Content marketing at scale - building a content carousel - Sprinklr social@scale summit hosted by Lenovo
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Building a scaled content marketing platform can be challenging. Here are some simple steps for building a content carousel designed to created ongoing engagement with targeted audiences. Originally presented at Sprinklr's Social@Scale Summit at Lenovo.
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Content marketing at scale - building a content carousel - Sprinklr social@scale summit hosted by Lenovo
- 1. © 2014 Ignite Social Media Agency Carousel Content Marketing Sprinklr Social@Scale Summit hosted by Lenovo June 12, 2014
- 2. © 2014 Ignite Social Media Agency Image sourcegodzillamovies.com Content @Scale? Marketers need for fresh and relevant content is growing at an epic scale.
- 3. © 2014 Ignite Social Media Agency Content Platforms. Influencer created content is a valuable part of an overall solution. Melissa Garcia from consumerqueen.com
- 4. © 2014 Ignite Social Media Agency Source: gigaom.com Marketing $$ are following readers.
- 5. © 2014 Ignite Social Media Agency However, print decline still has a long way to go… Source: Slideshare - KPCB Mary Meeker Internet Trends 2014
- 6. © 2014 Ignite Social Media Agency Image Source: The Atlantic This just in: Digital News consumption hits an all time high
- 7. © 2014 Ignite Social Media Agency 1. Media is no longer delivered, it’s curated 2. The Website is Dead (long live the “aggregated” website) 3. Content Agnosticism (I Path therefore I am) 4. Content Carousel: Create, Aggregate, Syndicate & Engage, Optimize in Real time Create a Content Carousel.
- 8. © 2014 Ignite Social Media Agency
- 9. © 2014 Ignite Social Media Agency Websites are Dead. Image source: qz.com
- 10. © 2014 Ignite Social Media Agency Image Source: The Sydney Morning Herald
- 11. © 2014 Ignite Social Media Agency Create Content. Image Source: The Daily Mail Be Content Agnostic: Create, Partner, Curate and Collaborate with influencers and their audiences
- 12. © 2014 Ignite Social Media Agency Aggregate. Image Source: coca-colacompany.com Coca-cola’s “website” is now a content aggregator.
- 13. © 2014 Ignite Social Media Agency Syndicate & Engage. Image Source: Supra Footwear Instagram Don’t just publish (push), engage with audiences and participate in conversations.
- 14. © 2014 Ignite Social Media Agency Optimize in Real Time. Image Source: Sprinklr.com
- 15. © 2014 Ignite Social Media Agency Who is this Dude? I’m her dad!
Editor's Notes
- Like Godzilla, the need for content at scale has grown to epic proportions. Fresh, relevant content in many formats is needed to drive engagement and own share of voice.
- The Walmart Elevenmoms program was designed to foster organic and relevant conversations about saving money. The program continues to this day with the influencers participating in Walmart events such as its annual Shareholders meeting and creating content about its main brand promise of saving money.
- Advertising dollars in print are literally off a cliff. The challenge for marketers is that reader attention has fragmented and “ads” perform horribly on digital and social platforms.
- Print isn’t dead, just unprofitable, so will be dead.
- 25% total consumption growth in the past year (all formats) 80% of all adults get at least some news from digital sources 146%growth among 18-24 year olds
- For the most part, we all pick our media. We get recipes not from recipes.com but form Pinterest (which is also likely to be recipes.com).
- Zach Steward of qz.com reports that NYT homepage traffic has fallen over 50% in one year!!
- Social has democratized content production creating an explosion in the overall volume. Consumers are discovering great content and publishers are beginning to scale.
- Content is where you find it from the highly produced.
- The “side door” euphemistically refers to the fact the like product consumption habits, media consumption is also changing. People come and go when, where and how they want.
- Use content analytics tools to evaluate what content is the most relevant by audience, channel and format.
- Classically trained marketer – BigCo/Startup Hanes Brands, PictureVision, Newell Rubbermaid, Implus, Walmart Content Marketing Platform Builder since 2007 Created Walmart Elevenmoms Program Founded Collective Bias – Social Shopper Marketing Company CMO of Ignite Social Media