S ET YOUR Words on Fire
CONTENT PIPELINE PLATFORMS
Studio Hyperset’s master guide to content, platforms, and the contemporary marketing pipeline.
a Studio Hyperset expression studiohyperset.com v.1.11 | July 2016 studiohyperst.com/connect introduction
This eBook includes information on:
• the major types of online (marketing) content
• the contemporary marketing pipeline
• the pipeline stage to which each type of content is best suited
• the major contemporary content platforms
• the pipeline stage(s) to which each platform is best suited
SH uses this as a sort of "choose your own adventure" resource, one that allows us to build custom marketing stacks for our clients.
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.
In essence, this document allows us to 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.
We hope the document helps enhance the impact of your own online marketing efforts.
studiohyperset.com !2
why content?
At a high level, we might say mass media marketing and traditional, SEO-/PPC-driven online marketing hope to attract the one by shouting at the many. Content marketing works quite a bit differently. We might say it attracts the many by whispering to the one.
We create content for idealized demographic types, use highly personal channels to share this content with individuals who fit this type, and build awareness and interest from the individual up rather than from the group down.
Using content, SH helps businesses build, activate, and manage reliable, scalable, and measurable frameworks that allow organizations to:
• connect with new leads
• transform these leads into an audience
• engage this audience with content
• use awareness to increase revenue opportunities
There are no longer buyers, customers, or users. There are only audiences and the content that engages them. The modern world huddles around great content — around glowing film screens, phones, tablets, televisions, and computer monitors — the same way our ancestors did cave fires. And that archetypal experience, woven deeply into our psyches, allows Studio Hyperset to use content to build meaningful communities for our clients.
studiohyperset.com !4 types of content
eBooks, guides, case studies, and Because they require registration,
reports are powerful lead-generation and webinars are powerful audience-building
thought-leadership tools. and lead-generation tools. Since they
include audio, video, and textual Effective vehicles for long-form content, elements, they also cater to a wide these polished, professional, research- variety of learning-styles and can be used and data-driven forms are perfect for to generate “child” content. We can connecting with c-level leaders. harvest a video, podcast, and supporting
eBook report from one webinar.
Web videos are, arguably, the most Episodic podcasts offer important
powerful forms of media currently subscription opportunities and
circulating in the world. They allow us to encourage routine, periodic
communicate important messages in engagement. However, even single
entertaining ways and present important audio files offer highly-portable
engagement and viral awareness connection opportunities. Since this sort
opportunities. Longer-form films, of content doesn’t require any visual
documentaries, and episodic, TV-style interaction, users can listen to audio files
serials offer similar advantages. while they work, drive, or exercise.
studiohyperset.com !5 Interactive tools and other “growth Since they often feature marquee
hacking” mechanisms allow us to members of a particular field, interviews,
communicate value, connect with new reviews, and other types of online
leads, and feed automated awareness-, discussions offer important opportunities
retargeting- and other conversion- to connect with well-known brands and
oriented workflows. thought-leaders and their professional
networks. Organic interest in interview Here’s an example we built for our client targets drives search traffic and can Infer: infer.com/score-o-matic/ create exponential, viral awareness loops.
Blog posts and landing pages use
important keywords to increase the Rivaled perhaps only by videos, visitors
organic discovery rates of other content eagerly share and enthusiastically engage
offerings. However, both offer important with infographics. content opportunities in their own right. Like videos, they also allow content Great blog posts can include creative creators to share complex information in (non)fiction, reportage, reviews, how a visually-engaging way. to’s, and a variety of different lists, and
great landing pages entertain and delight
visitors before converting them.
studiohyperset.com !6 Whether they stand-alone or offer CMS plugins, API-driven add-ons, and
backlinks to blog posts, landing pages, SaaS/mobile applications offer amazing
and other types of content, social media opportunities to build audiences,
posts are your organization’s primary on- leverage existing networks and user
ramp to the global data stream. Use groups, generate goodwill by improving
them to contribute your voice to existing systems, and demonstrate
humanity’s on-going, always-on expertise. Often, these can even become
conversation. revenue-neutral or revenue-positive
awareness generators.
Like plugins, add-ons, and applications, Whether they contain cold, outreach
web, mobile, and console games offer messages or warm, subscription-based,
organizations the opportunity to colonize content, email is a workhorse that carries
existing frameworks and even generate enormous amounts of water for other
revenue. Like other interactive tools, types of content. Like landing pages and
they’re also significant engagement social media posts, however, email also
mechanisms and have the potential to presents important engagement benefits
connect your organization with users for and data-driven decision-making
long periods of time. opportunities (usually documented in
marketing automation solutions).
studiohyperset.com !7 Matt Hebermehl, Migration (2015) - hebermehl.com
Public art installations and murals offer extraordinary awareness and viral sharing opportunities. They allow you to
leverage the public’s interest in, and ability to share, interesting things they find in the world; make and engage
important local community connections; and link your brand with the arts.
studiohyperset.com !8
pipeline overview Whee!
The contemporary marketing pipeline has seven main stages.
Awareness All platforms and types of content can be used at every Interest stage of the buyer’s journey, Consideration of course. However, you’ll find many are especially helpful at Intent the top, middle, and bottom of the funnel. Evaluation Purchase
Evangelism
studiohyperset.com !10 Upper-funnel content is focused on raising awareness about, and interest in, your organization and attracting potential subscribers, leads, and audience members via organic discovery and social sharing.
infographics CMS plugins and (API) add-ons blog posts single audio files social media posts smartphone and SaaS applications text, video and/or audio interviews video/mobile games viral-style videos art installations and public art murals films and documentaries cold emails “Ask Me Anything”-style forums reportage and creative (non)fiction
studiohyperset.com !11 Mid-funnel content is focused on connecting with leads in meaningful ways and converting them into kinetic audience members and customers.
webinars landing pages episodic podcasts testimonial videos episodic, TV-style serial narratives branding/narrative/marketing videos interactive "growth hacking" tools training videos newsletter emails eBooks, guides, case studies, and subscription content series emails reports
studiohyperset.com !12 Lower-funnel content is focused on engaging and delighting existing customers and audience members, turning them into evangelists, and driving referrals.
newsletter emails forum discussions subscription emails and content series special offers video testimonials special events testimonials, reviews, and comments on referral and affiliate programs social media, blog posts, &c. reportage and creative (non)fiction series
studiohyperset.com !13 platforms
Think of it like this: content is a surfer, and platforms are the waves moving him about.
Cowabunga!
studiohyperset.com !15 methodology
Individually (eg., “Instagram”) or as a collective taxonomy (eg., “Link Sharing Services”), the platforms listed generally have at least 10 million or so active monthly users (or visitors), and we’ve verified these statistics in at least two references. Because the modern media landscape is so diverse, and because it offers marketers so many interesting and exciting opportunities, we’ve also followed a rather liberal definition of platform.
For the purposes of the following list, a platform is “any framework that allows our clients (or ourselves) to:
• distribute content
• have that content discovered (and/or shared) by potential audience members
• make (or facilitate the making of) kinetic audience connections
• achieve some measurable ROI or intended consequence.”
Rather than relying solely on an arbitrary quantitative value or a denotative definition, though, we’ve also used two important intuitive questions to build our list of platforms:
• Have we, at Studio Hyperset, used a platform to achieve some measurable, intended consequence for our clients (or
ourselves)?
• Do we feel a platform is likely to help our clients (or ourselves) in the future?
studiohyperset.com !16 While most all platforms can be used to great effect at just about every stage of the buyer’s journey, we’ve found some are more or less useful at different points. When we’ve found a platform is especially helpful at a certain pipeline stage, we've indicated that as follows:
TOP MIDDLE BOTTOM AWARENESS/ORGANIC DISCOVERY DIRECT CONNECTION AND/OR SALES EVANGELISM/SOCIAL SHARING
While these approaches perhaps lend our methodology a somewhat loose and improvisational sensibility, we also hope they give the following list pragmatic credence and “road-tested” reliability.
studiohyperset.com !17 current
LinkedIn’s various platforms offer content While it offers Twitter-like, hashtag-driven
creators interesting opportunities to (a) conversation opportunities, Instagram is
connect with members of (and add primarily an image- and video-sharing
members to) their professional network app. As such, it offers important visual
and (b) share professional-development- storytelling and branding opportunities.
oriented content with this network. Popular with 18-29 year-olds, especially
Popular with educated, higher-income sub/urban women, Hispanics, and
30-64 year-old working professionals. African-Americans.
Facebook plays cynical games with Twitter offers content creators important
engagement counts and audience backlink, engagement, discovery, and
access. However, it’s the most dominant sharing opportunities. Its list-building,
social network on the planet so any messaging, and low-connection barriers
marketing plan must include it in some means it’s easy to court awareness from
form or fashion. the otherwise unreachable (celebrities,
business leaders, &c). Popular with just about everyone on
planet earth aged 18-65+. Popular with sub/urban, college-
educated men and women under 50.
studiohyperset.com !18 Along with the other sections of your Google+ isn’t a terribly important social
website, your organization’s blog is sharing resource. (It has fewer than 50%
probably its most important platform. It of Facebook’s monthly users.) However,
hosts content of all sorts; drives organic Google’s search algorithm lends G+
discovery, retargeting efforts, and lead engagements more weight than any
conversions; and serves as your other platform. As such, it’s important to
organization’s public face. post content to G+ for organic search
purposes. Popular with customers, organic visitors
and leads, and blog/email subscribers. Popular with Googlebot. ‘nuff said.
45% of Snapchat’s users are 24 or Humanity’s go-to resource for audio and
younger. It offers a number of interesting, video of all kinds, YouTube uploads 100’s
urgency-focused content opportunities. of hours of content every minute. Like
One can share photo and video “snaps” Google+, YouTube engagements also
with specific individuals — these improve one’s standing with Googlebot.
disappear quickly — or “stories,” which Popular with Googlebot and 25-34 year- last for 24 hours, with all one’s contacts. old men interested in sports, technology,
Popular with high-school and college and gaming.
students.
studiohyperset.com !19 Vimeo may host and serve substantially Pinterest is the one platform that’s more
fewer videos than YouTube. However, popular in rural areas than sub/urban
Google’s video service can’t match Vimeo ones. This creates interesting
Pro’s privacy and quality options, sales opportunities for heartland brands
mechanisms, and artistic “street cred". associated with religion, sports, and
outdoor activities. Popular with filmmakers and narrative
content consumers. Popular with educated, 18-29 year-old,
higher-income white women in sub/urban
and rural areas.
News aggregators like Apple News and Perfect for sharing single audio files or
Google News offer in-app organic managing a podcast, SoundCloud has
discovery opportunities. The former also about the same number of monthly
presents monetization opportunities (via active users as Vimeo and enjoys just as
iAd), a native content markup, and an API much creative credibility. Like Vimeo,
for tracking engagement. SoundCloud also offers deeper audience
connection opportunities than YouTube. Popular with 40mil iOS users (according
to Apple) and billions of Google users. Popular with independent music
producers and consumers.
studiohyperset.com !20 Crowdfunding sites like Kickstarter, Vine has about half Instagram’s monthly
Patreon, and Indiegogo expose brands, users, but its profile will likely rise as
causes, and products to early adopters online marketing (and internet traffic at-
and supporters. Because this audience large) become increasingly video-focused.
engages with their pocketbooks, these Keep an eye on Periscope, Twitter’s other,
platforms have the potential to defray emerging video app, for the same reason.
costs or even generate revenue. Popular with 18-24 year-old African-
Popular with 25-34 year-old males with American women in urban areas with
some education who make < $50k/yr. household incomes of $50k+.
The various iOS stores (iTunes, iBooks, CMS repositories managed by
the App Store) and Google Play WordPress, Drupal, and Joomla and PaaS
(especially the Android Market) present vendors like Salesforce and Microsoft
often revenue-positive opportunities to Azure offer profound awareness and
add members to audiences built around engagement opportunities. Like
applications, music, books, and other crowdfunding sites, some of these
media properties. platforms present revenue opportunities.
Popular with you and everyone you Popular with a broad range of users and
know. developers.
studiohyperset.com !21 When it comes to generating large Compared to the cost of developing a
amounts of revenue and building huge console game, mobile and web-based
audiences, console gaming platforms gaming platforms offer marketers
dominate their mobile cousins. In terms relatively inexpensive ways to build and
of budget and reach, successful console engage (and track) audiences.
games are really more like blockbuster “Gamifying” consideration tools presents
films. As such, they could be used to amazing growth hacking opportunities.
raise awareness on an epic scale. Popular with 25-54 year-old women and
Popular with 18-35 year-old men. men (though women tend to dominate).
While the barriers to entry vary from service to service, video streaming platforms like Amazon Prime, Netflix, and
Apple TV offer inexpensive opportunities to distribute video content directly to viewers’ phones, tablets, and
televisions. This could be useful if a brand or organization couldn’t (or chose not to) secure a traditional distribution
deal for a film or documentary it made to raise awareness about itself.
At the moment, most of these services tend to be API-less monoliths. However, in time, deep engagement metrics
and audience tracking may be available to content creators.
Popular with higher-income 18–34 year-old men and women (though women are slightly more likely to use a
streaming service than men).
studiohyperset.com !22 Reddit uses segmented communities to While Reddit is the king, other link-
organize passionate discussions about sharing services (Digg, Slashdot,
everything under the sun. In addition to Delicious, StumbleUpon, Metafilter) and
link sharing (and voting) opportunities, sites (Product Hunt) offer important
Reddit’s legendary “Ask Me Anything” engagement, discovery, and viral
threads are popular connection and opportunities.
engagement mechanisms. Popular with 50 million+ MAU’s who can
Popular with 18-25 year-old males in up- and downvote your content links with
sub/urban areas. abandon and impunity.
Flickr was (sort of) the Instagram of the Most professional sites have a blog
00’s. However, it still enjoys 100 million+ attached. However, if an organization’s
monthly active users and hosts 10 site doesn’t, or wants to increase the
billion+ images. While Instagram has 2x reach of its posts, blogging platforms
its MAU’s, incorporating Flickr into like WordPress(.com), Tumblr, Blogger,
marketing plans aimed at certain Kinja, and Postach.io can help.
demographics could still make sense. Popular with 100 million+ 18-34 year-old
Popular with middle-aged women monthly visitors, most of whom earn less
(according to a 2012 Pingdom report). than $30k/yr.
studiohyperset.com !23 High-traffic knowledge repositories like Location-based info-sharing networks
Wikipedia, Quora, and Slideshare are like Foursquare, Yelp, and TripAdvisor are
often overlooked as marketing platforms. important resources for meatspace
However, they facilitate organic organizations focused on generating
discovery, awareness, discussion, and reviews and leveraging special offers.
backlink authority. Wikipedia’s restrictions Popular with educated, high-income and army of moderators mean other, 35-54 year-olds interested in shopping more open platforms often work best. and restaurants. (Foursquare skews male,
Popular with everyone who Googles. younger, and less affluent.)
Medium differs from other blogging platforms in that it offers very few customization options and focuses less on the
individual writer’s voice and more on the community of voices (and viewpoints) it can create from them. The platform
also positions itself as a premium publisher and solicits articles from marquee journalists.
Unlike BuzzFeed or HuffPo, however, Medium is also a social network (where anyone can create an account and
publish content) and a native content pioneer. It’s “brand portraits” are essentially polished online magazines
populated with creative content made by Medium staffers, the brand itself, and, periodically, user-generated content.
Popular with 25 million monthly visitors most of whom are college-educated, 18–34 years old, and earn six figures+.
studiohyperset.com !24 LINE is an “everything” app. It has calling, Chinese-based WeChat enjoys 1 billion
messaging, and mobile payment features accounts and 700 million active users. (70
as well as various content platforms. LINE’s million live outside China.) It offers peer-
branded “official accounts” offer to-peer communication opportunities and
businesses important awareness and a game discovery portal that offers savvy
engagement opportunities, as do its marketers creative, potentially revenue-
sticker, app, and gaming platforms. generating engagement opportunities.
Popular with tens of millions of active Popular with 18-35 year-old urban
users in Japan, Thailand, and Taiwan. Chinese.
Specialized discussion forums and meta communities like GrowthHackers and Inbound.org act like hyper-focused
versions of Reddit. Marketers can use them to build communities around, and raise awareness about, (new)
industries, markets, products, and services. Since most are focused on collaboration and content-sharing, these
discussion platforms have the potential to drive enormous amounts of traffic and encourage a range of content
engagement and social-sharing activity.
These asynchronous discussion groups can be self-hosted and self-managed or built on platforms like LinkedIn,
Google, and Facebook. Slack is generally thought of as a communication platform. However, savvy companies like
Audienti have used it to build synchronous discussion communities like #growmance
Popular with professionals seeking thought-leadership and interested in sharing ideas. studiohyperset.com !25 While they generally have fewer users than Facebook , Twitter, and LinkedIn, a range of international social
networks can help organizations if they need to target specific national groups.
GLOBAL (NON-US)
hi5 is a social gaming site based in San Francisco most popular with users in Latin America, Europe, Africa, and Asia.
Twoo (formerly Netlog) is popular with 13 million young people in Europe, Turkey, the Arab world, and and Québec.
For a full list, see Wikipedia’s “List of social networking EUROPE websites”: https:// goo.gl/riUqN Xing is the European version of LinkedIn popular with 10 million monthly users.
Habbo is a Finnish, avatar-driven social networking site popular with 13-18 year olds.
LATIN AMERICA
Taringa! is an Argentinian version of Digg popular with 75 million Latin Americans.
Sonico is a Latin American version of Facebook popular with 20 million registered users.
studiohyperset.com !26 RUSSIA
VK (or “Vkontakte”) is the Russian version of Facebook popular with ~75 million daily users, each of whom spends
an average of 20 minutes on the site. This is Europe’s largest online social network.
Odnoklassniki is another Russian version of Facebook popular with 10 million daily users, mostly in former Soviet
Bloc countries such as Kyrgyzstan and Armenia.
ASIA
mixi is a less-public, Japanese version of Facebook popular with ~7 million daily users.
Cyworld is an avatar-driven South Korean social network popular with ~16 million MAU’s.
Ibibo is an Indian gaming platform popular with about 5 million users.
CHINA
Sina Weibo is China’s version of Twitter popular with 300 million monthly users.
Qzone is China’s version of Tumblr popular with 600 million monthly users.
Renren, Douban, and Kaixin001 are all Chinese versions of Facebook each popular with tens of millions of MAU’s.
studiohyperset.com !27 emerging
Virtual reality platforms like Vive, Magic The so-called Internet of Things (IoT) will
Leap, and Occulus Rift will offer allow marketers to communicate
marketers unprecedented multi-sensory messages and raise awareness in a
experiences. Product and service demos variety of ways across a variety of
will be immersive as will other forms of appliances and devices. Companies like
content including webinars, interactive ThingWorx offer a way in now.
tools, and art installations. Likely to be popular with anyone who
Likely to be popular with gamers (so uses a device or appliance in his/her daily
men, men, and more men). life.
CMSes like WordPress, Drupal, and Joomla allow site managers to mange content in a single, lay-user-friendly place,
but decoupled website architectures will offer them the ability to automatically push this content to a variety of
platforms — using those platforms’ native markups, open graph data, &c. — via the magic of API. When a site author
clicks “Publish,” this offers organizations the opportunity to push content to social media platforms, news
aggregators, marketing automation solutions, and other content platforms simultaneously.
Likely to be popular with anyone who’s ever needed to manually share website content on an endless array of
platforms.
studiohyperset.com !28 about us Studio Hyperset Engaging solutions for complex challenges.
Studio Hyperset is a solution-focused professional services firm. We offer a range of project management, marketing, media, and
technology services, and 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.
Studio Hyperset, Inc.
16152 Beach Boulevard, Suite 245 | Huntington Beach, CA 92605 | studiohyperset.com | [email protected] | (702) 521-6711 selected references
Please note, we used several app-focused Wikipedia entries to compile the third, platform-oriented section of this eBook (eg., https://en.wikipedia.org/wiki/Flickr). Listing all these easily-accessible articles seems needlessly tedious so we haven’t included them in the following bibliography.
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studiohyperset.com !34