From mobile content to moment marketing: content marketing trends
Mobile content’s place in the sales funnel becomes clearer
Mobile marketing is evolving.
Through this growth, there is now a greater understanding of how mobile content should be orientated. Consequently, we can now take advantage of the sales funnel model when writing content.
According to Moz’s ‘E-commerce Benchmarks 2016’ study, mobile is responsible for driving 42% of all online traffic — more than any other device type. In contrast, it accounts for the smallest proportion of conversions, lowest average order value (AOV) and an overall revenue share of just 21%.
*Charts courtesy of Econsultancy
Such figures suggest that mobile devices can now be broadly defined as a ‘decision tool’ while desktops are ‘transaction tools’. This insight has massive implications for your content strategy.
Top and middle of funnel content should be the main priority when optimising a site for mobile. Deliver content that poses a problem that your audience will relate to. Then back it up with posts that suggest you might hold the answer. Content at these levels needs a strong, clear CTA. It must simultaneously encourage visitors to leave their contact details, revisit your site and move through to the next stage of the sales funnel.
If you’re optimising for desktop, you should prioritise bottom of funnel content that fits with the old sales mantra: “Always be closing”. Here, content should spell out every logical and emotional reason to buy, with a view to sealing the deal.
This analysis shows it would be wrong to dismiss outright a method that doesn’t generate the same rate of revenue as traffic. Instead, you should look for the behavioural cues that underpin such trends, and adapt your methods accordingly if you’re to cream off a higher overall rate of conversions.
‘Moment marketing’ is helping to overcome the growing cost of advertising
Moment marketing is an agile form of content production which adapts to specific episodes that enter the shared public consciousness. By targeting events that are sure to generate a buzz with relevant and original content, digital marketers have been able to streamline costs by putting quality ahead of quantity.
Four fifths of digital marketers are now using ‘moment marketing’ as a go-to tactic for maintaining profitability in spite of growing advertising costs, according to a new report from TVTY.
93% of respondents agreed that gaining the same level of audience attention has become more expensive over the past year. 81% have turned to moment marketing as a means of balancing costs, while 31% have reduced the number of campaigns produced and 21% have resorted to other cost-cutting measures (such as staff redundancies).
*Graph courtesy of Econsultancy
The survey found that the most popular types of ‘moment’ targeted include sporting events, TV shows and political events.
*Graph courtesy of Econsultancy
34% of brands have gone even further and broken things down to an almost unfathomably granular level; ‘moments within moments’. This might include the winning goal in a football match, or a spectacular plot twist à la EastEnders. You can expect this percentage to grow massively over the next year.
Whatever way you choose to deploy ‘moment marketing’, the increasing cost of traditional advertising means this tactic is likely to become a fundamental facet of your content strategy in the very near future.
AOL defines eight universal motivations for content engagement
The company set out to discover more about the emotional factors and everyday experiences that inspire customers to engage with brand content. The net was cast wide; the study sampled over 32,000 respondents from the UK, USA, Canada, Brazil, Japan and Italy, reviewing approximately 55,000 separate consumer interactions.
This broad sample enabled AOL to burrow down into how popular each motivational factor tends to be in each nation. They even analysed whether there’s a motivational gender split within a specific country.
According to AOL, consumers are looking for content that does at least one of these things:
- Inspire: Promote fresh ideas or new activities
- Inform: Keep people updated or provide new knowledge
- Find: Provide answers or advice
- Comfort: Provide support or insight
- Connect: Teach something new or contribute to an existing community
- Feel good: Improve mood and aid relaxation
- Entertain: Provide an escape or mental break
- Update socially: Keep people updated or enable them to take a mental break
By establishing your intentions for content at the earliest possible stage, you can focus on one particular angle and address the reader’s problem in a succinct, focused manner, using the relevant tone and format.
So, next time you’re drawing up a content plan, it might be worth checking it against this list to make sure your content has a clearly defined motivational hook that can lure in potential customers.