Context is the next evolution of content delivery because it enables content publishers (like me and my employer Limelight Networks) to make the content experience relevant and personalized. What is context? Location. Behavior. Time. Context enables content publishers to truly tailor the experience. The result? A far better opportunity to create deep, intimate relationships with users.
This presentation was original delivered as a joint webinar with Joe Pulizzi of the Content Marketing Institute.
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Before We Get Started
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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
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Business Case | Define the Who | The
Buying Process | Your Sales Process
Don’t Start with
Channel First
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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?
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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
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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.
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?
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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)
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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
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Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.
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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