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
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. 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. 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. Two types of platform
Repository Distribution
.com
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
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
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. No. Think about your goals…
…and your audience needs
AUDIENCE
NEEDS
RESONANT
BP’s
PRIORITIE
S
RELEVANT
Which platform makes this most likely?
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. 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. 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
Twitter
Email
Newswires
BP Magazine
BP.com/local
YouTube Paid
Facebook / LinkedIn / Instagram
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