Mobile content marketing strategy means adapting your content to your mobile users’ needs and expectations.
Content is the king of marketing. And being in the mobile industry doesn’t mean that you have all the trump cards in the pocket. Since so many people use their mobile devices to go online, not having a mobile content marketing strategy can turn into a big loss of a potential audience. Mobile content marketing strategy means a little more than having simple content.
Mobile content marketing strategy means adapting your content to your mobile users’ needs and expectations. And mobile advertising gives you more marketing opportunities. Mobile advertising is much more fruitful and more available to users.
A study provided by Nielsen around content on mobile devices showed that comprehension scores were slightly higher. In other words, content marketing helps businesses not just to inform and entertain users but also to understand what their users need.
Content can just convince the buyer to make a purchase but not to force doing it. It is about helping them move towards the best course of action. According to the Content Marketing Institute
, the purpose of content marketing is to attract and retain customers by creating and curating relevant and valuable content with the intention to wake the brand indulgence.
It is an ongoing process with constant updates. Content strategy focuses on planning, creation, delivery, and managing of content. Content includes not only a text you decided to write but also the images and multimedia that are in your message. Your content has to be useful and usable, it has to be well structured and easily found.
5 content marketing examples
There is an infinite number of content types. Everyone chooses the type he likes more or the type of content that will help him better unleash the potential of his brand. Most likely (when choosing the right type of content), it is more important to understand what is interesting to your customers and what can attract their attention (in a positive way)?
Content opportunities are blogs, articles, ebooks, infographics, social media updates, videos, pictures, etc. It’s very simple to decide which type of content to invest. You just decide on your company’s goals and see what kind of materials will best support your brands.
Today’s marketers know that content helps to control the audience. They use different tricks to stand out from the rest brands and be noticed by new consumers.
Let’s take a look at some successful content marketing examples:
1. Coca-Cola’s names campaign
A couple of years ago, Coca-Cola decided to launch a new ad campaign and added names of people on their bottles. At first glance, it looked like a nice addition from the brand where you can find your name on the bottle. However, in reality, people started to personalize the drink with them, their friends and family.
The campaign gained momentum and became more successful when people started posting photos with their personalized drinks on their social pages. Take a look at this happy comment:
Coca-Cola did the most right move, they’ve built an emotional connection with the customers. We also recommend you to use this tactic. Just complete the puzzle and find out what your consumers care about most and build your relationships based on authentic emotional connection.
2. Charmin toilet finder app
This app made by toilet paper brand for their customers. The SitOrSquat
app helps to find clean restrooms near the person or where he goes to travel. Their content marketing campaign was going around a simple and silly app, but the app clearly addressed issues that directly concerned people.
This app was perfectly connected with customers about real problems they face and that is relevant to the brand (hygiene). The efficiency of the campaign lies in people’s involvement. It allows customers to take part in the content experience.
This type of successful content shows that people like when the brand is useful for them and helps to solve their problems. This is very simple to do, it doesn’t demand a big budget. Just remember people like when their problems are possible to solve.
Focus your forces on the content that helps to deal with challenges providing effective solutions. Believe us, grateful users will be happy to use your brand. Marketing is a way that helps to improve people's lives, it’s not cheating.
This is it, the last season of Game of Thrones came out, but the resonance of this HBO television serial still is big. Thus, as people say, strike the iron while it’s hot. Marketers often use popular news or stories in their campaigns because it’s easier to make an analogy in users’ minds.
, a social media management tool platform for marketers, decided to make some fun with their marketers and created a viral video that became very popular among their fans and followers.
Pop culture always works, because almost everyone likes it. According to MarketingHub
, while average social media users don’t perceive them as warring kingdoms, Hootsuite created a very interesting and high-quality video to outline a powerful call to action (CTA) “Unite your social kingdoms” with Hootsuite.
Hootsuite created a smart video with an accurate hit to the audience. They created a connection with their audience by making an emotional connection. It’s an integrational product that brings separate channels together allowing marketers to create a unified social experience.
Don’t be afraid to have a little fun with your brand. People like when marketers come up with the idea that is relevant to their business relying on popular media or trends.
4. GoPro and its visual content
Visual content, infographics boost traffic and GoPro uses this. Take a look at their slogan, “Capture + share your world”, it is a direct CTA that makes people feel themselves a part of something big and important, they feel that they are powerful.
According to Venngage
, people can’t read a list of 100+ tips without any visuals. It’s hard to resist big text without pictures or videos. Also, researchers from Venngage published 6 facts about visual content
65% of users are visual learners.
Colored visuals increase people’s interest to read content by 80%.
People are 85% more likely to buy your product after watching a video about it.
93% of all communication is visual.
Posts with images and video produce higher than 100% engagement. Our brain processes visuals 60,000 times faster than text.
GoPro marketing strategy is all about quality. They rely on quality visual products. Did it help them? You decide they have almost 7 million followers on YouTube and over 15 million subscribers on Instagram.
People love them because of their fantastic and beautiful pictures and videos. They inspire people not just to buy their camera but also to go on adventures and make it memorable. Ask yourself, when you see interesting infographic or funny meme, will you share it with your friends?
We advise you to get friendly with pictures. Visual content is very powerful, especially in content marketing. Find your way how to do it well.
5. McDonald’s and Monopoly
McDonald’s is a stable company that constantly works on updates. They find new ways to be closer to their customers. They make changes in their food, they answer more than 10 000 customer questions
. They do everything to build strong relationships with the customers.
, forward vice president and brand content manager at McDonald’s said people like good stories, it builds trust and belief between a brand and a customer.
This year (2019) McDonald’s decided to back a Monopoly
game. All McDonald's customers had to collect Monopoly labels until 30 April 2019 and exchange them to prizes. There were instant wins, collect to wins, and online instant wins.
People like prizes and they joined this action with pleasure. Some of them won extra food set, other toys, tickets to the cinema, and even flight tickets. According to Monopoly McDonald’s
page, the company gifted 12,298,167 prices in total.
McDonald’s example showed that it’s always good to engage with the customers on their terms and at their level. What we wanted to say is that it’s good when you interact with your customers. Of course, you don’t have to give millions of gifts, just, try to encourage your clients sometimes.
Why invest in content today?
The answer is very short, you have to invest in the content because creating organic content is the only way to get noticed online or even in real life. However, nowadays, 83% of people prefer to install ad blockers to filter unpleasant ads. That is why it is very important not to create secondary content.
Nowadays, people don’t want to be hard-sold into products, there are many reasons why people can block mobile advertisements. In the previous article
, we’ve written about the reasons why people sometimes ignore advertisements. However, in this article, we’ve tried to show opportunities for user engagement with the help of the content.
If the content is right, you will always see feedback from your users. As you see from the above marketing examples, you have an infinite field of inspiration. Always keep your audience when you work to personalize your messages or just want to renovate your brand story.
And one more thing, don’t turn the content creation into a headache or mixed salad of different ideas, sometimes it is enough to set a classic ad. Think of your brand concept and move forward with it. Content is the face of your brand, remember this.