Learn how to use structured creation, organized access, and mobile promotion to drive progressive mobile engagement.

1. © Copyright GENWI 2014
The information which is contained in this document is the property of GENWI Inc. The contents of the
document must not be reproduced or disclosed wholly or in part or used for purposes other than that
for which it is supplied without the prior written permission of GENWI Inc.
BeyondSocial:
DrivingProgressiveMobile
EngagementWithYourContent
!
PaulDanter
@pauldanter

2. (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.

3. (c) Genwi 2014
Introduction
3
discovery
mobile

4. (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

5. (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

6. (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.

7. (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)

8. (c) Genwi 2014
Organized Access
8
content is
stored in many
places
• Dropbox
• Box.net
• FTP sites
• CMS
• Blogs
• Landing Pages
• Share Services
• Intranet

9. (c) Genwi 2014
Organized Access
9
you need to
manage that
$#*%
• Dropbox
• Box.net
• FTP sites
• CMS
• Blogs
• Landing Pages
• Share Services
• Intranet

10. (c) Genwi 2014
Organized Access
10
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?

11. (c) Genwi 2014
Mobile Promotion
11
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

12. (c) Genwi 2014
Progressive Engagement In Action
12
landing pages web-based apps native apps
example one:

13. (c) Genwi 2014
Progressive Engagement In Action
13
structured
creation
organized
access
mobile
promotion
example two:

14. (c) Genwi 2014
Progressive Engagement In Action
14
structured
creation
organized
access
mobile
promotion
example two:

15. (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:
• sales enablement
• channel marketing
• customer support
• prospect nurturing
mobile
promotion
...and talk to us (we’ve been in the thick of this for years)...