“For the Love of ___, Leverage All the Channels Available to You”

•

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We live in a multiplatform world. Meaning your customers live in a multiplatform world. And they expect information 24/7 – but they aren’t glued to one device. Content lives in many places. Engagement is contextual. And digital isn’t everything. Sometimes, it doesn’t work at all. Heresy? No. Just smart content marketing.

Business Technology News & Politics

For the Love of _______,
Leverage All the Channels
Available to You

Arjun Basu
Spafax
@arjunbasu @spafax_arjun • #cmworld
#cmworld

This is a kind of chaos. Controlled chaos.

This is where we’ve been for the past decade. At
the starting line.

And now we’re going to stop the chaos.

@arjunbasu @spafax_arjun #cmworld

Newsflash: Content is not new

@arjunbasu @spafax_arjun #cmworld

This guy was creating content. He was a storyteller in a marketplace
of storytellers. Hoping others would buy what he was selling

@arjunbasu @spafax_arjun #cmworld

Newsflash: Content is not new (part deux)

@arjunbasu @spafax_arjun #cmworld

Content has never been an island. It has always been married
to a product. Without the product content is meaningless.
So content has ALWAYS been multiplatform.

@arjunbasu @spafax_arjun #cmworld

We’ve all heard of silos.

@arjunbasu @spafax_arjun #cmworld

They are evil.

Silos = death.

@arjunbasu @spafax_arjun #cmworld

And how many people here agree with this?

@arjunbasu @spafax_arjun #cmworld

90% of the people at this conference come from a digital background.

And a lot of them have put themselves into a silo

@arjunbasu @spafax_arjun #cmworld

Content is an ecosystem

It always has been

@arjunbasu @spafax_arjun #cmworld

Every platform depends on every other platform

@arjunbasu @spafax_arjun #cmworld

This doesn’t exist without this

@arjunbasu @spafax_arjun #cmworld

Content is interdependent

@arjunbasu @spafax_arjun #cmworld

Content doesn’t care about platform.
It’s platform agnostic.

@arjunbasu @spafax_arjun #cmworld

Because your audience doesn’t care either.

They just want it.

Now.

@arjunbasu @spafax_arjun #cmworld

This is service.

Content is also a service.

@arjunbasu @spafax_arjun #cmworld

Marketing is a service. All of it is content.
But all content isn’t marketing.

Content is everything

Content is a function of engagements
Engagement is a function of context
And context is a function of strategy.

@arjunbasu @spafax_arjun #cmworld

Without strategy content is just stuff

And the world has enough stuff

@arjunbasu @spafax_arjun #cmworld

The internet invented a revolutionary and powerful delivery system

But it did not invent content

@arjunbasu @spafax_arjun #cmworld

Don’t be the panda

@arjunbasu @spafax_arjun #cmworld

So now what? How do we avoid the panda?

“Content first” means structuring content for the audience,
not the device.
- Mark Sherbin, August 24, contentmarketinginstitute.com

Content, in the right context, is ultimately king.
- Deanna Brown, CEO, Federated Media Publishing

@arjunbasu @spafax_arjun #cmworld

Think context. Only think about the end user.

@arjunbasu @spafax_arjun #cmworld

This is what we want. To tell the story.
To finish the race.
To create good stuff.

And hopefully we’ll wear some clothes…

@arjunbasu @spafax_arjun #cmworld

Take a deep breath

Reach the finish line

(and don’t be a panda)

@arjunbasu @spafax_arjun #cmworld

Thank you!

Arjun Basu
Spafax
@arjunbasu @spafax_arjun • #cmworld
#cmworld

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“For the Love of ___, Leverage All the Channels Available to You”

1. For the Love of _______, Leverage All the Channels Available to You Arjun Basu Spafax @arjunbasu @spafax_arjun • #cmworld #cmworld

2. @arjunbasu @spafax_arjun #cmworld

3. This is a kind of chaos. Controlled chaos. This is where we’ve been for the past decade. At the starting line. And now we’re going to stop the chaos. @arjunbasu @spafax_arjun #cmworld

4. Newsflash: Content is not new @arjunbasu @spafax_arjun #cmworld

5. This guy was creating content. He was a storyteller in a marketplace of storytellers. Hoping others would buy what he was selling @arjunbasu @spafax_arjun #cmworld

6. Newsflash: Content is not new (part deux) @arjunbasu @spafax_arjun #cmworld

7. Content has never been an island. It has always been married to a product. Without the product content is meaningless. So content has ALWAYS been multiplatform. @arjunbasu @spafax_arjun #cmworld

8. We’ve all heard of silos. @arjunbasu @spafax_arjun #cmworld

9. They are evil. Silos = death. @arjunbasu @spafax_arjun #cmworld

10. And how many people here agree with this? @arjunbasu @spafax_arjun #cmworld

11. 90% of the people at this conference come from a digital background. And a lot of them have put themselves into a silo @arjunbasu @spafax_arjun #cmworld

12. Content is an ecosystem It always has been @arjunbasu @spafax_arjun #cmworld

13. Every platform depends on every other platform @arjunbasu @spafax_arjun #cmworld

14. This doesn’t exist without this @arjunbasu @spafax_arjun #cmworld

15. Content is interdependent @arjunbasu @spafax_arjun #cmworld

16. Content doesn’t care about platform. It’s platform agnostic. @arjunbasu @spafax_arjun #cmworld

17. Because your audience doesn’t care either. They just want it. Now. @arjunbasu @spafax_arjun #cmworld

18. This is service. Content is also a service. @arjunbasu @spafax_arjun #cmworld

19. Marketing is a service. All of it is content. But all content isn’t marketing. Content is everything Content is a function of engagements Engagement is a function of context And context is a function of strategy. @arjunbasu @spafax_arjun #cmworld

20. Without strategy content is just stuff And the world has enough stuff @arjunbasu @spafax_arjun #cmworld

21. The internet invented a revolutionary and powerful delivery system But it did not invent content @arjunbasu @spafax_arjun #cmworld

22. @arjunbasu @spafax_arjun #cmworld

23. = @arjunbasu @spafax_arjun #cmworld

24. Don’t be the panda @arjunbasu @spafax_arjun #cmworld

25. So now what? How do we avoid the panda? “Content first” means structuring content for the audience, not the device. - Mark Sherbin, August 24, contentmarketinginstitute.com Content, in the right context, is ultimately king. - Deanna Brown, CEO, Federated Media Publishing @arjunbasu @spafax_arjun #cmworld

26. Think context. Only think about the end user. @arjunbasu @spafax_arjun #cmworld

27. This is what we want. To tell the story. To finish the race. To create good stuff. And hopefully we’ll wear some clothes… @arjunbasu @spafax_arjun #cmworld

28. Take a deep breath Reach the finish line (and don’t be a panda) @arjunbasu @spafax_arjun #cmworld

29. Thank you! Arjun Basu Spafax @arjunbasu @spafax_arjun • #cmworld #cmworld

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