Mobile has become a leading driver in this content-focused phenomenon. “Over half of all Internet traffic now comes from mobile,” explains mobile expert Holly Hamann of Tap Influence. “And a rapidly growing chunk of mobile usage is related to consumer purchases. The volume and pace at which consumers want product-related content as they make purchase decisions is unprecedented.”
This spike in consumer interest is changing how companies reach (and educate) their audience. Leaders now know they can influence purchase decisions by creating content that speaks to the pain points of potential customers, but how do they deliver this content when consumers need it in a form they will actually engage with?
1. Consider the Platform
In this era of mobile, content must be as easy as possible to consume. This is different than the desktop era we’re leaving now.
“In a desktop environment, customers have the ability to research, consider, and consume content in a deeper way,” mobile expert Ioannis Verdelis of Fleksy explains. “On mobile, information production and consumption is shorter and more immediate. You want relevant information served in a concise way.”
Companies have adapted their content to fit this new environment: Intriguing headlines are optimized for Twitter interaction, company blogs and websites are developed with responsive design in mind, and infographics have reached an all-time high in popularity.
Entirely new content-sharing platforms, like Vine and Medium, have risen to mainstream relevancy due to their mobile-friendly nature.
Instead of blindly creating and sharing content everywhere, brands must completely understand which platforms best speak to their ideal audience and then delve into which types of content are best suited for these platforms to effectively grow their influence.
And if we really are entering an era of wearable tech, brands are going to have another entire world through which they can reach their customers.
2. Use Smart Distribution
Mobile has brought a wealth of consumer information. Companies have access to tools that can tell them exactly how consumers behave, where they are located, and what their favorite movies are.
This age of big data can be overwhelming, but these insights, if filtered effectively, can be incredibly useful for “smart” content distribution.
With mobile, content needs to be immediately useful. Smart distribution means injecting content into conversations in an instantly helpful way. This approach can be so influential that, as Robert Rose of Content Marketing Institute predicts, brands will need to add entirely new roles that focus on “peeling back the layers of big data” to make it small and actionable.
Companies can use tools such as Facebook’s Open Graph, Topsy, and Twitter Chats to listen to the conversations going on around them, smartly create targeted thought leadership content, and insert their expertise in a timely and helpful way. Mastering this skill of “timely content distribution” positions brands as go-to sources for knowledge and guidance. Being seen as an expert in this light is invaluable.
3. Embrace Dynamic Content
Not only is our data smart, but our website content now can be, too.
Dynamic content, or the tailoring of content to an individual user’s past behavior, is becoming a better-known term in our marketing vocabulary thanks to its effectiveness. While we are constantly consuming content via mobile, implementing dynamic content in your sales funnel can dramatically speed up your sales cycle and build your influence.
Companies in every industry are using the rise of mobile to implement smarter, timely content creation and distribution strategies to position themselves as leaders in their niche. The ones who adapt most effectively will become recognized experts with their customers.
How is your company joining the revolution? Need Help? Give me a call, you will be glad you did.