The Geometry of Content Marketing

Why do we love charts, shapes, and infographics so much in Content Marketing? Probably because it’s a delightfully shorthand way to communicate. It’s no secret that modern audiences learn things more effectively when they are presented visually. You can rail against the death of the word or you can just do what you know will get a great response. We choose the latter.

Some time ago, we created the Content Pyramid to easily represent our Content Mixology philosophy and we use it all the time now because when our prospects and clients see it, they ‘get’ the whole point of our content-friendly attitude towards all type of content (original, curated, licensed, or aggregated). We have never believed that one content strategy would work for all teams, all industries, and all goals. Every brand or publisher needs to find the right way to stack their content pyramid.

What follows is a roundup of some of our favorite attempts to explain concepts in Content Marketing with geometry and few words, as if you were looking at someone on your team explain it on a white board. Some are startling in their simplicity and others conquer a lot more ground through layered messaging and oriented to make their point. Either way, the impact of graphical explanations is powerful and immediate.

Content Pyramid

We’ve been using our Content Pyramid to explain our content mix strategy for a long time. A truly scalable content strategy includes a variety of types and formats to make sure that high-value original content is supplemented with real-time curated and aggregated content to make sure your blog and social updates are fresh and up-to-date. Licensed content can help supplement your original work but a balance there is key as well because duplicate content can hurt your Google ranking.79c6d5b489866b36edafa17228031560_clientImage_xlarge_original_1

The main point is this: each marketing team must find the mix that works best for their needs, resources, and market. Some industries move more slowly than others and so a deeper focus on original content makes sense. But in industries with a 24-hour news cycle, it makes sense to ensure you have fresh content on your site regularly.

Content Creation Wheel

The smart folks at designbysoap, a UK-based agency, lay out content creation in a nice cycle that reminds the user that it is a cycle you need to keep pursuing. If there was a spoke across this wheel, I’d say it is Recirculation. When you keep a clear eye on your existing content, it is easier to find opportunities to bring it back to your publishing calendar when current discussions or the news-cycle touch on the subject again. Everyone wants more ROI on their content, right?

Venn Diagram of Content Strategy

The folks at VA Partners made this one simple enough but effective. Focus on this intersection and you will be producing content that solves both your and your audience’s problems.

Pyramid of Content Ideation

One more pyramid will round out our roundup (it was pretty round with all those circles). The excellent team at Social Media Explorer created this cool Content Ideation tool to suggest how often to produce content of different types to keep your audience engaged through a mix of relevant content, learning, questions, inspiring ideas, and entertaining ones.

There are so many amazing graphics out there explaining the content industry, we think we could put together roundups like this every month. What are your favorite infographics and graphical representations of content marketing and strategy ideas? Please share them in the comments section.

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