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