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Content Mapping Tools and 5 Mind Map Steps

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Content Mapping Tools and 5 Mind Map Steps

You spent hours sweating over a blog post to make it appealing and complete. You spent weeks of intensive preparation to produce an eye-catching video. You finally have your content in shape and publish the end result.

You promote it with a few tweets and updates on LinkedIn, Instagram, and your newsletter. And then?

Don’t cross your fingers and hope for the best. Turn to mapping to ensure your content makes the biggest impact possible.

Let me walk through the process with the example of a video presentation I did for the hybrid Content Marketing World event in 2021: What If Creating Single-Use, Disposable Content Were a Crime?

Decipher content mapping

In this case, I use the term “content mapping” to talk about mapping content to other content. Content mapping is a logical derivative of the phenomenon of mind mapping — drawing a diagram to visually organize information, frequently around a single concept represented as a circle in the center of the map.

#Content mapping lets you visually organize information around a single concept, says @carlijnpostma via @CMIContent. Click To Tweet

An experienced content mapper can easily chop the topic into separate thoughts or ideas. But less-experienced content mappers should brainstorm, using the map as a physical manifestation. I like to draw a tree and jot down all the different categories, subjects, and content types that come to mind as branches.

You can download the example and create your own version.

Content Mapping Tools and 5 Mind Map Steps

Click to enlarge

Map your content in 5 steps

Follow the mind-mapping process with these steps, and see how to do it with the topic of “evergreen content” – the core message in my Content Marketing World video.

1. Select your core content

Base your map on a piece of high-quality, long-form content that will gain your target audience’s attention. Though it needs to be relevant content, you don’t need to start from scratch. Have you posted an interesting article? Does your podcast contain an episode about which you would like to focus more attention?

Start your #content map with a high-quality, long-form asset, says @carlijnpostma via @CMIContent. Click To Tweet

Specify the source of this long-form content – its landing page. Will you link to a page on your website? Or is the ultimate goal to attract more subscribers to your YouTube channel?

Example: My goal for the evergreen content video is to attract more visitors to my website and convert them into newsletter subscribers. My primary content source is this page on my website featuring the video, What If … Creating Single-Use, Disposable Content Were a Crime.

2. Divide into five subtopics

Detail five subtopics related to your primary long-form content. Bear in mind these subtopics likely won’t be in a ready-to-share format.

Example: The topic of “evergreen content” can be split into these five subtopics:

  • What is single-use, disposable content?
  • Why is creating evergreen content beneficial?
  • Tips on how to create evergreen content
  • What you can learn from Netflix regarding evergreen content
  • Don’t forget …

3. Create four perspectives for each subtopic

Think, too, about the way to convey each subtopic’s message. Does it work best as an interesting headline or a quote, a trailer video, or should it be an infographic or a photo collage?

Create 20 linking messages (five subtopics multiplied by four perspectives) for the primary topic to draw in your audience. You also can use these to create additional content for your topic.

(Example is incorporated with step four.)

4. Specify the content types and channels

Think about how to distribute your messages. Take into account the characteristics of the chosen network or medium. For example, Instagram and Pinterest require images, while TikTok demands videos. Or the tone of voice on Facebook can be informal, but LinkedIn users still expect more formal language.

Example (steps three and four):

  • What is single-use, disposable content?
    • Perspective: What is single-use, disposable content?
      • Formats: title, still image, short summary, link to page
      • Distribution: Twitter, LinkedIn, Facebook
    • Perspective: What if creating single-use, disposable content were a crime?
      • Formats: trailer video, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTok, newsletter
    • Perspective: How do you identify single-use, disposable content?
      • Formats: title, trailer video of Unidentified Single-Use Content, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTok
    • Perspective: Command to the audience, “Stop creating single-use, disposable content. Start creating evergreens.”
      • Formats: poster, link to download
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
    • Perspective: Explanatory summary with a cliffhanger ending
      • Formats: text, quote, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
  • Why is creating evergreen content beneficial?
    • Perspective: Six reasons why creating evergreen content makes sense
      • Formats: text, link to page
      • Distribution: LinkedIn, Facebook, newsletter
    • Perspective: How evergreen content keeps drawing audiences
      • Formats: infographic, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, Pinterest
    • Perspective: ROI on evergreen
      • Formats: infographic, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, Pinterest
    • Perspective: Short summary of SEO benefits of evergreen content
      • Formats: text, link to blog post on website
      • Distribution: Twitter, LinkedIn, website
  • Tips on how to create evergreen content
    • Perspective: How to create evergreen content
      • Formats: text, link to additional blog post on website
      • Distribution: Twitter, LinkedIn, Facebook, website
    • Perspective: Five don’ts to become a pro in creating evergreen content
      • Formats: list, link to additional blog post on website
      • Distribution: Twitter, LinkedIn, Facebook, website
    • Perspective: Examples of brand evergreen content vs. campaign content
      • Formats: text, stills, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
    • Perspective: Case study of a brand showing the value of evergreen content
      • Formats: text, link to additional blog post on website
      • Distribution: Twitter, LinkedIn, Facebook, website
  • What you can learn from Netflix regarding evergreen content
    • Perspective: What you should learn from the creators of films and series
      • Formats: text, blog post, link to page
      • Distribution: LinkedIn, Facebook, newsletter
    • Perspective: Why a new season attracts new audiences to previous seasons
      • Formats: text, link to additional blog post on website
      • Distribution: Twitter, LinkedIn, Facebook, website
    • Perspective: How to develop an evergreen strategy
      • Formats: Book Binge Marketing, summary and reviews, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
    • Perspective: Six easy-to-apply tactics for your marketing strategy learned from Netflix
      • Formats: list, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
  • Don’t forget …
    • Perspective: Quote from existing podcast – Unlimited Shelf Life, episode about evergreen content
      • Formats: audio quote from podcast, cover podcast
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
    • Perspective: Review quotes from enthusiast audience
      • Formats: quotes, slideshow
      • Distribution: LinkedIn, Facebook, Instagram
    • Perspective: New trailer video to promote the full video
      • Formats: talking head trailer
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTok
    • Perspective: Collect all shareable visuals that are relevant to the topic
      • Formats: photos, slideshows
      • Distribution: LinkedIn, Facebook, Instagram, Pinterest

5. Schedule your posts over a longer period

Now that you’re ready to schedule your content, decide on what period you want to focus attention on your topic and schedule updates accordingly. Vary the times of day at which you post your updates to social media. This way, you’ll get the most viewers (unless your aim is a small audience and you’ve decided you want to repeat your message).

No time to waste

I sometimes get asked whether all this content overwhelms the audience. And if you look at all the different types together, it could seem that way. That’s why it’s so important to create a content map that allows you to manage the publishing carefully across multiple channels over time.

Updated Jan. 9, 2023
 

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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