Context is the next evolution of content delivery because it enables content publishers (like me and my employer Limelight Networks) to make the content experience relevant and personalized. What is context? Location. Behavior. Time. Context enables content publishers to truly tailor the experience. The result? A far better opportunity to create deep, intimate relationships with users. This presentation was original delivered as a joint webinar with Joe Pulizzi of the Content Marketing Institute.

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Today’s Webinar:
Understanding Context:
Delivering the Right Content to the Right
Channels

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Before We Get Started

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Hi I’m Joe Pulizzi
(@juntajoe)

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Advancing the Practice of Content Marketing
EVENTS MEDIA CONSULTING
CCO Magazine

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4-5-6 March, 2013
Sydney, Australia
Sept. 9-12, 2013
Cleveland, OH

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Today’s Agenda:
Provide specific content marketing
tactics to:
• Thinking about what goes into
content creation before channel
selection
• Understand how to choose the
right channels for your content
• Better idea of measuring specific
to channels

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Today’s Presenter:
Jason Thibault
Limelight Networks
@llnw

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Image Courtesy Bill Hills

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To be relevant,
we need to
shape our
content for each
channel

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Up Until 2008
1 Web Site
Publishing Model
Optimize and
Manage slowly…

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This means, we
need a channel
strategy for each
(and every)
channel

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Business Case | Define the Who | The
Buying Process | Your Sales Process
Don’t Start with
Channel First

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Creating Our Channel Plan
1. Situational Analysis
What do we have? What must we change? What must we
stop? – to tell an effective story.
2. Channel Objectives
The objectives of the channel.. its purpose, personality,
velocity, other initiatives
3. Content/Conversation Plan
Mapping to the larger story? When does it enter the
story? What will be the content?

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4. Metrics
Expectations for the channel – not measurement goals.
5. Personas Addressed
Which personas are addressed by this channel
6. Editorial Calendar
It’s fed by multiple initiatives – it should be balanced
Velocity, Tone, Desired Action, Structure
Creating Our Channel Plan

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1. Situational Analysis – Be THE educational resource for
marketers. TO DO: Recruit influencers, editorial team, SEO
specialist.
2. Channel Objectives – Subscriber growth, Sharing that
leads to search traction, Event signups.
3. Content Plan – Answering content marketing questions
that aren’t being answered anywhere else. Challenging the
community.
4. Metrics – Subscribers, Sharing metrics, Search indicators,
referrals to event site.
5. Personas – “Doing” marketers at enterprise-level
companies.
6. Editorial Calendar – Morning post, one per day.
Instructional tone. Varied influencers.

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Today’s Presenter:
Jason Thibault
Limelight Networks
@llnw

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The Promise of Context
The Right Message to the Right Channel

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What is Context?

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The Trap of Consistency

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Context is About Targeting

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Context In the Digital World

34. These Two Things Are Not the Same

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And They Are Definitely Different From This

36. Context Drives Content Selection
Device Behavior
What do they do on
the device?
What are the user’s
expectations?
How long is an
average session?
Location
Where are they when
they are using the
device?
Service
What service or
application are they
using?
What kind of behavior
is associated with that
service?

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Weighing on Context

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How Do You Know?

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Your Context is Not a Mystery

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It Just Requires Some Planning

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Technologies And Planning
 Web logs and Analytics
 Behavior across website by devices
 Social Media Analytics
 Who is posting what/when?
• Most social networks provide this
• Dashboards like Buffer, SocialBro, and Sproutsocial expose it
 Marketing Automation (i.e., Marketo, Eloqua)
 Targeting and tracking
 Time of Day mapped to behavior

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Common Contexts

43. Website
 Common behaviors
 “Window-Shopping”
 Purchasing something
 Decision support
 Interaction/Sharing
 Tips
 After discovering website
behavior throughout the day,
develop content that supports
common behaviors according
to time-of-day:
• Window shoppers at 4pm?
Probably on PC at work
(correlate with requesting
device into in logs). Deliver
more video!
• Decision support at 8pm?
Maybe on tablet or
smartphone at home. Deliver
something more visual!

44. Social Media
 Types of Social Media Posters
 Flamers (pissed off customer)
 Drive-by Likers
 Distracted Conversationalists
 Social Media Butterflies
 Tips
 Use social media analytics to
determine what kind of posts
are being made at what time
of day from what kind of
device
 Develop post content that
appeals to the different kinds
• Visual for Drive-by Likers
• Questions for Distract
Conversationalists
• Video for Social Media
Butterflies

45. The Impact of Mobile
 Mobile adds complexity to
understanding context because
Mobile behavior is unique
because users are constrained
 Time—they may only have a
limited amount of time to be
online (i.e., waiting in line,
waiting at a light, etc.)
 Form Factor—the device is
small (even a tablet)
 Connection Speed—both WiFi
and Cellular connections are
spotty at best because they are
shared by so many other
devices
 Location—where is the user?
Are they at their workplace? Are
they on the go?
 Tips
 You can’t just deliver what you
have to mobile
 Mobile should be “light”
• Less content
• Shorter videos
• Smaller images
 Connect device recognition with
content tagging so that the right
content is delivered to the right
device at the right time (without
intervention)

46. The Complications of Video
 Video requires its own
analytics
 Understanding when users
start, how long they watch,
what bitrates were delivered
 Mobile devices don’t all treat
video the same
 Tips
 Utilize h.264-based video
format to ensure easy
conversion to different devices
 Look for management
services that enable “publish
once, deliver anywhere”
(automatic conversion of video
to different devices)
 Make content more contextual
by putting key information up-
front (more meat at the
beginning)

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Why Is This All So Important?

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Duh

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Really Though, It’s Your Digital Presence

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Which Is All About Engagement

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CONTEXT = ENGAGEMENT

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How Do You Get This Done?

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You Need the Right Tools

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Four Primary Management Platforms
 Web Content
 A system that enables you to track and identify behavior
 Additional technologies that provide device recognition (and can
be tagged to tracking)
 Video Content
 A system that provides player-level analytics
 Additional technologies that automatically convert video to
mobile formats based on device recognition
 Social Engagement
 Comprehensive analysis of social media activity indicating best
time to post, most active conversations, etc.
 Analytics

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Thank You

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Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.

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Thank you for attending
today’s webinar!
A link to the archive will be sent to you in a day or two
after the event.
For more on the Content Marketing Institute
visit: http://ContentMarketingInstitute.com