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Toronto | June 12–14, 2013 | #SESTO |@SESConf
Mobile Content Marketing
Connecting with your Audience on the Move
Marcia Kadanoff
Bislr
Chief Marketing Officer
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
About Me
• Formerly CEO & Founder of Open Marketing
• Recently “Acqui‐hired” by Bislr
– Modern websites for B2B customers
– Intelligent, mobile, social, optimized for lead gen
– Integrated suite of drag‐n‐drop tools for marketing 
automation (landing pages, call to actions, lead nurturing 
campaigns)
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Can We Talk
• You don’t have an audience, you have a target
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Your Target
• Is definitely using smart phones and tablets
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
But “on the move”
• Not so much
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
What Does This Mean?
• Is mobile … best thought of as
– A channel
– An opportunity
– An optimization
– A strategy
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As a Channel
Target customers you reach on mobile will also 
interact with you at your desktop website
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As an Opportunity
• Higher conversion rates & order values
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As an Optimization
• Website
• Email
• Landing Pages
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Website
• Responsive design
SHARED UNDERSTANDING
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Email
SHARED UNDERSTANDING
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Optimizing Email
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Email Optimization
• Larger fonts
• Responsive design
– One column (smart phone), two columns (tablet)
• More contrast in the color palette
• Simplify – less really is more
• Check your calls‐to‐action and where they fall
• Resources:
– https://litmus.com/blog/mastering‐the‐art‐of‐mobile‐email‐
workshop‐recap
– http://litmus.com/blog/anatomy‐mobile‐email
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Landing Pages
• Don’t make people pinch and 
zoom
• Test on both landscape and 
portrait views
• Make sure fonts stand out
• Concise content is king
• Speed is of the essence
• Don't use FLASH
• Click‐to‐call
• Obey the 44x44 rule
• Remember that mobile 
search is local search
• Make sure forms are short 
and simple
• Single column FTW
• Keep your CTA above the fold
http://econsultancy.com/us/blog/62190-12-useful-tips-for-optimising-mobile-landing-pages
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
As a Strategy
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
How to Connect
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Content Marketing
• What Works
– Video
– Comics
– Meme campaigns
– Slideshows
– Facebook ads*
• What Doesn’t
– Text Ads*
– White Papers
– Lead Gen Forms
– Infographics
– Flash
*category specific
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Video
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Comics
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Meme Campaign
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Slideshow
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Facebook Mobile Ads
WHAT WORKS
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Text Ads
• Category specific
– YES
• QSR
• Local
– NO
• B2B
• Considered Purchase
• Mobile downloads
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
To Make Text Ads Work
• Optimize our landing pages by platform
• Give people the option of returning to your 
desktop site
• Beware of the “fat finger” problem – it’s real
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
White Papers
Source: http://www.johncuneo.com/rip
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Lead Gen Forms
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Flash
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Example
• SF Jazz 
ecommerce 
engine
WHAT DOESN’T WORK
Toronto | June 12–14, 2013 | #SESTO | @SESConf
@twitterhandle@openmk
Mobile Content Marketing
HOW TO 
SUCCEED
IN CLOSING

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