A thoughtful, insightful post from the Content Marketing Institute caught my eye in my feed reader earlier this week. The post, “The Details Behind Kraft’s Content Marketing Strategy” had three things that were high-value: two matrices and a video from Julie Fleischer, Director of Media and Consumer Engagement at Kraft Foods.
Fleischer’s two-by-two analysis of how brand’s need to think about categorization and governance of content marketing struck a positive chord. The first of the two analyses was related to how brands need to think about the content they are sharing in their social channels.
The analysis is shown in the image below:
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Looking at content in this manner brings two axes into play:
• Is this item produced or executional? (Produced items have high production values, where executional items are more conversational.)
• Is this item evergreen or perishable? (Evergreen items can be used multiple times and are relevant over a long time span, perishable items have a short relevance.)
For example for us here at Swipp, our videos, e-books and most of our blog posts skew toward the “evergreen” side of things, while some of the other curated links we share and our “week in review” blog posts are a bit more transactional in nature.
The other matrix she shared was how large brands should consider handling governance of the content that’s being created in each of these four areas. The model is as follows:
As you can see, Fleischer notes that most of the produced content comes from ad agencies that have the requisite skills and capabilities to create high-production-value items such as videos and other related assets. Conversely, the executional items typically fall either to social/digital agencies (or in-house resources that fill that role) or the marketing communications team.
Fleischer recaps the findings in this quick video:
Reading through this point-of-view on content marketing also tied nicely into a conversation I had last week with Vernon Niven, CEO of the very-cool NeedTagger service, which is a “customer search engine for social media.” (Vernon is also, notably, an early investor in Flipboard.) In our conversation, he noted that as content marketing continues to grow, a successful and scalable content strategy increasingly relies on content curation as much as it does on content creation. Just like Joy’s Law, which states that “No matter who you are, most of the smartest people work for someone else,” there is a content corollary, which is that “The best content on the internet was created by someone else.” Tying these two threads together comes up with the realization that the executional half of Fleischer’s model must have content curation as part of the model as well, not just content curation. Otherwise, the model can’t scale and, more importantly, you are under-serving your community by not sharing the best things with them.
• Think about mapping your content on the axes of produced, executional, evergreen and perishable
• Think about who in your ecosystem of in-house resources and agency partners are the best-suited for each of those quadrants
• Think about where the approaches of both content creation and content curation can help to scale the model