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“For the Love of ___, Leverage All the Channels Available to You”

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We live in a multiplatform world. Meaning your customers live in a multiplatform world. And they expect information 24/7 – but they aren’t glued to one device. Content lives in many places. Engagement …

We live in a multiplatform world. Meaning your customers live in a multiplatform world. And they expect information 24/7 – but they aren’t glued to one device. Content lives in many places. Engagement is contextual. And digital isn’t everything. Sometimes, it doesn’t work at all. Heresy? No. Just smart content marketing.


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  • 1. For the Love of _______,Leverage All the Channels Available to You Arjun Basu Spafax @arjunbasu @spafax_arjun • #cmworld #cmworld
  • 2. @arjunbasu @spafax_arjun #cmworld
  • 3. This is a kind of chaos. Controlled chaos.This is where we’ve been for the past decade. Atthe starting line.And now we’re going to stop the chaos. @arjunbasu @spafax_arjun #cmworld
  • 4. Newsflash: Content is not new @arjunbasu @spafax_arjun #cmworld
  • 5. This guy was creating content. He was a storyteller in a marketplace of storytellers. Hoping others would buy what he was selling @arjunbasu @spafax_arjun #cmworld
  • 6. Newsflash: Content is not new (part deux) @arjunbasu @spafax_arjun #cmworld
  • 7. Content has never been an island. It has always been married to a product. Without the product content is meaningless. So content has ALWAYS been multiplatform. @arjunbasu @spafax_arjun #cmworld
  • 8. We’ve all heard of silos.@arjunbasu @spafax_arjun #cmworld
  • 9. They are evil.Silos = death. @arjunbasu @spafax_arjun #cmworld
  • 10. And how many people here agree with this? @arjunbasu @spafax_arjun #cmworld
  • 11. 90% of the people at this conference come from a digital background. And a lot of them have put themselves into a silo @arjunbasu @spafax_arjun #cmworld
  • 12. Content is an ecosystem It always has been@arjunbasu @spafax_arjun #cmworld
  • 13. Every platform depends on every other platform @arjunbasu @spafax_arjun #cmworld
  • 14. This doesn’t exist without this @arjunbasu @spafax_arjun #cmworld
  • 15. Content is interdependent@arjunbasu @spafax_arjun #cmworld
  • 16. Content doesn’t care about platform.It’s platform agnostic. @arjunbasu @spafax_arjun #cmworld
  • 17. Because your audience doesn’t care either.They just want it.Now. @arjunbasu @spafax_arjun #cmworld
  • 18. This is service.Content is also a service.@arjunbasu @spafax_arjun #cmworld
  • 19. Marketing is a service. All of it is content. But all content isn’t marketing. Content is everything Content is a function of engagements Engagement is a function of context And context is a function of strategy. @arjunbasu @spafax_arjun #cmworld
  • 20. Without strategy content is just stuff And the world has enough stuff @arjunbasu @spafax_arjun #cmworld
  • 21. The internet invented a revolutionary and powerful delivery systemBut it did not invent content @arjunbasu @spafax_arjun #cmworld
  • 22. @arjunbasu @spafax_arjun #cmworld
  • 23. = @arjunbasu @spafax_arjun #cmworld
  • 24. Don’t be the panda @arjunbasu @spafax_arjun #cmworld
  • 25. So now what? How do we avoid the panda? “Content first” means structuring content for the audience, not the device. - Mark Sherbin, August 24, contentmarketinginstitute.com Content, in the right context, is ultimately king. - Deanna Brown, CEO, Federated Media Publishing @arjunbasu @spafax_arjun #cmworld
  • 26. Think context. Only think about the end user. @arjunbasu @spafax_arjun #cmworld
  • 27. This is what we want. To tell the story.To finish the race.To create good stuff.And hopefully we’ll wear some clothes… @arjunbasu @spafax_arjun #cmworld
  • 28. Take a deep breath Reach the finish line(and don’t be a panda) @arjunbasu @spafax_arjun #cmworld
  • 29. Thank you! Arjun Basu Spafax@arjunbasu @spafax_arjun • #cmworld #cmworld

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