Developing a Mobile Content Strategy That Works

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Ahava Leibtag's presentation at Content Marketing World

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Developing a Mobile Content Strategy That Works

  1. 1. “Developing a Mobile Content Strategy That Works” Ahava Leibtag President Aha Media Group, LLC www.ahamediagroup.com @ahavaL #cmworld
  2. 2. Football on Your Phone http://www.youtube.com/watch?v=jn5zytfm9N o @ahavaL #cmworld
  3. 3. Mobile Devices @ahavaL #cmworld
  4. 4. @ahavaL #cmworld
  5. 5. @ahavaL #cmworld
  6. 6. @ahavaL #cmworld
  7. 7. @ahavaL #cmworld
  8. 8. @ahavaL #cmworld
  9. 9. @ahavaL #cmworld
  10. 10. @ahavaL #cmworld
  11. 11. @ahavaL #cmworld
  12. 12. @ahavaL #cmworld
  13. 13. @ahavaL #cmworld
  14. 14. What do we know? People interact with digital information because they want: • Information • To perform a task • Entertainment @ahavaL #cmworld
  15. 15. 9 out of 10 mobile searches lead to action; over half lead to purchase @ahavaL #cmworld
  16. 16. THERE’S SO MUCH WE DON’T KNOW @ahavaL #cmworld
  17. 17. Fixed or Fluid? @ahavaL #cmworld
  18. 18. Focused or Distracted? @ahavaL #cmworld
  19. 19. What do we know? @ahavaL #cmworld
  20. 20. Who are they? • 52% of US laptop owners also have a smartphone • 31% of US smartphone owners have a tablet • 13% of Americans own a laptop, tablet and smartphone @ahavaL #cmworld
  21. 21. Where are they? @ahavaL #cmworld
  22. 22. Where are they? @ahavaL #cmworld
  23. 23. When are they? @ahavaL #cmworld
  24. 24. @ahavaL #cmworld
  25. 25. Mobile: The Jobs of a Content Marketer Job #1: Understand content and distribution Job #2: Know the technical elements Job #3: Understand the use-case scenario Job #4: Create a user-friendly mobile experience @ahavaL #cmworld
  26. 26. Job #1: Understand Content and Distribution @ahavaL #cmworld
  27. 27. @ahavaL #UXPA2013
  28. 28. @ahavaL #cmworld
  29. 29. Social Media Mobile Stats • 67% of monthly users are on mobile on Facebook • 60% of all Twitter users are mobile • 40% of all videos are watched on YouTube using a mobile device @ahavaL #cmworld
  30. 30. Job #2: Understand the technical elements so you can work as an effective part of the team @ahavaL #cmworld
  31. 31. Environments Available • M.dot • App • Responsive @ahavaL #cmworld
  32. 32. #cmworld, @ahavaL
  33. 33. M.dot @ahavaL #cmworld
  34. 34. @ahavaL #cmworld
  35. 35. App @ahavaL #cmworld
  36. 36. Responsive @ahavaL #cmworld
  37. 37. @ahavaL #cmworld
  38. 38. Divorce content from design @ahavaL #cmworld
  39. 39. @ahavaL #cmworld
  40. 40. Pros and Cons Pros Cons Mobile • Was the standard in the industry • Two websites (codebases) to maintain • Doesn’t always scale on every device Native Application (App) • Download and keep on their devices • Have to maintain website and app Responsive • One codebase • Scales on any device • Hard to find good designers who know how to design for responsive • Not all ad works scale ads @ahavaL #cmworld
  41. 41. A Google survey found that 65% of US smartphone shoppers preferred to use mobile Web to mobile apps for shopping (April 2013) @ahavaL #cmworld
  42. 42. Job #3: What are the Use-Case Scenarios? @ahavaL #cmworld
  43. 43. How do we know more about our customers? • Research – – – – – Analytics Build personas Build scenarios Test in the lab Test in the wild • Cross-device usage @ahavaL #cmworld
  44. 44. Analytics @ahavaL #cmworld
  45. 45. @ahavaL #cmworld
  46. 46. Cross-device Usage • 86% of Americans use a smartphone while watching TV • 68% of smartphone usage happens at home @ahavaL #cmworld
  47. 47. @ahavaL #cmworld
  48. 48. You can never know enough about your user audience. EVER. @ahavaL #cmworld
  49. 49. Job #4: How do we create a user-friendly mobile experience? @ahavaL #cmworld
  50. 50. User-Friendly Design and Voice/Tone • • • • • Loading times Ergonomic design Touchpoints Cues Microinteractions @ahavaL #cmworld
  51. 51. Loading Times @ahavaL #cmworld
  52. 52. 75% of people would not return to mobile websites that took longer than 4 seconds to load @ahavaL #cmworld
  53. 53. Ergonomics ©Luke Wrobleski @ahavaL #cmworld
  54. 54. Touchpoints @ahavaL #cmworld
  55. 55. Touchpoints @ahavaL #cmworld
  56. 56. Cues @ahavaL #cmworld
  57. 57. Microinteractions @ahavaL #cmworld
  58. 58. Mobile Glossary http://ahamediagroup.com/mobileglossary/ @ahavaL #cmworld
  59. 59. @ahavaL #cmworld
  60. 60. QUESTIONS? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahavaL #cmworld

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