Content marketing seemed so much simpler a decade ago. An article with an image did wonders and could be used in a direct mail piece or posted on the company website. Fast-forward and it’s becoming quite a complex space.
Chris Lake’s Periodic Table of Content Marketing offers a valuable framework for businesses looking to optimize their content strategy. This innovative visualization provides a structured approach to content creation, distribution, and measurement, helping marketers navigate the complex world of digital content.
Key Components of the Periodic Table
- Strategy: A well-defined strategy is the foundation of successful content marketing. This includes setting clear goals, understanding your audience, and aligning content with business objectives.
- Format: Content comes in various forms, from blog posts and infographics to videos and podcasts. The table highlights the importance of diversifying content formats to engage different audience segments.
- Content Type: Lake identifies numerous content types, such as how-to guides, interviews, and case studies. This variety ensures businesses can create content that resonates with their target audience at different stages of the buyer’s journey.
- Platform: The table emphasizes the importance of distributing content across multiple platforms, including owned media (websites, blogs) and social media channels.
- Metrics: Measuring content performance is crucial. The table outlines various metrics to track, from engagement rates to conversion metrics, enabling data-driven decision-making.
- Goals: Every piece of content should support specific business objectives, whether it’s increasing brand awareness, generating leads, or driving sales.
- Sharing Triggers: Understanding the emotional drivers behind content sharing can help create more impactful and shareable content.
- Checklist: This section reminds marketers of the importance of quality control, including proofreading, optimization, and fact-checking.
The Periodic Table of Content Marketing serves as a comprehensive reference tool for content strategists and marketers. It can be used to:
- Develop a well-rounded content library
- Ensure content diversity in terms of format and type
- Plan content distribution across relevant platforms
- Set up appropriate metrics for measuring content performance
- Align content creation with business goals
- Create more shareable content by leveraging emotional triggers
While the table provides a solid framework, it’s important to note that content marketing is not a one-size-fits-all approach. Businesses should adapt the elements to fit their unique needs, industry, and audience preferences.
Chris Lake’s Periodic Table of Content Marketing offers a structured and visual approach to content strategy. Breaking down the complex world of content marketing into manageable elements provides marketers with a valuable tool for creating, distributing, and measuring effective content. As the digital landscape evolves, this framework can be a foundation for developing and refining content strategies that drive business success.
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