移动内容营销策略指南（英文版）.pdf

CONTENT / INFLUENCE / SCALE MOBILE CONTENT MARKETING STRATEGY GUIDE Mobile matters more than ever. If youre not taking a mobile-first approach to content marketing, youre limiting your reach and ignoring a significant portion of your audience.ut what goes into a mobile content marketing strategy, and how can you make it work for you? This guide will introduce you to the concept of mobile content marketing and help you make it work for your brand. WHAT IS A MOBILE CONTENT MARKETING STRATEGY? A mobile content marketing strategy puts the emphasis on creating content whether its blog posts, images, or video that is optimized for a mobile device. Mobile content marketing doesnt ignore desktop users. It simply recognizes that more and more people are likely to be conducting searches and interacting with content on smartphones and tablets than they are on traditional desktop or laptop computers. WHY MOBILE MATTERS Why should you care about mobile? In short, because its everywhere. Over the past few years, people have steadily been making the switch over from desktop devices to mobile devices. Ownership and use of smartphones more than doubled between 2011 and 2017, according to a survey from Pew Research Center. In 2011, Pews survey found that just 35 percent of people in the US owned a smartphone. By 2016, that number had increased to 77 percent. While smartphones seem to rule the mobile landscape, they arent the only tool out there. Pews survey MOBILE CONTENT MARKETING STRATEGY B revealed that more than half of people also own tablets. Perhaps more importantly for content marketers, an increasing number of people are mobile-only, meaning they own a smartphone but dont have another internet connection at home. At the end of 2016, 12 percent of adults in the US only used their mobile devices to go online. Although that 12 percent might not seem like a lot, it marks an important shift in how people go online. In March 2015, comScore revealed that the number of mobile-only internet users had surpassed the number of desktop-only users for the first time. By March of 2015, 11.3 percent of people were mobile-only, compared to 10.6 percent who were desktop-only. Interestingly enough, the number of desktop-only users had plummeted over the course of just one year. In March 2014, nearly 20 percent of adults in the US were desktop-only users, compared to 10.8 percent who were mobile-only. The end of 2016 brought with it another important milestone in the mobile vs. desktop debate. Statscounter Global Stats revealed that in October 2016, more people were going online with mobile devices than desktop devices. 1More than 51 percent of internet usage was on a mobile device that month, compared to just over 48 percent of internet usage on a desktop device. The previous year, around 45 percent of internet usage was mobile and 55 percent was on a desktop. Having a mobile content marketing strategy isnt only important because more people are likely to be using a mobile device. Google has also revealed that it will use how mobile friendly a website is when determining how that site ranks in search results. Additionally, a 2013 survey from Nielsen and Think With Google found that people conducting searches on mobile devices were likely to take some action as a result of the search. The survey revealed that 75 percent of people who conducted a mobile search were likely to follow up in some way. About a third continued to do research, a quarter visited a stores website, and 18 percent shared the information they had found. ComScore revealed that half of all time spent on digital media was spent using some sort of mobile app. ComScore also revealed that just under half of smartphone users download at least one app to their devices each month. Saleforces 4th Annual State of Marketing report revealed that mobile apps were an emerging channel for both B2B and B2C content marketers. Between 2015 and 2017, app use grew by 161 percent among B2B marketers, and by 103 percent among B2C marketers. SMS (text messaging) Another mobile content marketing channel thats seeing increased growth is the use of text messaging or SMS. Salesforce found that SMS had 92 percent growth among B2C marketers between 2015 and 2017, and 197 percent growth among B2B marketers during that same period. Text messaging for marketing has a leg up over other types of mobile content. For one thing, the vast majority of smartphone users use SMS. It was found that 97 percent of people used text messaging at least once over the course of a 2015 survey from Pew. You might think that SMS marketing is spammy, but its really not, since many SMS campaigns are opt- in, according to the Content Marketing Institute. That means a person has to specifically agree to receive texts from your brand before you can send them. Mobile video Mobile video is video that plays on a mobile device, either on a website or through an app like YouTube. According to Think With Google, three quarters of adults report watching video on YouTube while using a mobile device. Another survey from Google found that people who watch video on a mobile device are more likely to pay attention to what they are watching, compared to people viewing video on TV or on a desktop. Mobile website A mobile website is a site that has been optimized for viewing on a mobile device. A mobile site isnt simply a desktop site shrunk down for viewing on a smaller screen. Usually, the layout of a mobile site is considerably different, as the width of a smartphone or tablet screen makes it more challenging for the site to feature multiple columns. 2 MORE THAN 51% OF INTERNET USAGE WAS ON A MOBILE DEVICE, COMPARED TO JUST OVER 48% ON A DESKTOP DEVICE. People using mobile devices arent only likely to follow up on what they find they are likely to do so quickly. The survey found that more than half of all conversions set into motion by a mobile search happened within an hour of that search. About 84 percent of follow-ups after a mobile search take place within five hours of the search, and about 81 percent of conversions occur within five hours. WHAT IS MOBILE CONTENT? The easiest way to define mobile content is content that is designed for viewing or reading on a smartphone, tablet, or other mobile device. In reality, there are several different categories of mobile content. As Salesforces 4th Annual State of Marketing report revealed, whats important is that consumers have the same experience no matter what type of content they consume. Mobile apps Mobile apps, or software programs that you install directly on your mobile device, make up a pretty significant portion of mobile internet use. In June 2017, MOBILE CONTENT MARKETING STRATEGY STEP BY STEP Now that you have a better understand- ing of the importance of mobile content and what it looks like, you can start to put together a mobile content market- ing strategy for your brand. Heres your step-by-step guide to a mobile content marketing strategy. 3 When creating content for mobile users, its important to try to create a seamless expe- rience. According to Saleforces 4th Annual State of Marketing report, people expect to have the same experience with a brand whether they visit its website on a desktop or mobile device, or whether they use an app or website on mobile. Using responsive design, which adjusts the content to fit the screen, whether its an iPad, Samsung Galaxy, or desktop monitor, lets you provide the same message and expe- rience to everyone. Target Everyone Have a Plan for All Your Channels Set a Goal Go Local KISS Just as you dont want to cut off any potential customers or audience members based on the devices they use, you also dont want to cut out anyone based on the channel they use to reach you. That means thinking mobile first for everything, from your website to your email newsletter and from your social media profiles to your SEO. Website content (including blog posts and video), social content, and email newsletters should all be formatted with a mobile audience in mind. Meanwhile, your SEO needs to take a mobile-first approach, since that is the approach Google is now taking. Space on mobile screens is often limited. This means that when creating a mobile content marketing strategy, its more important than ever to have clear goals. You want to provide your audience with all the information it needs, where it needs it, so that your brand can accomplish its goals. What are your goals? If you want people to buy your product, its important to make the “shop” or “add to cart” features easy to see and tap. If you want people sign up for your newsletter, you need to make the signup form super easy to use on a mobile device. If you want people to share your content, make social sharing buttons easy to find and use on a range of devices. Whether youre a national brand with local branches or a mom-and-pop company serving a small area, it pays to focus on a local area when creating mobile content. According to Search Engine Land, Google has started prioritizing local content, as thats the type of content people are likely to be looking for when searching on a mobile device. Locally minded mobile content is more likely to serve peoples needs than location-ag- nostic content. If your brand has multiple locations or divisions, it can be worth it to come up with a mobile content strategy for each area rather than taking a one-size-fits-all ap- proach for every city youre located in. Remember to “keep it simple, stupid,” or KISS, when creating content for mobile. Your content should be attention-grabbing, concise, and attractive. Remember, the faster your pages load, the less likely people are going to be to “bounce,” or leave. Choose images and video wisely, so that they dont drag down loading times. Make your contents text skimmable and scannable, so that people feel compelled to keep scrolling, instead of tapping “back.”Thats not to say that brands dont often try to make their mobile sites shrunken versions of their desktop sites. But thanks to Googles algorithm updates, having a mobile website (versus a desktop site that loads on a mobile device) is more important than ever. Fortunately, Google has a tool that lets you see if your brands site is mobile-friendly. Mobile email Have you ever opened an email on your tablet or smartphone only to see “message clipped” or to have the full email not load? Whoever sent you that email didnt take the time to make sure it was optimized for mobile viewing. They should have. According to Email Monday, more than a quarter of people read email on mobile devices first. About 54 percent of all email is opened on mobile devices. Mobile email should be formatted to scale or respond to the size of the screen. It also needs to have sufficiently large text size, so that a person can read the message without squinting. Some images might be OK, but its best not to rely too much on them, as some mobile email clients filter or block images. Social media Social media is increasingly mobile. Some platforms, like Instagram and SnapChat, were specifically created for use on a mobile device. Meanwhile, even first-generation social media platforms like Facebook and LinkedIn are reporting that more and more people are visiting on mobile. For example, 57 percent of visits to LinkedIn are on mobile devices. And as of 2015, about 80 percent of social media users used either a mobile app or website to access their social networks of choice. As more and more people use mobile devices for social media, its more important than ever that the content you publish to those platforms be mobile ready. RESPONSIVE DESIGN 101When youre considering a mobile content marketing strategy, youre likely to hear the phrase “responsive design” tossed about. A website thats built with responsive design changes its layout and form based on the size of the screen. It doesnt simply shrink text and images to fit them on a smartphone or tablet screen. Instead, it adjusts where certain page elements are located to create an optimal experience across a range of devices. Although responsive design isnt your only option SOME EXAMPLES OF MOBILE CONTENT MARKETING IN ACTION Mobile content marketing can take several forms. Take a look at some examples of successful, mobile-first content marketing strategies from major brands. Coca-Cola/Share a Coke. Coca-Cola has taken a decidedly mobile-first approach to content marketing, particularly with its “Share a Coke” campaign. In a video created for Think With Google, Wendy Clark, the President of Sparkling Brands & Strategic Marketing for Coca-Cola North America, put it this way:Mobile is at the core of everything were doing. If we cant make a story work on a 4-inch-by-2-inch screen, then it doesnt work, and it doesnt go further.Cokes mobile-first approach creates a sense of immediacy. It allows customers to quickly search and find out if their name is available on a Coke bottle in stores, and where they can find their name if it is available. Most importantly, if a person has a unique name thats not commonly available, he or she is able to order it right from Coca-Cola. “New York Times.” As a traditional newspaper in the era of digital, the “New York Times” has faced an uphill battle, having to find ways to thrive in the face of ad cuts and declining subscriptions. Part of the way the paper is staying relevant and connected to people is by taking a broad approach to mobile content. It not only has apps for pretty much every single mobile device out there, it also has specialized apps for crosswords, cooking, and real estate. Plus, it has a mobile website. 4when youre creating mobile content, its quickly become the preferred option for a mobile content marketing strategy. Its not enough to make your content “mobile-friendly” (which often simply means that the website will load on a mobile device, and that a person will be able to zoom in to read text and look at images). Another type of mobile-friendly website is one that has a separate URL from the desktop site. For example, if you type an “m” before the URL of some brands websites, youll be directed to their mobile sites. Having two separate but nearly identical sites might be preferable for some brands, but it raises the issue of duplicate content, which can have a negative impact on your brands SEO. Responsive design is occasionally confused with adaptive design. The two formats have some things in common, but also some key differences. The difference between the two is somewhat technical, but simply stated, responsive design adjusts itself for any screen size, while adaptiv