Marketers from companies of all sizes are working hard to create quality content at staggering rates. So the question remains: Why is none of this content in their apps? Here are five ways to fast-track your mobile content marketing strategy in 2015:
If you don’t have a mobile content marketing strategy, it’s time to develop one. According to comScore, 50% of all time spent online is now spent on a mobile device. Thanks to 11 Mark, we know that 75% of Americans have admitted to bringing their phones with them to the bathroom. Too much information? Maybe. The point: Brands can connect with consumers anywhere, so they should strive to capitalize on this new wave of perpetual, uninterrupted access.
Keep it creative. Keep it constant. And automate your mobile content marketing efforts. Consumer are bombarded with irrelevant marketing messages on a daily basis. In order for brands to stand out from the masses, they must either create quality content or align themselves with content that is highly relevant and meaningful to the consumer, perhaps through a mobile content platform.
Make 2015 a banner year by going beyond banner ads. As most of us know, Apple recently unveiled the iPhone 6 Plus -- a sleek, sophisticated phablet-sized smartphone. With Apple joining the ranks of fellow phablet sellers like Google, Android and Samsung, this “bigger the screen, the better” trend is here to stay.
According to mobile analytics firm Localytics, bigger mobile screens are “doing something tablet-like,” with owners spending 13% longer in apps and opening apps 11% more frequently on these larger devices. Marketers should take advantage of this new real estate by looking beyond conventional banners and standard ad units, using the entire mobile screen to provide lush content via optimized interfaces.
YouTube is for you, too. Mobile video must become a core part of your mobile content marketing strategy. According to a BI Intelligence report, about 50 million people in the U.S. now watch video on their mobile phones. Two years ago, 6% of YouTube’s traffic came from mobile; last year, that number jumped to 25%; this year, 40% of YouTube viewers are using a mobile device. In 2015, that number will continue to grow at an astounding rate.
Outlets like YouTube, Vine and Tumblr can be used as mobile marketing outlets with brands leveraging existing content to engage and re-engage their consumers. In this manner, brands can continually inject new dynamic content into their branded mobile apps without spending the time and effort to create original content.
Tell a story and tell it well. Trademark sayings like M&M’s “Melts in Your Mouth, Not in Your Hand” or Nike’s “Just Do It” kept brands afloat and relevant for decades. Today, brands no longer have to think of that one catchy idea; they have to think of a thousand real-time catchy ideas.
When you develop a mobile content marketing strategy, keep in mind that it is ALL about the consumer, who needs to be entertained, moved, and understood. Rudyard Kipling wrote, “If history were taught in the form of stories, it would never be forgotten.” Brands must find their unique story and tell it to their consumers effectively enough that it’s memorable.