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#cmi @juntajoe
Today’s Webinar:
Understanding Context:
Delivering the Right Content to the Right
Channels
#cmi @juntajoe
• Interact with the presenters anytime – ask questions!
• Type into the “ask a question” text area – click submit.
• The slides will advance automatically throughout the event.
• Having trouble? Click “Help” link below the media player.
Before We Get Started
#cmi @juntajoe
Hi I’m Joe Pulizzi
(@juntajoe)
#cmi @juntajoe
Advancing the Practice of Content Marketing
EVENTS MEDIA CONSULTING
CCO Magazine
#cmi @juntajoe
4-5-6 March, 2013
Sydney, Australia
Sept. 9-12, 2013
Cleveland, OH
#cmi @juntajoe
Today’s Agenda:
Provide specific content marketing
tactics to:
• Thinking about what goes into
content creation before channel
selection
• Understand how to choose the
right channels for your content
• Better idea of measuring specific
to channels
#cmi @juntajoe
Today’s Presenter:
Jason Thibault
Limelight Networks
@llnw
#cmi @juntajoe
#cmi @juntajoe
#cmi @juntajoe
#cmi @juntajoe
#cmi @juntajoe
#cmi @juntajoe
#cmi @juntajoe
Image Courtesy Bill Hills
#cmi @juntajoe
To be relevant,
we need to
shape our
content for each
channel
#cmi @juntajoe
Up Until 2008
1 Web Site
Publishing Model
Optimize and
Manage slowly…
#cmi @juntajoe
#cmi @juntajoe
This means, we
need a channel
strategy for each
(and every)
channel
#cmi @juntajoe
#cmi @juntajoe
#cmi @juntajoe
#cmi @juntajoe
Business Case | Define the Who | The
Buying Process | Your Sales Process
Don’t Start with
Channel First
#cmi @juntajoe
Creating Our Channel Plan
1. Situational Analysis
What do we have? What must we change? What must we
stop? – to tell an effective story.
2. Channel Objectives
The objectives of the channel.. its purpose, personality,
velocity, other initiatives
3. Content/Conversation Plan
Mapping to the larger story? When does it enter the
story? What will be the content?
#cmi @juntajoe
4. Metrics
Expectations for the channel – not measurement goals.
5. Personas Addressed
Which personas are addressed by this channel
6. Editorial Calendar
It’s fed by multiple initiatives – it should be balanced
Velocity, Tone, Desired Action, Structure
Creating Our Channel Plan
#cmi @juntajoe
#cmi @juntajoe
#cmi @juntajoe
1. Situational Analysis – Be THE educational resource for
marketers. TO DO: Recruit influencers, editorial team, SEO
specialist.
2. Channel Objectives – Subscriber growth, Sharing that
leads to search traction, Event signups.
3. Content Plan – Answering content marketing questions
that aren’t being answered anywhere else. Challenging the
community.
4. Metrics – Subscribers, Sharing metrics, Search indicators,
referrals to event site.
5. Personas – “Doing” marketers at enterprise-level
companies.
6. Editorial Calendar – Morning post, one per day.
Instructional tone. Varied influencers.
#cmi @juntajoe
Today’s Presenter:
Jason Thibault
Limelight Networks
@llnw
@_jasonthibeault #CMI
The Promise of Context
The Right Message to the Right Channel
@_jasonthibeault #CMI
What is Context?
@_jasonthibeault #CMI
The Trap of Consistency
@_jasonthibeault #CMI
Context is About Targeting
@_jasonthibeault #CMI
Context In the Digital World
These Two Things Are Not the Same
@_jasonthibeault #CMI
And They Are Definitely Different From This
Context Drives Content Selection
Device Behavior
What do they do on
the device?
What are the user’s
expectations?
How long is an
average session?
Location
Where are they when
they are using the
device?
Service
What service or
application are they
using?
What kind of behavior
is associated with that
service?
@_jasonthibeault #CMI
Weighing on Context
@_jasonthibeault #CMI
How Do You Know?
@_jasonthibeault #CMI
Your Context is Not a Mystery
@_jasonthibeault #CMI
It Just Requires Some Planning
@_jasonthibeault #CMI
Technologies And Planning
 Web logs and Analytics
 Behavior across website by devices
 Social Media Analytics
 Who is posting what/when?
• Most social networks provide this
• Dashboards like Buffer, SocialBro, and Sproutsocial expose it
 Marketing Automation (i.e., Marketo, Eloqua)
 Targeting and tracking
 Time of Day mapped to behavior
@_jasonthibeault #CMI
Common Contexts
Website
 Common behaviors
 “Window-Shopping”
 Purchasing something
 Decision support
 Interaction/Sharing
 Tips
 After discovering website
behavior throughout the day,
develop content that supports
common behaviors according
to time-of-day:
• Window shoppers at 4pm?
Probably on PC at work
(correlate with requesting
device into in logs). Deliver
more video!
• Decision support at 8pm?
Maybe on tablet or
smartphone at home. Deliver
something more visual!
Social Media
 Types of Social Media Posters
 Flamers (pissed off customer)
 Drive-by Likers
 Distracted Conversationalists
 Social Media Butterflies
 Tips
 Use social media analytics to
determine what kind of posts
are being made at what time
of day from what kind of
device
 Develop post content that
appeals to the different kinds
• Visual for Drive-by Likers
• Questions for Distract
Conversationalists
• Video for Social Media
Butterflies
The Impact of Mobile
 Mobile adds complexity to
understanding context because
Mobile behavior is unique
because users are constrained
 Time—they may only have a
limited amount of time to be
online (i.e., waiting in line,
waiting at a light, etc.)
 Form Factor—the device is
small (even a tablet)
 Connection Speed—both WiFi
and Cellular connections are
spotty at best because they are
shared by so many other
devices
 Location—where is the user?
Are they at their workplace? Are
they on the go?
 Tips
 You can’t just deliver what you
have to mobile
 Mobile should be “light”
• Less content
• Shorter videos
• Smaller images
 Connect device recognition with
content tagging so that the right
content is delivered to the right
device at the right time (without
intervention)
The Complications of Video
 Video requires its own
analytics
 Understanding when users
start, how long they watch,
what bitrates were delivered
 Mobile devices don’t all treat
video the same
 Tips
 Utilize h.264-based video
format to ensure easy
conversion to different devices
 Look for management
services that enable “publish
once, deliver anywhere”
(automatic conversion of video
to different devices)
 Make content more contextual
by putting key information up-
front (more meat at the
beginning)
@_jasonthibeault #CMI
Why Is This All So Important?
@_jasonthibeault #CMI
Duh
@_jasonthibeault #CMI
Really Though, It’s Your Digital Presence
@_jasonthibeault #CMI
Which Is All About Engagement
@_jasonthibeault #CMI
CONTEXT = ENGAGEMENT
@_jasonthibeault #CMI
How Do You Get This Done?
@_jasonthibeault #CMI
You Need the Right Tools
@_jasonthibeault #CMI
Four Primary Management Platforms
 Web Content
 A system that enables you to track and identify behavior
 Additional technologies that provide device recognition (and can
be tagged to tracking)
 Video Content
 A system that provides player-level analytics
 Additional technologies that automatically convert video to
mobile formats based on device recognition
 Social Engagement
 Comprehensive analysis of social media activity indicating best
time to post, most active conversations, etc.
 Analytics
@_jasonthibeault #CMI
Thank You
#cmi @juntajoe
Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.
#cmi @juntajoe
Thank you for attending
today’s webinar!
A link to the archive will be sent to you in a day or two
after the event.
For more on the Content Marketing Institute
visit: http://ContentMarketingInstitute.com

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Understanding Context

  • 1. #cmi @juntajoe Today’s Webinar: Understanding Context: Delivering the Right Content to the Right Channels
  • 2. #cmi @juntajoe • Interact with the presenters anytime – ask questions! • Type into the “ask a question” text area – click submit. • The slides will advance automatically throughout the event. • Having trouble? Click “Help” link below the media player. Before We Get Started
  • 3. #cmi @juntajoe Hi I’m Joe Pulizzi (@juntajoe)
  • 4. #cmi @juntajoe Advancing the Practice of Content Marketing EVENTS MEDIA CONSULTING CCO Magazine
  • 5. #cmi @juntajoe 4-5-6 March, 2013 Sydney, Australia Sept. 9-12, 2013 Cleveland, OH
  • 6. #cmi @juntajoe Today’s Agenda: Provide specific content marketing tactics to: • Thinking about what goes into content creation before channel selection • Understand how to choose the right channels for your content • Better idea of measuring specific to channels
  • 7. #cmi @juntajoe Today’s Presenter: Jason Thibault Limelight Networks @llnw
  • 15. #cmi @juntajoe To be relevant, we need to shape our content for each channel
  • 16. #cmi @juntajoe Up Until 2008 1 Web Site Publishing Model Optimize and Manage slowly…
  • 18. #cmi @juntajoe This means, we need a channel strategy for each (and every) channel
  • 22. #cmi @juntajoe Business Case | Define the Who | The Buying Process | Your Sales Process Don’t Start with Channel First
  • 23. #cmi @juntajoe Creating Our Channel Plan 1. Situational Analysis What do we have? What must we change? What must we stop? – to tell an effective story. 2. Channel Objectives The objectives of the channel.. its purpose, personality, velocity, other initiatives 3. Content/Conversation Plan Mapping to the larger story? When does it enter the story? What will be the content?
  • 24. #cmi @juntajoe 4. Metrics Expectations for the channel – not measurement goals. 5. Personas Addressed Which personas are addressed by this channel 6. Editorial Calendar It’s fed by multiple initiatives – it should be balanced Velocity, Tone, Desired Action, Structure Creating Our Channel Plan
  • 27. #cmi @juntajoe 1. Situational Analysis – Be THE educational resource for marketers. TO DO: Recruit influencers, editorial team, SEO specialist. 2. Channel Objectives – Subscriber growth, Sharing that leads to search traction, Event signups. 3. Content Plan – Answering content marketing questions that aren’t being answered anywhere else. Challenging the community. 4. Metrics – Subscribers, Sharing metrics, Search indicators, referrals to event site. 5. Personas – “Doing” marketers at enterprise-level companies. 6. Editorial Calendar – Morning post, one per day. Instructional tone. Varied influencers.
  • 28. #cmi @juntajoe Today’s Presenter: Jason Thibault Limelight Networks @llnw
  • 29. @_jasonthibeault #CMI The Promise of Context The Right Message to the Right Channel
  • 33. @_jasonthibeault #CMI Context In the Digital World
  • 34. These Two Things Are Not the Same
  • 35. @_jasonthibeault #CMI And They Are Definitely Different From This
  • 36. Context Drives Content Selection Device Behavior What do they do on the device? What are the user’s expectations? How long is an average session? Location Where are they when they are using the device? Service What service or application are they using? What kind of behavior is associated with that service?
  • 40. @_jasonthibeault #CMI It Just Requires Some Planning
  • 41. @_jasonthibeault #CMI Technologies And Planning  Web logs and Analytics  Behavior across website by devices  Social Media Analytics  Who is posting what/when? • Most social networks provide this • Dashboards like Buffer, SocialBro, and Sproutsocial expose it  Marketing Automation (i.e., Marketo, Eloqua)  Targeting and tracking  Time of Day mapped to behavior
  • 43. Website  Common behaviors  “Window-Shopping”  Purchasing something  Decision support  Interaction/Sharing  Tips  After discovering website behavior throughout the day, develop content that supports common behaviors according to time-of-day: • Window shoppers at 4pm? Probably on PC at work (correlate with requesting device into in logs). Deliver more video! • Decision support at 8pm? Maybe on tablet or smartphone at home. Deliver something more visual!
  • 44. Social Media  Types of Social Media Posters  Flamers (pissed off customer)  Drive-by Likers  Distracted Conversationalists  Social Media Butterflies  Tips  Use social media analytics to determine what kind of posts are being made at what time of day from what kind of device  Develop post content that appeals to the different kinds • Visual for Drive-by Likers • Questions for Distract Conversationalists • Video for Social Media Butterflies
  • 45. The Impact of Mobile  Mobile adds complexity to understanding context because Mobile behavior is unique because users are constrained  Time—they may only have a limited amount of time to be online (i.e., waiting in line, waiting at a light, etc.)  Form Factor—the device is small (even a tablet)  Connection Speed—both WiFi and Cellular connections are spotty at best because they are shared by so many other devices  Location—where is the user? Are they at their workplace? Are they on the go?  Tips  You can’t just deliver what you have to mobile  Mobile should be “light” • Less content • Shorter videos • Smaller images  Connect device recognition with content tagging so that the right content is delivered to the right device at the right time (without intervention)
  • 46. The Complications of Video  Video requires its own analytics  Understanding when users start, how long they watch, what bitrates were delivered  Mobile devices don’t all treat video the same  Tips  Utilize h.264-based video format to ensure easy conversion to different devices  Look for management services that enable “publish once, deliver anywhere” (automatic conversion of video to different devices)  Make content more contextual by putting key information up- front (more meat at the beginning)
  • 47. @_jasonthibeault #CMI Why Is This All So Important?
  • 49. @_jasonthibeault #CMI Really Though, It’s Your Digital Presence
  • 50. @_jasonthibeault #CMI Which Is All About Engagement
  • 52. @_jasonthibeault #CMI How Do You Get This Done?
  • 54. @_jasonthibeault #CMI Four Primary Management Platforms  Web Content  A system that enables you to track and identify behavior  Additional technologies that provide device recognition (and can be tagged to tracking)  Video Content  A system that provides player-level analytics  Additional technologies that automatically convert video to mobile formats based on device recognition  Social Engagement  Comprehensive analysis of social media activity indicating best time to post, most active conversations, etc.  Analytics
  • 56. #cmi @juntajoe Questions & Answers Keep your questions coming. Type into the “ask a question” text area and click submit.
  • 57. #cmi @juntajoe Thank you for attending today’s webinar! A link to the archive will be sent to you in a day or two after the event. For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com