Publishing branded content leading up to smartphone product launches increases sales by 9 percent.

Custom content: The best hype man in the game

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Brands preparing for new product launches, especially in the smartphone industry, can benefit from hyping releases through content creation initiatives. According to Google’s “Smartphone Launch Predictor,” online search trends forecast smartphone sales with over a 90 percent accuracy rate. Tech companies looking to bolster sales rates for upcoming products should develop content marketing strategies that focus on educating prospective buyers and guiding them along their purchase routes.

Mobile Phone SalesGoogle reports brands that publish an extra 1,000 news stories in the weeks preceding the product launch can expect a 9 percent uptick in smartphone sales. Maximizing press prior to the launch of a new smartphone device can help marketing efforts achieve objectives, but well-written branded content can be difficult to craft, especially without knowledge of how to analyze local, regional and national search trends.

Google notes that 52 percent of purchase-related searches occur before launch – marketers must learn how to target these prospective buyers when they’re in the process of shopping around. News-related content can have a significant impact on sales, but marketers must distribute media effectively for it to have any resounding influence on purchase behaviors.

According to ExactTarget’s “Retail Touchpoints Exposed!” report, retailers use social media to promote products at a growing rate, and these channels can support content creation efforts and aid in generating hype over new products. The report notes that brands often sync their product pages with social entities, with 85 percent of respondents on Facebook, 51 percent on Twitter and 22 percent on Pinterest.

Brands can generate hype for their new products through content creation, but social media might be the key to getting that persuasive and promotional coverage into the world. Together, content and social media marketing could help smartphone retailers reach new audiences and boost sales via the web.

Ted Karczewski
Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.


  • Steve Poppe

    Seems like smart, logical advice — accept for the by the pound part “…brands that publish an extra 1,000 news stories a week…”. Quality news stories, trump quantity of news stories one would hope. steve at whatstheidea

    • TedKarczewski

      Hi Steve,

      Thanks for your comment. I agree that pumping out low-grade content just to reach the 1,000-story mark doesn’t necessarily translate into higher sales, and I’m not sure that’s what the source meant, either.

      Brands that publish content, especially articles leading up to product launches, generate hype that encourages other web authors (bloggers, content marketers, social users) to respond in some sort of way. So, the 1,000-stories don’t come from brands directly, but are results of ripple effects. This, in fact, highlights the importance of generating higher-quality and engaging content that compels readers to spread the word.

      Thanks for reading!

      Ted Karczewski

      • Steve Poppe

        Well said, sir.