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Mobile content: traffic doesn't mean conversion

5/24/2014

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When it comes to content for your mobile site, it seems there is not a lot of correlation between traffic and conversion.

That's according to research from Adobe and Econsultancy that suggests we need as content marketers need to take a different approach when writing content for mobile sites.
Mobile content needs to be optimised for the task

They found businesses reported that 31 per cent of their web traffic comes via mobile. However, most of the firms (71 per cent) in the survey said they achieve less than one-fifth of overall e-commerce revenue through mobile devices.

In other words, you can draw in people with your mobile content but it's harder to produce something meaty enough to get them to buy.

Or you could look at it another way; optimise your mobile site with content that is all about catching people's attention, rather than stuff that's designed to produce the sale.

So should be thinking about top fives, short snappy blogs or even just a few lines to make people click through to the main website.

Leave the white papers and in-depth features and case studies to your main website or even your social media campaigns.
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Content marketing 'at the heart of ecommerce'

1/18/2013

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"The continued importance of social media in ecommerce has also fuelled the desire for companies to use content to attract and retain customers" - James Gurd, owner of Digital Juggler
Website content is "at the heart" of ecommerce and is integral to digital marketing.

That's according to Digital Juggler owner James Gurd, who told Econsultancy that content marketing is a component part of all online activity.

He believes this is being driven by the increased consumption of online media and the variety of content formats available - blogs, video, images, reviews, social discussions and the rest.
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When you look at the value of the ecommerce market in the UK, it becomes obvious that companies need to tune into the benefits of content writing services.

According to IMRG, the UK online retail market in 2013 is estimated to be worth £87 billion. Within that mobile commerce is growing at a rate of 300% a year (see previous article on importance of mobile content).

Gurd goes on to note that with social media in the picture as well, web content has multiple uses. "It's not just a one-channel entity," he says.

However, he cautioned businesses about pinning all their hopes on content marketing, explaining that "content is not by itself the saviour". 

"For content marketing to work, the inputs need to be good," he said. Indeed one thing we can see happening already is that with so many companies taking a stab at content marketing, there are a lot of poor efforts.

"Content has to serve a purpose and provide a value to the end-user. I personally think there is too much content being produced at the expense of a focus on quality," adds Gurd.

Instead of just "throwing up" blogs, articles and buying guides on to a website, there should be a "coherent" content marketing strategy.
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Gartner: mobile advertising revenue to hit $11.4bn in 2013

1/17/2013

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"Mobile advertising should be integrated into advertisers' overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets."  - Andrew Frank, research vice president at Gartner. 
We've been hearing for a couple of years now why it's important to optimise website content for mobile, and now Gartner has revealed exactly why this is the case.

Worldwide mobile advertising revenue is forecast to reach $11.4 billion (£7.1 billion) in 2013, up from $9.6 billion in 2012, according to the research firm. Revenue will reach $24.5 billion in 2016 with mobile advertising revenue creating new opportunities for app developers, ad networks, mobile platform providers, specialty agencies and even communications service providers in certain regions.
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You can add content marketing companies to that list as brands seek ways to use content to drive mobile engagement. 


Content marketing goes mobile

"The mobile advertising market took off even faster than we expected due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviors on computers and mobile devices," said Stephanie Baghdassarian, research director at Gartner.

"Growth in mobile advertising comes in part at the expense of print formats, especially local newspapers, which currently face much lower ad yields as a result of mobile publishing initiatives."

Andrew Frank, research vice president at Gartner, argues that the growth requires companies to integrate mobile content with the companies' overall content creation and marketing campaigns "in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets".

The research also shows different types of mobile advertising are evolving at a different pace and in different directions.

Mobile search, which includes paid positioning on maps and various forms of augmented reality, all of which can be informed by location, will drive mobile ad spending in the coming years, says Gartner.



See how the right content writing strategy can help drive mobile engagement

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CMI study: 86% of B2C organisations invest in content marketing

11/14/2012

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Almost nine out of ten business-to-consumer (B2C) organisations are using content marketing, a new study shows. 

According to the Content Marketing Institute (CMI) report, 86% of companies are investing in content, regardless of size or industry.

The data comes from B2C Content Marketing: 2013 Benchmarks, Budgets and Trends—North America, which is the first annual survey from the CMI about content marketing in the B2C space. 

B2C organizations use an average of 12 tactics, the study shows. Most popular among these are social media excluding blogs (84%), articles on a company's website (84%), eNewsletters (78%), and blogs (77%). 

The results are not too dissimilar to those of B2B marketers. In a previous report from the CMI, 87% of B2B marketers are using social media to distribute content, as compared to the rate of 74% that was reported last year.

However, in the B2C sphere, marketers are using mobile content, mobile apps, print magazines, and print newsletters a lot more.

"It's exciting to be able to benchmark B2C and B2B content marketing efforts and quantify differences by marketing type," says Joe Pulizzi, founder of the CMI.

"One interesting difference is how each group uses social media. For B2C marketers, Facebook is the most popular platform by far, with 90% of respondents indicating they use this for content distribution. This differs from B2B, in which LinkedIn is the most popular platform, with 83% of respondents using this (compared to 51% of B2C marketers)."

B2B marketers are spending a third of their marketing budgets on content marketing, up from a quarter in 2011. Similarly, B2C marketers are investing heavily in content marketing this year, allocating 28% of their marketing budgets on content marketing. Additionally, 55% of B2C marketers are planning to increase their content marketing spend over the next 12 months.

"Another similarity between B2C and B2C marketers is that both groups lack confidence that they are executing content marketing effectively," says Ann Handley, chief content officer of MarketingProfs. "But B2C marketers cite lack of budget as their biggest challenge (23%), whereas B2B marketers are most challenged with producing enough content (29%)."

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Online paid content market to hit £8bn by 2017

11/1/2012

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The online paid content market is set to expand by a huge 65% to be worth £8 billion by 2017, new research shows.

Tablets and smartphones will spur the growth , with consumer spending on digital news set to increase by 77% to almost £250 million, the study from Forrester reveals.

News content spend will grow by 77% from €158m this year to €279m in 2017, according to the data seen by the Guardian.

"While consumer research for years reported that consumers claimed they wouldn't pay for content, the forecast revenues indicate otherwise," Forrester analyst Darika Ahrens told the newspaper.

The study also found the number of people choosing to buy news content online will jump 68% from 4.8 million to 8.1 million. By 2017, 20% of tablet users will pay for online content.

What does this all mean for marketers and business owners? Ahrens explains on the Forrester blog:"You will have fewer chances to reach consumers with traditional advertising."

She explains: "The very services driving growth in digital content consumption are limiting pure advertising opportunity for brands, by adopting payment models that don't require brand advertising for revenue and even driving consumer appetite for more ad-free content."

It also means brands must develop content capabilities to avoid losing ground, explains Ahrens. "It's not all doom and gloom. The growth in Western Europeans buying content shows us that audiences want, and value, content. Marketers can ensure their brand gains presence by developing content capabilities," she adds.

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    Alex McLean

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