The Content as a Service (CaaS) model is meant to address both the external challenges of reaching your target audience; and also the barriers you face internally. The goal of CaaS is to ensure that content is considered a strategic imperative for business today, and making it core to business and marketing operations. This was a small portion of a content marketing eBook created by Sprinklr.

1. THE CONTENT MARKETERS’ GUIDE TO SOCIAL MEDIA
The model is broken down by four separate (yet related) work streams and supported
by an operational framework that’s meant to facilitate integration at key touch points. MICHAEL BRITO
@Britopian
Michael Brito is a head of social strategy
at WCG, a W2O Company. Prior to
WCG, Michael worked as a Senior
Vice President of Edelman Digital and
also for brands in Silicon Valley like
Hewlett-Packard, Yahoo, and Intel.
A digital marketer by trade, Michael has
been building external communities for
over 10 years and believes that brands
should focus on turning friends, fans,
and followers into brand advocates
and storytellers.
sprinklr.com info@sprinklr.com
(917) 933-7800
© Sprinklr 2014. All rights reserved.
HOW “CONTENT AS A SERVICE”
WILL HELP YOUR BRAND BECOME
A CONTENT PUBLISHER
The Content as a Service (CaaS) model is meant to address both the external
challenges of reaching your target audience; and also the barriers you face internally.
The goal of CaaS is to ensure that content is considered a strategic imperative for
business today, and making it core to business and marketing operations.
25
social narrative
development
social channel
strategy
participatory
storytelling
content
performance
& analysis
Develop a story that
breaks through
the clutter, is relevant
to a specific
audience and
delivers brand value.
Deliver a global
social media channel
strategy based
on audience
segmentation and
native platform
capabilities and
functionality.
Empower, train and
mobilize brand
advocates
(employee/
customers) to
participate and tell
the brand story.
Build an analytics
infrastructure that
tracks content
through the lifecycle
and informs future
content creation.
ANALYTICS & RESEARCH
content operational framework
Craft an operational framework that facilitates the evolution into a content organization.

2. THE CONTENT MARKETERS’ GUIDE TO SOCIAL MEDIA
sprinklr.com info@sprinklr.com
(917) 933-7800
© Sprinklr 2014. All rights reserved.
SOCIAL NARRATIVE DEVELOPMENT
Both a quantitative and qualitative analysis are needed to craft a story that can break
through the clutter and reach new audiences.
Quantitative data includes a deep analysis of your customers’ interest and affinities,
social graphics, an in-depth market conversation analysis, search behavior and
customer segmentation data.
Qualitative data is studying the various perceptions and general conversations about
your brand from various stakeholders (media, analysts, influencers, the community,
etc.) purely from a contextual perspective.
The output of this exercise is to establish an editorial architecture from which all future
content is created. While there are several ways to do this, the best way to think about
storytelling is through three different lenses, whereby the brand:
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• is the story (events, campaigns, product/brand focused)
• is a character in a story (customer stories, 3rd party articles, sponsorships)
• comments on a story (lifestyle, real-time/agile content)
From there, you can begin to map out content for your brand’s editorial calendar and
align content to specific social and digital channels with some strategic thinking.
SOCIAL CHANNEL STRATEGY
Brands struggle with social media because they are using it to amplify and distribute
all of their content and tell every story on every channel. This approach dilutes their
message and contributes to the content surplus that many people ignore.
A social channel strategy consists of two very important steps. The first requires an
in-depth analysis of existing communities/ social channels, a competitive content
analysis and an examination of internal resources that manage the content process.
This determines what’s working and not working from a content perspective, and
the analysis will deliver insight as to what needs to change and which channels need
consolidating (i.e. multiple Twitter accounts, etc.). It may even uncover the option of
creating new channels.
Rather than measuring
content at the social
network level,
there is more value
measuring content
at the content level.

3. THE CONTENT MARKETERS’ GUIDE TO SOCIAL MEDIA
sprinklr.com info@sprinklr.com
(917) 933-7800
© Sprinklr 2014. All rights reserved.
The second step involves strategically aligning content to specific social/digital
channels based on the audience segmentation, platform behavior, and documented
brand goals.
Social Channel Strategy also involves building converged media models that will
integrate brand storytelling across PESO (paid, earned, shared and owned media),
and deploying a real-time content engine using analytics, creative, and publishing
capabilities.
PARTICIPATORY STORYTELLING
Data from the Boston Consulting Group tell us that when it comes to trust and
credibility, “people they know”, “consumer opinions online” and “colleagues and friends”
rank the highest when people are seeking information about a brand and
its products.
Brand storytelling is more than just branded content, native advertising or creative
campaigns on Facebook. It also involves mobilizing employees to participate and feed
the content engine. And it’s not just employees tweeting or sharing company news in
social media. It’s about finding good stories about the brand, its products or employees
and using long-form content to tell everyone about it.
This step involves mobilizing and operationalizing a brand’s stakeholders (employees,
caregivers, customers, the media, etc.) to “participate” and help tell the brand story
through their individual lens.
CONTENT PERFORMANCE & ANALYSIS
Rather than measuring content (status update, press release, blog post, tweet) at the
“social network” level, there is more value measuring content at the content level. We
score each piece of content that gets published on a 1 – 100 scale. High performing
content ranks higher on the scale.
The algorithm uses two variables to determine the score:
1) where that content was published and 2) the engagement level in each platform on
which it was published.
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Branded storytelling is
more than just branded
content... It also involves
mobilizing employees to
participate and feed the
content engine.

4. THE CONTENT MARKETERS’ GUIDE TO SOCIAL MEDIA
sprinklr.com info@sprinklr.com
(917) 933-7800
© Sprinklr 2014. All rights reserved.
We then use that scoring system to optimize future content, where it’s shared and
to decide whether or not to push paid dollars behind it in order to improve reach/
engagement.
CONTENT OPERATIONAL FRAMEWORK
This is an operational step that spans across each of the four work streams above.
It’s a consultative approach that helps our clients structure their teams, assign roles
& responsibilities with internal stakeholders and others agency partners, invest in
the right technology, and build a scalable content supply chain (the editorial process
that facilitates the movement of content from ideation to distribution). Essentially, it’s
helping brands build a newsroom organization.
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