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For the Love of _______,Leverage All the Channels Available to You Arjun Basu Spafax @arjunbasu @spafax_arjun • #cmworld #cmworld

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@arjunbasu @spafax_arjun #cmworld

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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

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Newsflash: Content is not new @arjunbasu @spafax_arjun #cmworld

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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

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Newsflash: Content is not new (part deux) @arjunbasu @spafax_arjun #cmworld

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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

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We’ve all heard of silos.@arjunbasu @spafax_arjun #cmworld

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They are evil.Silos = death. @arjunbasu @spafax_arjun #cmworld

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And how many people here agree with this? @arjunbasu @spafax_arjun #cmworld

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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

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Content is an ecosystem It always has been@arjunbasu @spafax_arjun #cmworld

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Every platform depends on every other platform @arjunbasu @spafax_arjun #cmworld

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This doesn’t exist without this @arjunbasu @spafax_arjun #cmworld

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Content is interdependent@arjunbasu @spafax_arjun #cmworld

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Content doesn’t care about platform.It’s platform agnostic. @arjunbasu @spafax_arjun #cmworld

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Because your audience doesn’t care either.They just want it.Now. @arjunbasu @spafax_arjun #cmworld

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This is service.Content is also a service.@arjunbasu @spafax_arjun #cmworld

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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

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Without strategy content is just stuff And the world has enough stuff @arjunbasu @spafax_arjun #cmworld

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The internet invented a revolutionary and powerful delivery systemBut it did not invent content @arjunbasu @spafax_arjun #cmworld

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@arjunbasu @spafax_arjun #cmworld

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= @arjunbasu @spafax_arjun #cmworld

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Don’t be the panda @arjunbasu @spafax_arjun #cmworld

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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

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Think context. Only think about the end user. @arjunbasu @spafax_arjun #cmworld

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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

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Take a deep breath Reach the finish line(and don’t be a panda) @arjunbasu @spafax_arjun #cmworld

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Thank you! Arjun Basu Spafax@arjunbasu @spafax_arjun • #cmworld #cmworld