Mobile Content Marketing What Is It and Is It for You?
More and more people are using their phones to access information online.
The technology has advanced to the place where in addition to taking and sharing photographs, playing games, and interacting on social media, your audience may be reading and consuming content online.
In fact, one of the largest growing areas of content marketing is mobile content marketing.
Due to the nature of a Smartphone, this tactic requires special attention.
Know Your Audience
The first and most important consideration when adding mobile content to your content marketing strategy is to have a clear understanding of your audience.
- Are they searching with smartphones?
- If so, what are they searching for?
- Do they buy products and services with their mobile devices?
- How much time do they spend on your site?
- What information do they access online? For example, do they prefer visual content or do they read blog posts?
Types of Content
While it’s a good idea to experiment with various forms of content for mobile users, it’s also a good idea to understand where they are most likely to be interested and active.For example, video is more often consumed via Smartphone than a downloadable report.
Short form content may be more readily consumed than a thousand word article. That isn’t to say that your content can’t go in depth into a subject, rather you may want to break it up into smaller pieces so that it’s more easily read on a mobile device.
Speaking of making something easy to read on a mobile device, your content will be more mobile friendly if it is well formatted. That means short paragraphs with subheadings. It means breaking up ideas into small pieces using bullets or numbers. Big fonts are easier to read and colors and visual elements need to add to the content, not distract.
Headlines Are Even More Important
Spend more time on your headlines. Mobile users have an even shorter attention span than those on their computer. You have to immediately grab their attention if you have any hope of them opening your content and spending time with it. Test and track various headlines to learn what your audience responds to.
Research your audience and explore the mobile content opportunity. Should you decide to add it to your content marketing strategy, make sure to create specific goals for your mobile content. Also explore how you might integrate sharing features into your mobile content to keep your audience engaged and active with your brand.
The Role of Social Media in Content Marketing
It has been said that no content marketing strategy is complete without social media. For many new marketers social media can be overwhelming. It’s easy to spend hours networking on social media sites and the results can be less than exciting.
However, social media has real power to bring awareness to your content and to your business. A recent report published by Brafton found that 70% of consumers click through to a brand’s blog content after reading stories shared on social media. And once they arrive at the blog they’re more likely to take action, including downloading more content or signing up for an opt-in offer.
Social media not only provides you with the ability to capture prospects’ attention and drive traffic to your content, it also reaches substantial numbers of people and can increase awareness quickly. Viral content is spread through social media and can change the face of a business practically overnight.
So How Do You Embrace Social Media without Losing Hours of Your Busy Life?
Strategy, strategy, strategy. The key to successfully integrating social media into your content marketing is to have a clear-cut strategy. What are your goals? How will you achieve them? What social media sites does your audience participate in and how do they interact on social media? How will you track and measure success? Many social media sites offer analytic information to business users. Additionally, there are tools available to help you track social media efforts.
Instead of hitting six social media sites and trying to build your content marketing through all of them, consider focusing on one primary site. For example, perhaps after some research you learn that your audience is heavily involved with Twitter. If so, that’s where your attention should be focused. Create an effective Twitter strategy to promote your content marketing. Once the strategy is successfully achieving results, then you can add another social site.
Remember to integrate your efforts. It’s not enough to use social media to drive content marketing. Create a loop and ask your existing visitors and audience to connect with you via social media. Keep your audience engaged by integrating your marketing efforts.
Begin researching your audience and their social media habits and preferences. Identify one social site to focus on and begin crafting a strategy to use social media to promote your content marketing efforts.
Next we’ll take a look at how to take your blog to the next level. You’ll be driving tons of traffic to your blog via your social media efforts, so it’s time to increase the value and your visitors’ experience.
Take Your Blog to the Next Level
One of the best ways to enhance your content marketing and to make your business a household name with your audience is to enhance your blog. Now, we’re not talking about a blog overhaul exactly, though you can do that if it will improve your visitors' experience. When it comes to content marketing the best way to take your blog to the next level is to write more content.
Publish More Content on Your Blog
How often are you currently publishing content on your blog? For most business owners the answer ranges from one to three times a week. To take your blog to the next level, consider creating a strategy that supports you to blog every single day.
Now that doesn’t mean you personally have to write a blog post every day. In fact, a variety of blog post formats will actually help improve your audience experience. Consider adding graphics, infographics, video and lists to your traditional blog post content.
The more you blog, the higher your search engine rankings. As your rankings increase so too does your inbound traffic. You can take your everyday blog and turn it into a media center by providing multiple streams of content and increasing your publishing schedule.
There are many ways to publish more content on your blog. You can:
- Utilize quality guest bloggers
- Hire writers/ghost writers
- Ask for submissions from your audience
- Use PLR
- Repurpose content
- Update older content
- Invite well-known industry leaders to blog – forge a partnership
Market Your Blog
While publishing more content may be enough to reach your goals, it’s always helpful to spread the word and let more people know about your increased activity. If you’re using email marketing, consider adding links to top blog posts. Also embrace social media as a means of boosting traffic.
Navigation and Integration
As you publish more content on your blog, you’ll enhance your visitors’ experience by making sure that navigation is simple and straightforward. Consider utilizing tags to facilitate searches. Also include a call to action at the end of your blog post to help achieve content goals.
Internal linking can also provide a structure for your visitor to follow to help keep them on your blog and engaged with your business. Integrate social media and email marketing tactics with your blog marketing efforts to create a full experience and many opportunities, to create a sense of community and build a loyal following.
Review your current blogging schedule. Are you blogging enough? Are you tracking results? How can you add more content to your blog and enhance your visitors’ experience? Start making changes to your blog content strategy to support growth.
Next we’ll take a look at how to add live content to your content marketing strategy – this not only provides additional value to your audience, it also creates new forms of content which can be repurposed across multiple channels.
Go Live – Add Webinars and Online Seminars
Have you ever participated in an online course, a webinar, or a chat room meetup? These types of events can provide profound benefits for your business. They help further enhance your credibility and authority as a leader in your industry. You earn the trust of your audience by providing substantial value to your prospects.
You also create a tremendous amount of content for such events and from events. This content can be used in a variety of ways to increase your content marketing reach and functionality. For example, let’s say you host a live event on how to improve cash flow. To prepare for the event you’ll create an outline and a speech for yourself and any guests that are also presenting.
You’ll probably create a few videos or slide shows to help attendees visualize the information you’re presenting. And you may create checklists, worksheets, and even downloadable reports for those who participate in the event. If you record the event then you’ll have the audio which can be transcribed to create print content.
You now have a wealth of content that can be tweaked and repurposed to support a multitude of other content marketing efforts. You can create social media posts, blog content, and newsletter content and even make the relevant downloads available on your website. Live events are a goldmine.
Preparation Is Key
Before you even begin planning a live event, the first step is to decide what you want to accomplish with it. What’s your goal? For example, will you use the live
event to convert attendees into paying customers? IF so, then the event will have to have a natural lead into your entry level product or service.
The second step, once you’ve identified a goal, is to create an event that your audience will find tremendously valuable. This requires a good degree of brainstorming and research. What topic would draw the most prospects and be an organic path to achieve your goal?
For example, if you are a realtor you might want to increase the number of people who list their homes with you. Your live event then would need to help potential sellers solve a problem and naturally motivate them to contact you for a listing.
Give your live event full opportunity to reach as many prospective attendees as possible. Promote it using all of your existing marketing channels. Live events often require the time and dedication that goes into a product or service launch. You want to build buzz and get people excited for the occasion.
One last tidbit of information about live events: test everything beforehand. Make sure your content is well prepared, edited, and practiced. Make sure your links work and your technology is functioning. Finally, prepare a follow-up plan. What will your prospects do when the event is over? How will you follow up with them and help keep them engaged and active in your business community?
Begin formulating ideas for a live event. What type of event might work best for your audience? What topics would they be interested in and how can you best present the information? How will you market the event and how will you follow up? What are some possible goals for a live event?