This year was a turning point for mobile marketing. No longer can we solely rely on Google search to find relevant content. People are increasingly using location-based services to discover content, whether that’s in a physical or digital space. We’re seeing a shift towards local and mobile as the best way to discover content.
To stand out from the crowd, digital marketers must provide a unique experience to users.
Create unique content that speaks to users’ needs
To ensure their content is discoverable, businesses must provide valuable content that is relevant to users. The problem is we’re always competing for attention with massive platforms like Google and Facebook, who enjoy a hectic content schedule of their own. If you want to attract and retain mobile users, you need to provide them with unique and valuable content that speaks to their needs.
Take the case of Red Ventures. The e-commerce business specialises in selling luxury goods and the majority of their traffic comes from mobile devices. To ensure their content is discoverable, they employed a content strategist to identify the most effective methods of communicating with their audience. As a result, they launched a weekly blog post series, which covers everything from product announcements to in-depth analysis of marketing trends. To follow suit, take a look at how Unilever UK uses their blog to successfully establish themselves as thought leaders in their industry.
Local is the next big thing
With people increasingly using their phones to access content on the move, we’re seeing an increase in mobile marketing. And it doesn’t end there. Since people are more likely to use their phones in the area where they live, we’re also seeing an increased focus on local marketing.
According to HubSpot Blogs’ recent research, people in the UK spend more time researching products and places online than they do watching TV or going to the cinema. With 66% of consumers opening up to brands in the local area before going on a tour of duty, businesses should never underestimate the power of local marketing.
To attract local business customers, you need to provide them with the best possible experience. To achieve this, businesses must be mindful of the fact that users may not want to be bothered with complex searches when they get to your location. After all, users may not want to search for a restaurant in their area if they aren’t looking for one. Instead, use the services offered by your location-based platform to connect consumers to what they want.
Boost your SEO with informative articles
While search is still the main way we find information online, it’s not the only game in town. To ensure their content is found, businesses need to consider the merits of creating informative articles to raise their search engine ranking.
Take the case of Not On The High Street. The fashion brand set out to determine the most effective ways of engaging with their target audience. They developed a content strategy that blends SEO with content creation. As a result, they rank in the top three for their chosen key words on Google.
This year, more and more businesses are realising the power of content to attract and retain customers.
If you want to succeed in 2020, take the time to develop a content strategy that blends SEO with content creation. For example, you may want to consider creating a blog post every two weeks or three weeks depending on the subject matter. By doing this, you will not only be creating valuable content to encourage users to come back, but you will also be providing them with frequent, engaging content that draws them in and keeps them coming back for more.