The nature of social media – instantaneous, shareable content – has truly changed the customer engagement process. Today, live and digestible content are crucial to earning and maintaining audience readership and brand engagement.
We had the pleasure of speaking with Inbound Marketing Summit (IMS) speaker Michael De Monte, CEO of ScribbleLive – the leading provider of real-time engagement management solutions – about the present challenges of digital content strategies, as well as what he expects in the future.
Can you tell us a little about your role at ScribbleLive?
As CEO of ScribbleLive, I lead a talented and hardworking team that is committed to helping media and brands communicate with their audiences at the speed of social. I’m very lucky to work with such a great group of people who challenge me every day. I also play the role of chief evangelist and paint the vision of where real-time engagement management is headed.
With so much content swirling around in the digital sphere today, how can companies differentiate?
Content marketing has definitely taken off in the last couple of years and with companies in nearly every industry producing content on a regular basis, getting your content the attention it deserves can be tough. Paying extra attention to search engine optimization and facilitating discussions are a couple key ways companies can differentiate their content.
Other ways companies can stand out include integrating community management and live content strategies into the content marketing mix, versus thinking of social media management as a separate entity.
What are the biggest challenges you’ve seen your clients struggle with and how does ScribbleLive help address those challenges?
A huge challenge for brands right now is having enough relevant content to keep the content marketing engine going. Consumers today are looking for ‘snackable’, smaller pieces of content, and want it as soon as possible; content marketing strategies must be always-on to fulfill this. Finding authoritative content at the speed of social is a challenge that companies of all kinds are faced with, and that’s why we decided to create Scribble Market. Scribble Market is a marketplace for unique live content from around the globe that allows content producers to discover a new revenue stream by syndicating their live coverage.
Do you have any predictions for the future of digital content?
The future of digital content will focus on collaboration between static and always-on content. Brands have learned that social media can be an amazing and effective tool for communicating with customers, and they know blog posts and other static content are great, but integrating the two is where most brands are challenged today. It’s clear that today’s consumers aren’t as easily engaged in static content – static content on the web typically keeps a reader’s attention for less than three minutes, but with live updates, social curation, and real-time discussions, readers are much more engaged in the content and stay upwards of a dozen minutes.
From the beginning, we started ScribbleLive to address this challenge. We set out to build a platform that would allow brands and media companies to balance authoritative storytelling with real-time reporting and to provide readers with context that was missing elsewhere.
Can you give us a sneak preview on what you’ll be presenting about at IMS Boston?
I will be presenting the 5 Golden Rules of Real-Time Engagement Management. My presentation will discuss how brands can amplify their content marketing efforts and break through the chaos by returning to the fundamentals of storytelling – offering the most up-to-date information available, providing content and an opportunity for readers to participate, and then offer more information all in your brand’s voice and in real time on your web properties.
I’ll also expand on the concept of ‘manage, measure and moderate’ and how this can be integrated into content marketing plans.