People’s attention is on their phone but they’re not looking for ads, they’re looking for content. Content marketing is the new advertising because consumers are less likely to pay attention to what you have to say about yourself than what you have to say about the topics they care about. You'd rather be what they're interested in, rather than interrupt them from it.

2. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
CONTENTS
1. Content Marketing Approach
2. Why Mobile Matters
3. Key Take-aways
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3. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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CONTENT MARKETING
APPROACH

4. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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Consumers are less likely to pay
attention to what you have to say
about yourself than what you have
to say about the topics they care
about.

5. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Old School Media
Approach
Spray and Pray
● Exposure to media builds brand
awareness that increases the likelihood
of purchase in-store
● Creative process is to compose an idea
for TV, simplify it for print, then repurpose
into banner ads
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TV / PRINT /
BANNERS
IN-STORE

6. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
New Marketing Mix
Digital builds relationship and drives
directly to transaction
● Compose a narrative that has a
singular message
● Tell it in pieces of long and short-
form content, tailored to media
channels
● Make it contextually relevant to the
KBD
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PRE-ROLL /
INFLUENCERS/
NATIVE ADS / SOCIAL
POSTS / ETC.
IN-STORE /
ECOMMERCE
TV / PRINT / BANNERS

7. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Path to Purchase
Ecosystem that drives to transaction
When we consider how all the
mediums work together to tell a
narrative, we can come up with
content that pushes our audience
through a story, increasing the
likelihood of purchase
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PAID
PURCHASE
OWNED
EARNED

8. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Tell A Story
Content marketing is storytelling for the
modern age
● People don’t buy products, but rather
the stories that products and brands
represent
● Come up with ideas for stories not for
media channels
● Tell the stories in various forms of
content
● Identify which media channels work
best with which stories
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9. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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CAMPAIGN
CONTENT
INFLUENCER
CONTENT
COMMUNITY
CONTENT
SOCIAL
CONTENT
TV / Print
Native
Ads
Promoted
Posts
FB Video
Ads
Pre-Roll
Pushes
Customers
Pushes
Custom
ers
Pushes
Custom
ers
PROMOTES
INSPIRES
FUELS
Pushes
Customers
Blog Articles
Short Videos
Social Recipes Tips &
Tricks
Take
Ownership
Create UGC
Express
Passion
Capture
Curate
Re-Purpose
IN-STORE
DIGITAL
EXPERIENCE
STORY

10. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Crowd-sourced
Media Planning
Make little bets then test and iterate
● Create content for multiple
channels
● Track target behavior
● Fuel what is working, abandon
what isn’t
● Track, measure, optimize
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11. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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WHY MOBILE MATTERS

12. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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People’s attention is on their phone
but they’re not looking for ads,
they’re looking for content

13. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Drives Transaction
Mobile has ability to drive in-store to
complete a digital experience
● Content needs to provide value to
user
● Users will trade their privacy for
value
● Need privacy to complete user-
journey
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14. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Video on Mobile
Smartphone viewers are 2X more
focused when viewing video on
mobile than on TV
● More than 50% of the
smartphone video viewers use
video to help them make product
decisions
● YouTube is their #1 destination
for finding information about a
brand or product
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Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015.

15. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Content Game
Changers
Different apps and experiences are
constantly evolving the way in which we
consume
● SnapChat reports vertically shot video
was viewed to the end 9x more when
shot vertically.
● Instagram turned everyone into a
photographer
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Source: AdWeek, Snapchat Persuades Businesses,, April 2015.

16. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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What works for Video doesn’t
necessarily work on
Facebook, or Instagram –
content needs to be tailored to
the place where it will be
served

17. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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KEY TAKE-AWAYS

18. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
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Jab, jab, jab… Right hook

19. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Content First
Create a connection with our
audience
● Think story before media
channel
● Talk about what’s important to
them
● Align audience with brand
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20. CONTENT MARKETING IN THE MOBILE AGE TAKING A CONTENT FIRST APPROACH TO MARKETING
Mobile Drives In-
Store
Create content for where attention is
● Short, shareable, relate-able
● Trade privacy for value
● Drives in-store to interact with
product/display, unlock more
content
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21. QUESTIONS?