Updated: Nov 16, 2020
Shared marketing content comes from your network. It refers to when somebody in your system shares your content with their network.
Earned is the holy grail of content. This is where relevant publications (online and offline) pick up your content and references and links it in their content.
How we use P.O.S.E. in Marketing Content
The order that we want any firm to engage in our methodology depends on where they are in their marketing content lifecycle.
If you’re beginning at ground zero, meaning you have 3 years or fewer of active marketing efforts, we start with Organic content, followed by Shared.
Organic material is based on your insights about what will be hyper-relevant to your Target Market and is pushed out on your channels.
If your Organic content resonates, you will see your network share that content.
This way, Shared content works well as a feedback loop. More shares mean your content is relevant for your audience. No shares and your Organic content needs some work.
Once we’ve gone from ground zero to one (by publishing at least 3 pieces of Organic content), we can look back at how our content has performed and determine:
What worksWhat content is worth putting €500 per month behind, now Paid content.
Earned content, or the holy grail of content…
occurs when another publisher picks up your content and writes about it on their platform. Difficult to achieve. This type of media gets conversations about you started in a rational way that doesn’t look like anyone is selling to you.
P.O.S.E. applied in different orders. For example, if you already have the data behind your Organic content proving it is useful, you can go right to Paid and put some ad spend behind it.
What our P.O.S.E. content methodology looks like in action
Putting this methodology into action means you plan, build, design, write, polish and quality-check a variety of content in up to six different categories.
Six Categories of Marketing Content:
1. List: Stand-alone information or facts to collect and present together in one place
2. Analysis: Examine and interpret information or data
3. Prediction: Content that describes what to expect in the future
4. How-to: Step-by-step or methodology
5. Social Proof: Learn from case studies, stories or experiences of others
6. Edu-tainment: This content ranges from cat videos to memes, and is anything we engage with to “switch off.” Then, we recommend following these four best practices:
Pick a Target Market. Know that market to the degree you can be in service to that market. Listen well. Shape your solutions so that they exist as a mirror reflection of the market’s pain points.Commit to 12-weeks. Consider you have 12-weeks of consistent action to generate momentum. Initiate, iterate, innovate your content. Initiate platforms, formats, headlines, iterate every 4-weeks for 3 consistent months. Innovate everything based on results observed in week 12.Video, Visual, Audio, Text. Leverage your Organic content that works by presenting it in a variety of formats.
Our process to create and leverage content designed to:
1. Respect your budget: the content we create is designed to support your brand and pay dividends across quarters continually. It can also be repurposed and leveraged over time; it is not a one-off tactic that will be paid for and thrown away in 8 weeks if it doesn’t work.
2. Leverage the laws of human behaviour for ever-increasing return.
3 Be agile! From the starting blocks, no one can predict what will emerge. As we create content and become present to what is arising in real-time inside the campaign, we can pivot instantly to optimise and maximise the reach and value of this piece.