Three Practical Strategies To Scale Content Marketing
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Transcript of Three Practical Strategies To Scale Content Marketing
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Three Practical Strategies For Scaling Your Content Marketing
September 2014
www.rallyverse.com@rallyverse
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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.
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In a word:
Scale(Getting the absolute
most out of your resources.)
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We have some very very pragmatic strategies for scaling your content marketing.
(That don’t involve hiring five more people.)
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3 Strategies To Scale:
1. Use Curated Content
2. Repost Your Original Content
3. One Message, Multiple Platforms
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1Use Curated Content
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What is curation?
For content marketers, curation means assembling content around your brand and the
themes and topics that matter to you.
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That means:
Sharing and posting third-party content
alongside your original content to
fill out your content calendar — and
keep your audience engaged.
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Brand’s Original Content
Algorithm reviews thousands of sources to create content
recommendations from publisher-approved, fair-use sources, all tuned
to your marketing objectives
Popular 3rd-Party Content
Trending Social Network Content
How Rallyverse Handles Curation
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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
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Our data shows that marketers big and small rely on curated content – for over half their
social media posts
Source: Rallyverse research, June 2014
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Content Curation best practices:
Honor your brand
Use proper attribution
Add your voice and POV
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2Repost Your Original Content
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You’ve spent time, effort and maybe money to create original
content.
Make sure that you’re getting the most out of that investment.
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That means:
Don’t be shy about posting your original content to
social media more than
once.
Brand’s Original Content
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Why Reposting Original Content Works?
Opportunity to capture different audience segments at different
times
Same content is relevant in different contexts
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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
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Reposting best practices:
Focus on Evergreen Content
Be Relevant
Adapt Messaging And Delivery
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3One Message, Multiple Platforms
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Your audience is spread across multiple platforms.
If you’ve got something to say, make sure you shape it for each
of those destinations.
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That means:
Shape your thought leadership
into multiple formats: blog posts
become Slideshares
become Instagrams
become Tweets and so on.
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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
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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