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Leveraging platforms for effective distribution, WTF UK is content marketing, November 2016


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Ben Jefferies at WTF UK in London November, 2016

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Leveraging platforms for effective distribution, WTF UK is content marketing, November 2016

  1. 1. Leveraging platforms for effective distribution Ben Jefferies Head of Digital Publishing
  2. 2. What do we know about content marketing? Brands can become publishers Brands can build audiences Brands can gain attention But it must be in service of a business objective
  3. 3. Before we begin…the C-word
  4. 4. WTF is content? Question: Why do people use the internet/social media? Answer: To fulfil a need. So shouldn’t your “content” satisfy that need?
  5. 5. A definition…or two the things that are held or included in something; • 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 familiar" in a state of peaceful happiness; • willing to accept something; satisfied. "he had to be content with third place"
  6. 6. 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?
  7. 7. Two types of platform Repository Distribution .com
  8. 8. Paid, Owned, Earned still matters Paid Media (advertising) Owned Media (or rented!) Earned Media (organic) Sponsored content Shared content Converged Media Promoted content Website Email Social media Blog(s) Promoted/dark social Paid search Banners InMails Content syndication Social media shares Media pickups Influencer mentions SEO
  9. 9. Choosing the right channel is easy
  10. 10. Approach #1 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
  11. 11. Approach #2 Select the fastest growing channels
  12. 12. 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
  13. 13. No. Think about your goals… …and your audience needs AUDIENCE NEEDS RESONANT BP’s PRIORITIE S RELEVANT Which platform makes this most likely?
  14. 14. Key influencers But who is your audience? Target audiences Direct influence Direct influence Academics Bloggers Celebrities Industry representatives Journalists NGOs Community Customers Potential employees Governments Investors Partners
  15. 15. Platform LinkedIn Twitter Facebook Google+ YouTube Purpose Interact with influencers Core messages, thought leadership Recruitment Spread messages quickly and widely 2 way customer response Redirect to repository Interact with opinion formers Establish facts, Build global and local engagement Interact with niche audiences Post to Google’s ecosystem Search engine optimisation Video repository Search engine optimisation Audience Professional mind-set Thought leaders Job seekers Professional & personal mind-sets Personal mind-set Local community Students Professional & personal mind-sets Niche expertise Professional & personal mind-sets Targeting Global page and showcase pages LinkedIn audiences Individual accounts Facebook Global page structure Facebook audiences Single global page “Circles” and Communities Single global channel Playlists to segregate content Platform analysis How does the platform achieve the business objective? Which audiences use the platform? What page and targeting options exist?
  16. 16. Mapping right content to right audience Strategy Safety Sustainability Future of energy Local Commitment Awareness Content themes Uniqueness of offer Investor Partner Influencer Job seeker Employee Customer Target audience General public Distribution Publish Promote Intranet Yammer Twitter Email Newswires BP Magazine YouTube Paid Facebook / LinkedIn / Instagram
  17. 17. Editorial planning Campaigns Platforms Post by theme
  18. 18. Measure what you do Campaign KPIs Channel health Individual post Website goals Link clicks Review and adjust
  19. 19. Example; BP Energy Outlook
  20. 20. Summary • 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
  21. 21. Above all