Your logo here.
The Scoop on Converged
Media
Andrew Delamarter
Director of Inbound, Huge
@adnyce
hugeinc.com
info@hugeinc.com
45 Main St., Suite 220, Brooklyn, NY 11201
+1 718 625 4843
April 2014
ClickzLive NYC 2014
AND...
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 tactic...
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
• Video...
Inbound fundamentals
• Multi-device architecture
• Indexable by engines
• Full use of metadata
• Clean URLs
• Internal lin...
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 ...
CONTENT!
COMMERCE!
SPACES!
COMMUNITY!
Keyword-driven
content / search
insights
Social listening
Defining your own
language...
COMMERCE
WHATTHEYBUY
ANDWHY!
CONTENT
WHATTHEY
CONSUME!
SPACE
LOCATIONBASED
SERVICES!
COMMUNITY
CONNECTINGAND
SHARING!
CONN...
The media plans will function in real-time, using real
conversations as its core.
SUAVE
COMMS
INBOUND
CHANNELS
YOUR
CUSTOM...
Native content &
advertising.
Create advertising and
content that lives natively
on each channel, simulated
by real-time c...
Content
Aggregation.
The best content is then
aggregated into a
centralized branded hub
(On or off-site)
• Branded content...
Creative &
messaging
stimulus.
Monitor each social
channel to help inform the
creative and messaging of
our inbound channe...
Inbound traffic
driving.
Our inbound channels are
now operating in real-time,
striking up conversations
that are more rele...
Converged reporting
Strategic concepts or behaviors to own
New car research Need a new care now Shopping for used car
Strategic keywords
How t...
Content is a process.
Constant optimization.
• With converged management comes constant
optimization
• What do you do on day 10, 100
• Promote o...
hugeinc.com
info@hugeinc.com
45 Main St., Suite 220, Brooklyn, NY 11201
+1 718 625 4843
Scoop on converged media
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How to put a comprehensive, content-centric converged media plan in place. Presentation from ClickZLive NY 2014

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Scoop on converged media

  1. 1. Your logo here. The Scoop on Converged Media Andrew Delamarter Director of Inbound, Huge @adnyce
  2. 2. hugeinc.com info@hugeinc.com 45 Main St., Suite 220, Brooklyn, NY 11201 +1 718 625 4843 April 2014 ClickzLive NYC 2014 ANDREW DELAMARTER @ADNYCE
  3. 3. Agenda • Converged Media: Why should we care? • What’s required to succeed • Examples of converged media in action.
  4. 4. Putting content first.
  5. 5. Putting content first.
  6. 6. Putting content first.
  7. 7. TheInboundRing. Key concept:
  8. 8. The company
  9. 9. Core digital brand assets
  10. 10. The Inbound Marketing ring
  11. 11. Media and Advertising
  12. 12. User encounters brand content Inbound issues drive exit from customer journey The essential role of the inbound ring.
  13. 13. 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
  14. 14. So how do you make sure that happens?
  15. 15. Think of your content as a forest of trees.
  16. 16. 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
  17. 17. Inbound fundamentals • Multi-device architecture • Indexable by engines • Full use of metadata • Clean URLs • Internal linking
  18. 18. Ranking signals • External inbound links • Tweets • Google +1s • Likes • Searches • Citations
  19. 19. Startwiththebasics:What conversationsandbehaviors doyouwanttobeapartof?
  20. 20. An example: A new business that sell cars in a new way.
  21. 21. Strategic keyword list People who need a new car right away People researching cars People looking for a used car
  22. 22. 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.
  23. 23. 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
  24. 24. COMMERCE WHATTHEYBUY ANDWHY! CONTENT WHATTHEY CONSUME! SPACE LOCATIONBASED SERVICES! COMMUNITY CONNECTINGAND SHARING! CONNECTED PEOPLE! Integrated Marketer
  25. 25. The media plans will function in real-time, using real conversations as its core. SUAVE COMMS INBOUND CHANNELS YOUR CUSTOMER SOCIAL CHANNELS
  26. 26. Native content & advertising. Create advertising and content that lives natively on each channel, simulated by real-time conversations. • Paid advertising • Branded content • Ambassador content
  27. 27. Content Aggregation. The best content is then aggregated into a centralized branded hub (On or off-site) • Branded content • Ambasssador content
  28. 28. Creative & messaging stimulus. Monitor each social channel to help inform the creative and messaging of our inbound channels in real-time. • Topics • Trends • News
  29. 29. 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
  30. 30. Converged reporting
  31. 31. 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
  32. 32. Content is a process.
  33. 33. 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!
  34. 34. hugeinc.com info@hugeinc.com 45 Main St., Suite 220, Brooklyn, NY 11201 +1 718 625 4843
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