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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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How do you create for an unknown future?
=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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How do you create for an unknown future?
Here’s the first
disconnect
Source: Happy Cog
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How do you create for an unknown future?
Source: Guardian UK Newspaper Study
Here’s the second
disconnect
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How do you create for an unknown future?
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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How do you create for an unknown future?
“Make sure your content is better than your competitor’s.” - Neil Patel
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How do you create for an unknown future?
You have to know why humans think & actlike they do
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How do you create for an unknown future?
Let’s take a little journey back in time
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It all starts with biology
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How do you create for an unknown future?
What does biology have to do with mobile content?
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How do you create for an unknown future?
Let’s start with the brain
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How do you create for an unknown future?
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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How do you create for an unknown future?
Tech is playing catch up to the mobile state
Big takeaway #3
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How do you create for an unknown future?
Content needs to follow the human, not the other way around
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How do you create for an unknown future?
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How do you create for an unknown future?
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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How do you create for an unknown future?
Brains are not very rational
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How do you create for an unknown future?
People are bad at comparing things in an absolute way
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How do you create for an unknown future?
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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How do you create for an unknown future?
The Content
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How do you create for an unknown future?
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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How do you create for an unknown future?
There’s a logic to each content channel
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How do you create for an unknown future?
Connect content with the right UI to get the right UX
Big takeaway #6
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How do you create for an unknown future?
The brain is wired for storytelling
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How do you create for an unknown future?
The 10 Commandments vs. Noah
14% 71%
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How do you create for an unknown future?
Content is a story. Choose the right story.
Big takeaway #7
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How do you create for an unknown future?
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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How do you create for an unknown future?
Source: Adaptive Path
First Step:Empathize
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How do you create for an unknown future?
Source: MemoryLossOnline
The brain filters everything through the emotional centers first
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How do you create for an unknown future?
That means your content needs to be emotional too
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How do you create for an unknown future?
Next Step:Define
Source: craiggoebel.com
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How do you create for an unknown future?
Tell the story
Source: Disney
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How do you create for an unknown future?
Next Step:Ideate
Source: craiggoebel.com
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How do you create for an unknown future?
Next Step:Prototype
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How do you create for an unknown future?
Next Step:Test
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How do you create for an unknown future?
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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How do you create for an unknown future?
The human body and brain is your canvas