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A good content seeding strategy has content creation at its heart. Content seeding is what you do with your content once you’ve created it. It can be spread around multiple online and digital platforms.
What are the benefits of content seeding?
When we look at the ecosystem in which content can be seeded, there are three main areas.
The first of these are your owned channels. These are channels which you have full, creative, and administrative control over. Indeed, these can feature your social media platforms for your business or brand, your company website, or any collateral that you use for marketing purposes that you have full control and autonomy over.
Another area to consider are the earned and paid channels. These are essentially third-party channels that you don’t have full control over but can help influence, either through paying for placement of your business or product message, or using methods like PR to generate organic coverage for your brand or business.
The third area to consider is the collaborative space. These are channels where online communities come together to share and create content. Weaving your content in here can benefit from user-generated content (UGC) input, making users feel part of the creation process.
It’s important to understand the mechanics behind content seeding. Content seeding involves:
The following are some of the challenges to consider when content seeding:
A platform, All Things Hair, was set up by Unilever to help them market their haircare offering. This is a great example of content seeding that used owned, earned, and collaborative channels all together. The brands that look after haircare in Unilever, including Dove, TRESemmé, and Suave, all put together their resources to create a YouTube channel that created their own content but also employed the use of third-party content. They used beauty bloggers from across the U.K. and Ireland to help create content for that channel. Leveraging their own audience and their own influence, they were able to build a very cohesive campaign that reached over 64 million people globally. This was a masterclass in content seeding and it was a great success for the brand.
Honda decided one year to redirect their entire television advertising budget into creating a media platform around the brand. This included live gigs and product reviews, and some lifestyle pieces that weren’t very easily linked back to the brand. Ultimately, it was deemed a failure. The campaign and the product was rushed to market. Users were very confused by the consumer journey they were supposed to carry out on the site. This is an example of good content that was seeded in the wrong way.
A person might retweet something on Twitter, but decide they’re only going to comment on it on Facebook. Audiences interact in very different ways when they’re brought to different social media platforms. Key things to consider in this area are:
It’s important not to mislead audiences when seeding your content. Consider the following:
Creative Director at Teneo PSG Digital
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins by introducing the concept of content seeding and provides insight into how to use content effectively over multiple social platforms. It then looks at the different ways you can promote your content on social media, covering audience profiling, blogging, influencer, and word-of-mouth marketing. It equips you with the tools and techniques needed to analyze the effectiveness of your content, and helps you form a solid content outreach strategy.
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