Content Marketing in the Mobile Age

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.


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


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


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


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


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


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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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 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


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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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?