As it relates to the CML, production is where the fruits of your marketing team’s labor first come into view. However, franchisors/ees may not reap the full benefits of social media and content marketing if target audiences don’t fancy the type of content being created. To ensure that the content being produced for content marketing and social media appeals to current and prospective customers, it is critical to be aware of factors that can either positively or negatively sway interest.
Identifying and understanding these factors are now possible through the Content Marketing Index™ (CMI). This new tool gathers vast amounts of data and simplifies it in a comprehensive franchise 360™ report so that franchise brands can quickly and easily assess their entire archive of content marketing and social media marketing activity.
The franchise 360™ report scores a franchise’s performance and provides actionable recommendations to improve their social media efforts. This personalized report can encompasses a brand’s digital fingerprint with data from every social network/blog post, media variation being used, user engagement and more.
The franchise 360™ reports have been closely integrated with Cadence9’s Content Marketing Lifecycle so that the data being collected can be optimized and organized into specific sections. Planning/Editorial Calendar, Production, Publishing and Engagement are the four key Content Marketing Lifecycle (CML) steps that are examined in the report. Each one of these steps has its own measurements (variables) that relate to its processes. This type of formatting helps franchisors/ees become more efficient when trying to implement the recommendations from the report so that specific steps of the Lifecycle can be targeted.
ProductionBefore we start explaining the variables and how they relate to production in the CMI franchise 360™ report, it is best that we become familiar with the means of production in the CML.
The net-net is that there is no substitute for quality content. A franchise marketing team might have great publishing and measurement skills but will remain inept if the content being produced is not relevant, informational, and interesting. Furthermore, all content needs to be working in tandem with the franchise’s marketing strategy so that all publishing is supporting the original business goals.
When in production, the primary aspect of content creation revolves around a highly-detailed workflow. It also includes understanding the type of content that is best suited for different social media channels, specialties of content creators/authors, supplemental resource requirements, and use of a prescribed style guide to control messaging, presentation and branding. Measurement Variables of Production The production step in the CMI franchise 360™ report is composed of two measurement variables – media variation and post count. These two variables show whether a franchise has invested in high quality content by using multiple types of media and if they are posting enough content.
Media Variation – Producing content requires variation. Your followers are going to quickly lose interest if all your posts are big blocks of TEXT. To increase your report score and gain favor with online audiences, it is recommended that you incorporate at least five variants of media – text, photo, video, audio and paid. Typically, photos and videos are excellent uses of rich media. This type of media receives the most engagement and shares because it is able to quickly tell a message and grab the attention of viewers.
This might seem like a lot of media types and even more work, but your franchise likely has a lot of customers who are stimulated in different ways. A universal approach to the type of content you produce is going to limit the amount of people you could potentially connect with. The franchise 360™ report makes it easy for franchises to experiment with different types of media and easily discover the best kind of media that resonates with their audiences.
The various media types also have to be broadcast to the right social channels. There will be different target audience segments that will have a media preference based on the social platform they are on. Content placement and media type need to work together.
The sample chart (below left) shows a brand that has posted only three media types with text being the most predominant media type. We also see that video acquired the largest ratio of engagements and comments. Even though this franchise had 55 more text posts than video, people were significantly more attracted to their video posts. The franchise should identify the specific channels where users engaged more with the videos and continue to feed their interests. The franchise should also review each channel’s data to see which media type gained the most traction. Meanwhile, they must add additional media types to see if they could connect with new and untapped followers.
Post Count – This is one of the more straight-forward variables and means exactly how it sounds – the amount of posts across every social platform.
The post count contributes to the CMI score by showing franchises important ratios on all engagement occurring based on platform, media variation and even post-to-channel follower ratios.
This variable helps marketing teams track the amount of posts that they have published in contrast to the targeted amount in their editorial calendar. It is a strong metric to reinforce accountability and make sure content is going out to the correct platforms.
The CMI franchise 360™ reports will remain dedicated to furthering the success of franchises/franchisees and their ability to make accurate, data-driven decisions to drive business growth with social media and content marketing.