The Periodic Table of Content Marketing

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

1. 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.
2. 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.
3. 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.
4. Platform: The table emphasizes the importance of distributing content across multiple platforms, including owned media (websites, blogs) and social media channels.
5. Metrics: Measuring content performance is crucial. The table outlines various metrics to track, from engagement rates to conversion metrics, enabling data-driven decision-making.
6. Goals: Every piece of content should support specific business objectives, whether it’s increasing brand awareness, generating leads, or driving sales.
7. Sharing Triggers: Understanding the emotional drivers behind content sharing can help create more impactful and shareable content.
8. 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:

1. Develop a well-rounded content library
2. Ensure content diversity in terms of format and type
3. Plan content distribution across relevant platforms
4. Set up appropriate metrics for measuring content performance
5. Align content creation with business goals
6. 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.

Related Martech Zone Content

The Complete Guide to Content Topic Research and Semantic Relationships

What Metrics to Measure Your Content Marketing Effectiveness With

Why Small Businesses and High-Growth Startups Should Delay Hiring Their First Marketing Employee and Partner With A Marketing as a Service (MaaS) Provider

Why Affiliate Marketing Is The Most Failsafe Marketing Channel in the Current Economy