GROUP C: Bad Practices

MADAYAG, RHEANE B. • Posting too rarely;

MACA, SHAKIRA SHEAN • Not responding to peoples’
DESCARIAL, KEANA KRYZHIA questions;
BOGAOAN, MORIEN • Complicated structure;
ALISACA, WINNIE • Too less content and too much
advertisement.

How to measure the impact?

CHAPTER 4: CONTENT MARKETING
• Page shares;
TOOLS AND TACTICS
• Number of visitors;
1. BLOG • Number of comments;
• Page rank.
• Blogs are websites with entries
provided in chronological order.
• They can be used for a variety of
2. BRANCH GUIDE/FOLDER
purposes, ranging from shared,
online reflective learning to • Branch guides or folders are
dissemination and content marketing specially prepared instructions
within organization. placed on the companies’ websites.
• This is a very efficient solution for e-
Strengths
commerce activities or when clients
• Low cost; may have problems with proper use
• Builds brand awareness and it’s of the bought product (e.g. DIY
much less expensive than standard stores, online pharmacies).
online marketing campaigns;
Strengths
• It educates and informs about the
company’s activities in a very • Great channel for professional
attractive form. knowledge distribution;
• Multiple authors;
Weaknesses
• Low cost;
• Some people can use it to publish
Weaknesses
rude comments or spam – good anti-
spam plugin is needed; • Size of the base – very often it can
• Necessity for frequent updates; be hard to find required information.
Good Practices Good Practices

• Frequent updates; • Complementary information about

• Adding multimedia: video, audio, the product or service;
pictures, etc.; • Good search engine – information is
• Interactions writer-readers-writer; linked to each other and well tagged;
• Responding to reader’s queries.
 • Adding multimedia: video, audio, Good Practices
pictures, etc.
• Frequent updates;
Bad Practices • Adding multimedia: video, audio,
pictures, etc.;
• Posting too rarely;
• Connecting different social media –
• Complicated search engine –
one post will appear on all social
information is valuable but hard to
media channels;
find;
• Building a community of practice.
• Not complementary information.
Bad Practices
How to measure the impact?
• Posting too rarely;
• Inbound links;
• Not responding to peoples’
• Number of views;
questions;
• Time spent on the website;
• Too much text, too less multimedia,
• Click-throughs.
photos;
• Writing in too formal way;
• Too many advertisements.
3. SOCIAL MEDIA
How to measure the impact?
• A series of activities aimed at
promoting content through social • Number of followers;
media channels. • Number of shares;
• Social media are not a tool itself, but • Number of posts;
rather a part of the strategy. • Number of comments;
• What is crucial about social media is • Page views.
that it aims to build social interaction
and involves people into more
informal communication. 4. CASE STUDY
Strengths Case study is a format in which examples of
effective business implementations of
• Direct contact with recipients;
products or services are being described.
• Low cost;
• More informal way of communication Natural connections with other Formats:
which can build personalized white papers, infographics, case studies,
connection. video, webinars, online transmission

Weaknesses Strengths

• Amount of social media profiles – it’s • Credible testimony from business

hard and time consuming to promote practice;
and build a large community over • It builds the company’s reputation
social media; and proves that its solutions are
• It can generate rude comments and effective;
critics over the company. • Low cost.
Weaknesses • Limited time;
• Many distractors that may disturb
• Time consuming;
interaction.
• Requires approval from the client’s
side. Good practices

Good practices • Organized systematically;

• Being punctual and closing
• Asking clients for permission for
the event on time;
case study preparation after each
• Using interaction tools.
successfully implemented product or
service; Bad practices
• Showing different contexts
of implementation. • Disorganised;
• Being unprepared and too
Bad practices much talking;
• Not using interaction tools;
• Publishing case studies without
client’s permission; • Not responding
• Giving too much detail and How to measure the impact
information not relevant for potential
clients; • Number of participants;
• Participants’ opinion;
How to measure the impact • Sales increase;
• Sales increase; • Time spent on webinar.
• Subscription increase; 6. ONLINE TRANSMISSION
• ROI;
• Click-throughs. Broadcast of audio-visual signal of a
particular event via the web. This event may
5. WEBINAR be directly or indirectly related to the
company and its offer.
Interactive form of live broadcast over the
internet. It does not require installation – Strengths
webinar software can be accessed directly
through the browser. • Professionally organized;
• Possibility to involve online audience
Strengths present during f2f events or organize
• Cost efficiency; f2f events and make a transmission
of the key note speaker
• Direct contact with the trainer;
presentations.
• Opportunity for asking questions;
Weaknesses
Weaknesses
• Stabile and fast Internet connection
• It can motivate people for rude
is necessary;
comments;
• Limitations of non-verbal
communication;
 • Online audience has limited • It can be expensive when prepared
opportunities to interact – they are and edited by professional
more watch it like TV. multimedia studio.

Good practices Good practices

• Using at least few cameras and view • Prepare good scenario for the video;
of the presentation; • Always tag your videos and describe
• Involving audience into discussions; them in detail.
• Separate communication with online
audience;
Bad practices
Bad practices
• Not describing your videos properly
• Not informing about the transmission – as a result they are hard to find;
– the price and effort is accurate • Not responding to peoples’
when it has large online audience; questions.
• Communicating to f2f and online
audience at the same time – online How to measure the impact
audience usually have some
• Number of followers;
transmission delay.
• Number of shares;
How to measure the impact • Inbound links;
• Number of comments;
• Number of participants;
• Page views;
• Time spent during transmission;
• Time spent on the website.
• Number of comments;

7. VIDEO PUBLICATION
8. SPONSORED ARTICLE
Separate channel on social media or
Sponsored articles are indirect
corporate websites can build a community
advertisements promoting a product or
interested in multimedia content. This
service, often containing video, audio, or
solution requires constant content supply
infographics. They are labelled and paid for,
and brand visibility. Customers can create
often integrated with editorial content on
content, demonstrating product
publisher sites or newspapers. Sponsored
reasonableness, such as videos with GoPro
articles help gain new customers, engage
cameras on official profiles.
them, and inform about news.
Strengths
Strengths
• Repeatability;
• It can contain links directing to the
• No time and place limitations;
product/service’s webpage;
• May be used off-line;
• It’s more appealing for readers than
other forms of advertising;
Weaknesses
• Chance for reaching new customers.
Weaknesses used by website owners to communicate
and advertise to their readers. Historically,
• Costs – it’s not for free;
they were similar to rapid scientific journals
• Time and place limitations; distributed via photocopying.
• People may not want to read it when
they get to know that it’s sponsored; Strengths

Good practices • Allows to communicate and keep

clients informed about a specific
• Linking to the article placed in social topic;
media; • Creates and builds relationships with
• Interesting content which is not only customers;
about the product/service you would • Low cost;
like to promote.
• Easily delivered to your subscribers;
Bad practices
Weaknesses
• Content sounds like an
advertisement; • To receive a newsletter, the client
• Content only related to must provide his email address and
product/service; some people don’t want to share
• No linking to the article in social their personal data;
media; • Filters could block your newsletters
on the subscriber’s email account;
How to measure the impact • It can get lost in dozens of users’ e-
mails;
• Number of page’s views; • Readers can be annoyed if they will
• Time spent on website; receive it too often and it’s easy to
• Number of comments; lose the subscribers’ interest;
• Click-through;
• Number of social media shares;
Good practices
• Inbound links;
• Conversion funnel • Frequent updates – but not more
than twice a week;
9. NEWSLETTER • Interesting and relevant content;
A newsletter is a form of advertising sent • Adding multimedia: video, audio,
periodically to a specific group of people. It pictures, etc.;
is a regularly distributed publication that
focuses on one main topic of interest to the Bad practices
target group. Delivered via email,
newsletters can vary in format, sometimes • Posting too rarely;
summarizing web articles or containing full • Too much information;
texts. They often feature updates on the • Too brief information and lack of
latest events or promotions. Subscriptions substance;
may be free or paid, and newsletters are • Out of date information;
How to measure the impact • Engaging users;

• Number of sent newsletters; Bad Practices

• Number of openings;
• Complicated slides;
• Click-throughs;
• Changing the structure of slides;
• Subscription increase.
• No entertainment;
• Too less or too much slides;
10. ONLINE PRESENTATION • Too much information on slides.
● Online presentation is a type of How to measure the impact
content that can be delivered in
different forms and then transferred • Inbound links;
to the online environment. • Number of views;
● It’s not just slides but also images, • Click-throughs;
links, social media feeds, video and • Number of social media shares;
audio materials, documents and • Number of comments.
interactive presentation viewers.
● The most popular programme for
11. MOBILE APPLICATION
creating presentations is
PowerPoint. ● Mobile application is a software
program (Internet application)
designed for smartphones or other
Strengths
mobile applications.
• Ease of use; ● A mobile application is also known
• Availability for anyone who has an as an app and it was popularized by
Internet connection; Apple. Apps are usually available
• Low cost; through distribution platforms, such
• Content can be edited, revised and as App Store, Google Play,
updated; Windows Phone Store and
BlackBerry App World.
Weaknesses
Strengths
• Users have to have an Internet
connection; • Useful for small screens, e.g. in
• Time consuming; smartphones;
• Form of slides forces the presenter • It can use the phone’s native
to reduce complex subjects to a set interactions, GPS, camera, taps,
of bullet items; tools;
• Form of marketing that is more
Good Practices effective than traditional marketing,
for example billboards.
• Simple, easy to understand and
concise slides;
• Adding multimedia: video, graphics
audio, etc.;
Weaknesses Strengths

• Requires long term investment; • It educates and informs about

• Necessity of frequent updating; something in a very attractive way;
• Users have to first download the • Builds brand awareness and it’s
application; much less expensive than standard
• Applications have to be placed in online marketing campaigns;
some storage, like app store; • Helps to increase SEO;
• Cost of developing and marketing;

Good Practices Weaknesses

• Designing it for different platforms; • Can distract people;

• Headlines and bullet points; • Possibility that data numbers will be
• Interactions writer-readers-writer; overwhelming;
• Flexible display adjusted to different • Readers interpret data on their own;
screen sizes; • Can distort data.

Bad Practices
Good Practices
• Using not relevant content;
• No navigation menus visible on • Interesting topic;
every screen • Catchy title;
• Scrolling; • Includes many charts and statistics;
• Low contrast; • Promotion via social media.
• No links to additional information.

How to Measure the Impact Bad Practices

• Comments; • Too much text;

• Number of downloads; • White background;
• Updates rate; • Lack of promotion;
• Time spent. • Too detailed information

12. INFOGRAPHIC
How to Measure the Impact
Infographic is a visual presentation of
knowledge or data designed to present all • Inbound links;
information in a clear and attractive way. • Page views;
• Social shares;
Infographics consist of 3 parts: the visual, • Time spent on the website.
the content and some insights into data
they present.
13. E-BOOK

A book in electronic format being displayed

on a computer screen or handheld device.
Basically, it contains text, but there can be
also images, audio and video, animations. It the product/service/project. Its aim is
can be download for free and for a fee. E- to educate the reader and at the
books are intended to be read on e-book same time to increase selling and
readers but also computers or smartphones the promotion of the
may be a good device. product/service/project.

Strengths
Strengths • Validates organization’s credibility;
• Increases the effectiveness of
• Flexibility
marketing;
• Space saving
• Strengthens company’s competitive
• Multimedia effects (animations,
position;
sound effects)
Weaknesses
Weaknesses
• Time consuming;
• Requires to convince and encourage
• Requires equipment (computer, e-
people to read it;
book reader)
• It can be boring to customers/clients
• E-readers have limits
because of its length;
Good practices • Hard to find the right person for
writing a white paper, it has to be an
• Interesting graphic design;
experienced person
• Adding multimedia: video, audio,
pictures, etc.;
Good practices
• Interactivity.
• Attention grabbing headlines;
• Adding graphic elements;
Bad practices
• Content focused on the
• No reviews;
users/clients’ goals and objectives;
• Too crowded graphics;
• Clear and understandable language;
• No format for smaller screen
• Using sub-headings and bullet
points;
How to measure the impact
• Writing about benefits for clients.
• Number of downloads
• Number of leads
Bad practices
• Social media shares
• Writing about
• Rates
ourselves/company/project instead
of writing about what’s important for
14. WHITEPAPER
users/clients;
• Writing white paper for the wrong
• Is something between a report and a
audience;
brochure. Its aim is to educate the
• Using complicated terms;
reader and at the same time to
• Too short or too long content
increase selling and the promotion of
(between 3 and 14 pages);
 Good practices
How to measure the impact
• Number of downloads • Key note speakers who are experts
• Number of leads in specific topics
• Social media shares • Communication with participants
before the event, during it and after;
15. IN-PERSON EVENT • Choosing participants who are
potential clients; Preparation of the
In-person events, such as conferences, event and its promotion few months
trade shows and workshops can bring a lot before;
of benefits for the organizer. Those events
are indicated as one of the most effective Bad practices
content marketing tactics by marketers. • Boring presentations and speeches;
• Lack of communication with
• Helps to increase sales and it’s a participants before the event;
great opportunity to inform potential • The event is not about presenting
clients about product/service so that knowledge about some topic but it’s
participants can understand it better. an advertisement of some
• Higher brand awareness product/service.
• Becoming a leader in a specific
context and a real contact with
How to measure the impact
attendees.

• Number of participants;
Strengths
• Opinions of participants;
• Communication with potential • Social media shares;
clients; • Sales increase.
• New contacts;
• Professional image of the company,
which creates a leadership position

Weaknesses

• Costs of organization of the whole

event;
• Risk of event’s failure;
• Risk that invited people will not
attend;
• If the event is for free, company has
to invest its own money;