View
200
Download
0
Category
Preview:
DESCRIPTION
This session will explore the disconnects between content, design and marketing strategies that are pervasive across all our organizations. We will then discuss the successful strategies and tactics that connect your brand to your customer in positive and relevant ways.
Citation preview
#INBOUND14
You Have Great Mobile Content But Nobody Cares
Strategies and Tactics for Mobile Ready Content
Richard Banfield
CEO, Fresh Tilled Soil
#INBOUND14
How do you create for an unknown future?
Source: Motorola
#INBOUND14
How do you create for an unknown future?
=Source: Flurry
#INBOUND14
How do you create for an unknown future?[insert scary statistic here]
#INBOUND14
Teens claim to be spending 7.5 hours per day consuming media…
#INBOUND14
How do you create for an unknown future?…and almost all of it on their smartphones!
#INBOUND14
How do you create for an unknown future?
Here’s the first
disconnect
Source: Happy Cog
#INBOUND14
How do you create for an unknown future?
Source: Guardian UK Newspaper Study
Here’s the second
disconnect
#INBOUND14
How do you create for an unknown future?
There is no substitution effect
Big takeaway #1
#INBOUND14
#INBOUND14
How do you create for an unknown future?This is going to get harder over time
Big takeaway #2
#INBOUND14
How do you create for an unknown future?
“Make sure your content is better than your competitor’s.” - Neil Patel
#INBOUND14
How do you create for an unknown future?
You have to know why humans think & actlike they do
#INBOUND14
How do you create for an unknown future?
Let’s take a little journey back in time
#INBOUND14
It all starts with biology
#INBOUND14
How do you create for an unknown future?
What does biology have to do with mobile content?
#INBOUND14
How do you create for an unknown future?
Let’s start with the brain
#INBOUND14
How do you create for an unknown future?
The brain evolved, not to think or feel, but to control movement.
#INBOUND14
“Movement is the only thing you have to affect the world around you” - Daniel Wolpert, Neuroscientist
#INBOUND14
The side effect of being mobile is a brain
#INBOUND14
#INBOUND14
Mobile is a state, not a technology
#INBOUND14
How do you create for an unknown future?
Tech is playing catch up to the mobile state
Big takeaway #3
#INBOUND14
How do you create for an unknown future?
Content needs to follow the human, not the other way around
#INBOUND14
How do you create for an unknown future?
#INBOUND14
How do you create for an unknown future?
Be where the humans are!
Big takeaway #4
#INBOUND14
What else do we need to know about brains?
Source: Cyclix
#INBOUND14
How do you create for an unknown future?
Brains are not very rational
#INBOUND14
How do you create for an unknown future?
People are bad at comparing things in an absolute way
#INBOUND14
How do you create for an unknown future?
People think in relative terms
#INBOUND14
How do you create for an unknown future?Think like an irrational person
Big takeaway #5
#INBOUND14
How do we connect the right content to the right channel?
#INBOUND14
How do you create for an unknown future?
The Content
#INBOUND14
How do you create for an unknown future?
The User Interface
#INBOUND14
How do you create for an unknown
future?
The User Experience Source: Seven Harkey
#INBOUND14
How do you create for an unknown future?
There’s a logic to each content channel
#INBOUND14
How do you create for an unknown future?
Connect content with the right UI to get the right UX
Big takeaway #6
#INBOUND14
How do you create for an unknown future?
The brain is wired for storytelling
#INBOUND14
How do you create for an unknown future?
The 10 Commandments vs. Noah
14% 71%
#INBOUND14
#INBOUND14
How do you create for an unknown future?
Content is a story. Choose the right story.
Big takeaway #7
#INBOUND14
#INBOUND14
#INBOUND14
#INBOUND14
#INBOUND14
How do you create for an unknown future?
Allow your content to be your design.
Big takeaway #8
#INBOUND14
How do you create for an unknown future?Make it a repeatable process.
Wrap it all together!
#INBOUND14
How do you create for an unknown future?
Source: Adaptive Path
First Step:Empathize
#INBOUND14
How do you create for an unknown future?
Source: MemoryLossOnline
The brain filters everything through the emotional centers first
#INBOUND14
How do you create for an unknown future?
That means your content needs to be emotional too
#INBOUND14
How do you create for an unknown future?
Next Step:Define
Source: craiggoebel.com
#INBOUND14
How do you create for an unknown future?
Tell the story
Source: Disney
#INBOUND14
How do you create for an unknown future?
Next Step:Ideate
Source: craiggoebel.com
#INBOUND14
How do you create for an unknown future?
Next Step:Prototype
#INBOUND14
#INBOUND14
How do you create for an unknown future?
Next Step:Test
#INBOUND14
How do you create for an unknown future?
Empathize
Test Define
IdeatePrototype
Combine ingredients and mix thoroughly
#INBOUND14
How do you create for an unknown future?Let me leave you with this…
#INBOUND14
How do you create for an unknown future?
The human body and brain is your canvas
Recommended