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How the Abacus Agency Leverages Facebook for Content Distribution

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Hosted By
Jess

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Co-Founders of Abacus Agency Peter Reitano, CEO, and Jeff Goldenberg, CSO, join the Content Pros Podcast to share how they squeeze every dollar out of Facebook using dynamo content.

Abacus-Agency-InstagramFinding 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

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.

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