Harnessing the content beastContent marketing in the multiscreen worldThomas Robbins, Chief Evangelist, Kentico CMS
Lawrence DvorchikGeneral Manager & Chief Content OfficerCustomer Engagement Technology World (CETW)CETW 365www.cetworld.co...
• Questions: Submit throughout, answer at the end• Contact Information will be provided at the end, so you canconnect dire...
Your audience consumes content across a myriad ofdifferent screens – different sizes, shapes andlocations.• How do you get...
Who are we?Kentico CMS is one of themost powerful CustomerExperience ManagementSystems and ContentManagement Systems onthe...
Agenda• Welcome to the multi-screen world• Call to action (CTA)• Is there an app for that?
Welcome to the multi-screen world
A new world…
Looking at the numbers…A few stand out stats:• Source: The Rise of Mobile• There are currently projected over 6 Billion mo...
Content marketing is….Social MediaSEOCustomerEngagementsSalesProcessContentMarketingContent is currency in today’s world!C...
Corporate objectives of content marketing• Strong and relevant content enhances the positionof your company and shows that...
Mobile promise…Mobile user expectations• Users want near real-timeaccess to information in thepalm of their hand.• They ex...
What’s your mobile content strategy?Current mobiletraffic withGoogle…Getting started with a mobile contentstrategy1. What’...
Content deployment choices..Solution DrawbacksAccess MethodsTwo site mapsSeparate navigation, sitemap and page content.Eas...
The rest of the story…Solution Time to buildsolutionEase of delivery CostMobile Sub Site Typically less than adaySimple to...
Responsive design IS…• A Developer problem/solution!• Google recommends responsivedesign for better SEO!• Components– Flui...
Responsive design ISN’T…• A single technology• A magic formula• A quick fix• EasyCan you say PLANNING!
Best practice – Size matters• Smaller screen requiresusable and flexiblecreative.• Vertical menus makemobile browsing easi...
So many devices…3 Layouts4 Layouts6 LayoutsSource:http://www.metaltoad.com/blog/simple-device-diagram-responsive-design-pl...
Research:The mobile mindset…Source: Yahoo! research
Best practice – Psychology of search• Different devices will searchfor different keywords• Mobile device users will lookfo...
Best practice – Maximize your social impact• Embed social featuresacross mobile• Ask for permission, once• Include maps,di...
Best practice – Link location matters• Each mobile page needs link to desktophomepage• Location matters – place desktop li...
Call to action (CTA)
Call to action (CTA) 101…• Does your landing page close?(AKA is your contentactionable?)• What do you want your visitorto ...
Call to Action - Elements• A purpose– Short – Consider aquestion• A benefit– What’s in it for them?• A command– Tell them ...
Best Practice – Increasing CTA• Adapt to different devices– Test to make sure they render correctly on different mobile de...
Is there an app for that?
Application platforms•Stored and run locally on the device and havefull access to the platform and hardware•Obtained from ...
Native apps…•Performance intensive applications•Disconnected or offline apps•Games or apps with rich visuals•Applications ...
Hybrid applications…•Applications with basic user interface and functionality•Business applications•Content applications•W...
Short list recommendations…• Performance intensive applications• Marquee applications that can’t compromise on user experi...
Questions…Check out the Digital Marketing Universityfor more great content!Email: thomasr@kentico.comTwitter: @trobbinsNov...
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Harnessing the content beast – Content marketing in the multiscreen world

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Desktops, mobile phones, Digital signage, TV’s, tablets, netbooks, mini-tablets… the list of connected devices your customers are using to consume your content never stops growing! Unfortunately, this doesn’t match your marketing budget. When it comes to serving content in today’s world it’s a myriad of screen sizes and effective calls to action. What are your choices? The landscape of consumerism has changed in a few short years allowing our customers more choices for reading, watching, communicating, socializing, shopping, and making purchase decisions.

This webinar will examine the core concept and practical strategies for creating effective and responsive content in the multi-screen world we live in.
Register now to gain actionable insights and learn:
• Practical strategies to determine the appropriate screen sizes for your content marketing materials.
• Building effective calls to action for multiple screens.
• Practical strategies to use when building your content marketing plan in today’s multi-screen world.
• Decision strategies for deploying content effectively.
• Possible frameworks available
• How best to integrate this approach with your marketing plan.

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  • Harnessing the content beast – Content marketing in the multiscreen worldDesktops, mobile phones, massive flat screens, TV’s, tablets, netbooks, mini-tablets… the list of devices your customers are using to consume your content keeps growing! Unfortunately, this doesn’t match your marketing budget. When it comes to serving content in today’s world it’s a myriad of screen sizes and effective calls to action. What are your choices? The landscape of consumerism has changed in a few short years allowing our customers more choices for reading, watching, communicating, socializing, shopping, and making purchase decisions. In this webinar we will look at the core concept and practical strategies for making effective and responsive content in the multi-screen world we live in. We will also look at possible frameworks available and how best to integrate this approach with your marketing plan. Attending this session you will learn: Practical strategies to determine the appropriate screen sizes for your content marketing materials.Building effective calls to action for multiple screens.Practical strategies to use when building your content marketing plan in today’s multi-screen world. Decision strategies for deploying content effectively.
  • Transcript of "Harnessing the content beast – Content marketing in the multiscreen world"

    1. 1. Harnessing the content beastContent marketing in the multiscreen worldThomas Robbins, Chief Evangelist, Kentico CMS
    2. 2. Lawrence DvorchikGeneral Manager & Chief Content OfficerCustomer Engagement Technology World (CETW)CETW 365www.cetworld.comlawrence@jdevents.com@ldvorchik
    3. 3. • Questions: Submit throughout, answer at the end• Contact Information will be provided at the end, so you canconnect directly with Thom regarding specific situations andquestions you might have.• Post-Webinar: You will each receive a link to the recording aswell as a short survey within the next 24 hours. Your feedback isappreciatedHousekeeping:
    4. 4. Your audience consumes content across a myriad ofdifferent screens – different sizes, shapes andlocations.• How do you get started with a content strategy?• How do you make content ACTIONABLE?• What is “The Psychology of Search”?• Content Marketing through AppsA few thoughts to keep mind …
    5. 5. Who are we?Kentico CMS is one of themost powerful CustomerExperience ManagementSystems and ContentManagement Systems onthe planet. With over16,000 web sites in 90countries and backed byover 1,200 partners. it isused for everything fromsimple web sites tocomplex applications.Kentico CMS is easy toinstall, simple to manageand reliable.
    6. 6. Agenda• Welcome to the multi-screen world• Call to action (CTA)• Is there an app for that?
    7. 7. Welcome to the multi-screen world
    8. 8. A new world…
    9. 9. Looking at the numbers…A few stand out stats:• Source: The Rise of Mobile• There are currently projected over 6 Billion mobile subscribersworldwide• This equals approximately 87% of the world’s population• China and India account for 30% of this growth• There are over 1.2 Billion people accessing the web from theirmobiles• Over 300,000 mobile apps have been developed in the past 3years• Google earns 2.5 Billion in mobile ad revenue annually• Android is running half of all smartphones shipped• Source: Kentico Mobile experience survey• 85% of smartphone owners use their mobile devices tocompare companies, products, services and prices beforepurchase• 45% will do the comparison from the store location• 78% of smartphone owners, 75% of table owners and 69% oflaptop owners say it all comes down to look and feel of acompanies website• 76% of smartphone and 78% of tables users return towebsites that perform well on their mobile devices
    10. 10. Content marketing is….Social MediaSEOCustomerEngagementsSalesProcessContentMarketingContent is currency in today’s world!Content marketing is an umbrella term encompassingall marketing formats that involve the creation andsharing of content in order to attract, acquire andengage clearly defined and understood current andpotential consumer bases with the objective of drivingprofitable customer action. Content marketingsubscribes to the notion that delivering information toprospects and customers drives profitable consumeraction. Content marketing has benefits in terms ofretaining reader attention and improving brand loyalty.Source: WikipediaCheck out the Content marketingquick start guide for moreinformation – available here
    11. 11. Corporate objectives of content marketing• Strong and relevant content enhances the positionof your company and shows that you are innovativeand aware of the latest trends.Recognized as anexpert• Providing content at predictable and regularintervals encourages customers to keep in touchwith your band.Maintain existingcustomers• Great content demands sharing and relevantcontent arouses the interest of new prospects andmakes them investigate your brand.Grow your business• Great content guarantees that your company has awider reach on social media.Increase socialmedia reach
    12. 12. Mobile promise…Mobile user expectations• Users want near real-timeaccess to information in thepalm of their hand.• They expect technicalstability.• They want up-to-date,credible information andcontent.• They want our applicationsto work.Behaviors to keep in mind• Mobile users engage in short activitybursts. Open the phone, do somethingand then move on.• Mobile users want to continue theirexperience between devices. Lay onedown, pick another up and keep goingwhere they left off.• People will multi-task with their devices.Understand that when designing. Howmuch attention is really focused oncontent? They may be shopping online,texting or researching.• Most mobile device usage happensbetween 8:30 AM and 1:00 PM. Onaverage, people spend 47 minutes eachday using their mobile devices, but that’sin chunks: a little bit here, a little bit there.
    13. 13. What’s your mobile content strategy?Current mobiletraffic withGoogle…Getting started with a mobile contentstrategy1. What’s your current mobile statistics?2. What’s your timeline and budget?3. Who is your target audience?4. Is there a target platform?5. What are the application features andfunctionality?6. What are the developer skills?
    14. 14. Content deployment choices..Solution DrawbacksAccess MethodsTwo site mapsSeparate navigation, sitemap and page content.Easy to implement reusingexisting skills, hosting andcontent.Mobile Sub SiteCreate a separate sitealongside the existing site toserve mobile optimisedcontent.Whichaccessmethodsdo yourequire?New skills needed.Could break existing site.ComplexityStandards not ratified.Single screen to rule all.For example; differentmenu formats, or switchingbetween column or rowcontent layout.Responsive DesignEnhance existing site so that itdynamically changes tosupport mobile.The WebSearch EnginesOther SitesBanner AdsPrinted MediaWeb AddressQR CodesDifferent versions of theapplication needed forApple, Android, Windows,Blackberry, etc.Requires continuedmaintenance as platformschange.Essential for high endgaming.Works without a networkconnection.Native/HybridApplicationsCreate a program that runson the mobile deviceindependent of the browseror internet.ApplicationStoresBenefits
    15. 15. The rest of the story…Solution Time to buildsolutionEase of delivery CostMobile Sub Site Typically less than adaySimple to test usingexisting processesand environmentResponsive Design Upfront planning/Variable dependingon complexity ofsiteModification totesting processesand environmentessentialApplication stores Typically more than2 weeksNew testinginfrastructure andprocesses requiredSummary
    16. 16. Responsive design IS…• A Developer problem/solution!• Google recommends responsivedesign for better SEO!• Components– Fluid layouts– Fluid images– Media queries• Examples– http://www.ecentricarts.com/– http://www.newbornfree.com/home– http://www.microsoft.com
    17. 17. Responsive design ISN’T…• A single technology• A magic formula• A quick fix• EasyCan you say PLANNING!
    18. 18. Best practice – Size matters• Smaller screen requiresusable and flexiblecreative.• Vertical menus makemobile browsing easierfor consumers.• Be careful of anycontent with heavygraphics.
    19. 19. So many devices…3 Layouts4 Layouts6 LayoutsSource:http://www.metaltoad.com/blog/simple-device-diagram-responsive-design-planning
    20. 20. Research:The mobile mindset…Source: Yahoo! research
    21. 21. Best practice – Psychology of search• Different devices will searchfor different keywords• Mobile device users will lookfor short tail keywords– One or two word phrases,such as “Seattle weather”– These are broad andcommonly searchedkeywords.– more competition for shorttail keywords as they are morecommonly used.• Consider the Impact ofGoogle Autocomplete
    22. 22. Best practice – Maximize your social impact• Embed social featuresacross mobile• Ask for permission, once• Include maps,directions, phonenumbers and other geo-location services onyour social sites.• According to Nielsen’s State ofthe Media: Social Media Report2012, time spent on mobile socialapps is up 76% in 2012 from 2011and 30% of the total time spenton a mobile device is consumedby surfing social networks
    23. 23. Best practice – Link location matters• Each mobile page needs link to desktophomepage• Location matters – place desktop link in aclearly marked area of mobile site.
    24. 24. Call to action (CTA)
    25. 25. Call to action (CTA) 101…• Does your landing page close?(AKA is your contentactionable?)• What do you want your visitorto do?– Sign up for a webinar?– Download?– Go to another page?– Click?– Pick up the phone?
    26. 26. Call to Action - Elements• A purpose– Short – Consider aquestion• A benefit– What’s in it for them?• A command– Tell them what do next• A Place to click– A visual to click
    27. 27. Best Practice – Increasing CTA• Adapt to different devices– Test to make sure they render correctly on different mobile devices andconsider different options for different devices.• Make it colorful– Use a color that ensures itdoesn’t blend or match withother buttons.• Make it massive– CTA’s should be the biggest linkon the page to reduce frustrationand abandonment rate.• Create a sense of urgency– Test different tactics to see whatworks.• Test..test.. and test– Testing will ensure that you have the best CTA (A/B and MVT testing is yourfriend)
    28. 28. Is there an app for that?
    29. 29. Application platforms•Stored and run locally on the device and havefull access to the platform and hardware•Obtained from application stored that includesa lead time and approval process beforedeployment•Developed on the default language of theirrespective platformNativeApplication•Largely based on web technologies runningwithin a native application mimicking the lookand feel of a native app.•Leverage the device feature to run a webapplication locallyHybridApplication
    30. 30. Native apps…•Performance intensive applications•Disconnected or offline apps•Games or apps with rich visuals•Applications requiring heavy interaction with local data or hardware APIs (camera, GPS,etc)•Applications ruining in the background or requiring background processes•Applications targeting a single platformBest for•Absolute best performance and rich UX experience, no visual lag or slowness•Full access to the hardware, capabilities and API’s•Marketing boost from app store distribution•Applications that can be tailored to take advantage of platform specific UI paradigm•Most mature, well documented and vendor supported development optionsAdvantages•Has to be re-written for each mobile platform•App store approval mandatory•Native application development skills harder to find than web development skills•Platform vendors take a cut of purchase•Generally the most expensive option•Deployment and updates are slower, more difficultDisadvantages
    31. 31. Hybrid applications…•Applications with basic user interface and functionality•Business applications•Content applications•Wrappers around mobile and web applications•Applications targeting multiple platforms•Applications that won’t be judged on UI speed/performanceBest for•Write once, run anywhere – application doesn’t need to be rewritten for each platform•Web development skills easier to find than native development skills•Able to access most hardware and capabilities and APIs•Applications still distribute via App stores•Web based app content can be updated more easilyAdvantages•UI is lowest common denominator between platforms•Write once – debug everywhere – still need to spend time ironing out platform issues•Performance varies between mobile platforms•Applications store approval still mandatory•Platform vendor still takes a cut of revenue•Deployment and upates of the applications (via app store) is still slow and difficultDisadvantages
    32. 32. Short list recommendations…• Performance intensive applications• Marquee applications that can’t compromise on user experience or performance• Applications for offline or disconnected requirements• Games or applications with rich visuals• Applications that require background processing• Applications requiring heavy interaction with local data or device hardware• Where cost savings and cross platform code sharing is not a goal• Where a single device or platform is targetedNative applications• Work well for business and content applications with a basic user interface andfunctionality requirements• Targeting multiple platforms• Adding native functionality to existing web applications or creating a nativewrapper around a mobile web site• Work well for creating a simple mobile optimized version of an existing siteHybrid applications
    33. 33. Questions…Check out the Digital Marketing Universityfor more great content!Email: thomasr@kentico.comTwitter: @trobbinsNovember 6-7, 2013Jacob Javits Convention CenterNew York CityCustomer Engagement365Electronic News & Newsletterwww.cetw365.com

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