Download - Leveraging platforms for effective distribution, WTF UK is content marketing, November 2016
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
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?
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"
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?
Paid, Owned, Earned still matters
Paid Media(advertising)
Owned Media(or rented!)
Earned Media(organic)
Sponsored content
Shared content
ConvergedMedia
Promoted content
WebsiteEmail
Social mediaBlog(s)
Promoted/dark socialPaid searchBannersInMailsContent syndication
Social media sharesMedia pickupsInfluencer mentionsSEO
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
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
AUDIENCE NEEDS
RESONANT
BP’sPRIORITIES
RELEVANT
Which platform makes this most likely?
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
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
TargetingGlobal 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?
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
BP.com/global
Intranet
Yammer
Newswires
BP Magazine
BP.com/local
YouTube Paid
Facebook / LinkedIn / Instagram
Measure what you do
Campaign KPIs
Channel health
Individual post
Website goals
Link clicks
Review and
adjust
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