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The Five Content Archetypes Cheat Sheet by

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Introd­uction

Marketers have the potential for brands to act as publishers and media companies, going direct to their customers or consumers in the fight to earn attention. There are three drivers changing how we spend our time and attention:
1. Mobile
Increa­singly, we are getting our inform­ation from the smaller screen. It's always on us—it's portable and connected to the Web. It plays video and all other sorts of media and apps have transf­ormed how we interact with it.
2. Social
Specif­ically newsfeeds. In addition to e-mail, we increa­singly get our inform­ation in a newsfeed format (arguably e-mail was the original mobile newsfeed). Today it's Facebook, Instagram, Linked In, Twitter... the list goes on. What each one of these has in common is that it's dominated by content, and sharing is only a button tap or click away.
3. Search
Google continues to tweak its algorithm to favor quality content vs. redundant links and phrases which try to trick it. Because of this, it favors quality over quantity and becomes more difficult to game.

Marketing Meets the Newsroom

Companies must build their own media empires or risk missing a window of opport­unity that provides myriad benefits, whether it’s telling their own stories or becoming more efficient with the media dollars they spend.

Trends in media consum­ption point to the conver­gence of savvy marketing tactics combined with a real-time newsroom approach for brands to be seen and heard in a collec­tively social, digital and mobile world.

It’s all going to come down to this: content, quality, frequency and releva­ncy. If companies are to use media, they must master the art and science of merging marketing with a real-time news cycle. The content a company produces must be compelling and built for an audience with an itchy “like” finger
 

Content Archetypes

The Five Content Archetypes

Cura­ted
Media companies have always curated the best inform­ation available and customized this for the audiences they want to grow and keep.
Co-C­rea­ted
The biggest mistake I often see brands make when thinking about content, is forgeting that even content can be a partic­ipatory experi­ence.
Orig­inal
Brands now have the opport­unity to create original content that is own-able and can’t be found anywhere else. This requires a great deal of planning as the content needs to be naturally connected to the brand.
Consumer Genera­ted
Personal publishing which arguably came before brand publishing has empowered millions of people to post an infinite amount of content into the digital realm. Consumer generated media rivals that of media created by the profes­sionals and when tapped approp­riately can authen­tically reinforce what a brand stands for.
Spon­sored
Likely the most hotly debated form of content, sponsored content also goes by the name “native advert­ising” or specific to social, promoted posts. Simply put, there are three versions of sponso­red—the tradit­ional version (like display ads) or paid options from digital platforms like Facebook or Twitter and sponsored editorial working with a media company ranging from Buzzfeed to the Atlantic.

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