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Content amplification strategy

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Winning way through content highlighting best practices around content creation, curation and distribution backed by data driven insights.

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Content amplification strategy

  1. 1. CONTENT AMPLIFICATION STRATEGY
  2. 2. WHAT DO WE WANT TO ACHIEVE??? TRENDIFY ELEVATE AMPLIFY CONTENT THUS DRIVING ORGANIC TRAFFIC GROWTH
  3. 3. HOW?LETS UNDERSTAND THE CONSUMPTION PATTERN
  4. 4. PEOPLE DON’T LOOK FOR IMPORTANT NEWS IMPORTANT CONTENT LOOKS FOR PEOPLE
  5. 5. THE WAY PEOPLE ACCESS INFORMATION HAS DRAMATICALLY CHANGED PULL Home Pages PUSH APPS PULL & PUSH Social Media
  6. 6. PULL MEDIA HAS QUICKLY BEEN REPLACED BY PUSH MEDIA HOMEPAGE TRAFFIC IS DECLINING AS PEOPLE INCREASINGLY FIND LINKS TO CONTENT FROM SOCIAL MEDIA, EMAIL AND OTHER SOURCES
  7. 7. ITS NOT ONLY THERE IS JUST SO MUCH CONTENT THAT’S IMPOSSIBLE TO CONSUME IT ALL BUT SOMEONE YOU FOLLOW/KNOW/TRUST IS GOING TO SHARE THAT LINK AND IT MAKES IT IRRESISTIBLE
  8. 8. THEREFOREOUR APPROACH…
  9. 9. FINDING WHAT ARE THE THINGS CAN HELP THE BRAND TO CONNECT WITH THE AUDIENCE AND THEN DEVELOPING THE CREATIVE PATH THAT CAN LINK THAT WITH THE BRAND LISTENING UNDERSTANDING CONNECTING 1CREATING CONTENT
  10. 10. PRE- EMPTING CATCHY AND POTENTIAL STORIES ODD, EVEN FORMULA RAHUL GANDHI’S EUROPE VISIT MODI’S SURPRISE LAHORE VISIT
  11. 11. ADOPT A WAR-ROOM STYLE APPROACH TO CONTENT COMMIT TO A TEAM AND APPROACH WHICH CAN DRIVE RESULTS IN REAL-TIME, THROUGH JUST-IN-TIME CONTENT AND RAPID EDITORIAL CYCLES TWITTER, FB TRENDS YOUTUBE TRENDING VIDEOS, SEARCH TRENDS THE SKYSCRAPER TECHNIQUE
  12. 12. CREATING DIFFERENT THEMES AND CONTENT FORMS TO COVER ALL POSSIBLE ENTRY POINTS AND CAPTURE MINDSETS FORM ALL TG GROUPS ODD, EVEN FORMULA VIDESHI TAREEK, KITNA ASARDAAR? This content will be about the ODD & EVEN system adopted in other countries. Where it failed, and where it was a hit? The problems that it led to, changes in the pollution level that it brought and what other methods were adopted in these countries -- linking everything back to Delhi current situation NUMBERON KA KHEL – KAUN PAAS, KAUN FAILL? This piece will be around numerology around car numbers, focusing especially on the last number (odd or even). Here the content will talk about pros and cons of having an odd or even vehicle number. It will also throw light on the car number and its relation with different days of the week. Can also make an association between people’s sun sign and car number CHALTI KA NAAM GAADII This piece will be funny take on the situation. It will be about funny solutions that people can try to save themselves from the Odd & Even car number system. This content can also incorporate tweets and FB comments of people. These people can also be given credits for the same. KUCH TOH LOG KAHENGE We go on to the streets, meet people and ask them questions about this new rule. We can also ask and check how many of them really know what odd and even numbers are. We take people’s views and enquire what would there solution be to reduce Delhi’s pollution level.pro ARTICLES, LISTICLES FB POSTS, INSTANT LANDING PAGE VIDEOS ANIMATED SERIES PICTURE MESSAGES SLIDESHOWS BLOGS AUDIO CONTENT TWEETS INFOGRAPHICS
  13. 13. INFILTRATE FANS STREAMS, “FISH WHERE THE FISH ARE” GOING BEYOND THE BRAND ECOSYSTEM TO REACH THE EXTERNAL UNIVERSE WITH CONTENT AS HOOK 2PROMOTION & DISTRIBUTION
  14. 14. AddThis allows site owners to increase traffic to their website by implementing simple ways for visitors to share content. These content amplification tools increase audience engagement with users that aren’t on the site and allow content to be distributed across multiple platforms and social networks, which drives traffic back to the website. OWNED MEDIA EXTENDING THE REACH THROUGH MAKING THE CONTENT SOCIALLY SHARABLE ShareThis is an all-in-one solution that allows visitors to share web content with friends and family via a variety of channels, including social media, email, instant messages, and even text messages. The insights provided give a broad view of social intelligence and real time analytics for developers, brands, and content publishers. EXTRACT SHAREABLE PIECES FROM YOUR CONTENT BROWSER PLUG-IN WITH NEWS SUMMARY AND BREAKING NEWS WATSAPP AND SMS ENGINE FOR MOBILE SHARING INSTANT ARTICLES FOR FASTER LOAD AND EASE OF CONSUMPTION
  15. 15. HOLISTIC SEO APPROACH Comprehensive SEO approach to optimize each content level to drive traffic organically SOCIAL PROFILE WITH DESTINATION LINKS EMAIL SIGNATURES WITH CONTENT DESTINATION LINK OWNED MEDIA EXTENDING THE REACH THROUGH ALL POSSIBLE TOUCH POINTS DOWNLOADABLE E- BOOKS ON TRENDING TOPICS WHICH REQUIRE IN-DEPTH UNDERSTANDING NEWSLETTER SUBSCRIPTION TO ENCOURAGE REPEATED VISITS THE SKYSCRAPER TECHNIQUE Understanding the content consumption pattern through social listening tools like Buzzsumo, SEMRush and Topsy and then adopting the same to induce interest and engagement among end Users
  16. 16. PAID MEDIA PROMOTED POSTS ON FACEBOOK AND INSTAGRAM WITH PRECISE INTEREST TARGETING ENHANCING REACH THROUGH SPONSORED POSTS TO THE RELEVANT AUDIENCE AGE DEMOGRAPHY LOCATION INTEREST BEHAVIOR PAGES LIKEDDEVICES
  17. 17. GEOGRAPHY TARGETING Connecting with a global audience or narrow the reach of your campaign to a specific country, region or even town. FOLLOWER TARGETING Targeting the followers of relevant accounts to reach people who are likely to be interested in your content. DEVICE TARGETING Targeting users based on the specific mobile device they use to access Twitter. PAID MEDIA PROMOTED TWEET WITH RELEVANT CONTENT ON TWITTER TO REACH THE RIGHT AUDIENCE BEHAVIOR TARGETING Reaching high-intent audiences on Twitter based on shopping and spending patterns KEYWORD TARGETING Acting on signals of intent by delivering timely messages to users based on what they’ve recently Tweeted or engaged with in Tweets. LANGUAGE TARGETING Reaching people who understand a particular language. INTEREST TARGETING Serving up our campaign to users whose interests broadly align with your business. GENDER TARGETING Targeting your message to males or females. NEWS SUMMARY Tweet containing link of all the news briefs in the morning BREAKING NEWS Breaking News update TRENDING TOPIC Relevant News around trending topic LIVE EVENT UPDATE Key event snippets around important live events IMPORTANT NEWS Important News to the right audience
  18. 18. PAID MEDIA LINKEDIN SPONSORED UPDATES TO REACH THE PROFESSIONAL COMMUNITIES WITH RELEVANT CONTENT LOCATION JOB TITLE AND FUNCTION MEMBER’S SKILLS FIELD OF STUDY GROUPS
  19. 19. PAID MEDIA PROMOTE THE VIDEO CONTENT ON YOUTUBE REACHING THE RELEVANT AUDIENCE INTEREST TARGETING AFFINITY TARGETING TOPIC TARGETING
  20. 20. BLOGDASH Reaching the most influential thought leaders, bloggers through opt-in content outreach DIQUS Increase reach, repeat visitors through paid discussion service thus bringing reliability and quality conversations NATIVO Native placement on mobile through Nativo to leverage on growing mobile adoption VIRAL CONTENT BUZZ Incremental organic reach through shares by influencers PAID MEDIA PAID DISTRIBUTION TO GET INCREMENTAL REACH THROUGH AUTHENTIC SOURCES
  21. 21. PAID MEDIA NEWS SUMMARY / BRIEFS THROUGH ALL POSSIBLE ENTRY POINTS IN THE MORNING SPONSORED STORIES PROMOTED TWEET WITH WEBSITE CARD INSTREAM TRUE VIEW / FIRST IMPRESSION SMS PUSH WITH CONTENT LINK E-MAILER PUSH WITH CONTENT SNIPPETS
  22. 22. PAID MEDIA REACHING EXTERNAL UNIVERSE THROUGH NATIVE ADS AND CONTENT SEEDING NETWORKS CREATING CONTENT SNIPPETS IN THE EXTERNAL ENVIRONMENT THROUGH CONTENT SEEDING NETWORKS, NATIVE ADS
  23. 23. VISIT BASED BUYS Visit based buys to get incremental traffic with benchmark PAID SEARCH Targeting all relevant keywords based on available content pieces, trending topics REMARKETING Remarketing with relevant content suggestions to increase repeat visits NEWSLETTER SUBSCRIPTION Subscription based buys for newsletter subscription PAID MEDIA BRIDGING THE LAST MILE GAP THROUGH ACTION BASED BUYS ACROSS RELEVANT PLACE
  24. 24. SOCIAL GROUP POSTING Seeding content links in the relevant groups FORUM AND COMMUNITY POSTING Seeding content links in the relevant forums / threads EARNED MEDIA LEVERAGING THE ONLINE COMMUNITIES, FORUMS TO DRIVE ORGANIC TRAFFIC BLOG COMMENTS Seeding comments in the relevant blogs
  25. 25. EARNED MEDIA SOCIAL MEDIA OUTREACH TO LEVERAGE ON THE SOCIAL SHARING AND SOCIAL DISCOVERY o Optimize the FB page with keywords strategically o Post Optimization- The first 18 characters of each of Facebook posts serve as the meta title and the meta description in SERPs. o Group creation, Add people to group o Join new group, Group posting o Group chat & group commenting o Optimize Twitter Lists o Improve visibility with relevant/trending #hashtags o Submit Twitter Account to Twitter Directory o Posting stuff relating to trending News to drive traffic to website o Image Optimization o Video Optimization o Participation in various active groups and promoting our brand o Using (*) and (#) to highlight trending topic on Google search o Online sentiment analysis o Synchronization of Google plus with Google places to boost SEO activities o Adding people to connections o Will create groups in LinkedIn with different o categories o Join groups on LinkedIn o Participate in group’s conversation o Creating different boards according to category; creating different types of pins ; sharing pins in respective boards o Promote our most popular boards according to trending topics/news o Invite followers to contribute to our boards CONTENTS MEDIA MASH, SPORTS, POLITICAL NEWS, RELIGIOUS NEWS, FESTIVALS NEWS UPDATES, GADGETS, TECHNOLOGY/ AUTOMOBILES, HOLLYWOOD ETC
  26. 26. EARNED MEDIA GUEST BLOGGING ON THE IMPORTANT TOPICS LEVERAGING ON THE POPULARITY AND HUGE SOCIAL PRESENCE OF PROMINENT BLOGGERS, THINKERS THROUGH GUEST COLUMN / GUEST BLOG TO GET INCREMENTAL TRAFFIC
  27. 27. ALLTOP Creating entries on current trending and interesting topics REDDIT Posting content on relevant communities to get incremental reach QUORA Follow stories, influencers, posting questions, answers with content links to engage with the users INBOUND Infographics, Reading material for marketers, research papers, reports can be seeded here EARNED MEDIA EXTENDING THE DIGITAL PRESENCE THROUGH FREE CONTENT DISTRIBUTION CHANNELS SLIDE SHARE Creating repository of topics which require in-depth understanding YAHOO ANSWERS Contributing to the relevant posts with reference content link GLOBE OF BLOGS, BLOGRAMA Registering guest blog links to reach a wider audience RSS FEED DIRECTORY Submitting content links to RSS feed directory to reach to a wider audience based on topics, subjects, trending stories
  28. 28. SUSTAINED SEEDING Long term association with influencer to amplify and seed content on a regular basis – using their social platforms as entry points to yield incremental traffic Driven by a central Theme Multiple conversation themes, Simple questions and answer based activities Exclusive Content, gratification, user generated stories TWEET BLAST - IMPACT To initiate and drive conversation, to amplify hero stories – trendifying topical content based #tags Important days will be identified to leverage on ongoing event euphoria Optimization on the basis of Time, Duration, Conversation themes, Participation ideas for maximum impact EARNED MEDIA INFLUENCER LED TWITTER ACTIVITY TO SEED CONTENT ORGANICALLY
  29. 29. DATA DRIVEN INSIGHTS TO ENABLE INFORMED DECISIONS WITH DATA AS AN ENGINE TO CONSTANTLY MONITOR AS WELL AS TAKING INFORMED DECISIONS TO OPTIMIZE THE OUTCOME 3DATA AS AN ENGINE
  30. 30. ANALYTICS DASHBOARD – LOYALTY METRICS LOYALTY METRICS TO PLOT NEW VS RETURNING VISITORS WITH SOURCE AND MEDIUM WISE DISTRIBUTION TO IDENTIFY AND OPTIMIZE THE CONTENT DISTRIBUTION IN THE MOST EFFECTIVE WAY POSSIBLE
  31. 31. ANALYTICS DASHBOARD – PAGE WISE PERFORMANCE EXTENSIVE USE OF UTM CODES EMBEDDED WITH EACH AND EVERY CONTENT PIECES’ URL AND MAPPING THE SAME ON WEBMASTER ANALYTICS TO UNDERSTAND THE CONTENT PERFORMANCE
  32. 32. ANALYTICS DASHBOARD – LOCATION WISE PERFORMANCE LOCATION WISE DATA TO MONITOR SENTIMENT AND PATTERN OF CONSUMPTION TO LOCALIZE CONTENT AND OPTIMIZE BETTER
  33. 33. ANALYTICS DASHBOARD – DEVICE WISE LOYALTY METRICS LAYERING THE LOYALTY METRICS WITH DEVICE WISE DATA TO IDENTIFY AND OPTIMIZE THE EFFECTIVE ENTRY POINTS
  34. 34. ANALYTICS DASHBOARD – CONVERSION FUNNEL SETTING UP GOALS (NEWSLETTER SUBSCRIPTION, SOCIAL SHARING, SMS ALERT ETC.) AND MAPPING THE SAME WITH ENTRY POINTS TO IDENTIFY PAGE ENTRY POINTS, A DEEPER VIEW OF THE GOAL LOCATION AND STEP PRIOR TO IT - THUS USING THE DATA TO FIND OUT WHICH PIECES OF CONTENT DRIVE OR LEAD TO CONVERSIONS
  35. 35. ANALYTICS DASHBOARD – EXIT AND CONVERSION DRIVERS IDENTIFYING THE HERO CONTENT PIECES THAT HAVE LOWEST EXIT RATE AND PAGES THAT DRIVE THE HIGHEST CONVERSION RATE TO QUALITATIVELY ANALYZE TREND, DRIVERS
  36. 36. ANALYTICS DASHBOARD – INTERNAL SEARCHES IDENTIFYING EXACT KEYWORDS USED IN INTERNAL SEARCHES THAT HAS TAKEN PLACE ON THE SITE TO UNDERSTAND THE INTENT AND EXPECTATIONS AND OPTIMIZING THE SAME FOR SUPERIOR USER EXPERIENCE
  37. 37. ANALYTICS DASHBOARD – DEVICE WISE PERFORMANCE UNDERSTANDING HOW MUCH TIME VISITORS ARE SPENDING WITH BREAKDOWN OF TRAFFIC, ENGAGEMENT, CONVERSIONS TO DETERMINE HOW INDIVIDUAL CONTENT PIECES ARE PERFORMING ACROSS DEVICES – THEREFORE LEVELING UP ANY DISCREPANCIES
  38. 38. ANALYTICS DASHBOARD – LOAD TIME AND BOUNCE RATE MONITORING THE PAGE LOAD TIME AND BOUNCE RATE AND IDENTIFYING THE LOOP HOLES THAT ARE HOLDING ARE PAGES BACK – SO THAT THE ISSUES CAN BE FIXED
  39. 39. ANALYTICS DASHBOARD – TRAFFIC PERFORMANCE BY SOURCES FINDING OUT THE TRAFFIC SOURCES AND PAGES THAT ARE DRIVING THE MOST ENGAGEMENTS AND CONVERSIONS – THUS SCALING UP THE EFFORTS THAT ARE DRIVING THE EFFORTS AND SCALING BACK ON THOSE THAT AREN’T
  40. 40. ANALYTICS DASHBOARD – BEHAVIOR FLOW OF THE VISITORS DETERMINING THE WAY EACH CONTENT AFFECTS INTERACTION, WHICH PAGES DRIVE MOST EXITS AND HOW USER NAVIGATE THE SITE – THUS OPTIMIZING FUNNEL PERFORMANCE
  41. 41. ANALYTICS DASHBOARD – AUDIENCE DYNAMICS UNDERSTANDING THE AUDIENCE DYNAMICS AND THE WAY THEY BEHAVE
  42. 42. ANALYTICS SOCIAL PAGE INSIGHTS SOCIAL PROFILING OF TGS BUILT ON SOCIAL INSIGHTS TO UNDERSTAND THE RESPONSES BETTER AND MAPPING THE SAME WITH PAGE ANALYTICS
  43. 43. ANALYTICS TREND ANALYSIS TREND ANALYSIS OF TOPICS, KEYWORDS TO UNDERSTAND THE PATTERN AND BUZZ – THEREFORE USING THE SAME TO OPTIMIZE THE CONTENT BETTER SOCIAL LISTENING YOUTUBE TRENDS GOOGLE TRENDS
  44. 44. PHASE WISE ROADMAP AND STEP UP STEP UP IMPLEMENTATION TO JOIN ALL THE DOTS TOGETHER AND MAKING IT COME ALIVE 4PLANNING AND IMPLEMENTATION
  45. 45. TRAFFIC GROWTH ESTIMATED TRAFFIC GROWTH STAGES PHASE 1 Getting the house in order CONTENT CREATION MONTH 1 MONTH 2 MONTH 3 PHASE 2 Reaching the Hindi news audience – external to Dainik Bhaskar MONTH 1 MONTH 2 MONTH 3 MONTH 4 PHASE 3 Externalising DB content assets MONTH 1 MONTH 2 MONTH 3 Content development and production through research, trend analysis and learnings from content analysis and page analytics OWNED & EARNED MEDIA PUSH Implementations of social plug-ins, SEO Browser Plug-in development, Link Building, Broken link building, asset optimisation PAID MEDIA PUSH Social Ads, News Summary Guest Blogging, Online communities, Social Media Outreach, Free content distribution, Influencer Activity Action Based buys, Paid distribution REVIEW AND EVALUATION REVIEW AND EVALUATION
  46. 46. ACTIVITY BY NUMBERS ACTIVITIES THAT WE NEED TO DO BLOGGING Creating blogs with English tagged words. As it’s a Hindi portal but people will be searching in English Minimum 500 in a Month VIDEO PROMOTION Video promotion of different platforms As many platforms we find LOCALIZATION OF CONTENT Creating separate blogs for state and city & sharing to other sites with English tagged words Minimum 500 in a Month BLOG COMMENTING Minimum 1,000 in a Month FORUM Q&A POSTING Minimum 500 in a Month GUEST POSTING Submitting guest post to high traffic website Minimum 100 in a Month RE – PUBLISH NEWS Re-‐publish news with highly searchable Title. Every News LINK BAITING AND INCOMING LINKS As many platforms we find PPT AND PDF SHARING Minimum 1,000 in a Month GUEST BLOGGING 100 in a Month CONTENT AGGREGATORS Submitting content to Aggregator Sites. 500 in a Month HARO QUERY Answering to HARO query As many as we find PINGING BLOGS 700 in a Month COMMON QUESTIONS Answers to common questions people ask about news or Hot topic As many as we find INVITING GUEST BLOGGERS As many platforms we find BLOGGING COMMUNITY Joining a blogging community As many as we find HOT TOPICS Create a question or comment on hot topics As many as much we can
  47. 47. TRAFFIC GROWTH ESTIMATED TRAFFIC GROWTH 12.8 14.3 16.2 18.3 21.4 25.1 29.3 35.2 42.2 51.9 0.9 1.1 1.3 2.2 2.6 3.0 4.4 5.3 7.6 9.3 3.0 3.0 3.0 3.0 3.0 3.0 3.0 3.0 3.0 3.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Organic Traffic Organic Push Paid Push TOTAL TRAFFIC 16.7 MN TOTAL TRAFFIC 18.5 MN TOTAL TRAFFIC 20.5 MN TOTAL TRAFFIC 23.5 MN TOTAL TRAFFIC 27 MN TOTAL TRAFFIC 31.1 MN TOTAL TRAFFIC 36.7 MN TOTAL TRAFFIC 43.5 MN TOTAL TRAFFIC 52.8 MN TOTAL TRAFFIC 64.3 MN 7% Increase 8% Increase 12% Increase 15% Increase 18% Increase *Paid Promotion will be need based and currently kept at 3 MN per month
  48. 48. CAMPAIGN STRUCTURE SUGGESTED ACTIVATION MODEL A mix of foundation and always on activities, with more effective distributions With the foundation and always on communication in place, we aim to drive more consumers into the brand ecosystem with trigger campaigns, paid distribution Establish always on engagement & conversion and organic distribution and seeding Start with conversion first, making sure that the foundation assets are in place online & offline PAID DISTRIBUTION ORGANIC SEEDING FOUNDATION ALWAYS ON
  49. 49. CAMPAIGN STRUCTURE SUGGESTED EVALUATION MODEL
  50. 50. TEAM SUGGESTED TEAM STRUCTURE ACCOUNT DIRECTOR Interfacing with the client, looking after the overall project, project implementations GROUP HEAD – SERVICING Inter-department delivery management, coordinating with the client on day-to-day activity MANAGER – SERVICING Managing all the function at a micro level/ activity level PROJECT MANAGER Organic Content Distribution Management, Content Distribution strategy and Strategic Alliances TEAM LEAD Distribution Management and Implementations, Strategy Implementation JR. EXECUTIVE JR. EXECUTIVE GROUP HEAD – PLANNING Paid Media distribution Strategy, Strategic Alliances with media partners MANAGER – PLANNER Paid Distribution planning, Media buying EXECUTIVE – PLANNER Plan implementation, Vendor Management SR. MANAGER – ANALYTICS Data Management and Analysis, Strategic Inputs and Implications MANAGER – ANALYTICS Data Management at the micro Level EXECUTIVE – ANALYTICS Day-to- Data management, Daily reporting and Management TEAM LEAD Distribution Management and Implementations, Strategy Implementation JR. EXECUTIVE JR. EXECUTIVE JR. EXECUTIVE JR. EXECUTIVE JR. EXECUTIVE JR. EXECUTIVE Execution of Content Strategy and Organic Distribution on a day-to-day basis

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