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Beyond Social: Driving Progressive Mobile Engagement With Your Content

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  • 1. 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.
  • 2. discovery mobile
  • 3. 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
  • 4. 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
  • 5. To work in more places, content needs to be described better. Think about contextually relevant & branded content. This doesn’t mean simply responsive websites.
  • 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. 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)
  • 7. content is stored in many places • Dropbox • Box.net • FTP sites • CMS • Blogs • Landing Pages • Share Services • Intranet
  • 8. you need to manage that $#*% • Dropbox • Box.net • FTP sites • CMS • Blogs • Landing Pages • Share Services • Intranet
  • 9. content meta for each piece of content that is created... ...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?
  • 10. social ads seo email 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
  • 11. landing pages web-based apps native apps example one:
  • 12. structured creation organized access mobile promotion example two:
  • 13. structured creation organized access mobile promotion example two:
  • 14. • 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: • sales enablement • channel marketing • customer support • prospect nurturing mobile promotion ...and talk to us (we’ve been in the thick of this for years)...