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Beyond Social: Driving Progressive Mobile Engagement With Your Content
!Paul Danter
@pauldanter
(c) Genwi 2014
Introduction
2
By
2015 more Americans will access online content from a mobile device
than through a desktop computer.
Up to
90% of marketing teams are creating content
that is not being discovered by sales
teams or customers.
(c) Genwi 2014
Introduction
3
discovery
mobile
(c) Genwi 2014
The State Of Play
4
We create content in many formats (many are not ideal for mobile). !This content is stored in many locations without any reference to how it should be used. !!!!
We promote content with an initial campaign (then not much happens with it). !This is a massive waste if we are creating very specialized, niche content that could be retargeted. !!!!
We hope that our target
audience views it (and can view it however they access it). !This interaction is built on old assumed desktop
access models. !!!!
create promote access
(c) Genwi 2014
Our Content Challenge
5
completely separating content from layout
ensuring content can be utilized
over time in many ways
building with mobile at the
front and center of our planning
structured creation
organized access
mobile promotion
(c) Genwi 2014
Structured Creation
6
To work in more places, content needs to be described better.
Think about contextually relevant & branded content.
This doesn’t mean simply responsive websites.
(c) Genwi 2014
Structured Creation
7
To work in more places, content needs to be described better.
Think about contextually relevant & branded content.
This doesn’t mean simply responsive websites.
adaptive content is key (you need structure in your life)
design for mobile first (no, really)
because conversion counts (it’s all about the package)
...there needs to be a second piece of content that describes it
• Where is your content stored? • What is its title? • What is the intended call to action? • What channels used for distribution? • What are the buyer role(s)? • What is the expiration of the content?
• Is this mapped against a buyer journey? • Is this content aligned to personas? • Who owns this content (editorial)? • Have you applied SEO keywords? • Does this content map to an existing
library of keywords and tags?
(c) Genwi 2014
Mobile Promotion
11
social
ads
seoemail
landing pages
mobile web
mobile apps
deep-linking
• (the big native app topic of ’14) • native apps can no longer live
in a silo • content should drive app usage • from a content-based promo to
web or IAP
progressive engagement
• users need choice and direction • we should always lead them to
the best branded experience • they will still engage via all
channels • when converted, they should
access things based on their level of mobile engagement
(c) Genwi 2014
Progressive Engagement In Action
12
landing pages web-based apps native apps
example one:
(c) Genwi 2014
Progressive Engagement In Action
13
structured creation
organized access
mobile promotion
example two:
(c) Genwi 2014
Progressive Engagement In Action
14
structured creation
organized access
mobile promotion
example two:
(c) Genwi 2014
Steps To Help You Drive Better Engagement
15
• perform an audit of your content asap:
• we have a workbook that will help: genwi.com/c2c
• create some structured meta-data for all content:
• so you can manage it easier
• so people in your company know how to use it
structured creation
• review how you create and offer content today with tools like:
• InDesign • CMS • PDF
• review how you can also offer less format-dependent versions of content:
• for example can eBooks also be offered via the browser?
organized access
• if you have a native app talk to your development team about deep-linking
• plan how you want to engage with your audiences
• It may make sense to break audiences up - for b2b that may mean: