The document discusses the importance of content marketing in a multiscreen world, emphasizing the need for actionable content strategies that cater to diverse mobile user expectations and behaviors. It outlines best practices for effective content deployment, mobile app development, and maximizing social media impact. Additionally, the document highlights the significance of responsive design and call-to-action strategies in enhancing user engagement and conversion rates.

1. Harnessing the content beast
Content marketing in the multiscreen world
Thomas Robbins, Chief Evangelist, Kentico CMS

2. Lawrence Dvorchik
General Manager & Chief Content Officer
Customer Engagement Technology World (CETW)
CETW 365
www.cetworld.com
lawrence@jdevents.com
@ldvorchik

3. • Questions: Submit throughout, answer at the end
• Contact Information will be provided at the end, so you can
connect directly with Thom regarding specific situations and
questions you might have.
• Post-Webinar: You will each receive a link to the recording as
well as a short survey within the next 24 hours. Your feedback is
appreciated
Housekeeping:

4. Your audience consumes content across a myriad of
different screens – different sizes, shapes and
locations.
• How do you get started with a content strategy?
• How do you make content ACTIONABLE?
• What is “The Psychology of Search”?
• Content Marketing through Apps
A few thoughts to keep mind …

5. Who are we?
Kentico CMS is one of the
most powerful Customer
Experience Management
Systems and Content
Management Systems on
the planet. With over
16,000 web sites in 90
countries and backed by
over 1,200 partners. it is
used for everything from
simple web sites to
complex applications.
Kentico CMS is easy to
install, simple to manage
and reliable.

6. Agenda
• Welcome to the multi-screen world
• Call to action (CTA)
• Is there an app for that?

7. Welcome to the multi-screen world

8. A new world…

9. Looking at the numbers…
A few stand out stats:
• Source: The Rise of Mobile
• There are currently projected over 6 Billion mobile subscribers
worldwide
• 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 their
mobiles
• Over 300,000 mobile apps have been developed in the past 3
years
• 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 to
compare companies, products, services and prices before
purchase
• 45% will do the comparison from the store location
• 78% of smartphone owners, 75% of table owners and 69% of
laptop owners say it all comes down to look and feel of a
companies website
• 76% of smartphone and 78% of tables users return to
websites that perform well on their mobile devices

10. Content marketing is….
Social Media
SEO
Customer
Engagements
Sales
Process
Content
Marketing
Content is currency in today’s world!
Content marketing is an umbrella term encompassing
all marketing formats that involve the creation and
sharing of content in order to attract, acquire and
engage clearly defined and understood current and
potential consumer bases with the objective of driving
profitable customer action. Content marketing
subscribes to the notion that delivering information to
prospects and customers drives profitable consumer
action. Content marketing has benefits in terms of
retaining reader attention and improving brand loyalty.
Source: Wikipedia
Check out the Content marketing
quick start guide for more
information – available here

11. Corporate objectives of content marketing
• Strong and relevant content enhances the position
of your company and shows that you are innovative
and aware of the latest trends.
Recognized as an
expert
• Providing content at predictable and regular
intervals encourages customers to keep in touch
with your band.
Maintain existing
customers
• Great content demands sharing and relevant
content arouses the interest of new prospects and
makes them investigate your brand.
Grow your business
• Great content guarantees that your company has a
wider reach on social media.
Increase social
media reach

12. Mobile promise…
Mobile user expectations
• Users want near real-time
access to information in the
palm of their hand.
• They expect technical
stability.
• They want up-to-date,
credible information and
content.
• They want our applications
to work.
Behaviors to keep in mind
• Mobile users engage in short activity
bursts. Open the phone, do something
and then move on.
• Mobile users want to continue their
experience between devices. Lay one
down, pick another up and keep going
where they left off.
• People will multi-task with their devices.
Understand that when designing. How
much attention is really focused on
content? They may be shopping online,
texting or researching.
• Most mobile device usage happens
between 8:30 AM and 1:00 PM. On
average, people spend 47 minutes each
day using their mobile devices, but that’s
in chunks: a little bit here, a little bit there.

13. What’s your mobile content strategy?
Current mobile
traffic with
Google…
Getting started with a mobile content
strategy
1. 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 and
functionality?
6. What are the developer skills?

14. Content deployment choices..
Solution DrawbacksAccess Methods
Two site maps
Separate navigation, site
map and page content.
Easy to implement reusing
existing skills, hosting and
content.
Mobile Sub Site
Create a separate site
alongside the existing site to
serve mobile optimised
content.
Which
access
methods
do you
require?
New skills needed.
Could break existing site.
Complexity
Standards not ratified.
Single screen to rule all.
For example; different
menu formats, or switching
between column or row
content layout.
Responsive Design
Enhance existing site so that it
dynamically changes to
support mobile.
The Web
Search Engines
Other Sites
Banner Ads
Printed Media
Web Address
QR Codes
Different versions of the
application needed for
Apple, Android, Windows,
Blackberry, etc.
Requires continued
maintenance as platforms
change.
Essential for high end
gaming.
Works without a network
connection.
Native/Hybrid
Applications
Create a program that runs
on the mobile device
independent of the browser
or internet.
Application
Stores
Benefits

15. The rest of the story…
Solution Time to build
solution
Ease of delivery Cost
Mobile Sub Site Typically less than a
day
Simple to test using
existing processes
and environment
Responsive Design Upfront planning/
Variable depending
on complexity of
site
Modification to
testing processes
and environment
essential
Application stores Typically more than
2 weeks
New testing
infrastructure and
processes required
Summary

16. Responsive design IS…
• A Developer problem/solution!
• Google recommends responsive
design 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. Responsive design ISN’T…
• A single technology
• A magic formula
• A quick fix
• Easy
Can you say PLANNING!

18. Best practice – Size matters
• Smaller screen requires
usable and flexible
creative.
• Vertical menus make
mobile browsing easier
for consumers.
• Be careful of any
content with heavy
graphics.

19. So many devices…
3 Layouts
4 Layouts
6 Layouts
Source:
http://www.metaltoad.com/blog/simple-device-diagram-responsive-design-planning

20. Research:The mobile mindset…
Source: Yahoo! research

21. Best practice – Psychology of search
• Different devices will search
for different keywords
• Mobile device users will look
for short tail keywords
– One or two word phrases,
such as “Seattle weather”
– These are broad and
commonly searched
keywords.
– more competition for short
tail keywords as they are more
commonly used.
• Consider the Impact of
Google Autocomplete

22. Best practice – Maximize your social impact
• Embed social features
across mobile
• Ask for permission, once
• Include maps,
directions, phone
numbers and other geo-
location services on
your social sites.
• According to Nielsen’s State of
the Media: Social Media Report
2012, time spent on mobile social
apps is up 76% in 2012 from 2011
and 30% of the total time spent
on a mobile device is consumed
by surfing social networks

23. Best practice – Link location matters
• Each mobile page needs link to desktop
homepage
• Location matters – place desktop link in a
clearly marked area of mobile site.

24. Call to action (CTA)

25. Call to action (CTA) 101…
• Does your landing page close?
(AKA is your content
actionable?)
• What do you want your visitor
to do?
– Sign up for a webinar?
– Download?
– Go to another page?
– Click?
– Pick up the phone?

26. Call to Action - Elements
• A purpose
– Short – Consider a
question
• A benefit
– What’s in it for them?
• A command
– Tell them what do next
• A Place to click
– A visual to click

27. Best Practice – Increasing CTA
• Adapt to different devices
– Test to make sure they render correctly on different mobile devices and
consider different options for different devices.
• Make it colorful
– Use a color that ensures it
doesn’t blend or match with
other buttons.
• Make it massive
– CTA’s should be the biggest link
on the page to reduce frustration
and abandonment rate.
• Create a sense of urgency
– Test different tactics to see what
works.
• Test..test.. and test
– Testing will ensure that you have the best CTA (A/B and MVT testing is your
friend)

28. Is there an app for that?

29. Application platforms
•Stored and run locally on the device and have
full access to the platform and hardware
•Obtained from application stored that includes
a lead time and approval process before
deployment
•Developed on the default language of their
respective platform
Native
Application
•Largely based on web technologies running
within a native application mimicking the look
and feel of a native app.
•Leverage the device feature to run a web
application locally
Hybrid
Application

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 platform
Best 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 options
Advantages
•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 difficult
Disadvantages

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/performance
Best 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 easily
Advantages
•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 difficult
Disadvantages

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 targeted
Native applications
• Work well for business and content applications with a basic user interface and
functionality requirements
• Targeting multiple platforms
• Adding native functionality to existing web applications or creating a native
wrapper around a mobile web site
• Work well for creating a simple mobile optimized version of an existing site
Hybrid applications

33. Questions…
Check out the Digital Marketing University
for more great content!
Email: thomasr@kentico.com
Twitter: @trobbins
November 6-7, 2013
Jacob Javits Convention Center
New York City
Customer Engagement
365
Electronic News & Newsletter
www.cetw365.com