Scoop on converged media
Upcoming SlideShare
Loading in...5

Scoop on converged media



How to put a comprehensive, content-centric converged media plan in place. Presentation from ClickZLive NY 2014

How to put a comprehensive, content-centric converged media plan in place. Presentation from ClickZLive NY 2014



Total Views
Views on SlideShare
Embed Views



1 Embed 2 2



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

Scoop on converged media Scoop on converged media Presentation Transcript

  • Your logo here. The Scoop on Converged Media Andrew Delamarter Director of Inbound, Huge @adnyce
  • 45 Main St., Suite 220, Brooklyn, NY 11201 +1 718 625 4843 April 2014 ClickzLive NYC 2014 ANDREW DELAMARTER @ADNYCE
  • Agenda • Converged Media: Why should we care? • What’s required to succeed • Examples of converged media in action.
  • Putting content first.
  • Putting content first.
  • Putting content first.
  • TheInboundRing. Key concept:
  • The company
  • Core digital brand assets
  • The Inbound Marketing ring
  • Media and Advertising
  • User encounters brand content Inbound issues drive exit from customer journey The essential role of the inbound ring.
  • 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
  • So how do you make sure that happens?
  • Think of your content as a forest of trees.
  • 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
  • Inbound fundamentals • Multi-device architecture • Indexable by engines • Full use of metadata • Clean URLs • Internal linking
  • Ranking signals • External inbound links • Tweets • Google +1s • Likes • Searches • Citations
  • Startwiththebasics:What conversationsandbehaviors doyouwanttobeapartof?
  • An example: A new business that sell cars in a new way.
  • Strategic keyword list People who need a new car right away People researching cars People looking for a used car
  • Behaviortotarget. Contentrequired. 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.
  • CONTENT! COMMERCE! SPACES! COMMUNITY! Keyword-driven content / search insights Social listening Defining your own language Core Web SEO Editorial planning Local SEO Localize /mobilize your content iBeacons and low- energy Bluetooth Drip-fed social content Socially-authoritative brand ambassadors Social media / Social graph optimization Integrated reporting Content metrics Testing Weaponized content pieces Multiple payment options and contexts
  • The media plans will function in real-time, using real conversations as its core. SUAVE COMMS INBOUND CHANNELS YOUR CUSTOMER SOCIAL CHANNELS
  • Native content & advertising. Create advertising and content that lives natively on each channel, simulated by real-time conversations. • Paid advertising • Branded content • Ambassador content
  • Content Aggregation. The best content is then aggregated into a centralized branded hub (On or off-site) • Branded content • Ambasssador content
  • Creative & messaging stimulus. Monitor each social channel to help inform the creative and messaging of our inbound channels in real-time. • Topics • Trends • News
  • 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
  • Converged reporting
  • 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
  • Content is a process.
  • 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!
  • 45 Main St., Suite 220, Brooklyn, NY 11201 +1 718 625 4843