Download pdf - YOU HAVE GREAT MOBILE CONTENT BUT NOBODY CARES; STRATEGIES AND TACTICS FOR MOBILE READY CONTENT [INBOUND 2014]

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You Have Great Mobile Content But Nobody Cares

Strategies and Tactics for Mobile Ready Content

Richard Banfield

CEO, Fresh Tilled Soil

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How do you create for an unknown future?

Source: Motorola

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=Source: Flurry

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How do you create for an unknown future?[insert scary statistic here]

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Teens claim to be spending 7.5 hours per day consuming media…

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How do you create for an unknown future?…and almost all of it on their smartphones!

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Here’s the first

disconnect

Source: Happy Cog

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Source: Guardian UK Newspaper Study

Here’s the second

disconnect

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There is no substitution effect

Big takeaway #1

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How do you create for an unknown future?This is going to get harder over time

Big takeaway #2

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“Make sure your content is better than your competitor’s.” - Neil Patel

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You have to know why humans think & actlike they do

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Let’s take a little journey back in time

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It all starts with biology

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What does biology have to do with mobile content?

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Let’s start with the brain

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The brain evolved, not to think or feel, but to control movement.

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“Movement is the only thing you have to affect the world around you” - Daniel Wolpert, Neuroscientist

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The side effect of being mobile is a brain

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Mobile is a state, not a technology

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Tech is playing catch up to the mobile state

Big takeaway #3

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Content needs to follow the human, not the other way around

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Be where the humans are!

Big takeaway #4

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What else do we need to know about brains?

Source: Cyclix

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Brains are not very rational

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People are bad at comparing things in an absolute way

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People think in relative terms

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How do you create for an unknown future?Think like an irrational person

Big takeaway #5

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How do we connect the right content to the right channel?

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The Content

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The User Interface

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How do you create for an unknown

future?

The User Experience Source: Seven Harkey

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There’s a logic to each content channel

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Connect content with the right UI to get the right UX

Big takeaway #6

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The brain is wired for storytelling

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The 10 Commandments vs. Noah

14% 71%

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Content is a story. Choose the right story.

Big takeaway #7

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Allow your content to be your design.

Big takeaway #8

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How do you create for an unknown future?Make it a repeatable process.

Wrap it all together!

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Source: Adaptive Path

First Step:Empathize

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Source: MemoryLossOnline

The brain filters everything through the emotional centers first

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That means your content needs to be emotional too

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Next Step:Define

Source: craiggoebel.com

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Tell the story

Source: Disney

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Next Step:Ideate

Source: craiggoebel.com

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Next Step:Prototype

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Next Step:Test

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Empathize

Test Define

IdeatePrototype

Combine ingredients and mix thoroughly

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How do you create for an unknown future?Let me leave you with this…

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The human body and brain is your canvas

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Thank Youwww.freshtilledsoil.com

or @freshtilledsoil

http://www.freshtilledsoil.com