King Content, Meet Prince Mobile Content

19 Aug 2016 by Ryan Bonnici

  • Content

You’ve all read the stats and seen the infographics – consumers are awash with technology and mobility is leading the charge.

Most marketers already have mobile content strategies in place. For those who don’t, now is the time to prioritise. It’s no longer a matter of just being mobile friendly – you have to think mobile first.

Remember, you’re up close and personal

Consider how you use your phone. You keep it in a special case, use it to take and store personal photos and communicate with loved ones. You work with it, you play with it, heck, most of us even sleep with it! The smartphone alarm app sounds and we’re checking our emails before we even step out of bed. Is this the right time to pitch a hard sell? When someone is still in their pyjamas?

Mobile is personal. The key is to produce mobile content that’s relevant and useful – otherwise people will feel your brand is intruding.

Content is king

If you’re familiar with the basics of content marketing, you already know that successful content engages and helps your audience, without selling. It’s non-interruption marketing, something that resonates with mobile more than any other channel.

No matter where you’re at with your mobile content strategy, or where you aspire to be, the basis of a great mobile experience is great mobile content. Sure, having whiz-bang technology improves functionality and looks good, but without producing mobile content that connects with your audience you’re unlikely to reach your objectives.

Here are four ways to help those who think mobile first, think content first, too:

1. Know your audience

Everything begins and ends with your audience. If you don’t understand their wants and needs, how will you make a connection and ultimately convert them into customers?

Before you start brainstorming mobile content ideas, ask yourself the following:

  • What is your target audience and how do they use their phones?
  • What are their needs and personal pain points?
  • Why should they care about your products?
  • Of course, one size doesn’t fit all. Consider whether you can segregate niche audiences and target markets that are deliberately exclusive. The more targeted your content, the better it will stick.

2. Be ridiculously useful

Jay Baer, author of The NOW Revolution, has called this concept ‘YOUtility’. Sell something and you’ve made a customer today. Help someone and you make a customer for life.

A great example of this is the Hilton Suggests Twitter handle. Hilton staff members monitor Twitter and answer people’s questions about anything – whether they’re Hilton customers or not. But why would they do this? Because the next time these people travel, they’re going to remember how helpful Hilton was and it will inform their purchase decision.

3. Be timely

Giving your customers the ability to do what they want to do exactly when they want to do it is the ultimate way to create a great mobile experience. Your mission should be to develop mobile content that literally comes to their rescue.

Take the What Knot to Do app. It’s a visual guide to 70 common knots in six categories, offering step-by-step instructions for each. Sure, people may only use this app once a year, but it offers real-time relevance that’s invaluable to a niche audience.

4. Be creative

There are countless mobile apps that calculate loan repayments, build shopping lists or paint a virtual wall in every imaginable shade – is there really a demand for yet another one? If you want to stand out in a competitive environment, try something a little out of left field.

There’s no denying the unique utility of apps such as RunPee. It tells you the best time to run to the bathroom during a movie, then gives you updates on what you’ve missed. Creative genius.

The key to great mobile content is to think about content that will solve your customers’ problems and make their lives easier. Put your customers first and a winning mobile strategy will follow.

Ryan Bonnici is the Marketing Director at HubSpot. By day he helps marketers create a world-class consumer experience that influences online and offline behaviour to drive marketing-generated revenue. After dark he likes to eat fantastic food, drink wondrous wine, and travel to distant destinations.

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