Crafting a Killer Digital and Mobile Content StrategyMia Dand, CEO, Lighthouse3

Photo Credit: Markus Spiske

Mia Dand@MiaD #TotalDigital2014

Top Rank's list of "25 Women That Rocked Social Media in 2013

Lighthouse3 OverviewConsulting Services

Digital, Social Media & Mobile- Strategy & Planning- Community management- Content creation & curation- Organization planning & talent assessment

Product/Platform

Digital Content Marketplace with a Social Purpose• Connect digital content creators to publishers, marketers and business owners around the world.• Empower disadvantaged groups (women & minority youth) with training to create digital content. • Currently in alpha, launch in Q1 2015

10 Steps to a Killer Digital and Mobile Content Strategy

http://www.statisticbrain.com/attention-span-statistics/

Attention span in 2000 – 12 seconds

Attention span in 2013 – 8 seconds

http://www.statisticbrain.com/attention-span-statistics/

http://www.statisticbrain.com/attention-span-statistics/

Attention span in 2013 – 9 seconds

Fact #1. Your average user has shorter attention span than a goldfish

Fact # 2. There’s a lot of content out there

The Shift

Fact #3. Digital landscape is constantly changing

http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

Fact #4. All digital marketing channels lead to mobile.

What does this mean for you as a Digital Marketer?

www.wallpaperhi.com

It’s a balancing act.

Your content needs to stand out.

www.cbsnews.com

Mobile is the new black norm.

"I skate to where the puck is going to be, not where it has been." - Wayne Gretzky, “The Great One”

sportsillustrated.cnn.com

Go where the puck is headed.

How many smartphones were sold worldwide in 2013?

1 billion smartphones sold in 2013

Projected: 1.2 billion in 2014 and 1.7 billion in 2018. ~ IDC

63percent of the Americans surveyed said they check their smartphone at least once every hour...

…9 percent said they check every 5 minutes.~ Harris Interactive survey

44% of cellphone owners sleep with their phone by their side so they don’t miss any notifications.~ Digital Buzz Blog, SuperMonitoring.com

drvoice.blogspot.com

# 1 Your digital strategy needs to be mobile-first

93% of smartphone owners use their phone to go online.~Pew Research Center, Sept 2013

Over 40% of emails are opened on mobile devices~eMarketer, July 2013

# 2 Digital experiences must be optimized for mobile

“Content precedes design. Design in the absence of content is not design, it’s decoration.” ~ Jeffrey Zeldman (@Zeldman)

#3 Create relevant content

Content relevance

Relevant to Business

Interesting to user

Low relevance to user

Relevant to Business

Interesting to user

X

Low relevance to business

Relevant to Business

Interesting to user

X

Relevance to business and user

Relevant to Business

Interesting to user

X

#4 Create share-worthy content

Share-worthy content triggers an emotional response

It makes you laugh…

…pulls at your heart strings

Source: Clever Girls Collective

…makes you think

But more importantly, it makes you take action

“I didn't have time to write a short letter, so I wrote a long one instead.”

― Mark Twain

#5 Create content that’s easy to shareHint: Less is more!

Welcome to the world of (ephemeral) microcontent!

Snapchat

But wait! I don’t market to the millennials…

90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. ~ Source: 3M Corporation and Zabisco

www.daviddisalvo.org

#6 Go big on visuals

@jetsettingjulie

@jetsettingjulie

@jetsettingjulie

http://www.mcngmarketing.com

Online/social recommendations used to drive offline retail

#7 Context is everything

http://voices.washingtonpost.coml

Being in the right place at the right time with the right content

Online meets offline!

Estimote.com

Estimote.com

Context-relevant offers.

#8 Create integrated, interactive experiences

#9 Bring it all together

#10 Set up your organization for success

Secret: Operational excellence

Operational what????

netizenbuzz.blogspot.com

Create, curate & distribute digital contentquickly and cost-effectively.

Brand User

Time X

Message

Tweet your responses to @MiaD

§ How long does it take for your organization to create, curate, and distribute digital content?

§ Are you designing digital experiences that are engaging and integrated?

§ Are you creating relevant, share-worthy content?

§ Are you making it easy for users to share your digital content across mobile devices?

§ Is your organization set up for success?

§ Are you constantly testing & innovating?

Thank you!

Mia Dand

@MiaD

Mia@Lighthouse3.com