Content marketing and web content writing services for UK businesses
  • Home
  • About Snappy
  • Services
    • Free content marketing help
    • Articles
    • SEO Copy Writing
    • Blogs
    • Content Marketing Consulting Service
    • News Feeds
    • Press Releases
  • Contact
  • News
  • Blog
  • Prices
  • Snappy Content, happy clients

Mobile content: traffic doesn't mean conversion

5/24/2014

1 Comment

 
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.
1 Comment

Six steps to maximizing content marketing

11/8/2012

0 Comments

 
Content marketing is increasingly being seen as crucial to digital success, whether it's being measured in Facebook likes or dollars.

Here's a six-stage plan to maximise your content marketing strategy, courtesy of PR Newswire, a press release distribution service.

Monitor and Listen

"Before creating a single piece of content, listen. Learn what interests your audiences, how your brand currently resonates with them, what your competitors are saying and what conversations are happening in your industry," say the authors of the report.

Listen well and you may be able to come up with content that achieves your business objectives and is useful for your audience without being too salesy. If you're listening to your customers and responding to what they want, and your content follows suit, they will like your content.

A survey of business executives, The Content Preferences Survey from DemandGen Reports, found that 75% of respondents want content writers and creators to "curb the sales messaging".

Create and Optimise

Think about your audience's preferred content type and format. It is possible to align these with your marketing objectives in one of three ways:

Thought leadership: infographics, articles, blog posts and short white papers offered directly to interested audiences. Basically anything that goes to show the depth and breadth of an organisation.

Acquisition: white papers, video demos,eBooks or webinars. These ought to be gated so that you can collect leads.

Nurture/cross-sell: this is content used to bring a lead from marketing through sales. Content types include original articles, infographics, blog posts, guide books, comparison grids, demos and more. Calls to action – to request more information or view a demo – are essential in these content types.

One straightforward option is through news feeds. "Staying on top of the latest news also provides opportunities for you to actively participate in the breaking news cycle by adding your own relevant commentary to the resulting discussion – even incorporating the keywords noted in the news coverage within your messages and landing pages," says PR Newswire.

News feeds are one of the oldest and most tried-and-tested forms of content marketing. Regularly updating your site with topical features and analysis, and the right keywords, will always drive traffic.

Identify and Target

"There are big influencers and small influencers, and you need the right mix of both to generate a viral effect around your content," says the study. It's all about creating conversations, shares and social media buzz. Think about who you want to reach first with your content – targeted content at core influencers – bloggers for instance – can get the ball rolling a lot faster than taking a scattergun approach.

Engage and Interact

"Content can only make an impact in the social sphere if it is easily found, triggered for audience interaction and readily shareable," according to the report. Remember that once you get content out there, you will need to respond and react. Social media posts will attract comments – how do you plan to respond if they are anything but positive, for example.

Distribute and Reach

Think about how you plan to get your content in front of as many people as possible. If your website is generating thousands of page views every day, people will pick up on it regardless. If you're a smaller player in the market, think about how your content will be read.

Measure and Report

Metrics, as we've said before, are crucial to content marketing success. Decide before how you plan to measure activity – page views, sales or social media followers, for example.

0 Comments
    Snappy Content Writing news on content marketing and web content

    Author

    Alex McLean

    Archives

    May 2014
    October 2013
    June 2013
    May 2013
    April 2013
    March 2013
    February 2013
    January 2013
    December 2012
    November 2012

    Categories

    All
    Articles
    Blogs
    Content Marketing
    Content Writing
    Infograpics
    Linkbuilding
    Metrics
    Mobile Content
    News Feeds
    Paid Content
    Pr
    Press Releases
    Seo
    Social Media
    Video Content
    White Papers

    RSS Feed

Sign up for free email updates with our weekly content marketing newsletter
Home
About
Services
Contact
News
Blogs
Prices
Testimonials
Articles
Blogs
News Feeds
Consulting



info@snappycontentwriting.com
Snappy Content Writing
Picture
Content marketing, news feeds, article wrtiting, blogs and copy writing services with Snappy Content Writing