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Content Marketing and
Publishing in the Mobile World
Jeff Brenner
CEO, Pressly
Content Marketing is Everywhere
• More brands than ever talking “with”
customers versus “at” customers.
• 91% of B2Bs using content marketing
• 60% of businesses increasing content
marketing budgets
*Content Marketing Institute, “2013 Budgets, Benchmarks, and Trends - North America”
Mobile is Changing Everything
• 2014 Mobile Traffic > Desktop
• Mobile brings an entirely new set of
expectations
• Opportunities for new levels of engagement
Engage, Don’t Interrupt
• Do: Fullscreen ads + calls to action, that don’t
break up the experience, but heighten it. Use
your product as a medium to teach vs tell.
• Why: Full mindshare, 100% attention. More
likely to engage, like and share with friends &
generate leads
Focus
• Do: Leverage tools to build the greatest
content, not spend months on development.
• Why: Low risk experimentation, speed to
marketing, agility, greater content quality
Don’t Handcuff Your Reader
• Do: Use HTML5 to solve distribution and social
discovery
• Why: Engage readers where they want to read.
Avoid losing them to bad UX and stop forcing
them to download an app.
Conclusion
• Mobile is more than a smaller screen
• User context changes with devices
• Stop interrupting your visitor
• Treat mobile like a new medium
Contact
Jeff Brenner
Pressly
CEO
jeff@pressly.com

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Content Marketing and Publishing in the Mobile World

  • 1. Content Marketing and Publishing in the Mobile World Jeff Brenner CEO, Pressly
  • 2. Content Marketing is Everywhere • More brands than ever talking “with” customers versus “at” customers. • 91% of B2Bs using content marketing • 60% of businesses increasing content marketing budgets *Content Marketing Institute, “2013 Budgets, Benchmarks, and Trends - North America”
  • 3. Mobile is Changing Everything • 2014 Mobile Traffic > Desktop • Mobile brings an entirely new set of expectations • Opportunities for new levels of engagement
  • 4. Engage, Don’t Interrupt • Do: Fullscreen ads + calls to action, that don’t break up the experience, but heighten it. Use your product as a medium to teach vs tell. • Why: Full mindshare, 100% attention. More likely to engage, like and share with friends & generate leads
  • 5. Focus • Do: Leverage tools to build the greatest content, not spend months on development. • Why: Low risk experimentation, speed to marketing, agility, greater content quality
  • 6. Don’t Handcuff Your Reader • Do: Use HTML5 to solve distribution and social discovery • Why: Engage readers where they want to read. Avoid losing them to bad UX and stop forcing them to download an app.
  • 7. Conclusion • Mobile is more than a smaller screen • User context changes with devices • Stop interrupting your visitor • Treat mobile like a new medium