1.
Content Marketing and the War for
Attention: The Rise of Rich Media
and How to Work Smarter With You
MASTER
CLASS
Andrew Jenkins
PRINCIPAL
VOLTERRA
TORONTO, ON ~ MAY 12 - 13, 2022
DIGIMARCONCANADA.CA | #DigiMarConCanada

2.
Netflix’s Most Streamed Shows
Source: https://www.adweek.com/tv-video/the-office-friends-and-greys-anatomy-were-netflixs-most-streamed-shows-last-year/

3.
Global Social Media Usage
0 500 1,000 1,500 2,000 2,500 3,000
QUORA
TWITTER
REDDIT
PINTEREST
KUAISHOU
SNAPCHAT
TELEGRAM
SINA WEIBO
DOUYIN
QQ
TIKTOK
WEIXIN/WECHAT
INSTAGRAM
FB MESSENGER
WHATSAPP
YOUTUBE
FACEBOOK
As of January 2021
Active User Figures in Millions for a Selection of the World’s Top Social Media Platforms
Source: https://www.hootsuite.com/pages/digital-trends-2021

4.
Lots of content
in many forms

5.
41 Minutes about the

6.
Other topics include:
• What makes us yawn?
• How Barcodes Work
• How Yo-Yos Work
• How Igloos Work
• When you are pressed for time
• Safety Pins
• Turbulence
• Does the five-second rule work?
• And my favourite…

7.
TOP PODCASTS IN CANADA
Spotify
1. The Joe Rogan Experience
2. Call Her Daddy
3. Armchair Expert
4. Relaxing White Noise
5. SmartLess
6. Crime Junkie
7. The Daily
8. Spittin’ Chiclets
9. Anything Goes with Emma
Chamberlain
10. Dateline NBC
Apple
1. Betrayal
2. Dateline NBC
3. The Daily
4. SmartLess
5. Huberman Lab
6. Spittin’ Chiclets
7. Crime Junkie
8. On Purpose with Jay Shetty
9. Stuff You Should Know
10. Morbid: A True Crime Podcast

8.
Source: https://blog.hootsuite.com/youtube-stats-marketers/

9.
Some video stats
• In the U.S., 62% of users access YouTube daily
• YouTube is the world’s second-most visited website
• 694,000 hours of video are streamed on YouTube each minute
• 81% of internet users have used YouTube
• 85% of the videos on Facebook are watched without sound*
• 1200% more shares are generated by social videos, than text
and images combined*
• 100 million hours of video are watched every day on Facebook*
Source: https://www.socialmediatoday.com/news/40-video-marketing-statistics-for-2019-infographic/
*Source: https://blog.hootsuite.com/youtube-stats-marketers/

10.
Q: Should you start a
YouTube channel?
A: It depends

11.
redcloudfs.com 21
According to a recent
study from Cisco, by
2022, 82% of all
online content will
be video content
Source: https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html

12.
Content That Educates
Lead With Value
Be Helpful

13.
Be the best answer!

14.
Thought Leadership
•Content
•Contact
•Cash

15.
Don’t dismiss evergreen content!
17,345 Views
183 Reactions
53 Comments
18 Shares

16.
Rejuvenate Twitter with Threads

17.
According to Hootsuite - Organic reach has steadily declined
each year, ending 2020 with 5.2%. In 2019, it was 5.5%
and 7.7% in 2018.

18.
Facebook Top 500 Posts of 2018 (Type)
Link posts received 76 percent less
engagement than videos on average.
This includes links with images. In other
words, not even images are helping link
posts to perform better.
Source: Buffer/Buzzsumo 777M Facebook Study
Video gets at least 59 percent more
engagement than other post types.

19.
Top Engaging Content on Facebook
• Inspirational
• Funny
• Practical
• Highly Produced/Polished
• Organic/DIY/Less-polished
• User-generated content
(UGC)
Source: Buffer/Buzzsumo 777M Facebook study

20.
Facebook beats out TikTok for short-
form video
Source: eMarketer

21.
Most popular Facebook fan pages as of March
2022, based on number of fans (in millions)
• Facebook (214.62)
• Samsung (159.82)
• Cristian Ronaldo (122.28)
• Real Madrid CF (111.33)
• Coca-Cola (106.96)
• FC Barcelona (103.35)
• Shakira (100.03)
• Tasty (97.91)
• Vin Diesel (96.71)
• Leo Messi (90.16)
• China Daily (87.69)
• Eminem (86.52)
• Mr. Bean (84.81)
• YouTube (84.35)
• McDonald’s (79.85)
• Rihanna (79.01)
• Will Smith (77.08)
• Justin Bieber (76.3)
• Manchester United (73.26)
• Harry Potter (72.26)

22.
TikTok Stats
• TikTok was the most downloaded
app of 2021, with 656 million
downloads
• TikTok is the 6th most-used social
platform in the world
• TikTok has over one billion
monthly active users
• TikTok is now more popular than
Instagram among Gen Z users in
the US
• Communities like
#MomsofTikTok (108B views)
#autismoftiktok (854M views
#teachertiktok (1.4B views)

23.
Instagram
• While TikTok is on the rise,
don’t count them out
• It still gets more engagement
than LinkedIn, Twitter and
Facebook combined
• Clamping down on TikToks
being used on the platform
• Sticky platform for
engagement but not great
referrer of traffic

24.
We are competing for attention
redcloudfs.com 36

25.
STOP
THE
SCROLL

26.
Brainy Crafts

27.
Native Video vs

28.
UGC – Remember this?
Source: The Next Web

29.
Lucid Charts - Sandwich

30.
Trading
production
quality for
speed.

31.
Content
Ideas Are
Everywhere

32.
Laughing so
hard that
you’re crying!

33.
Employer
Branding

34.
Experiment With Content Ideas

35.
Telling a story without saying anything

36.
Press releases do not have to be boring

37.
Reuse. Repurpose.
Pullquotes just like magazines
Photo: RollingStone.com

38.
Bring Images to Life

39.
One and done is
now hub and spoke

40.
Content
• Leverage existing
• Repurpose
• Reformat
• UGC
• Evergreen vs Timebound
• Emphasize rich media – gifs, infographics,
animations, carousels/sliders, and, of course, video

41.
The Power of Rotating Content
E-BOOK: compile a series of blogs into a more substantial piece of content such as an ebook
VIDEO: create video animations explaining key points from the blog
PODCAST: record the reading of the blog or use one of the emerging AI tools to read and create
podcasts from blogs
SLIDESHARE: present the key points from your blog in a more visual format and upload it to
SlideShare or another presentation platform
LISTICLE (CHECKLIST): summarize key points in a list, checklist or infographic format to make
the content more visually engaging and easier to consume
EMAIL NEWSLETTER: incorporate the blog into an email newsletter, add third party articles and
keep going with a blog series with the newsletter for distribution
Work smarter rather than harder and avoid “one-and-done” approach with content

42.
Multiple channels of distribution

43.
Audiograms

44.
After the fact marketing - squeezing the
content lemon

45.
Give people options for consuming
content

46.
Closing Thoughts
• Are your content efforts consistent?
• Is your content seen as valuable? Are you the ”best answer”?
• Your audience is hungry for content
• The bar is not set as high as you think for engaging content
• Your audience will forgive production value for access and
consistency
• Seek help from your employees and stakeholders for content
• Always be on the lookout for content opportunities
• While I did not mention Twitter or LinkedIn, the same
recommendations apply – more rich media and work smarter
with your content

47.
www.volterradigital.com