Creating a Killer Digital and Mobile Content Strategy
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Crafting a Killer Digital and Mobile Content StrategyMia Dand, CEO, Lighthouse3
Photo Credit: Markus Spiske
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Mia Dand@MiaD #TotalDigital2014
Top Rank's list of "25 Women That Rocked Social Media in 2013
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Lighthouse3 OverviewConsulting Services
Digital, Social Media & Mobile- Strategy & Planning- Community management- Content creation & curation- Organization planning & talent assessment
Product/Platform
Digital Content Marketplace with a Social Purpose• Connect digital content creators to publishers, marketers and business owners around the world.• Empower disadvantaged groups (women & minority youth) with training to create digital content. • Currently in alpha, launch in Q1 2015
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10 Steps to a Killer Digital and Mobile Content Strategy
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http://www.statisticbrain.com/attention-span-statistics/
Attention span in 2000 – 12 seconds
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Attention span in 2013 – 8 seconds
http://www.statisticbrain.com/attention-span-statistics/
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http://www.statisticbrain.com/attention-span-statistics/
Attention span in 2013 – 9 seconds
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Fact #1. Your average user has shorter attention span than a goldfish
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Fact # 2. There’s a lot of content out there
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The Shift
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Fact #3. Digital landscape is constantly changing
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http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/
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Fact #4. All digital marketing channels lead to mobile.
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What does this mean for you as a Digital Marketer?
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www.wallpaperhi.com
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It’s a balancing act.
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Your content needs to stand out.
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www.cbsnews.com
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Mobile is the new black norm.
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"I skate to where the puck is going to be, not where it has been." - Wayne Gretzky, “The Great One”
sportsillustrated.cnn.com
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Go where the puck is headed.
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How many smartphones were sold worldwide in 2013?
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1 billion smartphones sold in 2013
Projected: 1.2 billion in 2014 and 1.7 billion in 2018. ~ IDC
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63percent of the Americans surveyed said they check their smartphone at least once every hour...
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…9 percent said they check every 5 minutes.~ Harris Interactive survey
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44% of cellphone owners sleep with their phone by their side so they don’t miss any notifications.~ Digital Buzz Blog, SuperMonitoring.com
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drvoice.blogspot.com
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# 1 Your digital strategy needs to be mobile-first
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93% of smartphone owners use their phone to go online.~Pew Research Center, Sept 2013
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Over 40% of emails are opened on mobile devices~eMarketer, July 2013
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# 2 Digital experiences must be optimized for mobile
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“Content precedes design. Design in the absence of content is not design, it’s decoration.” ~ Jeffrey Zeldman (@Zeldman)
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#3 Create relevant content
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Content relevance
Relevant to Business
Interesting to user
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Low relevance to user
Relevant to Business
Interesting to user
X
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Low relevance to business
Relevant to Business
Interesting to user
X
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Relevance to business and user
Relevant to Business
Interesting to user
X
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#4 Create share-worthy content
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Share-worthy content triggers an emotional response
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It makes you laugh…
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…pulls at your heart strings
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Source: Clever Girls Collective
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…makes you think
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But more importantly, it makes you take action
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“I didn't have time to write a short letter, so I wrote a long one instead.”
― Mark Twain
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#5 Create content that’s easy to shareHint: Less is more!
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Welcome to the world of (ephemeral) microcontent!
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Snapchat
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But wait! I don’t market to the millennials…
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90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. ~ Source: 3M Corporation and Zabisco
www.daviddisalvo.org
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#6 Go big on visuals
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@jetsettingjulie
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@jetsettingjulie
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@jetsettingjulie
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http://www.mcngmarketing.com
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Online/social recommendations used to drive offline retail
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#7 Context is everything
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http://voices.washingtonpost.coml
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Being in the right place at the right time with the right content
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Online meets offline!
Estimote.com
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Estimote.com
Context-relevant offers.
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#8 Create integrated, interactive experiences
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#9 Bring it all together
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#10 Set up your organization for success
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Secret: Operational excellence
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Operational what????
netizenbuzz.blogspot.com
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Create, curate & distribute digital contentquickly and cost-effectively.
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Brand User
Time X
Message
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Tweet your responses to @MiaD
§ How long does it take for your organization to create, curate, and distribute digital content?
§ Are you designing digital experiences that are engaging and integrated?
§ Are you creating relevant, share-worthy content?
§ Are you making it easy for users to share your digital content across mobile devices?
§ Is your organization set up for success?
§ Are you constantly testing & innovating?