook, Social Media Strategy, Twitter
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One of the great things about social media is that it can be an effective way to drive traffic back to the content on your site. After all, we want people on our site, signing up for our mailing lists and buying our products.

Of course, there’s a lot of competition on Facebook and Twitter to get attention for your links. With that in mind, let’s look at a few content marketing examples and see how you might incorporate some of these strategies into your own approach.


Example 1: Appeal to Guilt or Other Emotions

Here’s a great image posted on Facebook by WebMD. It shows a lady feeling guilty over something many of us are guilty…not flossing, so it taps into that guilty emotion. It links to an article that talks about the excuses for not doing this important activity and reasons those excuses can be overcome, so the content is a perfect match for what is conveyed in this photo.

Appeal to Emotions


Original Status Update: http://www.facebook.com/photo.php?fbid=10151250437428482&set


Example 2: We’ve All Been There

Another one from WebMD that appeals to something many of us have been through…the pacifier falling on the floor. We all have our own ways of dealing with these things, but have we considered the consequences of what we do? A child’s welfare is an important subject to parents, so this really taps into that.




Original Status Update: http://www.facebook.com/photo.php?fbid=10151246959823482


Example 3: Pictures That Tell a Story

The Colbert Report does a great job of telling a story through pictures and gets people interested in seeing the related video.

The facial expressions on the photos are often priceless and makes the viewer wonder what actually happened in the video.  In this case, we get to see the reaction of singer Morrissey as Colbert makes a joke about the unintended consequences of his song lyrics. Even if you don’t have a TV show, you can still incorporate story telling into your images. You can illustrate a process, show emotions and more.


Original Status Update: http://www.facebook.com/photo.php?fbid=10151102403111939


Example 4: The Awww Factor

This adorable koala photo is sure to get noticed. It links to an article about 19 fun facts, one of which is about the koala. It’s a great way to attract attention with a cute photo and then it also creates curiosity that makes one wonder what the fun fact and the 18 others are.



Original Status Update: http://www.facebook.com/photo.php?fbid=10151446160234705


Example #5: Using Popular Culture

In order to create a link to products that incorporate two huge things in popular culture, Amazon posts an eye-catching image of the Angry Birds Star Wars game. They also generate a conversation by asking the question about what combination their followers would like to see.

What popular culture can you tap into to get attention for your content and/or products?



Original Status Update: http://www.facebook.com/photo.php?fbid=10151171343063124


Example #6: Watch How Easy it Is

In this tweet, All Recipes appeals to their followers needs to have simple meals, particularly on weekends. They also include the phrase “What how to…” which is a great call to action. Tap into a problem your readers have and come up with a great solution. Whenever you make something easier for them, you have a winner.

The only thing I’d change here is to remove the exclamation points…they add too much hype.


 Original Tweet: https://twitter.com/Allrecipes/status/268179097019109376


Example #7: A Solution to a Problem

It’s a problem for many cooks around the holiday season…lumpy gravy.

This tweet works well because it addresses the problem, has a solution for it. It also provides social proof for the solution as the recipe is “top-rated.”


 Original tweet: https://twitter.com/Allrecipes/status/268088395467747328


Example #8: Give Them Something Extra

In this tweet, ESPN delivers content their readers expect, but also gives them 24 questions to ponder, creating curiosity and sparking more interest to click. The game schedule is probably posted on a lot of websites, but ESPN went just a little bit further to give something extra to their followers.



Original Tweet: https://twitter.com/espn/status/268111323370487808


Example #9: Play on Fears (Carefully)

This tweet not only creates curiosity, but also plays on the fears of parents. What parent wouldn’t want to click through to see what the law is and what the fuss is all about? They’ve also created a poll that allows visitors to share their opinion.

Careful with this tactic though.  A whole marketing plan based on fear can backfire and create resentment versus client attraction.


Original Tweet: https://twitter.com/HuffPostParents/status/267825310840520704

Example #10: Set an Example

If you want to motivate your readers, set a good example. In this tweet below, The Beastie Boys try to get people to help with Sandy relief and show what Mike D is doing to help.


There are many ways to get your followers attention on social media and we’ve covered quite a few including:

  • Using images

  • Tapping into emotions

  • Solving problems

  • Educating on important topics

  • Piquing curiosity

  • Using strong calls to action

  • Capitalizing on popular culture

  • Providing more than other content providers

  • Motivating by setting an example

How can you incorporate these techniques into your own social updates?

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