three practical strategies to scale content marketing
DESCRIPTION
When you need to manage multiple social networks, a blog, a social selling program, you either need a large team and agency, or you need to be ruthlessly smart and efficient with your content marketing. In this presentation, we offer three very pragmatic strategies for scaling your content marketing resources, along with data to back up the strategies and best practices for each.TRANSCRIPT
Three Practical Strategies For Scaling Your Content Marketing
September 2014
www.rallyverse.com@rallyverse
2
The Content Marketing Challenge
Be relevant to your audience and your brand:
…multiple times per day,
…on multiple networks,
…for multiple accounts,
…with finite resources.
In a word:
Scale(Getting the absolute
most out of your resources.)
We have some very very pragmatic strategies for scaling your content marketing.
(That don’t involve hiring five more people.)
3 Strategies To Scale:
1. Use Curated Content
2. Repost Your Original Content
3. One Message, Multiple Platforms
1Use Curated Content
What is curation?
For content marketers, curation means assembling content around your brand and the
themes and topics that matter to you.
That means:
Sharing and posting third-party content
alongside your original content to
fill out your content calendar — and
keep your audience engaged.
Brand’s Original Content
Algorithm reviews thousands of sources to create content
recommendations from publisher-approved, fair-use sources, all tuned
to your marketing objectives
Popular 3rd-Party Content
Trending Social Network Content
How Rallyverse Handles Curation
Why does Curated Content Work?
1. Allows you to participate in a broader discussion
2. Adds surface area to your brand
3. Allows you to meet expectations of your audience
Our data shows that marketers big and small rely on curated content – for over half their
social media posts
Source: Rallyverse research, June 2014
Content Curation best practices:
Honor your brand
Use proper attribution
Add your voice and POV
2Repost Your Original Content
You’ve spent time, effort and maybe money to create original
content.
Make sure that you’re getting the most out of that investment.
That means:
Don’t be shy about posting your original content to
social media more than
once.
Brand’s Original Content
Why Reposting Original Content Works?
Opportunity to capture different audience segments at different
times
Same content is relevant in different contexts
Our data shows that you can post the same URL more than once to social media without a decline in clicks;
no decline as far as we measured (7 posts of the same URL):
Source: Rallyverse research, July 2014
Reposting best practices:
Focus on Evergreen Content
Be Relevant
Adapt Messaging And Delivery
3One Message, Multiple Platforms
Your audience is spread across multiple platforms.
If you’ve got something to say, make sure you shape it for each
of those destinations.
That means:
Shape your thought leadership
into multiple formats: blog posts
become Slideshares
become Instagrams
become Tweets and so on.
Why Do Multiple Formats Work?
Chance to communicate with different audiences on different
networks
Scale your “hard” work – the thought leadership that goes into
building one piece of content
Multiple Formats Best Practices:
Shape the content for the network, don’t copy-paste
Use your blog as a repository for multiple formats (embed
Slideshares, Images)
Cross-link where appropriate
