Written mobile content – an integral part of digital marketing

Published on
by Brafton Editorial
Studies show that brands must craft custom blog content that is scaled to mobile devices.

Most organizations already implementing content marketing campaigns have their editorial calendars and ideas put into place for the first quarter of 2013, but certain trends might guide game plans for the remainder of the year. According to the Content Marketing Institute, 43 percent of B2C brands and 33 percent of B2B organizations already distribute mobile content to reach prospective and current customers. Brands aren’t just developing mobile applications to engage with internet users, they’re optimizing branded content and social media content for smaller screens.

Media has already gone through a significant transition over the past few years, with technology shaping the way people around the world access timely content. According to eMarketer, publishers have been tasked with creating custom content for smaller screens, which puts additional pressure on brands to embrace and immerse themselves in content creation for the internet.

According to a report from Alliance for Audited Media, 2013 will be the first year where nearly 100 percent of publishers will format their content for mobile devices. The findings show that mobile has become such an essential channel for brands and that organizations don’t need spiffy apps to reach on-the-go consumers. With the introduction of tablet computers and e-reader devices, Americans have greater access to the internet no matter their location, and brands realize the benefits of the mobile trend in terms of reach and brand exposure. Of course, on-the-go users may not give their full attention to media, so copy must be engaging to resonate.

Publishing for Mobile Devices

According to the Alliance for Audited Media, publishers see the iPad as the most dynamic opportunity for media consumption. However, the study discovered that the iPhone ranked above every other device for newspaper and businesses producing timely media.

Businesses funnelling resource toward content marketing in 2013 must adapt to strengthening trends and show that their creative teams are dynamic enough to transition to new channels on the fly. Companies don’t need to scrap their content marketing strategies to embrace mobile, they just need to realize what they’re writing will be consumed by people using a variety of devices. It starts and ends with knowing the target audience and realizing that to keep people entertained, brands have to give them what they want. All signs point toward mobile written content in 2013.

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