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What is sustainable
content and why does it
matter?
Fiona Brennan
Indie Essentials
LinkedIn/in/fiona-brennan
https://speakerdeck.com/fionabrennan
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1. Why we should care
2. What sustainable content is
(and isn’t)
3. 4 point framework
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Our digital lives account for
3.5% of global carbon emissions
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You can fly the whole population
of London to New York and back
for less carbon than a year of
TikTok
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A day of Chat GPT prompts
takes about the same energy as
fuelling 5.5 homes for a year
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50% of content marketers are
burnt out
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People, planet, and profits
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What sustainable content is
not…
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Repurposing unsustainable
content doesn’t make it more
sustainable
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It’s simply wasting more of your
time.
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What is sustainable content?
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3 x Facebook groups
Facebook pages
Instagram
Twitter
LinkedIn
Email marketing
Live challenges
SEO
A quiz
Lead magnets
Facebook ads
Daily blogs
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Exhausted and not enough sales
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Market research
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Understanding your audience
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Sustainable content framework:
Purpose Impact
Momentum Profit
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1. Purpose
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What is the purpose for the
business?
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And what is the purpose for the
customer?
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Design the next step specifically
for that customer
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Try and use what you already
have
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Test and tweak
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2. Impact
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1.1 billion pieces of content
created daily
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50% has zero engagement
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50% of content marketers are
burnt out
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Hair loss
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Menopause
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IBS
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Don’t fall into the trap of creating
content with a purpose that
doesn’t make an impact
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3. Momentum
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If your content has purpose and
impact then momentum should
follow.
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Does it fit the strategy?
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Is it worth testing?
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Do you have the resources?
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3 x Facebook groups
Facebook page
Instagram
Twitter
LinkedIn
Email marketing
Challenges
SEO
Quiz
Countless lead
magnets
Facebook Ads
And daily blogs.
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SEO
Email marketing
Facebook ads
Lead magnets with purpose & impact
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4. Profit
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By creating less, you can make
more money.
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Look at the customer journey.
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Make sure what you do leads to
a product eventually.
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Ultimately, if your content
strategy doesn’t make a profit,
it’s unsustainable.
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What is sustainable content?
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It meets each of these four
criteria:
Purpose
Impact
Momentum
Profit
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This framework works for all
content and all businesses.
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Two tools to apply what I’ve
covered today:
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Website Carbon Calculator:
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Content Canvas: