content marketing in the mobile age
TRANSCRIPT
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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 APPROACH
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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.
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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
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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
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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
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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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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
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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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WHY MOBILE MATTERS
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People’s attention is on their phone but they’re not looking for ads,
they’re looking for content
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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.
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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.
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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
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KEY TAKE-AWAYS
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Jab, jab, jab… Right hook
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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?