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Harnessing the content beast – Content marketing in the multiscreen world

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Thomas Robbins
Thomas Robbins

Desktops, mobile phones, Digital signage, TV’s, tablets, netbooks, mini-tablets… the list of connected devices your customers are using to consume your content never stops growing! Unfortunately, this doesn’t match your marketing budget. When it comes to serving content in today’s world it’s a myriad of screen sizes and effective calls to action. What are your choices? The landscape of consumerism has changed in a few short years allowing our customers more choices for reading, watching, communicating, socializing, shopping, and making purchase decisions. This webinar will examine the core concept and practical strategies for creating effective and responsive content in the multi-screen world we live in. Register now to gain actionable insights and learn: • Practical strategies to determine the appropriate screen sizes for your content marketing materials. • Building effective calls to action for multiple screens. • Practical strategies to use when building your content marketing plan in today’s multi-screen world. • Decision strategies for deploying content effectively. • Possible frameworks available • How best to integrate this approach with your marketing plan.

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Harnessing the content beast Content marketing in the multiscreen world Thomas Robbins, Chief Evangelist, Kentico CMS
Lawrence Dvorchik General Manager & Chief Content Officer Customer Engagement Technology World (CETW) CETW 365 www.cetworld.com lawrence@jdevents.com @ldvorchik
• 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:
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 …
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.
Agenda • Welcome to the multi-screen world • Call to action (CTA) • Is there an app for that?
Welcome to the multi-screen world
A new world…
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
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
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
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.
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?
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
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
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
Responsive design ISN’T… • A single technology • A magic formula • A quick fix • Easy Can you say PLANNING!
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.
So many devices… 3 Layouts 4 Layouts 6 Layouts Source: http://www.metaltoad.com/blog/simple-device-diagram-responsive-design-planning
Research:The mobile mindset… Source: Yahoo! research
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
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
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.
Call to action (CTA)
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?
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
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)
Is there an app for that?
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
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
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
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
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

More Related Content

Harnessing the content beast – Content marketing in the multiscreen world

  • 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
  • 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
  • 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

Editor's Notes

  1. Harnessing the content beast – Content marketing in the multiscreen worldDesktops, mobile phones, massive flat screens, TV’s, tablets, netbooks, mini-tablets… the list of devices your customers are using to consume your content keeps growing! Unfortunately, this doesn’t match your marketing budget. When it comes to serving content in today’s world it’s a myriad of screen sizes and effective calls to action. What are your choices? The landscape of consumerism has changed in a few short years allowing our customers more choices for reading, watching, communicating, socializing, shopping, and making purchase decisions. In this webinar we will look at the core concept and practical strategies for making effective and responsive content in the multi-screen world we live in. We will also look at possible frameworks available and how best to integrate this approach with your marketing plan. Attending this session you will learn: Practical strategies to determine the appropriate screen sizes for your content marketing materials.Building effective calls to action for multiple screens.Practical strategies to use when building your content marketing plan in today’s multi-screen world. Decision strategies for deploying content effectively.