WTF is content?
Why do people use the internet/social media?
To fulfil a need.
So shouldn’t your “content” satisfy that need?
A definition…or two
the things that are held or included in
• a list of the chapters or sections given at the
front of a book or periodical.
"the contents page"
• the material dealt with in a speech, literary
work, etc. as distinct from its form or style.
"the tone, if not the content, of his book is
in a state of peaceful happiness;
• willing to accept something; satisfied.
"he had to be content with third place"
Key elements of content marketing
1. What’s the point of all the effort?
2. Who might care?
3. What do they want?
4. Create the materials
5. Select the most effective platform(s)
6. Publish materials
7. Did it work? As planned?
Two types of platform
Paid, Owned, Earned still matters
Social media shares
Pick the biggest networks
Facebook: 1.71 billion
WeChat: 1.12 billion
YouTube: 1+ billion
WhatsApp: 1+ billion
Weibo: 600 million
Instagram: 400 million
LinkedIn: 450 million
Twitter: 320 million
Google+: 300 million
Snapchat: 150 million
Flickr: 112 million
Pinterest: 100 million
MySpace: 50 million
Periscope: 10 million
Select the fastest growing channels
Approaches #3 to #8…
Select the newest platforms
Choose the coolest channels that everyone is talking about
Look at those that are innovating the fastest
Select all of the platforms
Stick with what you’ve inherited
Copy what your competitors are using
No. Think about your goals…
…and your audience needs
Which platform makes this most likely?
But who is your audience?
Platform LinkedIn Twitter Facebook Google+ YouTube
quickly and widely
2 way customer
Redirect to repository
Interact with opinion
Build global and
Interact with niche
Post to Google’s
Global page and
Facebook Global page
Single global page
Single global channel
Playlists to segregate
How does the platform achieve the
Which audiences use the platform?
What page and targeting options exist?
Mapping right content to right audience
Future of energy
Uniqueness of offer
Facebook / LinkedIn / Instagram
Post by theme
Measure what you do
• There is no magic formula for platform selection
• Context matters - identify where (and when) your audiences would be most
receptive to your content
• Build a content publishing framework and then test, learn and adapt