Lacking content? Are you hesitant about content platforms? Here are two solutions
Content marketing strategies are constantly evolving due to changes in the Internet, technological devices and the ways people consume content.
The earlier days of content marketing on the Internet focused heavily on the written word. Not to say that has changed, as it’s estimated that there are over 400 million blogs written in English alone throughout the world (and that statistic was from early 2010). However, other mediums have become incredibly popular, including video and audio.
Who could blame content consumers for enjoying the mediums of audio and video? Those enhanced versions of content allow people to get a personal feel, hear and/or see the speaker and the content and allow users to take this content on the go or share it as they please.
Mobile Advertisements
And speaking of content on the go, a recent study conducted by InMobi and comScore found some interesting information that is of value to online content marketers. According to an article from eMarketer that reported on the study, “consumers are getting more comfortable with seeing ads on their mobile devices.” Furthermore, 38% of those surveyed felt that mobile advertisements “serve an important purpose”.
Frankly, I’m impressed and a bit baffled. Consumers are actually tolerant and dare I say happy to see advertisements. Hopefully that lasts as mobile becomes increasingly popular.
This truth about advertisements should be seen as a huge plus to content marketers. Designing multimedia rich advertisements for mobile devices that align well with content produced by the company could be received with open arms.
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According to the same eMarketer article, “Mobile consumers are progressively more accepting of advertising on their devices, but they expect something tangible in return for their attention.” Physical products would fit this requirement well, and since many publishers still have some form on physical product, it’s worth looking into how ads shown on mobile devices can align with physical products, promote them and do so by including multimedia rich content.
Additionally, the study found that, “personalized ads actually outranked free content and phone bill discounts in terms of what mobile users would accept in return for viewing ads.” This shows us that something valuable has to be offered to these users in order to keep them accepting of the concept. Since free downloadable content is a big part of successful content marketing, this is something worth offering mobile users, be it audio podcasts, printable PDFs or video pieces.
Content Bundles
If you are lacking content, try exploring bundled approaches.
Another thought on successful content marketing involves content bundles. For instance, The Toronto Star announced recently that they would be running two sections produced by The New York Times.
The Star has decided to offer more valuable content to its audience. This added content produced from a different viewpoint offers something new to readers.
If you know of publishers that produce content on similar topics as you, creating content bundles may broaden your audience by showing them that you are offering added content that is relevant to their interests.
Content marketing is rapidly gaining popularity and evolving through the Internet and technological devices. To learn more about this valuable marketing practice, join Don and Kim for our Content Marketing 2010 Seminars.
