You can’t possibly ignore mobile users, considering that 77% of mobile searches are performed at work or home – and majority of these searches are likely from your ideal customers.
Key Takeaways
Mobile Usage Insight: 77% of mobile searches occur at work or home, indicating a significant opportunity for engagement.
App Popularity: GateGuru’s mobile apps have reached 82 million users, showcasing the potential reach of mobile platforms.
Content Strategy: Creating content that engages users where they are is crucial for success.
Epic Content Definition: Epic content should be monumental, heroic, and grand to stand out in a crowded market.
Promotion Importance: Promoting content is as important as creating it to capture the audience’s limited attention span.
Mobile apps are handy for consumers, too. With the click of a button, people can access any website and learn on the go.
GateGuru reported that their mobile apps have reached a staggering 82 million users. More so, the mobile usage in the US since 2009 has experienced a steady growth.
All these statistics are pointing to one truth: “create content that will engage your audience when and where they are.”
Trust me, what you need to increase targeted traffic to your site, acquire leads and be at the top of your game is an ‘epic’ mobile marketing strategy.
So let’s get started…
A case with epic content
The word epic is overused. It’s become a cliché, because most content marketers throw it about without a deep understanding of its essence.
Obviously, the first rule of content marketing is:
“Create epic content.”
But just how do you do it?
Several articles, videos, podcasts, and ebooks on mobile marketing aren’t epic. Sure, they may offer some value (which every piece of content ought to do), but epic is a level above the basic as we know it.
According to the Dictionary, epic means:
monumental, heroic, grand, long, etc.
Follow me here: content that isn’t grand in today’s competitive era will be drowned. Most digital entrepreneurs are creating content on a daily basis. According to MarketingProfs, 2 million blog posts are written and published every day.
More important, you need to spend just as much time promoting your content as you do creating it, if you ever want to reach a good number of people whose attention span is insignificant (8 seconds).
Without a doubt, knowing how to create and optimize your content for mobile is critical to any campaign – be it PPC, SEO, social media, email, etc.
Interestingly, creating useful and in-depth content from a mobile-first approach will give you an unfair advantage over the competitors.
Mobile content consumption is high. A study by Outbrain found that in Singapore, people consume 52% of their content on a mobile device: that’s more than half of US and Australia consumes via mobile.
So the entirety of epic mobile marketing content is that it should be long-form, truly useful, evergreen, practical, heroic, and better than what others have created.
You don’t have to be in a haste about this – because your prospects are tired of good-enough content. They want to read content that will challenge the status quo, dazzle their minds, invoke emotions, and give them a reason to do business with you rather than the next door business.
Can you do that? What if I walk you through the process, step-by-step, would you gladly embrace and put it work?
I know you will. So without much ado, let’s be strategic.
1. Develop a mobile-first content strategy
If you care about users, then you have to be where they are. You have no option. And the more you delay, the riskier it gets.
First, mobile-first content strategy refers to planning, development, and management of content so that it can influence consumers’ buying decisions as they consume the content on mobile devices, and bring complete satisfaction that helps you (the content creator) meet your organizational goals.
Your content has to be relevant to a specific group of people. Trying to appeal to everyone is a shortcut to failure. Focus on your market, and your mobile-first content strategy will build your business.
A strategy beams light on your path. You don’t stumble or find yourself doing a guess work.
Certainty will become your second nature. Because you have learned from your users what their utmost desire is, and how they want it satisfied through your content.
Though human’s attention span is less than that of a goldfish, but the good news is that they spend more time on the internet.
This means that if you could capture their attention, you can retain them – especially with a heroic and
It’s easy to get carried away, and start to create low-quality content just to fill your content editorial calendar – but that should never be the case for you.
Because you want to make impact with every piece of content that you create.
Of course, there is a ready market for your content on mobile devices, but to hit a homerun, your content has to be epic (e.g., long-form, heroic, invaluable).
Convey your message with personality
Achieving success with your content all boils down to the context, not content. This may sound simple, but your writing tone makes all the difference. It creates the mood that’s required in decision making.
Mobile devices were invented to help people connect, communicate and share relevant information.
It doesn’t matterNeedless to say, if your content is all about you it may not work. Mobile marketing has evolved in the past 3 years.
Past
Present
Promotional content was effective.
Mobile consumers are smarter and require more personalized content.
Ideally, create your own custom content, and curate relevant and epic content that will help users. Promotional content should be done only when necessary.
Mobile audience want solid information. And they can tell from a distant your intentions.
Sure, the right content can get you qualified leads, improve your brand, and generate dramatic sales. To achieve that, use a personal tone in your content.
Don’t speak as you write, instead “write as you speak.”
Use the word “you” when creating a blog post, article, video, podcast, ebook, etc. Steer clear of the word “I,” and only use it where necessary.
Maybe when you’re sharing a case study. Aside that, it’s irrelevant to talk about yourself. Talk to them.
A personal tone is important, because it will trigger an emotional note in prospects’ minds, and nudges them to share your content willingly.
Conclusion
There you have it. The proven steps on how to create epic mobile marketing content that works. It’s worked for several businesses, both small and big. Your business will not be an exception.
People are consuming content via mobile everyday. You can’t afford to ignore this trend, because it’s not going away. A survey by Yesware Interactive reported that almost half of all email opens happen on a mobile device.
That alone is good news. But if I were in your shoes, I’ll not neglect desktop users, because no matter how trending mobile content consumption is, and will become in the future, people will continue to search the web from their PCs.
Target both desktop and mobile users who are motivated consumers. Don’t struggle to crack the mobile marketing code. Businesses who do probably don’t know their audience enough.
So the formula is to understand your target audience. Adopt a mobile responsive design, and create content specifically for mobile users.
As usual, we’re looking forward to your contribution. What’s your take on creating content from a mobile-first approach? Do you face any mobile marketing challenge currently?
Frequently Asked Questions
What is mobile marketing content?
Mobile marketing content is designed specifically for consumption on mobile devices, focusing on engaging and providing value to mobile users.
Why is a personal tone important in content creation?
A personal tone helps to connect with the audience on an emotional level, encouraging them to engage and share the content.
How can I ensure my content is mobile-friendly?
Adopt a mobile-responsive design and create content that is easily readable and accessible on mobile devices.
What are the benefits of targeting both desktop and mobile users?
Targeting both ensures you reach a wider audience, as people use different devices for content consumption.
How has mobile marketing evolved in recent years?
Mobile marketing has shifted from promotional content to more personalized and engaging content that meets the needs of smarter mobile consumers.
