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Digital Content Marketing & Role of Curation

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A Keynote I prepared for the Indonesia's Citra Pariwara 2011. It's the biggest annual Advertising and Communication Awards Event. The topic i shared is about Digital Content Marketing, as …

A Keynote I prepared for the Indonesia's Citra Pariwara 2011. It's the biggest annual Advertising and Communication Awards Event. The topic i shared is about Digital Content Marketing, as complementary and new mix of their Digital Strategy. Some of the content I sourced it from: ContentCurationMarketing.com ; Excerpt from Helge Tenn, Kurat, Greg Verdino's Slides on "What is Content" which offers great thoughts and ideas, and as well Alchemy Content.

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  • 1. why contentstrategy matters? how to approach CONTENT CURATION case studies
  • 2. THERE’S A SHIFT IN THE WAY PEOPLE CONSUMEINFORMATION & MEDIA BEHAVIOR
  • 3. Previously Digital was all about Rich Media and Customer Participations (Web 2.0)
  • 4. NOW ideasHelge Tenn
  • 5. “We are not in the business of supporting mediaindustry, we are in the business of CONNECTING withour customers” - Trevor Edwards, Nike Sr. VP Branding
  • 6. people are getting annoyed by interruption And get better avoiding it technology allow new opportunity
  • 7. PEOPLE WANT TO ENGAGE...With Each Other with you With Each Other ABOUT you
  • 8. 5 ............ImplementationsContent Strategy for Digital
  • 9. who & where are they?how / where theyconsumehow/ where theyengage #1 ............ Learn Your Audience
  • 10. #2 ............Add Value, Honest, & Authentic
  • 11. #3 ............ EncourageConversation & Sharing
  • 12. monitor and curatetopic/ contentReady to react #4 ............ Update Regularly, Dedicated Team
  • 13. what content?Infographics How-To Best Practice Guides Videos Presentation Slides Downloadable Images, FAQ Rewrite Articles Pictures
  • 14. what content?CONSUMABLEINTERACTIVE CURRENT RELEVANT
  • 15. #5 ............Integrated
  • 16. http://www.eastwestpr.tv/production-services/
  • 17. content curation
  • 18. content curation The act of discovering, gathering, and presentingdigital content that surrounds specific subject matter.
  • 19. 6 reasons why curation solve content needs 1. 2. 3. Connect Added Thought Brands w/ Value Leadership Customers 4. 5. More Time 6. for Original Monetary Support Content Savings DocumentationContentCurationMarketing.com
  • 20. CASE%%%%STUDY%%
  • 21. CONTENT SPARKS“CONVERSATION” BECOMES CONTENT
  • 22. 4 types of content marketing 1. HOT STORY 2. HOT TOPIC Curated Content/ Post on Selection of particular hottest trend, topic of the week. Comprise of 5 Selected Topic/ articles keywords/ topic. Inside this, contentthat’s featured on the TOP 5 will be displayed on 4 types of story of the day on content: Article, Pictures, Video, and Twitter on a particular Homepage & respective selected HOT TOPIC. 1 out of 5 is Topical Categories. available for Featured/ Promoted Generally runs up to 2-3 Topic. The category can run for thematic campaign period of days maximum annual permanent category New
  • 23. 4 types of content marketing 3. STICKY NEWS 4. PROMOTED Curated Content/ Post on Selected Topic/ articles CATEGORIES LintasMe will help to create,promoting/ discussing a brand/ moderate, and populate content for product/ service featured on a new customized categories/ our ‘TERPOPULER’ page on existing categories. ie: Categories home page. Normally will last Sponsorship. Either to sponsor maximum 3 days per article existing categories, or create an entire new categories (content) Sample Past Campaign: Indosat’s* All 4 types of content marketing can SEA Games Category serve Articles, Photo,Videos content
  • 24. 12
  • 25. HOT TOPIC iPhone 4S Photo Photo Sample Topic Collections of Collections of(Keyword Selected) : iPhone 4S iPhone 4S iPhone 4S Articles on Articles on Articles on iPhone 4S iPhone 4S iPhone 4S Tweets about VIDEO of iPhone 4S iPhone 4S
  • 26. Sticky news (terpopuler stream) Sticky News
  • 27. Sticky news (terpopuler stream) Sticky News
  • 28. BCASticky News
  • 29. BCASticky News
  • 30. Lintas.Me Strictly Private and Confidential
  • 31. IT’S NOT MARKETING, IT’S HOW YOUR BRAND LIVES IN DIGITAL WORLDLintas.Me Strictly Private and Confidential
  • 32. BRAND VISIBILITY MEETS CONTENT VISIBILITYLintas.Me Strictly Private and Confidential
  • 33. A SOCIAL SHARING AGGREGATOR, ALL OUR CONTENTS FROM USERS POSTINGS/ SUBMIT. OR MANY CALL: USER GENERATED CONTENTLintas.Me Strictly Private and Confidential
  • 34. To enhance process of discovery, personalized platform to help readers find content & introduce relevant contentLintas.Me Strictly Private and Confidential
  • 35. Lintas.Me Strictly Private and Confidential
  • 36. aggregation + curation
  • 37. @davidwayneika

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