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

Get in touch with us

contact@edgemedia.com.sg

Make your brand worth following.

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