2. About Dave Chaffey
Books Online advice and consulting
www.smartinsights.com
About Dave Chaffey
• Author of 5 bestselling marketing books first
published in 2000, now in their 4th and 5th editions
• Manages SmartInsights.com a marketing advice
site with paid members in over 50 countries
• Online marketing consultant and trainer since
1997
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3. Content marketing 2013
1. A more strategic approach
2. Evaluation
3. Content marketing for mobile platforms
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4. A strategic approach to
content marketing?
Effectiveness: Efficiency:
“Doing the right thing” “Doing the thing right”
• Plan and Strategy • Mobile optimised site vs App
• Reach - targeting • Responsive design
• Act – activation and • SEO
proposition • QR codes. NFC.
• Conversion – Sales • Analytics and conversion rate
• Engage – Long-term optimisation (CRO)
Integrated : Multichannel Avoid “Silos”
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13. Evaluation – of a single
content asset. E.G. Explainer?
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14. A previous brainstorm of
measures
Leads generated/contacts – last click and Google
Analytics assists
Reach potential – shareability
Resources – already available for repurposing
Alignment with communications priorities = brand
positioning
Customer-centred vs product centred
Longevity
Tactical – generate shares and participation
Use across platforms
SEO
Cost
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15. Evaluation – via dashboard
Source: KPIs for measuring content marketing success 15
18. Mobile brand Mobile brand
discovery experiences
Mobile search Desktop site
(natural and paid) (Responsive design?)
Mobile publisher
Mobile optimised site
display ads and
(scraped)
comparison sites
Mobile social Mobile optimised Multichannel
networks site (personalised) Company
Consumer Physical
Email on mobile Location and coupon-
store
devices enabled
presence
mobile site
Mobile app
Push notifications
on mobile OS
Offline prompts from Mobile payment
ads: QR/action codes options
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