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Studio Hyperset’s master guide to content, platforms, and the contemporary marketing pipeline.
a Studio Hyperset expression studiohyperst.com/connect
v.1.2 | February 2016
Words on Fire
CONTENT PLATFORMSPIPELINE
bit.ly/fire-ebook
S E T Y O U R
introduction
This document helps Studio Hyperset frame and increase the impact of our clients’ online
marketing efforts.
It helps us take a marketing need ("raise awareness," "increase engagement"), combine it
with a demographic variable (gender, age), and determine: (a) what kind of content we
should create and (b) where we should circulate it.
!2bit.ly/fire-ebook
For example, if we know we needed to raise awareness about a client among 18-34 year-
old male sports fans, we'd do very well to create some sort of video game and share
information about this game on YouTube. We'd also know it best to avoid Pinterest and
Vine entirely.
When it came time to engage this audience, we’d do well to start a sports-oriented
podcast on SoundCloud and share information about this podcast on Twitter. Again, there
wouldn’t be much of a need to spend time working with Pinterest and Vine.
We hope the document helps enhance the impact of your own online marketing efforts.
!3bit.ly/fire-ebook
To download the full, unabridged eBook, please submit the form at
the bottom of this page: bit.ly/fire-ebook
!4bit.ly/fire-ebook
types of content
!5
eBooks, guides, case studies, and
reports are powerful lead-generation and
thought-leadership tools.
Effective vehicles for long-form content,
these polished, professional, research-
and data-driven forms are perfect for
connecting with c-level leaders.
Because they require registration,
webinars are powerful audience-building
and lead-generation tools. Since they
include audio, video, and textual
elements, they also cater to a wide
variety of learning-styles and can be used
to generate “child” content. We can
harvest a video, podcast, and supporting
eBook report from one webinar.
Web videos are, arguably, the most
powerful form of media currently
circulating in the world.
They allow us to communicate important
messages in entertaining ways and
present important engagement and viral
awareness opportunities.
Episodic podcasts offer important
subscription opportunities and
encourage routine, periodic
engagement. However, even single
audio files offer highly-portable
connection opportunities. Since this sort
of content doesn’t require any visual
interaction, users can listen to audio files
while they work, drive, or exercise.
bit.ly/fire-ebook
pipeline overview
!6
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Evangelism
Whee!
The contemporary marketing
pipeline has seven main
stages.
All platforms and types of
content can be used at every
stage of the buyer’s journey,
of course. However, you’ll find
many are especially helpful at
the top, middle, and bottom
of the funnel.
bit.ly/fire-ebook
!7
platforms
Think of it like this: content is a surfer, and platforms are the waves moving him about.
Cowabunga!
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types of platforms
LinkedIn’s various platforms offer content
creators interesting opportunities to (a)
connect with members of (and add
members to) their professional network
and (b) share professional-development-
oriented content with this network.
Popular with educated, higher-income
30-64 year-old working professionals.
While it offers Twitter-like, hashtag-driven
conversation opportunities, Instagram is
primarily an image- and video-sharing
app. As such, it offers important visual
storytelling and branding opportunities.
Popular with 18-29 year-olds, especially
sub/urban women, Hispanics, and
African-Americans.
Facebook plays cynical games with
engagement counts and audience
access. However, it’s the most dominant
social network on the planet so any
marketing plan must include it in some
form or fashion.
Popular with just about everyone on
planet earth aged 18-65+.
Twitter offers content creators important
backlink, engagement, discovery, and
sharing opportunities. Its list-building,
messaging, and low-connection barriers
means it’s easy to court awareness from
the otherwise unreachable (celebrities,
business leaders, &c).
Popular with sub/urban, college-
educated men and women under 50.
To download the full, unabridged eBook, please submit the form at
the bottom of this page: bit.ly/fire-ebook
!9bit.ly/fire-ebook
Studio HypersetWe build bridges that connect creatives, clients & audiences.
Studio Hyperset, Inc.
16152 Beach Boulevard, Suite 245 | Huntington Beach, CA 92605 | studiohyperset.com | [email protected] | (702) 521-6711
about
us
Studio Hyperset is a media- and marketing-focused professional services firm offering a range of vertically-integrated, growth-
oriented solutions. Our mission involves helping clients grow and evolve, empowering and adding value to their businesses and lives,
and working with them to find catharsis and formal order in a world of anxiety and chaos.