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Content Marketing

The Periodic Table of Content Marketing

The guys over at one of our favourite marketing resources, Econsultancy, has kindly shared their ‘Periodic Table of Content Marketing’ to assist you in developing your content media strategy. Below is some steer on how to use it. If you click the image a large screenshot should appear. I hope it is all reasonably self-explanatory. There are eight areas that Econsultancy has focused on, as follows:


The fundamental key to success. Planning and focus is essential. You need a clear strategy, mapped to your long-term business goals. If you don’t have one and need some outside guidance then we can help. We also have a very useful best practice guide on content strategy.


Content comes in many different shapes and sizes. Note that you can use multiple formats for a single piece of content. Slice and dice! Right now, I’m writing a blog post to support visualisation. Maybe I’ll produce a video or slideshow too.


These are based on the common types of content that work well for our business. Many of them will work well for your brand too. Sometimes you’ll use multiple content types for a single piece of content. You could file this periodic table under a few different types.


These are content distribution platforms. You might own some of these (e.g. #59, your website). Others are social sites (your own, your network, third parties). All of these help spread the word about your content.


These help you to measure the performance of your content. For the purposes of brevity, I have largely grouped these metrics together (e.g. ‘acquisition metrics’).


All content should support your primary business goals, whether that’s to generate lots of traffic, or to sell more, or to increase brand awareness. Laser-guided content will tick a few of these boxes.

Sharing Triggers

This is largely inspired by Unruly Media’s triggers for sharing content. Think about the emotional drivers behind sharing, and make sure the content you create makes people feel something.

Check List

I will probably edit this post at least 10 times after publishing it, and no doubt the periodic table will need a tweak here or there. Errors need to be fixed, and all content should be properly optimised (for search, for social, and to support your business goals). Be diligent!

The Periodic Table of Content Marketing, by Chris Lake.