digital content marketing & role of curation
DESCRIPTION
A Keynote I prepared for the Indonesia's Citra Pariwara 2011. It's the biggest annual Advertising and Communication Awards Event. The topic i shared is about Digital Content Marketing, as complementary and new mix of their Digital Strategy. Some of the content I sourced it from: ContentCurationMarketing.com ; Excerpt from Helge Tenn, Kurat, Greg Verdino's Slides on "What is Content" which offers great thoughts and ideas, and as well Alchemy Content.TRANSCRIPT
how to approach
case studies
CONTENT CURATION
why content strategy matters?
THERE’S A SHIFT IN THE WAY PEOPLE CONSUME
INFORMATION & MEDIA BEHAVIOR
Previously Digital was all about Rich Media and Customer
Participations (Web 2.0)
NOWideas
Helge Tenn
“We are not in the business of supporting media industry, we are in the business of CONNECTING with our customers” - Trevor Edwards, Nike Sr. VP Branding
people are getting annoyed by interruption
technology allow new opportunity
And get better avoiding it
PEOPLE WANT TO ENGAGE...
With Each Other with you With Each Other ABOUT you
5............
ImplementationsContent Strategy
forDigital
who & where are they?
how / where they consume
how/ where they engage #1
............
Learn Your Audience
#2............
Add Value, Honest, & Authentic
#3............
Encourage Conversation
& Sharing
#4............
Update Regularly, Dedicated
Team
monitor and curate topic/ content
Ready to react
what content?
Infographics How-To Best Practice Guides
Videos Presentation Slides Downloadable
Images, Pictures
FAQ Rewrite Articles
what content?
CONSUMABLEINTERACTIVE
CURRENTRELEVANT
#5............
Integrated
http://www.eastwestpr.tv/production-services/
content curation
content curation
The act of discovering, gathering, and presenting
digital content that surrounds specific subject matter.
1. Added Value
reasons why curation solve content needs6
4. More Time
for Original Content
2.Thought
Leadership
3.Connect
Brands w/ Customers
5. Monetary
Savings
6.Support
DocumentationContentCurationMarketing.com
CASE%%%%STUDY%%
CONTENT SPARKS
“CONVERSATION”BECOMES CONTENT
4 types of content marketing 1. HOT STORY
Curated Content/ Post on Selected Topic/ articles
that’s featured on the TOP 5 story of the day on
Homepage & respective Topical Categories.
Generally runs up to 2-3 days maximum
2. HOT TOPICSelection of particular hottest trend,
topic of the week. Comprise of 5 keywords/ topic. Inside this, content
will be displayed on 4 types of content: Article, Pictures, Video,
and Twitter on a particular selected HOT TOPIC. 1 out of 5 is available for Featured/ Promoted Topic. The category can run for thematic campaign period of annual permanent category
New
4 types of content marketing 3. STICKY NEWSCurated Content/ Post on Selected Topic/ articles
promoting/ discussing a brand/product/ service featured on our ‘TERPOPULER’ page on
home page. Normally will last maximum 3 days per article
(content)
4. PROMOTED CATEGORIES
LintasMe will help to create, moderate, and populate content for
a new customized categories/ existing categories. ie: Categories
Sponsorship. Either to sponsor existing categories, or create an
entire new categoriesSample Past Campaign: Indosat’s
SEA Games Category* All 4 types of content marketing can serve Articles, Photo, Videos content
1
2
HOT TOPIC
Photo Collections of
iPhone 4S
VIDEO of iPhone 4S
Articles on iPhone 4S
Articles on iPhone 4S
Articles on iPhone 4S
Photo Collections of
iPhone 4S
Tweets about
iPhone 4S
Sample Topic (Keyword Selected) :
iPhone 4S
iPhone 4S
Sticky news (terpopuler stream)
Sticky News
Sticky news (terpopuler stream)
Sticky News
BCA Sticky News
BCA Sticky News
Lintas.Me Strictly Private and Confidential
IT’S NOT MARKETING, IT’S
HOW YOUR BRAND LIVES IN DIGITAL WORLD
Lintas.Me Strictly Private and Confidential
Lintas.Me Strictly Private and Confidential
BRAND VISIBILITYMEETS
CONTENT VISIBILITY
Lintas.Me Strictly Private and Confidential
A SOCIAL SHARING AGGREGATOR, ALL OUR CONTENTS FROM USERS
POSTINGS/ SUBMIT. OR MANY CALL: USER GENERATED
CONTENT
Lintas.Me Strictly Private and Confidential
To enhance process of discovery, personalized platform to help
readers find content & introduce relevant content
Lintas.Me Strictly Private and Confidential
aggregation + curation
@davidwayneika