scoop on converged media
DESCRIPTION
How to put a comprehensive, content-centric converged media plan in place. Presentation from ClickZLive NY 2014TRANSCRIPT
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Your logo here.
The Scoop on Converged Media
Andrew DelamarterDirector of Inbound, Huge
@adnyce
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[email protected] Main St., Suite 220, Brooklyn, NY 11201+1 718 625 4843
April 2014ClickzLive NYC 2014ANDREW DELAMARTER@ADNYCE
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Agenda
• Converged Media: Why should we care?
• What’s required to succeed• Examples of converged media in
action.
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Putting content first.
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Putting content first.
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Putting content first.
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The Inbound Ring.Key concept:
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The company
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Core digital brand assets
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The Inbound Marketing ring
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Media and Advertising
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User encounters
brand content
Inbound issues drive exit from customer journey
The essential role of the inbound ring.
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Approach in a nutshell.
• Content needs to work for:• Your audience• Your discussions• Your contexts• Your paid tactics • You social and paid social tactics• Your organic presence
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So how do you make sure that happens?
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Think of your content as a forest of trees.
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What does each tree need to grow?
• Compelling content
• Mix of evergreen, fresh and unique web page copy
• Images• Videos• Geo-specific or local
content
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Inbound fundamentals• Multi-device architecture• Indexable by engines• Full use of metadata• Clean URLs• Internal linking
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Ranking signals• External inbound links• Tweets• Google +1s• Likes• Searches• Citations
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Start with the basics: What conversations and behaviors do you want to be a part of?
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An example: A new business that sell cars in a new way.
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Strategic
keyword
list
People who need a new car right away
People researchin
g carsPeople
looking for a used car
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Behavior to target. Content required.Researching cars • Evergreen car category pages
• Product detail pages
• Authoritative perspectives
• How-to videos
• How-to infographic
Needs a car right away • Evergreen web content landing pages/
• Local / Mobil optimized location pages
• Stable, bookmark-able car locator
• Evergreen web content
Looking for a used car • Evergreen used car landing page
• Local / mobile optimized used car dealer locations pages
• Stable, optimized used car locator and location pages
• How to buy a used car videos & infographics
• Authoritative used car experts & Social graph optimization
Editorial Plan.
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Keyword-driven content / search
insightsSocial listening
Defining your own language
Core Web SEOEditorial planning
Local SEOLocalize /mobilize
your contentiBeacons and low-energy Bluetooth
Drip-fed social contentSocially-
authoritative brand ambassadorsSocial media / Social graph optimization
Integrated reporting
Content metricsTesting
Weaponized content pieces
Multiple payment options and
contexts
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Integrated
Marketer
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The media plans will function in real-time, using real conversations as its core.
SUAVECOMMS
INBOUNDCHANNELS
YOUR CUSTOMER
SOCIALCHANNELS
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Native content & advertising.Create advertising and content that lives natively on each channel, simulated by real-time conversations.
• Paid advertising• Branded content• Ambassador content
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ContentAggregation.The best content is then aggregated into a centralized branded hub (On or off-site)• Branded content• Ambasssador content
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Creative & messaging stimulus.Monitor each social channel to help inform the creative and messaging of our inbound channels in real-time.
• Topics• Trends• News
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Inbound traffic driving.Our inbound channels are now operating in real-time, striking up conversations that are more relevant to our audiences, driving a broader base of customers back to the on or off-site hub.
• Paid search• Organic search• Display
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Converged reporting
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Strategic concepts or behaviors to own New car research Need a new care now Shopping for used car
Strategic keywords How to shop for new car Used car <geomodifier>
Authority & authorship In-house writer Respected car industry guy Product guy
Publishing & optimization Core web SEO Local/Mobile content Drip-fed social content
Content promotion Blogger outreach Paid & non-paid syndication Paid social
Consolidated reporting & analysis
Content & SEO metrics Rankings Inbound link Likes Shares Leads Tweets
Enterprise content framework.
Keyword-driven content New car shopping video Infographic: what to look for in a used car
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Content is a process.
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Constant optimization.
• With converged management comes constant optimization
• What do you do on day 10, 100• Promote on native platforms – create a
digital playbook for ambassadors• Get everyone trained on the basics of
working together.• Link back to a central hub – does not
have to be your website…But it helps!
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[email protected] Main St., Suite 220, Brooklyn, NY 11201+1 718 625 4843