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The Scoop on Converged Media

Andrew DelamarterDirector of Inbound, Huge

@adnyce

hugeinc.cominfo@hugeinc.com45 Main St., Suite 220, Brooklyn, NY 11201+1 718 625 4843

April 2014ClickzLive NYC 2014ANDREW DELAMARTER@ADNYCE

Agenda

• Converged Media: Why should we care?

• What’s required to succeed• Examples of converged media in

action.

Putting content first.

Putting content first.

Putting content first.

The Inbound Ring.Key concept:

The company

Core digital brand assets

The Inbound Marketing ring

Media and Advertising

User encounters

brand content

Inbound issues drive exit from customer journey

The essential role of the inbound ring.

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

So how do you make sure that happens?

Think of your content as a forest of trees.

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

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

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

Start with the basics: What conversations and behaviors do you want to be a part of?

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

Strategic

keyword

list

People who need a new car right away

People researchin

g carsPeople

looking for a used car

Behavior to target. Content required.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.

Keyword-driven content / search

insightsSocial listening

Defining your own language

Core Web SEOEditorial planning

Local SEOLocalize /mobilize

your contentiBeacons and low-energy Bluetooth

Drip-fed social contentSocially-

authoritative brand ambassadorsSocial media / Social graph optimization

Integrated reporting

Content metricsTesting

Weaponized content pieces

Multiple payment options and

contexts

Integrated

Marketer

The media plans will function in real-time, using real conversations as its core.

SUAVECOMMS

INBOUNDCHANNELS

YOUR CUSTOMER

SOCIALCHANNELS

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

• Paid advertising• Branded content• Ambassador content

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

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

• Topics• Trends• News

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

Converged reporting

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

Content is a process.

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!

hugeinc.cominfo@hugeinc.com45 Main St., Suite 220, Brooklyn, NY 11201+1 718 625 4843