Mobile is eating the world. Every where you look, hundreds of millions of phones and tablets are being sold to people every year. This has a big impact on content marketing and presents a unique opportunity to advertisers on how to better get in front of their target audience. The content delivery system of 50, 25, even 10 years ago is drastically different than it is today, primarily because people are using tablets and phones to consume (and create) content.
The increase in mobile also has led to a big increase in consumers that choose to shop online as well. Recently, mobile ad network InMobi found that 83% of shoppers plan to shop on their mobile device, compared to only 13% in 2013. This obviously presents an enormous opportunity for advertisers to create content that is specifically tailored to generate the mobile shopping experience.
Think about it, in the old days, to read the news, you had to wait until the newspaper was delivered to you, or you had to buy one before you caught the evening train. If you wanted to hear someone read the news to you, you could listen to the radio (if you could find the station with that silly little dial) or you could wait until 6pm or 11pm when the news came on television. Now, you instantly have content delivered to your fingertips anytime you want to see or read it. The latest sports scores, the latest hollywood headlines and up-to-the second information on politics, wars, and financial news all can be instantly in front of you with a few taps on your phone.
This new way of delivering content is helpful for advertisers as well. Before the shift to mobile, doing content marketing was pretty straight forward, you submitted an article or produced a commercial and you paid the content provider to place it . Because the medium of delivery has changed, advertisers have had to think creatively about how they get in front of their audience. Some of the up and coming ways of promoting content is through social networks like YouTube, Tumblr, Facebook and Twitter. See the breakdown of types of content being viewed on mobile devices over on Business Insider.
Content marketing on social media sites seems to be the winning way to best promote your content. In the early days of social networks, everyone was wondering how these types of apps were going to make money and the answer today is pretty straight forward – sponsored content. Not a day goes by now that advertisers aren’t lining up out the door to promote a post on Facebook, tweet, tumblr blog or video on youtube. What’s more smart advertisers are targeting highly trafficked video producers on youtube and paying them to do a product placement as a new way of doing a television commercial.
Where are we going next in content marketing?
It’s hard to say. There’s still a lot more that can be done from a video content perspective, especially as it relates to mobile content consumption. Mobile video views jumped 300% in 2012 and will only grow more as our viewing habits move away from standard television sets and desktops to mobile devices. This presents advertisers a huge opportunity to deliver relevant, targeted content to those viewers. Likewise, social media isn’t going away soon. Advertisers will have to continue to get creative about how well to get in front of their audience and specifically, they’ll have to come up with ways to make their content stand a part from the thousands of other advertisers who will be trying to get their audience’s attention as well.