Developing a Mobile Content Strategy That Works
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Ahava Leibtag's presentation at Content Marketing World
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Developing a Mobile Content Strategy That Works
- 1. “Developing a Mobile Content Strategy That Works” Ahava Leibtag President Aha Media Group, LLC www.ahamediagroup.com @ahavaL #cmworld
- 2. Football on Your Phone http://www.youtube.com/watch?v=jn5zytfm9N o @ahavaL #cmworld
- 10. @ahavaL #cmworld
- 11. @ahavaL #cmworld
- 12. @ahavaL #cmworld
- 13. @ahavaL #cmworld
- 14. What do we know? People interact with digital information because they want: • Information • To perform a task • Entertainment @ahavaL #cmworld
- 15. 9 out of 10 mobile searches lead to action; over half lead to purchase @ahavaL #cmworld
- 16. THERE’S SO MUCH WE DON’T KNOW @ahavaL #cmworld
- 17. Fixed or Fluid? @ahavaL #cmworld
- 18. Focused or Distracted? @ahavaL #cmworld
- 19. What do we know? @ahavaL #cmworld
- 20. Who are they? • 52% of US laptop owners also have a smartphone • 31% of US smartphone owners have a tablet • 13% of Americans own a laptop, tablet and smartphone @ahavaL #cmworld
- 21. Where are they? @ahavaL #cmworld
- 22. Where are they? @ahavaL #cmworld
- 23. When are they? @ahavaL #cmworld
- 24. @ahavaL #cmworld
- 25. Mobile: The Jobs of a Content Marketer Job #1: Understand content and distribution Job #2: Know the technical elements Job #3: Understand the use-case scenario Job #4: Create a user-friendly mobile experience @ahavaL #cmworld
- 26. Job #1: Understand Content and Distribution @ahavaL #cmworld
- 29. @ahavaL #cmworld
- 30. Social Media Mobile Stats • 67% of monthly users are on mobile on Facebook • 60% of all Twitter users are mobile • 40% of all videos are watched on YouTube using a mobile device @ahavaL #cmworld
- 31. Job #2: Understand the technical elements so you can work as an effective part of the team @ahavaL #cmworld
- 32. Environments Available • M.dot • App • Responsive @ahavaL #cmworld
- 35. @ahavaL #cmworld
- 38. @ahavaL #cmworld
- 39. Divorce content from design @ahavaL #cmworld
- 40. @ahavaL #cmworld
- 41. Pros and Cons Pros Cons Mobile • Was the standard in the industry • Two websites (codebases) to maintain • Doesn’t always scale on every device Native Application (App) • Download and keep on their devices • Have to maintain website and app Responsive • One codebase • Scales on any device • Hard to find good designers who know how to design for responsive • Not all ad works scale ads @ahavaL #cmworld
- 42. A Google survey found that 65% of US smartphone shoppers preferred to use mobile Web to mobile apps for shopping (April 2013) @ahavaL #cmworld
- 43. Job #3: What are the Use-Case Scenarios? @ahavaL #cmworld
- 44. How do we know more about our customers? • Research – – – – – Analytics Build personas Build scenarios Test in the lab Test in the wild • Cross-device usage @ahavaL #cmworld
- 46. @ahavaL #cmworld
- 47. Cross-device Usage • 86% of Americans use a smartphone while watching TV • 68% of smartphone usage happens at home @ahavaL #cmworld
- 48. @ahavaL #cmworld
- 49. You can never know enough about your user audience. EVER. @ahavaL #cmworld
- 50. Job #4: How do we create a user-friendly mobile experience? @ahavaL #cmworld
- 51. User-Friendly Design and Voice/Tone • • • • • Loading times Ergonomic design Touchpoints Cues Microinteractions @ahavaL #cmworld
- 53. 75% of people would not return to mobile websites that took longer than 4 seconds to load @ahavaL #cmworld
- 60. @ahavaL #cmworld
- 61. QUESTIONS? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahavaL #cmworld