© Copyright GENWI 2014The information which is contained in this document is the property of GENWI Inc. The contents of the document must not be reproduced or disclosed wholly or in part or used for purposes other than that for which it is supplied without the prior written permission of GENWI Inc.

Beyond Social: Driving Progressive Mobile Engagement With Your Content

!Paul Danter

@pauldanter

(c) Genwi 2014

Introduction

2

By

2015 more Americans will access online content from a mobile device

than through a desktop computer.

Up to

90% of marketing teams are creating content

that is not being discovered by sales

teams or customers.

(c) Genwi 2014

Introduction

3

discovery

mobile

(c) Genwi 2014

The State Of Play

4

We create content in many formats (many are not ideal for mobile). !This content is stored in many locations without any reference to how it should be used. !!!!

We promote content with an initial campaign (then not much happens with it). !This is a massive waste if we are creating very specialized, niche content that could be retargeted. !!!!

We hope that our target

audience views it (and can view it however they access it). !This interaction is built on old assumed desktop

access models. !!!!

create promote access

(c) Genwi 2014

Our Content Challenge

5

completely separating content from layout

ensuring content can be utilized

over time in many ways

building with mobile at the

front and center of our planning

structured creation

organized access

mobile promotion

(c) Genwi 2014

Structured Creation

6

To work in more places, content needs to be described better.

Think about contextually relevant & branded content.

This doesn’t mean simply responsive websites.

(c) Genwi 2014

Structured Creation

7

To work in more places, content needs to be described better.

Think about contextually relevant & branded content.

This doesn’t mean simply responsive websites.

adaptive content is key (you need structure in your life)

design for mobile first (no, really)

because conversion counts (it’s all about the package)

(c) Genwi 2014

Organized Access

8

content is stored in many

places

• Dropbox • Box.net • FTP sites • CMS

• Blogs • Landing Pages • Share Services • Intranet

(c) Genwi 2014

Organized Access

9

you need to manage that

$#*%

• Dropbox • Box.net • FTP sites • CMS

• Blogs • Landing Pages • Share Services • Intranet

(c) Genwi 2014

Organized Access

10

content

meta

for each piece of content that is created...

...there needs to be a second piece of content that describes it

• Where is your content stored? • What is its title? • What is the intended call to action? • What channels used for distribution? • What are the buyer role(s)? • What is the expiration of the content?

• Is this mapped against a buyer journey? • Is this content aligned to personas? • Who owns this content (editorial)? • Have you applied SEO keywords? • Does this content map to an existing

library of keywords and tags?

(c) Genwi 2014

Mobile Promotion

11

social

ads

seoemail

landing pages

mobile web

mobile apps

deep-linking

• (the big native app topic of ’14) • native apps can no longer live

in a silo • content should drive app usage • from a content-based promo to

web or IAP

progressive engagement

• users need choice and direction • we should always lead them to

the best branded experience • they will still engage via all

channels • when converted, they should

access things based on their level of mobile engagement

(c) Genwi 2014

Progressive Engagement In Action

12

landing pages web-based apps native apps

example one:

(c) Genwi 2014

Progressive Engagement In Action

13

structured creation

organized access

mobile promotion

example two:

(c) Genwi 2014

Progressive Engagement In Action

14

structured creation

organized access

mobile promotion

example two:

(c) Genwi 2014

Steps To Help You Drive Better Engagement

15

• perform an audit of your content asap:

• we have a workbook that will help: genwi.com/c2c

• create some structured meta-data for all content:

• so you can manage it easier

• so people in your company know how to use it

structured creation

• review how you create and offer content today with tools like:

• InDesign • CMS • PDF

• review how you can also offer less format-dependent versions of content:

• for example can eBooks also be offered via the browser?

organized access

• if you have a native app talk to your development team about deep-linking

• plan how you want to engage with your audiences

• It may make sense to break audiences up - for b2b that may mean:

• sales enablement • channel marketing • customer support • prospect nurturing

mobile promotion

...and talk to us (we’ve been in the thick of this for years)...