Leveraging platforms for effective distribution

Ben JefferiesHead of Digital Publishing

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

Before we begin…the C-word

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?

Two types of platform

Repository Distribution

.com

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

Choosing the right channel is easy

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

Approach #2

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

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

Twitter

Email

Newswires

BP Magazine

BP.com/local

YouTube Paid

Facebook / LinkedIn / Instagram

Editorial planning

Campaigns

Platforms

Post by theme

Measure what you do

Campaign KPIs

Channel health

Individual post

Website goals

Link clicks

Review and

adjust

Example; BP Energy Outlook

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

Above all