Studio Hyperset’s master guide to content, platforms, and the contemporary marketing pipeline.

a Studio Hyperset expression studiohyperst.com/connect

v.1.2 | February 2016

Words on Fire

CONTENT PLATFORMSPIPELINE

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S E T Y O U R

introduction

This document helps Studio Hyperset frame and increase the impact of our clients’ online

marketing efforts.

It helps us 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.

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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.

We hope the document helps enhance the impact of your own online marketing efforts.

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To download the full, unabridged eBook, please submit the form at

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types of content

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eBooks, guides, case studies, and

reports are powerful lead-generation and

thought-leadership tools.

Effective vehicles for long-form content,

these polished, professional, research-

and data-driven forms are perfect for

connecting with c-level leaders.

Because they require registration,

webinars are powerful audience-building

and lead-generation tools. Since they

include audio, video, and textual

elements, they also cater to a wide

variety of learning-styles and can be used

to generate “child” content. We can

harvest a video, podcast, and supporting

eBook report from one webinar.

Web videos are, arguably, the most

powerful form of media currently

circulating in the world.

They allow us to communicate important

messages in entertaining ways and

present important engagement and viral

awareness opportunities.

Episodic podcasts offer important

subscription opportunities and

encourage routine, periodic

engagement. However, even single

audio files offer highly-portable

connection opportunities. Since this sort

of content doesn’t require any visual

interaction, users can listen to audio files

while they work, drive, or exercise.

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pipeline overview

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Awareness

Interest

Consideration

Intent

Evaluation

Purchase

Evangelism

Whee!

The contemporary marketing

pipeline has seven main

stages.

All platforms and types of

content can be used at every

stage of the buyer’s journey,

of course. However, you’ll find

many are especially helpful at

the top, middle, and bottom

of the funnel.

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platforms

Think of it like this: content is a surfer, and platforms are the waves moving him about.

Cowabunga!

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types of platforms

LinkedIn’s various platforms offer content

creators interesting opportunities to (a)

connect with members of (and add

members to) their professional network

and (b) share professional-development-

oriented content with this network.

Popular with educated, higher-income

30-64 year-old working professionals.

While it offers Twitter-like, hashtag-driven

conversation opportunities, Instagram is

primarily an image- and video-sharing

app. As such, it offers important visual

storytelling and branding opportunities.

Popular with 18-29 year-olds, especially

sub/urban women, Hispanics, and

African-Americans.

Facebook plays cynical games with

engagement counts and audience

access. However, it’s the most dominant

social network on the planet so any

marketing plan must include it in some

form or fashion.

Popular with just about everyone on

planet earth aged 18-65+.

Twitter offers content creators important

backlink, engagement, discovery, and

sharing opportunities. Its list-building,

messaging, and low-connection barriers

means it’s easy to court awareness from

the otherwise unreachable (celebrities,

business leaders, &c).

Popular with sub/urban, college-

educated men and women under 50.

To download the full, unabridged eBook, please submit the form at

the bottom of this page: bit.ly/fire-ebook

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Studio HypersetWe build bridges that connect creatives, clients & audiences.

Studio Hyperset, Inc.

16152 Beach Boulevard, Suite 245 | Huntington Beach, CA 92605 | studiohyperset.com | info@studiohyperset.com | (702) 521-6711

about

us

Studio Hyperset is a media- and marketing-focused professional services firm offering a range of vertically-integrated, growth-

oriented solutions. 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.