The document summarizes a presentation on mobile content marketing. It discusses how marketers should think of mobile as a channel, opportunity, and optimization rather than just a target. It provides tips for optimizing websites, emails, and landing pages for mobile. It also outlines specific types of content that work well on mobile like video, comics, and slideshows, and content that generally does not work as well like text ads, white papers, and flash content. The presentation emphasizes that marketers need a mobile content strategy to successfully connect with audiences on mobile devices.

1. Toronto | June 12–14, 2013 | #SESTO |@SESConf
Mobile Content Marketing
Connecting with your Audience on the Move
Marcia Kadanoff
Bislr
Chief Marketing Officer

2. Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
About Me
• Formerly CEO & Founder of Open Marketing
• Recently “Acqui‐hired” by Bislr
– Modern websites for B2B customers
– Intelligent, mobile, social, optimized for lead gen
– Integrated suite of drag‐n‐drop tools for marketing
automation (landing pages, call to actions, lead nurturing
campaigns)

3. Toronto | June 12–14, 2013 | #SESTO | @SESConf
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Can We Talk
• You don’t have an audience, you have a target

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Your Target
• Is definitely using smart phones and tablets

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But “on the move”
• Not so much

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What Does This Mean?
• Is mobile … best thought of as
– A channel
– An opportunity
– An optimization
– A strategy

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As a Channel
Target customers you reach on mobile will also
interact with you at your desktop website

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As an Opportunity
• Higher conversion rates & order values

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As an Optimization
• Website
• Email
• Landing Pages

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Website
• Responsive design
SHARED UNDERSTANDING

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Email
SHARED UNDERSTANDING

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Optimizing Email

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Email Optimization
• Larger fonts
• Responsive design
– One column (smart phone), two columns (tablet)
• More contrast in the color palette
• Simplify – less really is more
• Check your calls‐to‐action and where they fall
• Resources:
– https://litmus.com/blog/mastering‐the‐art‐of‐mobile‐email‐
workshop‐recap
– http://litmus.com/blog/anatomy‐mobile‐email

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Landing Pages
• Don’t make people pinch and
zoom
• Test on both landscape and
portrait views
• Make sure fonts stand out
• Concise content is king
• Speed is of the essence
• Don't use FLASH
• Click‐to‐call
• Obey the 44x44 rule
• Remember that mobile
search is local search
• Make sure forms are short
and simple
• Single column FTW
• Keep your CTA above the fold
http://econsultancy.com/us/blog/62190-12-useful-tips-for-optimising-mobile-landing-pages

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As a Strategy

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How to Connect

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Content Marketing
• What Works
– Video
– Comics
– Meme campaigns
– Slideshows
– Facebook ads*
• What Doesn’t
– Text Ads*
– White Papers
– Lead Gen Forms
– Infographics
– Flash
*category specific

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Video
WHAT WORKS

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Comics
WHAT WORKS

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Meme Campaign
WHAT WORKS

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Slideshow
WHAT WORKS

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Facebook Mobile Ads
WHAT WORKS

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Text Ads
• Category specific
– YES
• QSR
• Local
– NO
• B2B
• Considered Purchase
• Mobile downloads
WHAT DOESN’T WORK

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To Make Text Ads Work
• Optimize our landing pages by platform
• Give people the option of returning to your
desktop site
• Beware of the “fat finger” problem – it’s real
WHAT DOESN’T WORK

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White Papers
Source: http://www.johncuneo.com/rip
WHAT DOESN’T WORK

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Lead Gen Forms
WHAT DOESN’T WORK

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Flash
WHAT DOESN’T WORK

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Example
• SF Jazz
ecommerce
engine
WHAT DOESN’T WORK

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Mobile Content Marketing
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