The document discusses how content has become critical for companies in light of media disruption and changing consumer behaviors. Consumers are increasingly in control of their purchase journeys, using multiple devices and sources of information. Effective content marketing requires optimizing content for mobile and video, understanding audience preferences across channels, and linking content efforts to business outcomes throughout the customer lifecycle. The key is to offer valuable content that encourages engagement and sharing in order to build relationships with customers.

1. Making
Mobile
Content
Customer
Cri2cal
Sheila
Bacon,
Chief
Strategist
BGGMobile.com
May
,
2014

2. Agenda
• Media
&
Disrup2on
• Why
Content
Cri2cal
• Op2miza2on
Tips
• Contact
Informa2on

3. Disrup'on:
Consumers
have
more
tools
to
rule
US
Adults
have
average
of
3
connected
devices!
Not
passive;
want
to
control
purchase
journey
more
Consumers
growing
less
open
to
banner
ad’s
Always
Connected
Searching
Sharing
Commen2ng;
Feedback

4. Disrup'on:
Consumers
Less
Open
to
Ads
“Push”
content
becoming
less
effec2ve
than
“Pull”
Q:
To
what
extent
do
you
trust
each
of
the
following?
Source:
Global
Technographics
Benchmark
Survey,
2013
Base:
online
adults
(18+)
61,104
US
and
17,522
EU-­‐7

5. Disrup'on:
Consumers
Control
the
Purchase
Path
Use
Informa2on
they
Find
Themselves,
from
more
sources,
Faster
than
ever
before!
10.4
Sources
in
the
average
Purchase
Path
Source:
Google
ZMOT
study

6. Disrup'on:
Media
Channels
Con'nue
to
Fragment
73%
of
all
CMOs
now
budget
across
Media/Marke2ng
Channels!
Source:
Forrester
Research,
2013

7. Content
Cri'cal
:
Top
reasons
most
content
efforts
are
just
not
delivering
Only
one
in
three
CMO’s
say
content
efforts
are
delivering
1. Content
that
gives
lifle
value
2. Efforts
suffer
from
low
visibility
among
customers
3. Crea2on
and
distribu2on
much
more
expensive
than
planned
4. Didn’t
link
content
efforts
to
business
outcomes
Source:
Forrester
Research,
2013

8. Content
Cri'cal:
Must
Leverage
Mobile
&
Video
Always
On:
Consumers
do
it
all
via
their
mobile
phones!
Q:
How
frequently
do
you
do
the
following
on
your
primary
mobile
phone/
wireless
device?
Source:
Global
Technographics
Benchmark
Survey,
2013

9. Content
Cri'cal:
Deploy
Content
Marke'ng
Strategies
Content
marke2ng
is
not
just
“publishing”
frequently
Source:
Forrester
Research,
2013

10. Content
Cri'cal:
Value
Drivers
Why
Content
Marke2ng
must
be
response
focused
• Pulls
consumers
closer
to
brand’s
message
• Amplifies
reach
by
producing
content
customer
can
easily
share
with
others
• Influences
customer
and
creates
rela2onships
early
in
the
purchase
journey
• Drives
measurable
business
outcomes
throughout
the
en2re
customer
lifecycle
Source:
Forrester
Research,
2013

11. Content
Cri'cal:
Push
vs.
Pull
Offering
Valuable
Content
Earns
Afen2on
Source:
Forrester
Research,
2013
Brand
B
:
Invites
its
audience
to
select
the
content
they
want,
freely
gaining
first-­‐party
data
Brand
A
:
Buys
third-­‐party
data
and
guesses
what
content
audience
will
want

12. “Rela2onship”
MARKETING
“Depth”
MARKETING
“Reach”
MARKETING
Content
Cri'cal:
Which
Channels
Work
best?
To
build
lifecycle
engagement
integrate
cross-­‐
channel
Discover
Engage
Explore

13. “Rela2onship”
MARKETING
“Depth”
MARKETING
“Reach”
MARKETING
Content
Cri'cal:
Leveraging
Channels
It’s
not
a
linear
process
Discover
Engage
Explore
Website
Video’s
Emails
Communi2es
InStore
Search
Social
WOM
Promote
Sharing
Influencer/Advocates
Informed
&
Part
of
the
Story

14. Content
Cri'cal
Means
Customer
Lifecycle
Driven
Adopt
the
new
reality
Content
Crea2on
Audience
Building
Rela2onship
Management
Value
Op2miza2on
à
Write,
Curate,
Crowdsource
or
Collect
Content
à
Apply
Audience
Thinking
to
Story,
to
Opt-­‐in
to
Data
àServe
Audiences
Targeted
Content
Customers
will
seek
out
&
share
content
with
a
visible
value
Narrow
audiences,
capture
interest
on
specific
passions
&
shared
interests
Deliver
content
against
clearly
expressed
signals
àTrack
content,
audience
and
business
value
Build
trusted
context
around
brand
aHributes

15. Content
Cri'cal:
Think
Across
the
Eco
System
Consider
Crea2on,
Cura2on,
Crowdsourcing
and
Collec2ons
Content
Crea2on
àContent
sourcing
varies
by
cost
and
credibility
Low
High
High
Credibility
Cost
UGC
Industry
News
Employees
Archived
SEO
Bloggers
Influencers
Agencies
R&D
Source:
Forrester
Research,
2013

16. Content
Cri'cal:
Customer
Lifecycle
Driven
Adopt
the
new
reality
Audience
Building
à Apply
Audience
Thinking
to
Story,
based
on
preferences,
à ac2ons
and
personal
iden2ty
Narrow
audiences,
capture
interest
on
specific
passions
&
shared
interests

17. Content
Cri'cal:
Use
Channels
Effec'vely
Build
Rela2onships
Across
Lifecycle
with
Content
àUse
“Rela2onship”
Channels
to
help
customers
engage
and
share
Rela2onship
Management
Deliver
Content
Against
Clearly
Expressed
Signals
Source:
Forrester
Research,
2013

18. Content
Cri'cal:
Use
Channels
More
Effec'vely
Build
Rela2onships
Across
Lifecycle
with
Content
Value
Op2miza2on
• Get
buy
in
from
senior
leaders
• Audit
your
organiza2on,
your
content,
your
tools
and
your
metrics
• Take
and
“outside
in”
approach
to
assessing
the
value
of
your
content
• Begin
work
on
your
content
brand
at
the
point
of
transac2on
• Develop
stronger
internal
analy2cs
capabili2es
• Embrace
experimenta2on
TIPS
TO
START
BUILDING
YOUR
CONTENT
NOW
à
Understand
Business
Goals
and
2e
them
to
your
content
strategy
from
the
start
of
the
program

19. Content
Cri'cal:
Reach
is
not
the
most
important
KPI
Value
Op2miza2on
àTrack
content,
audience
and
business
value
with
selected
KPI
(key
performance
indicators)
à Influencer
programs
build
context
around
a
brand
Drive
engagement,
and
social
sharing
around
content
To
measure
effec2vely
brands
should
track:
• Impressions
• Clicks
• Comments
• Share
• Likes
• Re
tweets
• Pins
• Re
pins

20. Content
Cri'cal:
Build
for
Earned
Media
Value
Op2miza2on
à Approach
media
as
a
way
to
afract,
engage
and
convert
prospects.
à The
value
of
earned
media
is
that
it
is
trusted
more
by
consumers
Drive
engagement,
and
social
sharing
around
content
• Engaging
consumers
where
they
are
interac2ng
with
content
they
care
about
and
trust.
• Consider
working
with
influencers
as
an
effec2ve
way
to
create
earned
media
that
can
fuel
a
conversa2on
about
their
brand
with
trustworthy
content.
• Influencers
are
experts
in
genera2ng
discussions
online,
so
the
content
they
create
on
behalf
of
a
brand
is
talked
about,
shared,
and
reposted.

21. 1. Sepng
Goals
2. Accessing
the
Right
Influencers
• Scaling
Content
using
Vendor
Plaqorms
for
Social
Media
•
Priori2zing
3.
Crea2ng/Publishing/Distribu2ng
Content
• Twifer,
LinkedIn,
Google+,
Facebook,
Pin
Interest,
YouTube
4.
Managing
Rela2onships
(Ongoing)
5.
Measuring
Results
• Influencer
Stats,
Engagement,
Reach,
Likes,
Comments,
ROI
Tips:
Five
Key
Problems
to
Address
CONTENT
STRATEGY:
Five
Key
Problems
to
Address

22. We
can
help
you:
• Create
an
integrated
mobile/digital
channel
strategy
• Understand
how
to
maximize
mobile
content
for
influencers
• Map
and
align
omni-­‐channel
marke2ng
plans/promo2ons
• Build
earned
media
via
influencer
marke2ng
• Create
mobile
analy2cs,
ROI
valua2on
• Op2mize
SEO
for
mobile
search
• Deploy
mobile
payments
• Video
content/
produc2on
services
• Marke2ng
team
training
• Relevant
Case
Studies
Contact
Informa2on
For
more
informa2on,
please
contact:
Sheila
Bacon,
Chief
Digital
Mobile
Strategist
Sheila@bggmobile.com
How
to
Contact
Us