When you need to manage multiple social networks, a blog, a social selling program, you either need a large team and agency, or you need to be ruthlessly smart and efficient with your content marketing. In this presentation, we offer three very pragmatic strategies for scaling your content marketing resources, along with data to back up the strategies and best practices for each.

1. Three Practical Strategies
For Scaling Your Content
Marketing
September 2014
www.rallyverse.com
@rallyverse

2. The Content Marketing Challenge
Be relevant to your audience and your brand:
…multiple times per day,
…on multiple networks,
…for multiple accounts,
…with finite resources.
2

3. In a word:
Scale
(Getting the absolute most
out of your resources.)

4. We have some very very pragmatic
strategies for scaling your content
marketing.
(That don’t involve hiring five more
people.)

5. 3 Strategies To Scale:
1. Use Curated Content
2. Repost Your Original Content
3. One Message, Multiple Platforms

6. Use Curated
Content

7. What is curation?
For content marketers, curation
means assembling content around
your brand and the themes and
topics that matter to you.

8. That means:
Sharing and posting
third-party content
alongside your original
content to fill out your
content calendar —
and keep your
audience engaged.

9. How Rallyverse Handles Curation
Brand’s Original Content
Popular 3rd-Party Content
Trending Social Network
Algorithm reviews thousands of sources
to create content recommendations from
publisher-approved, fair-use sources, all
tuned to your marketing objectives
Content

10. Why does Curated Content Work?
1. Allows you to participate in a broader
discussion
2. Adds surface area to your brand
3. Allows you to meet expectations of your
audience

11. Our data shows that marketers big and small rely on
curated content – for over half their social media
posts
Source: Rallyverse research, June 2014

12. Content Curation best practices:
Honor your brand
Use proper attribution
Add your voice and POV

13. Repost Your Original
Content

14. You’ve spent time, effort and maybe
money to create original content.
Make sure that you’re getting the
most out of that investment.

15. That means:
Don’t be shy
about posting
your original
content to social
media more than
once.
Brand’s Original Content

16. Why Reposting Original Content
Works?
Opportunity to capture different
audience segments at different times
Same content is relevant in different
contexts

17. Our data shows that you can post the same URL more than
once to social media without a decline in clicks; no decline as
far as we measured (7 posts of the same URL):
Source: Rallyverse research, July 2014

18. Reposting best practices:
Focus on Evergreen Content
Be Relevant
Adapt Messaging And Delivery

19. One Message,
Multiple Platforms

20. Your audience is spread across
multiple platforms.
If you’ve got something to say, make
sure you shape it for each of those
destinations.

21. That means:
Shape your thought
leadership into
multiple formats: blog
posts become
Slideshares become
Instagrams become
Tweets and so on.

22. Why Do Multiple Formats Work?
Chance to communicate with different
audiences on different networks
Scale your “hard” work – the thought
leadership that goes into building one
piece of content

23. Multiple Formats Best Practices:
Shape the content for the network,
don’t copy-paste
Use your blog as a repository for
multiple formats (embed Slideshares,
Images)
Cross-link where appropriate

24. Thank You
info@rallyverse.com
@rallyverse