How the Abacus Agency Leverages Facebook for Content Distribution

Finding Facebook Dollars

Facebook and its ever-changing algorithm have kept content marketers on their toes for years. As soon as you find a way to snag a spot on their feed, everything changes and your posts go missing again.
Jeff and Peter have found a way to keep their content boosted to the right people through clever use of Facebook’s own tools, reframing how they use data, and shaping their content around the algorithm’s interests.
Peter and Jeff think of content funnels as conversion funnels. It helps adjust their approach to content, making it more focused on the end result of conversions than just engagement. This puts Facebook metrics and data in a new light where something like click-through rates become a north star for the content that works.
Better content means more clicks which means more pick-up by Facebook which leads to even more clicks and ultimately more conversions. It’s a happy cycle of clicks and sales that every content marketer dreams of starting.

In This Episode

• Why creating a successful Facebook advertising campaign means spending less money on boosting and more time on content
• How smart use of Facebook tools leads to conversion rates and data that can magnify the impact of your content marketing strategy
• Why being a successful content marketer today means marrying new data to new creativity
• How succeeding at one point of the Facebook Ads Triangle leads to amazing click-through rates

Quotes From This Episode

“We saw the world going specialist rather than generalist.” —@digidharma
“I’ve always been forced to think about marketing in a different way than just spending money and hoping for a result, because you can’t outspend big competitors.” —@jeff_goldenberg
“On Facebook, using click-through-rate as a metric for resonance or context, you can effectively tell which messages are resonating the best amongst what audiences.” —@jeff_goldenberg
Content funnels can be conversion funnels. Click To Tweet
“Good content has leverage that can’t be competed on a dollar-to-dollar basis with a bigger spender.” —@jeff_goldenberg
“It only works if it’s authentic, it only works if you’re solving problems for customers, and it only works if you really know the customer you’re speaking to.” —@jeff_goldenberg
Creative thrills but data pays bills. Click To Tweet
“Data helps us segment and map the buyer journey, but creativity is what carries your prospects and customers through it.” —@digidharma
“It’s only if you’re able to do something really well that you’re going to get a good result on Facebook.” —@jeff_goldenberg

Resources

• Peter Reitano on Twitter: @digidharma
• Jeff Goldenberg on Twitter: @jeff_goldenberg
• Abacus Agency
• The Facebook Pixel
• Technopoly: The Surrender of Culture to Technology

Content Pros Lightning Round

For Jeff:
What is a really interesting fact about Peter? Peter listens to really loud aggressive music.
What is Peter’s go-to lunch when you guys go for lunch all the time? He’s always on some extreme diet, and he doesn’t need it. He’s a very, very handsome man. Always on some extreme version of a diet. There’s always something that you’re allowed zero of. So it really depends, but he doesn’t eat a lot of bread. If I could follow his nutrition I’d probably have less bread, but I love bread.
Who would you put more as the art and copy person versus code and data? It’s really hard for us to separate the two.
For Peter:
What is a really interesting fact about Jeff? Jeff is obsessed with a band called Phish. I think he’s been to see them maybe 70 times.
What is Jeff’s go-to lunch when you guys go for lunch all the time? Jeff’s not on a diet. That’s all I can say. He likes good, nice fried food and stuff.
Who would you put more as the art and copy person versus code and data? If I had to choose one, I’m the artist… Jeff’s a nerd.