From content for mobile devices to customer loyalty – content marketing trends
It’s time to focus more on content for mobile devices
BrightEdge’s latest study indicates that 57% of search traffic now comes from mobile devices, compared to just 43% from desktop.
We’ve been at or around this critical mass for quite a while. But, these results have been given added flavour by Google’s open discussions about switching to a mobile-first AMP, which have grown over the past year.
Brands who miss out on this switch are sure to suffer in terms of online presence. So, how can you get your business prepped?
Sure, you’ll need a fast, mobile-optimised site with text fields that automatically adapt to different screen sizes. However, your content will play a major role too.
BrightEdge’s study identified some key differences in terms of a mobile vs desktop-first content marketing approach.
For starters, user intent is rarely the same. You need to take the time to research and understand these intentions. This will help you create content that gets visitors moving to the next stage in the sales funnel.
This also has profound implications for keywords. 79% of all keywords have a different rank on desktop compared to mobile. Plus 47% of these keywords rank in the top 20 positions.
Pages most likely to claim the top spot on mobile or desktop are also different 35% of the time. This reduces the chance of a universal approach being applicable.
You should now be aiming to optimise content for mobile devices and desktop. But, chances are you’ll need to give one greater onus than the other. Make this decision based on the proportion of your business that’s derived from mobile vs desktop, and how you predict this ratio will evolve over time.
Customer loyalty is failing – content marketing can fix it
77% of customers believe they’re quicker to retract their loyalty to a company than they were three years ago, according to new research from Accenture.
Most likely, this is due to two overlapping factors:
- The continuing growth of ecommerce and its multitude of purchasing options
- A generational shift towards inherently nomadic Millennial customers
Despite this shift, customer loyalty remains just as much of a priority for brands. With 57% of customers spending more on brands they feel loyalty towards, the commercial benefits are evident.
So, aside from the blunt instrument that is a loyalty scheme with infrequent perks, what can brands do to keep their customers coming back for more?
In essence, brands need to better align themselves with the beliefs, aspirations and experiences of their target audience, then communicate these traits in a holistic way.
The same survey found that Millennials based their purchasing decisions on a range of factors, including:
- Product experience
- Customer service
- Corporate social responsibility
- Data security
Content marketing can exemplify all of these aspects. Here are a few ideas for leveraging content marketing to appeal to customers who value these factors:
- Create detailed product descriptions in the language of your customers, and pair them with blogs about innovative usage ideas or the artisans who produced it
- Use FAQs and guides to answer customer questions before they need to ask, and set up automated, friendly email/social media communications to ensure they always get an answer fast
- Highlight your philanthropic credentials by using blogs and social media to talk about the social causes your company is passionate about advocating on behalf of
- Add text to the relevant web pages to provide a transparent explanation of your data security policies, taking care to show you understand why this matters to them
Content marketing gives your customers more to love about your product or service, helping to turn the commercial equivalent of a one-night stand into a lengthy love affair.
Spotted in the news…
Google’s motto – “Don’t be evil” – often leaves them open to mockery. But, their latest venture – a new tool for identifying depression and providing support – undoubtedly lives up to this mantra.
Users who search certain keywords will be sent to a Knowledge Panel that links to a clinically valid screening questionnaire. This will indicate whether they have the condition, how severe it might be, and where to go for help.
Providing value for the end user is a key tenet of content marketing. But, it’s heartening to see that this same premise can be used to provide something that transcends commercial value and can make a genuine difference to people’s lives.