Disrupting Publishing & Content Marketing

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Updated deck on the trends changing the publishing, content marketing, and consumer digital revolution.

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  • “Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
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  • Lowe’s email is very tablet-friendly. Even their navigation bar is touch-friendly. They limit their product grid to two columns wide, use large text and big buttons. They also use plenty of white space to boost contrast and make the text easier to read.They also use plenty of white space to boost contrast and make the text easier to read.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
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  • This 2011 B&H email uses great defensive design techniques like HTML text and alt text,…
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  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
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  • OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
  • OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
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  • Disrupting Publishing & Content Marketing

    1. 146 Slides 45 Minutes
    2. Great defensive design techniques like HTML text and alt text.
    3. Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.
    4. “I like to think of my phone as an organizational tool, and keeping things de-cluttered is the only way I can focus on my tasks at hand.” Nate, Production Team DotComplicated
    5. “I try to keep as many apps as possible on the front screen so I don’t have to constantly swipe through to check notifications.” Liz, Editorial Team DotComplicated
    6. “I like to think of my homescreen as my personal assistant, helping me get ahead on tasks on-the-go. Ashmi, MarketingTeam DotComplicated
    7. “I think of my homescreen as a second brain that helps me store information and keeps me organized. Bradley, COO DotComplicated
    8. To maximize shelf space, brands must map customers’ preferences and interactions to their mobile messaging strategies.
    9. • Send a push message/alert promoting your preference center soon after the customer has downloaded/opened your app. • Include link in welcome email to personalize app settings. Promote Your Preference Center Make your app more relevant to customers and capture more accurate data.
    10. Create Targeted Promos for App Users Use email open data (on a mobile device) to create targeted promotions/dynamic content for app users to promote the most relevant app download. And Or Prompts to download app in Apple store Prompts to download app in Android store Prompts to download app in Windows store 1) Send email 2) Opened on different devices 3) Send SMS and/or device-specific email with relevant app download And Or And Or
    11. Personalize the user experience across channels by collecting data about your consumers and use it to deliver content tailored to each individual.
    12. First Time Visitor
    13. Click One Product
    14. Personalized Home Page
    15. Personalization Served in Real-Time
    16. When you start to farm and not HUNT for new consumers. You’ll harvest them for life.
    17. Your marketing should be tailored first and foremost to your current customers and employees.
    18. • 24 years old • Married • Elementary School Teacher in NYC • New WebMD User • Has been trying to conceive for 2 months, and was just old by her doctor she is 1 month pregnant Meet Stacie
    19. She clicks on a promoted post within her Facebook feed about pregnancy 101 Fills out a Facebook Tab for pregnancy 101 alerts via email
    20. She receives a triggered alert thanking her and asks for more information At the same time, a welcome email is triggered also asking for more information or to use pregnancy calculator Thanks for entering! Tell us more!
    21. She is then dropped into a pregnancy web page, watches a video and clicks on an ad for maternity clothes She uses the due date calculator
    22. She then engages with an interactive quiz suggestions for baby names She clicks on the ad for the WebMD Baby App, and installs it on her Smartphone Find a Baby Name 1. What was your first pet’s name? Find a Baby Name 2. What street did you live on growing up? She logs in on her Mobile App, and logs into her WebMD profile and opts in your push notifications
    23. 7 Days: she gets a Pregnancy and Baby Bulletin (Weekly), and all articles are tailored to a woman in her first trimester, with highly personalized content based on her articles browsed Stacie may receive an push alert based on her preference about the upcoming milestone (mobile) OR receive an email about the upcoming event. (email) This will be based on her profile and preferences Triggered Send +7 days GO BUY A CRIB!
    24. Stacie Smith @StacieSmith @WebMD Will my skin go through any changes during #pregnancy? WebMD @WebMD @StacieSmith – Yes! Your skin will go through many changes. Find out more here > bit.ly/4502ks Stacie tweets from her mobile phone a question regarding pregnancy and is answered by a WebMD representative
    25. 14 Days: she gets a Pregnancy and Baby Bulletin (Weekly), and all articles are tailored to a woman in her first trimester, with highly personalized content based on her browsing and preferences Triggered Send +14 days Personalization gets better over time

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