Facebook Lead Ads and content marketing – Content24

Welcome to Content24. Why is it different? Because it’s a digest of the stories that have made an impact over the past 24 hours, and not just a platform for recycled content marketing. Today we’re looking at Facebook Lead Ads and some research into brand activity by the Content Marketing Association Facebook Lead Ads and content marketing

Facebook Lead Ads and content marketing

Facebook has launched a one-click form that brands can use on mobile ads within the social media platform. Technically this is not about content marketing, but something that could affect it hugely.

The main benefit is that it autofills the form with information already held by Facebook, making it much quicker for people to sign up. One of the big issues for mobile forms in standard HTML is that the screen size makes it harder to complete, causing people to lose patience.

As this helpful piece by Buffer points out, it also saves the trouble of hosting the information, building the landing page and buying ads to point to the form.

With most people viewing web content through mobile, this could provide an efficient way of building lists for emailable content, such as newsletters. This is something Facebook has evidently recognised, too.

The Content Marketing Association (CMA) has produced a report into brands’

use of social media for content marketing purposes. The report titled ‘The Role of Social in Content Marketing‘, spoke to 100 senior-level marketers, media and content marketing agencies.

It found that Twitter and Facebook were the best platforms in terms of overall economic viability. However, LinkedIn came out on top in terms of B2B, with 67 per cent saying they thought it was the most effective.

However, 42 per cent of respondents were uncertain how they should evaluate its return on investment. Despite this, 75 per cent said they planned to increase their social media budgets next year.

The lack of a proper tool for measuring content marketing ROI was pointed out in a FirstWord piece earlier this year. It is something the sector needs to get a grip on – and there are ways of doing it – because it is the first thing the CFO will ask when the marketing budget gets crunched.

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