Understanding Context

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Today’s Webinar: Understanding Context:

Delivering the Right Content to the Right

Channels

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• Interact with the presenters anytime – ask questions! • Type into the “ask a question” text area – click submit. • The slides will advance automatically throughout the event. • Having trouble? Click “Help” link below the media player.

Before We Get Started

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Hi I’m Joe Pulizzi (@juntajoe)

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Advancing the Practice of Content Marketing

EVENTS MEDIA CONSULTING

CCO Magazine

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4-5-6 March, 2013

Sydney, Australia

Sept. 9-12, 2013

Cleveland, OH

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Today’s Agenda:

Provide specific content marketing tactics to:

• Thinking about what goes into content creation before channel selection

• Understand how to choose the right channels for your content

• Better idea of measuring specific to channels

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Today’s Presenter:

Jason Thibault Limelight Networks

@llnw

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Image Courtesy Bill Hills

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To be relevant, we need to shape our

content for each channel

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Up Until 2008

1 Web Site

Publishing Model

Optimize and

Manage slowly…

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This means, we need a channel

strategy for each (and every)

channel

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Business Case | Define the Who | The

Buying Process | Your Sales Process

Don’t Start with Channel First

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Creating Our Channel Plan

1. Situational Analysis

What do we have? What must we change? What must we

stop? – to tell an effective story.

2. Channel Objectives

The objectives of the channel.. its purpose, personality,

velocity, other initiatives

3. Content/Conversation Plan

Mapping to the larger story? When does it enter the

story? What will be the content?

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4. Metrics

Expectations for the channel – not measurement goals.

5. Personas Addressed

Which personas are addressed by this channel

6. Editorial Calendar

It’s fed by multiple initiatives – it should be balanced

Velocity, Tone, Desired Action, Structure

Creating Our Channel Plan

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1. Situational Analysis – Be THE educational resource for

marketers. TO DO: Recruit influencers, editorial team, SEO

specialist.

2. Channel Objectives – Subscriber growth, Sharing that

leads to search traction, Event signups.

3. Content Plan – Answering content marketing questions

that aren’t being answered anywhere else. Challenging the

community.

4. Metrics – Subscribers, Sharing metrics, Search indicators,

referrals to event site.

5. Personas – “Doing” marketers at enterprise-level

companies.

6. Editorial Calendar – Morning post, one per day.

Instructional tone. Varied influencers.

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Today’s Presenter:

Jason Thibault Limelight Networks

@llnw

@_jasonthibeault #CMI

The Promise of Context

The Right Message to the Right Channel


What is Context?


The Trap of Consistency


Context is About Targeting


Context In the Digital World

These Two Things Are Not the Same


And They Are Definitely Different From This

Context Drives Content Selection

Device Behavior

What do they do on the device? What are the user’s expectations? How long is an average session?

Location

Where are they when

they are using the

device?

Service

What service or

application are they

using?

What kind of behavior

is associated with that

service?


Weighing on Context


How Do You Know?


Your Context is Not a Mystery


It Just Requires Some Planning


Technologies And Planning

Web logs and Analytics

Behavior across website by devices

Social Media Analytics

Who is posting what/when?

• Most social networks provide this

• Dashboards like Buffer, SocialBro, and Sproutsocial expose it

Marketing Automation (i.e., Marketo, Eloqua)

Targeting and tracking

Time of Day mapped to behavior


Common Contexts

Website

Common behaviors

“Window-Shopping”

Purchasing something

Decision support

Interaction/Sharing

Tips

After discovering website

behavior throughout the day,

develop content that supports

common behaviors according

to time-of-day:

• Window shoppers at 4pm?

Probably on PC at work

(correlate with requesting

device into in logs). Deliver

more video!

• Decision support at 8pm?

Maybe on tablet or

smartphone at home. Deliver

something more visual!

Social Media

Types of Social Media Posters

Flamers (pissed off customer)

Drive-by Likers

Distracted Conversationalists

Social Media Butterflies

Tips

Use social media analytics to

determine what kind of posts

are being made at what time

of day from what kind of

device

Develop post content that

appeals to the different kinds

• Visual for Drive-by Likers

• Questions for Distract

Conversationalists

• Video for Social Media

Butterflies

The Impact of Mobile

Mobile adds complexity to understanding context because Mobile behavior is unique because users are constrained Time—they may only have a

limited amount of time to be online (i.e., waiting in line, waiting at a light, etc.)

Form Factor—the device is small (even a tablet)

Connection Speed—both WiFi and Cellular connections are spotty at best because they are shared by so many other devices

Location—where is the user? Are they at their workplace? Are they on the go?

Tips You can’t just deliver what you

have to mobile

Mobile should be “light” • Less content

• Shorter videos

• Smaller images

Connect device recognition with content tagging so that the right content is delivered to the right device at the right time (without intervention)

The Complications of Video

Video requires its own

analytics

Understanding when users

start, how long they watch,

what bitrates were delivered

Mobile devices don’t all treat

video the same

Tips

Utilize h.264-based video

format to ensure easy

conversion to different devices

Look for management

services that enable “publish

once, deliver anywhere”

(automatic conversion of video

to different devices)

Make content more contextual

by putting key information up-

front (more meat at the

beginning)


Why Is This All So Important?


Duh


Really Though, It’s Your Digital Presence


Which Is All About Engagement


CONTEXT = ENGAGEMENT


How Do You Get This Done?


You Need the Right Tools


Four Primary Management Platforms

Web Content

A system that enables you to track and identify behavior

Additional technologies that provide device recognition (and can

be tagged to tracking)

Video Content

A system that provides player-level analytics

Additional technologies that automatically convert video to

mobile formats based on device recognition

Social Engagement

Comprehensive analysis of social media activity indicating best

time to post, most active conversations, etc.

Analytics


Thank You

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Questions & Answers

Keep your questions coming. Type into the

“ask a question” text area and click submit.

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Thank you for attending today’s webinar!

A link to the archive will be sent to you in a day or two

after the event.

For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com

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