1. By
2015
more Americans will
access online content
from a mobile device
than through a
desktop computer.
Up to
90%
of marketing teams
are creating content
that is not being
discovered by sales
teams or customers.

2. discovery
mobile

3. We create content in
many formats (many are
not ideal for mobile).
!
This content is stored in
many locations without
any reference to how it
should be used.
!
!
!
!
We promote content with
an initial campaign (then
not much happens with it).
!
This is a massive waste if
we are creating very
specialized,niche content
that could be retargeted.
!
!
!
!
We hope that our target
audience views it (and
can view it however they
access it).
!
This interaction is built
on old assumed desktop
access models.
!
!
!
!
create promote access

4. completely
separating
content from
layout
ensuring content
can be utilized
over time in
many ways
building with
mobile at the
front and center
of our planning
structured
creation
organized
access
mobile
promotion

5. To work in more places,
content needs to be
described better.
Think about contextually
relevant & branded content.
This doesn’t mean simply
responsive websites.

6. To work in more places,
content needs to be
described better.
Think about contextually
relevant & branded content.
This doesn’t mean simply
responsive websites.
adaptive content is
key (you need
structure in your life)
design for
mobile first (no,
really)
because conversion counts
(it’s all about the package)

7. content is
stored in many
places
• Dropbox
• Box.net
• FTP sites
• CMS
• Blogs
• Landing Pages
• Share Services
• Intranet

8. you need to
manage that
$#*%
• Dropbox
• Box.net
• FTP sites
• CMS
• Blogs
• Landing Pages
• Share Services
• Intranet

9. content
meta
for each
piece of
content that
is created...
...there needs
to be a
second piece
of content that
describes it
• Where is your content stored?
• What is its title?
• What is the intended call to action?
• What channels used for distribution?
• What are the buyer role(s)?
• What is the expiration of the content?
• Is this mapped against a buyer journey?
• Is this content aligned to personas?
• Who owns this content (editorial)?
• Have you applied SEO keywords?
• Does this content map to an existing
library of keywords and tags?

10. social
ads
seo
email
landing
pages
mobile
web
mobile
apps
deep-linking
• (the big native app topic of ’14)
• native apps can no longer live
in a silo
• content should drive app usage
• from a content-based promo to
web or IAP
progressive
engagement
• users need choice and direction
• we should always lead them to
the best branded experience
• they will still engage via all
channels
• when converted, they should
access things based on their
level of mobile engagement

11. landing pages web-based apps native apps
example one:

12. structured
creation
organized
access
mobile
promotion
example two:

13. structured
creation
organized
access
mobile
promotion
example two:

14. • perform an audit of your
content asap:
• we have a workbook
that will help:
genwi.com/c2c
• create some structured
meta-data for all content:
• so you can manage
it easier
• so people in your
company know how
to use it
structured
creation
• review how you create and
offer content today with
tools like:
• InDesign
• CMS
• PDF
• review how you can also
offer less format-dependent
versions of content:
• for example can
eBooks also be
offered via the
browser?
organized
access
• if you have a native app
talk to your development
team about deep-linking
• plan how you want to
engage with your
audiences
• It may make sense to
break audiences up - for
b2b that may mean:
• sales enablement
• channel marketing
• customer support
• prospect nurturing
mobile
promotion
...and talk to us (we’ve been in the thick of this for years)...