content marketing in the mobile age
TRANSCRIPT
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
CONTENTS
1. Content Marketing Approach2. Why Mobile Matters3. Key Take-aways
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CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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CONTENT MARKETING APPROACH
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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Consumers are less likely to pay attention to what you have to say
about yourself than what you have to say about the topics they care
about.
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Old School Media ApproachSpray and Pray
● Exposure to media builds brand awareness that increases the likelihood of purchase in-store
● Creative process is to compose an idea for TV, simplify it for print, then repurpose into banner ads
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TV / PRINT / BANNERS
IN-STORE
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
New Marketing MixDigital builds relationship and drives directly to transaction
● Compose a narrative that has a singular message
● Tell it in pieces of long and short-form content, tailored to media channels
● Make it contextually relevant to the KBD
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PRE-ROLL / INFLUENCERS/
NATIVE ADS / SOCIAL POSTS / ETC.
IN-STORE / ECOMMERCE
TV / PRINT / BANNERS
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Path to PurchaseEcosystem that drives to transaction
When we consider how all the mediums work together to tell a narrative, we can come up with content that pushes our audience through a story, increasing the likelihood of purchase
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PAID
PURCHASE
OWNED
EARNED
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Tell A StoryContent marketing is storytelling for the modern age
● People don’t buy products, but rather the stories that products and brands represent
● Come up with ideas for stories not for media channels
● Tell the stories in various forms of content
● Identify which media channels work best with which stories
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CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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CAMPAIGNCONTENT
INFLUENCERCONTENT
COMMUNITYCONTENT
SOCIALCONTENT
TV / Print
NativeAds
Promoted Posts
FB VideoAds
Pre-Roll
Pushes
Customers
Pushes
Customers
Pushe
s
Custo
mers
PROM
OTES
INSPIRES
FUEL
S
Pushes Customers
Blog Articles
Short Videos
Social Recipes Tips & Tricks
TakeOwnership
Create UGC
ExpressPassion
Capture
Curate
Re-Purpose
IN-STORE DIGITAL
EXPERIENCE
STORY
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Crowd-sourced Media PlanningMake little bets then test and iterate
● Create content for multiple channels
● Track target behavior● Fuel what is working, abandon
what isn’t● Track, measure, optimize
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CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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WHY MOBILE MATTERS
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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People’s attention is on their phone but they’re not looking for ads,
they’re looking for content
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Drives TransactionMobile has ability to drive in-store to complete a digital experience
● Content needs to provide value to user
● Users will trade their privacy for value
● Need privacy to complete user-journey
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CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Video on MobileSmartphone viewers are 2X more focused when viewing video on mobile than on TV
● More than 50% of the smartphone video viewers use video to help them make product decisions
● YouTube is their #1 destination for finding information about a brand or product
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Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015.
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Content Game ChangersDifferent apps and experiences are constantly evolving the way in which we consume
● SnapChat reports vertically shot video was viewed to the end 9x more when shot vertically.
● Instagram turned everyone into a photographer
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Source: AdWeek, Snapchat Persuades Businesses,, April 2015.
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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What works for Video doesn’t necessarily work on
Facebook, or Instagram – content needs to be tailored to
the place where it will be served
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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KEY TAKE-AWAYS
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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Jab, jab, jab… Right hook
CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Content FirstCreate a connection with our audience
● Think story before media channel
● Talk about what’s important to them
● Align audience with brand
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CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Mobile Drives In-StoreCreate content for where attention is
● Short, shareable, relate-able● Trade privacy for value● Drives in-store to interact with
product/display, unlock more content
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QUESTIONS?