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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 is contextual. And digital isn’t everything. Sometimes, it doesn’t work at all. Heresy? No. Just smart content marketing.

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

  1. 1. For the Love of _______,Leverage All the Channels Available to You Arjun Basu Spafax @arjunbasu @spafax_arjun • #cmworld #cmworld
  2. 2. @arjunbasu @spafax_arjun #cmworld
  3. 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. 4. Newsflash: Content is not new @arjunbasu @spafax_arjun #cmworld
  5. 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. 6. Newsflash: Content is not new (part deux) @arjunbasu @spafax_arjun #cmworld
  7. 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. 8. We’ve all heard of silos.@arjunbasu @spafax_arjun #cmworld
  9. 9. They are evil.Silos = death. @arjunbasu @spafax_arjun #cmworld
  10. 10. And how many people here agree with this? @arjunbasu @spafax_arjun #cmworld
  11. 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. 12. Content is an ecosystem It always has been@arjunbasu @spafax_arjun #cmworld
  13. 13. Every platform depends on every other platform @arjunbasu @spafax_arjun #cmworld
  14. 14. This doesn’t exist without this @arjunbasu @spafax_arjun #cmworld
  15. 15. Content is interdependent@arjunbasu @spafax_arjun #cmworld
  16. 16. Content doesn’t care about platform.It’s platform agnostic. @arjunbasu @spafax_arjun #cmworld
  17. 17. Because your audience doesn’t care either.They just want it.Now. @arjunbasu @spafax_arjun #cmworld
  18. 18. This is service.Content is also a service.@arjunbasu @spafax_arjun #cmworld
  19. 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. 20. Without strategy content is just stuff And the world has enough stuff @arjunbasu @spafax_arjun #cmworld
  21. 21. The internet invented a revolutionary and powerful delivery systemBut it did not invent content @arjunbasu @spafax_arjun #cmworld
  22. 22. @arjunbasu @spafax_arjun #cmworld
  23. 23. = @arjunbasu @spafax_arjun #cmworld
  24. 24. Don’t be the panda @arjunbasu @spafax_arjun #cmworld
  25. 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, Content, in the right context, is ultimately king. - Deanna Brown, CEO, Federated Media Publishing @arjunbasu @spafax_arjun #cmworld
  26. 26. Think context. Only think about the end user. @arjunbasu @spafax_arjun #cmworld
  27. 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. 28. Take a deep breath Reach the finish line(and don’t be a panda) @arjunbasu @spafax_arjun #cmworld
  29. 29. Thank you! Arjun Basu Spafax@arjunbasu @spafax_arjun • #cmworld #cmworld