Whew… Content Marketing has been in existence for 120 years – but you know what? Only a single marketing tool – a magazine – was heavily relied upon to gain traction for products then. And surprisingly, things haven’t changed much today. How, you may ask? Even now, you just need a single marketing tool – of course, I am talking about apps here – to gain traction for your products . (Yup, go on, have the nerves to defy conventions: Just Put All Your Content Marketing Eggs In One Basket.)
Content marketing is an ever-evolving industry, and content marketers need to align their strategies with the on-going customer demand. (Of course, customer is still the boss and their demand has to be our command.) And, without a doubt, one of the hottest content marketing tools today is marketing apps that help customers consume information on the go.
1895’s Content Marketing Tool – Magazine
I know, it’s difficult to believe, but the world has been leveraging content marketing to promote products and services since 1895. Meaning, we have stepped into the 121st year of content marketing. And, considering that a long time has passed between then and now, new content strategies and tools have been continually devised by online companies in keeping with the deluge.
Currently, marketing apps are the latest tools to promote your company content (more on this in a minute).
Talking about the year 1895, a Magazine called ‘The Furrow,’ was published by agricultural equipment manufacturer John Deere. The idea was to help farmers reap rich harvests through the aid of different products.
And, as a matter of fact, The Furrow, has held up well over time and, is up and running even today, yes, in a digital form. And the content is being published in no fewer than fourteen different languages.
So, if content marketing has stuck around this long, it’s clearly here to stay: forever.
21st Century Content Marketing Challenges
1] Content Sharing
You know the drill. You’ve created a masterpiece of a blog post, with mountains of data and more. And as soon you hit the publish button of your blog post, the sooner you want to share it. First on Twitter handle, then on Linked in groups, and yes, of course, on Facebook as well. And yes, there are email subscribers and more.
What’s next? Sitting with fingers crossed and expecting eyeballs for your eye-candy posts; hoping against hope that your shares could double, tripe, and quadruple in a matter of minutes. But unfortunately, we live in a real world, and not in Harry Porter’s Hogwarts, where things take their own sweet time.
Eventually the shares never take off… Sigh.
2] User Engagement
Sometime back, it meant, customers leaving comments on your blog posts, infographics, whitepapers and all. However, things have drastically changed in the recent years. Now, once you publish any content, or video, the first thing that pops up in our mind is: Will anyone click on your content link? Is my video good enough to go viral?
Needless to say, the situation out there is dreadful. With over 968,882,453 websites, attracting traffic to your priceless pieces is one of the monumental challenges faced by content marketers like you today.
3]Social Media Platforms
Will I be able to impress my 3000 Twitter followers to subscribe my blog posts. Or, will I find viewers for my videos on YouTube channel.
Yes, what a solo magazine could achieve in terms of content marketing 120 years age, is almost impossible to imagine in this App Age.
This is a digital world and it’s going real-time these days. All content has to be marketed and consumed real-time. No one wants to know what happened an hour before. People want to know what happening’s right at this moment. This is where real-time marketing apps come into the picture.
We are experiencing content overload. You can see users literally stockpiling reams and reams of content to be read at a later date (as a matter of fact, that later date never comes by). Consequently, users are resorting to surfing and skimming. They are snacking content rather than dining.
So what I am coming to is: generating great content is not only the way forward for content marketers. The way forward lies in marketing content in such a way that users find it more enjoyable and useful at the same time.
Mobile Apps or Marketing Apps can transform your content from lifeless rambles into something lively and happening.
21st Century’s Best Content Marketing Tool – Mobile Apps
It’s a no-brainer that along with social media marketing tools, apps have caught the imagination of the masses. In fact, according to App Annie, Mobile Apps are eating the world. Notably, there are 2 billion smartphone users and 6 million apps in the world.
And with 94% of B2B marketers depending heavily on content for marketing their wares in 2014, the marriage between marketing apps and content marketing has become inevitable these days.
Here’s a look at some interesting market data:
1] Digital Content Consumed through Mobile Apps
Almost 60% of digital content is consumed via mobile devices, be it your blog posts, tweets, podcasts, Facebook posts or ads.
And the 90% of the time spent in mobile is in mobile apps as opposed to the mobile browser.
So, almost all your content is read in Pocket or Feedly app. Your video is being watched by a YouTube app.
Considering the content overload in the online world, to ensure that your content rises above the din, developing multiple marketing apps for the same content is a golden key to attract more eyeballs.
2] Social Networking through Mobile Apps
Most popular social media apps used by the Millennials in the United States as of June 2014
As of June 2014, 43.1 percent of Millennial smartphone users accessed the Instagram app on their devices.
In the year 2014, Facebook App was widely used by the U.S. Millennials, followed by Instagram, Snapchat, Twitter and Google+.
So, Generation Y or Millennials (those born between 1980s to early 2000s) are moving towards mobile apps in monumental numbers. The same thing goes for other generations as well. Long story short, the market is reading your posts and liking, responding, and retweeting it through mobile apps. You get the drift? Good content begs to be shared through social media mobile apps. Period.
Now how about your posts? Are they searchable on media mobile apps? If not, then there are a good number of marketing app development companies out there, including OpenXcell Technolabs that could help you build great social media mobile apps to complement your content marketing strategies.
3] Marketing Apps That Complement your Content Marketing Efforts
Here are some the Content Marketing Apps that could attract more traffic to your blogs, comments on your infographic, add extra virality to your videos and more than anything else, engage your audience like never before.
Marketing Apps for Content Marketing
Take your pick. And OpenXcell will be glad to develop them for you.
- Conversion Paths
- Interactive White Papers
- Look Books
Context Marketing Via Apps for Building User Engagement
To ensure genuine and reciprocral relationship with users, just building some great content won’t help. As conscience content marketers, you should ensure to send the right message, to the right person, through the right medium, at the right place and at the right time via the marketing apps.
For instance, Peter has just opened a popular app. And, witin a matter of minutes, he’s being asked to rate/review the app. If he is in the right mood, you might receive the ratings/reviews. What if he is in a foul mood, there is cent percent chance that Peter would exit the app then and there.
Now, imagine Paulla’s case, Paulla has launched the same app. And she easily glides to the hot deals section and here’s she gets to see a personalized message welcoming her back and all. She’s is also introduced to her previous browsing history, which will help her decide on the new purchases. Plus, she’s lured in with a lucrative discount offer. Paulla uses her discount offer on one of the recommended items. Once she checks out, she’s asked to evaluate the shopping experience and thereafter asked to rate and review.
Which customer enjoyed a better shopping experience? Obviously, Paulla. For Paulla could accomplish the task for which she had actually opened the app. Peter, on the other hand, was displeased with the pop-up interference and eventually decided to discard the app altogether.
So, every time a customer discounts a dialog prompt, or dismisses an in-app chat prompt, or exits an app when a survey pop-up appears, are some of the clues on which your personalized messaging strategies can be based. Users should be engaged on their terms and conditions, and our marketing efforts should be directed towards enhancing their experience, rather than be an interference to them.
Our job as content marketers is simple: listen.
If you are still depending on social media too much to market your content, it’s high time for you to lift your a game a notch higher. That’s not to say that social media is a passé. It only means that, marketing apps could be a gem of an addition that would surely complement your social media marketing efforts. Do give it an honest try, and let us know the results.
OpenXcell is a market leader in app development and app marketing. So, if in case you are pursuing any serious app development and marketing plans for your organization, OpenXcell will be happy to help. We have the experience and wherewithal to make your app a super success.