Scoop on converged media

560 views
492 views

Published on

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

Published in: Education
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
560
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
19
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

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

×