How to put a comprehensive, content-centric converged media plan in place. Presentation from ClickZLive NY 2014

1. Your logo here.
The Scoop on Converged
Media
Andrew Delamarter
Director of Inbound, Huge
@adnyce

2. hugeinc.com
info@hugeinc.com
45 Main St., Suite 220, Brooklyn, NY 11201
+1 718 625 4843
April 2014
ClickzLive NYC 2014
ANDREW DELAMARTER
@ADNYCE

3. Agenda
• Converged Media: Why should we
care?
• What’s required to succeed
• Examples of converged media in
action.

4. Putting content first.

5. Putting content first.

6. Putting content first.

7. TheInboundRing.
Key concept:

8. The company

9. Core digital brand assets

10. The Inbound Marketing ring

11. Media and Advertising

12. User encounters
brand content
Inbound issues drive exit
from customer journey
The essential role of the inbound ring.

13. Approach in a nutshell.
• Content needs to work for:
• Your audience
• Your discussions
• Your contexts
• Your paid tactics
• You social and paid social tactics
• Your organic presence

14. So how do you make sure
that happens?

15. Think of your content as a forest of trees.

16. What does each tree
need to grow?
• Compelling content
• Mix of evergreen, fresh and
unique web page copy
• Images
• Videos
• Geo-specific or local content

17. Inbound fundamentals
• Multi-device architecture
• Indexable by engines
• Full use of metadata
• Clean URLs
• Internal linking

18. Ranking signals
• External inbound links
• Tweets
• Google +1s
• Likes
• Searches
• Citations

19. Startwiththebasics:What
conversationsandbehaviors
doyouwanttobeapartof?

20. An example: A new
business that sell
cars in a new way.

21. Strategic
keyword
list
People who
need a new
car right
away
People
researching
cars
People
looking for a
used car

22. Behaviortotarget. Contentrequired.
Researching cars • Evergreen car category pages
• Product detail pages
• Authoritative perspectives
• How-to videos
• How-to infographic
Needs a car right away • Evergreen web content landing pages/
• Local / Mobil optimized location pages
• Stable, bookmark-able car locator
• Evergreen web content
Looking for a used car • Evergreen used car landing page
• Local / mobile optimized used car dealer locations pages
• Stable, optimized used car locator and location pages
• How to buy a used car videos & infographics
• Authoritative used car experts & Social graph optimization
Editorial Plan.

23. CONTENT!
COMMERCE!
SPACES!
COMMUNITY!
Keyword-driven
content / search
insights
Social listening
Defining your own
language
Core Web SEO
Editorial planning
Local SEO
Localize /mobilize
your content
iBeacons and low-
energy Bluetooth
Drip-fed social
content
Socially-authoritative
brand ambassadors
Social media / Social
graph optimization
Integrated reporting
Content metrics
Testing
Weaponized content
pieces
Multiple payment
options and contexts

24. COMMERCE
WHATTHEYBUY
ANDWHY!
CONTENT
WHATTHEY
CONSUME!
SPACE
LOCATIONBASED
SERVICES!
COMMUNITY
CONNECTINGAND
SHARING!
CONNECTED
PEOPLE!
Integrated
Marketer

25. The media plans will function in real-time, using real
conversations as its core.
SUAVE
COMMS
INBOUND
CHANNELS
YOUR
CUSTOMER
SOCIAL
CHANNELS

26. Native content &
advertising.
Create advertising and
content that lives natively
on each channel, simulated
by real-time conversations.
• Paid advertising
• Branded content
• Ambassador content

27. Content
Aggregation.
The best content is then
aggregated into a
centralized branded hub
(On or off-site)
• Branded content
• Ambasssador content

28. Creative &
messaging
stimulus.
Monitor each social
channel to help inform the
creative and messaging of
our inbound channels in
real-time.
• Topics
• Trends
• News

29. Inbound traffic
driving.
Our inbound channels are
now operating in real-time,
striking up conversations
that are more relevant to
our audiences, driving a
broader base of customers
back to the on or off-site
hub.
• Paid search
• Organic search
• Display

31. Converged reporting

32. Strategic concepts or behaviors to own
New car research Need a new care now Shopping for used car
Strategic keywords
How to shop for new car Used car <geomodifier>
Authority & authorship
In-house writer Respected car industry guy Product guy
Publishing & optimization
Core web SEO Local/Mobile content Drip-fed social content
Content promotion
Blogger outreach Paid & non-paid syndication
Paid social
Consolidated reporting & analysis
Content & SEO metrics
Rankings Inbound link Likes Shares Leads Tweets
Enterprise content framework.
Keyword-driven content
New car shopping video Infographic: what to look for in a
used car

33. Content is a process.

34. Constant optimization.
• With converged management comes constant
optimization
• What do you do on day 10, 100
• Promote on native platforms – create a digital
playbook for ambassadors
• Get everyone trained on the basics of working
together.
• Link back to a central hub – does not have to
be your website…But it helps!

35. hugeinc.com
info@hugeinc.com
45 Main St., Suite 220, Brooklyn, NY 11201
+1 718 625 4843