how to make your content stand out
TRANSCRIPT
MAKE YOUR CONTENTWAYS TO
STAND OUT IN 2015
44
Your content needs to be:
PERSONALISED1
CUSTOMISED2
MOBILE-FIRST3
VARIED4
PERSONALISE YOUR CONTENTYOU NEED TO
FOR YOUR CONSUMERS
1
IN 2015
PERSONALISATIONTHE EXPECTATION OF
HAS BECOME UBIQUITOUS
Today consumers everywhereare served with content that ispersonalised to their
1PERSONALISATION
location
tastes & preferences
behaviour
1PERSONALISATION
Source: Janrain
get frustrated with websites when content appears that has nothing to do with their interests.
74% of online consumers
INSIGHT
1
PERSONALISATION
Take a step back before you try to create personalised content. Understand who you are communicating with and what type
of content your audience wants to consume.
BACK TO BASICS
CUSTOMISE YOUR CONTENTYOU NEED TO
FOR SPECIFIC PLATFORMS
2
IN 2015
FOR EACH SPECIFIC PLATFORMCUSTOMISATION
WILL BE MORE IMPORTANT THAN EVER
People have di�erent informational needs in di�erent channels.
The same piece of content you shareon one channel will give you very di�erent results on another channel.
2CUSTOMISATION
2CUSTOMISATION
Source: CMO Council
custom content useful.
9 in 10 consumers find
2CUSTOMISATION
Source: CMO Council
of consumers believe that organizations providing custom content are interested in building good relationships with them.
40%
KNOW YOUR PLATFORM
INSIGHT
2
CUSTOMISATION
Understand what people expect on di�erent platforms. Study the type of engagement you get on each platform
to customise your content.
MOBILE FIRSTYOU NEED TO BE
NOT JUST MOBILE AWARE
3
IN 2015
MOBILE FIRSTTHE WORLD HAS ALREADY GONE
Russell GlassHead of B2B Products, LinkedIn
3MOBILE FIRST
Marketers will see more consumers cross over to ‘mobile-first’ for the first time in 2015 where greater than 50% of their marketing content will be consumed on mobile or tablet device.
3MOBILE FIRST
The ‘mobile first’ trend is already prevalent across Asia, especially in Southeast Asia where ‘smartphone adoption has overtaken computer adoption for the first time in the past year’
Simon KahnChief Marketing O�icer, Google APAC
Singapore was revealed to be the number one smartphone adopter in the world at 85%, outdoing Korea at 80%.
3MOBILE FIRST
Source: Google Consumer Barometer (2014)
Did you know?
INSIGHT
THE MOBILE LIFESTYLE
3
MOBILE FIRST
Thinking mobile-first does not mean just understanding whatdevices your consumers are on, but how consumers use their
devices and what is contextually relevant to them*.
* Content Marketing Institute
VARIETYYOU NEED TO HAVE
IN YOUR CONTENT
4
CONTINUES
THE BATTLE BETWEENLONG-FORM AND SHORT-FORM CONTENT
IN 2015
4VARIETY
Source: Scripted
LONG-FORM CONTENT
In-depth content designed to provide large amount of detail
SHORT-FORM CONTENT
Generally created rather quickly and intended for fast consumption
Source: Forbes
4VARIETY
BENEFITS OF SHORT-FORM CONTENT
Ideal for striking, visual content to capture the attention of consumers
Quickly convey your message
Large amounts of organic search tra�ic in a short period of time*
Source: Forbes
4VARIETY
BENEFITS OF LONG-FORM CONTENT
For generating search tra�ic that converts to signups
Long-term relationships
Larger amount of organic tra�ic over the long-term
* applicable only to some blogs and sites that post short content multiple times a day
INSIGHT
STRIKE THE RIGHT BALANCE
4
VARIETY
Both long-form and short-form content are valuable to your marketing strategy. What’s important is to find an appropriate mix of content for your audience to
reap the benefits of both forms of content.
RECAP!
To di�erentiate your content, your content needs to be:
PERSONALISED
1
CUSTOMISED
2
MOBILE-FIRST
3
VARIED
4
WE CAN HELP YOUAT EDGE MEDIA
THINK OUT OF THE BOX
ENGAGING TO THE AUDIENCETOPICS ARE RELEVANT ANDWHILE CRAFTING YOUR CONTENT PLAN SO THAT
CONCEPTUALIZE VISUAL CONTENT THAT IS
ADAPTABLE FORDIFFERENT MEDIA FORMATS AND PLATFORMS
CONCEPTUALIZE VISUAL CONTENT THAT IS
CUSTOMISABLE FORBOTH B2B AND B2C COMMUNICATIONS
REFERENCES
http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/http://www.cmocouncil.org/content-roi-program-details.phphttp://www.nonprofithub.org/nonprofit-marketing-plan/2015-marketing-trends/http://googleasiapacific.blogspot.sg/2014/10/asias-mobile-first-world.htmlhttp://contentmarketinginstitute.com/2013/08/content-plan-change-improve-mobile-engagement/http://www.forbes.com/sites/joshsteimle/2014/07/15/why-long-form-content-marketing-works-and-why-it-doesnt/http://blog.jess3.com/2012/03/the-future-of-snackable-content.htmlhttps://scripted.com/content-strategy/the-power-of-long-form-content-in-the-age-of-short-form-content/http://www.todayonline.com/singapore/spore-number-one-smartphone-adoption-google-study