Content: From Planning it to Cannibalising it Part 1

Content: From Planning it to Cannibalising it Part 1

Content, what is it? Well, in a nutshell, it is everything that you put up online. From what you put on the pages on your website, to what you tweet, to what images and videos you make/put on Instagram – this is all content that can and should be used for your business. When it comes to the core content that businesses create (i.e. your blog and website pages) many businesses think it’s a case of write it, press the publish button and your job is done. Actually this isn’t the case! In fact your only half way there. If you’re putting up content but people don’t see it then you’re wasting your time.

When it comes to content, the two pillars you must build it on are:

  • A distribution strategy
  • The content you create for each network

In a word, if you have a piece of content, you have to ‘cannibalise’ it. By cutting it up and moulding it to the channel of choice you help not only to get the content out to INTERESTED PEOPLE but also make max use of the content.

Distribution strategy

One of the oldest sayings that there is in the content world is:

“Content is king but distribution is queen.”

You have to plan how to distribute the blog that you have worked hard on. There are 3 important things to work on when it comes to distribution. The BlueChief team here have come up with some useful tips and tables to help you out.

Half Life

From a social media perspective this relates to the half-life (or shelf life) of a link or social media post. It’s important to know the half-life of the various social networks so that you know how relevant a post is on each network. It’s also important to know from an etiquette standpoint (you don’t want to annoy followers/fans by putting out the same content too much). How long are the half lives? Well fear not, we have gone through reports and have come up with the table below to show you the half life of the key networks. As you can see they range dramatically in timescale.

social half life

From months to an hour the time can vary a lot. Now Snapchat has 24 hours, which is its USP. With regards LinkedIn, the time very much depends on how many connections you have. Knowing the half life, you can now plan on how often to post content. The table below (from one of our workshops) shows what we deem the right amount to post out.

Posts Per Day

* If you’re in a Twitter hour or at an event there’s no such thing as too many tweets

** With LinkedIn it’s important to engage with groups on a regular basis


Time and Audience

It is crucial to follow the 3 Rs of making sure your content targets:

  1. The Right People
  2. The Right Place
  3. The Right Time

For this, analytics is crucial! From built-in analytics in Twitter and Facebook, or using Google Analytics these can help you identify who is following you on the various networks:

  • Facebook can identify your audience by age, gender and location.
  • Twitter can identify your audience by gender, interests and consumer buying styles.
  • Google Analytics can identify what pages are viewed, where visitors are from and when people are on your website.

You should never forget to use Google Analytics in particular as it can show what content works and what doesn’t.

Now Facebook analytics lets you see when the best times to post are. With regards Twitter, I recommend using Tweriod. This tool goes through your audience on Twitter and will identify what times your audience will be on Twitter. This way you can Tweet smart instead of firing tweets out all over the place. We only have a finite amount of time so make the most of yours.


With regards Google Analytics it really pays to learn how to best use it as there is so much you can learn from it. Used properly it can tell you:

  • Hourly/daily traffic – Which you can link to times you post on social media
  • The sources of traffic – From Google itself to the various social channels you use
  • What are your most popular pages – From a content perspective this is crucial

In a nutshell, analytics will tell you what works, what doesn’t and what you need to do to improve your content.

Content you create

You should now have stage one of your content in place. With this planned out and having read this post, it is now time to move onto the next step, cannibalising your blog and creating content that is tailored to each network. That is the focus on our next blog.


2 Comments for “Content: From Planning it to Cannibalising it Part 1”


Hi Danny,

There is definitely a lot more to content than just creating it! It’s more important in my opinion to know what you’re going to create.

Meaning, how is someone going to create highly specific, targeted content that attracts one person, with one problem/need/desire and offer it to them.

Too many content creators are staying way to broad and are wondering why they are not getting results in their distribution strategies.

It’s because the distribution strategies ought to be dictated by a message that is relevant, compelling and inspiring to the audience.

This is done by working through the following questions:

1. What are the “specific” problems you are passionate about solving?

2. What are the tangible values your customers experience and how do they feel about the experience?

3. What are the “specific” problems you solve for each tangible value?

4. Who are you “specifically” solve each problem for (in detail)?

5. How are your products or services “a” part of “a” solution?

These questions are not easy to answer if done right. But the rewards are huge.

It’s great to connect with you and your blog Danny!

Have a great week.

~ Don Purdum

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