Single Serve Content for Mobile Consumers

Single Serving Content for Mobile Audiences

We have previously discussed the importance of planning both the construction and deconstruction of your content.

The idea is that creating great content takes time, so while you are doing that put in a little extra effort to also plan which pieces of it will be shared on, let’s say, Instagram.

Content often brings to mind a blog post or an article, but as content consumption with mobile devices becomes the norm, you will need to redesign your content strategy to adapt.

The good news is that if your business is not yet creating much content, you may find these newer methods easier to sustain than traditional ones. Read further to learn why they work so well.

Create Bite-Sized Content Snacks

I recently co-authored a yet to be published article with my colleague Jay Baer. One of his suggestions for that audience was: Give your expertise away one bite at a time. This whets the appetite for what follows, which ultimately are the products and services your company offers.

Content marketing doesn’t make sense to some folks, but I think this snack metaphor nicely captures the essence of how it works.

Jay gives away content snacks with his daily video podcast entitled Jay Today. Top podcaster Pat Flynn used to answer audience questions on his weekly Smart Passive Income show. He accumulated so many that he now answers them every day at his new podcast, Ask Pat.

I’m planning a similar one myself, so if you have a question, leave a comment or send a private message and I’ll add it to the list.

Expand Your Audience and Boost SEO

There are plenty of people in your communities that will not always tune in to the your primary content marketing channel, which most likely is some form of a digital magazine (a blog). So, the choice is missed opportunities, or serving the bite-sized snacks some folks especially desire.

Do you still watch the evening news on television? Me neither. While they still attract an audience, many of us prefer to get our news in quick nuggets on our smartphones. Your customers are no different.

Can you come up with 365 tips or questions to answer for your community over the course of a year? All you need is a smartphone and 30 minutes a day to pull this off like my friend Ryan did.

You will learn in that article that Ryan realized significant SEO benefits from his micro-content strategy. When you consider the minimal time commitment, that you are serving a segment of your audience better, and the impact on your SEO, this is a no-brainer.

In addition to all of that, the increased connectivity with your audience will build greater familiarity and trust, which of course is vital for consummating new deals.

To get your single-serving content creation process going, all you have to do is choose a format and create templates to make everything repeatable. Then, it’s a simple matter of setting aside one morning or afternoon every week to knock out 7 pieces of content to serve up daily.

You can do it. Just take it one bite at a time.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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Internet: The New Super Bowl of Marketing

The Super Bowl is an annual ritual that captures the attention of millions.

This blend of entertainment is an orchestrated process of marketing the game itself, half-time show, and of course, the line-up of television advertising spots, but still entertainment online companies as adult services like use online marketing to advertise their products and get more results of it

This massive stage has elevated advertising to a celebrated art form, but is it still relevant?

For brands and their media partners, Super Bowl ads offer the opportunity for influencing a massive, global audience. However, so does the Internet.

It’s a New Ball Game

We are witnessing the dawn of a new era in which brand awareness is created in new ways that are within the reach of nearly every business, large or small.  It’s a new ball game.

This year you will not see the little E*Trade baby promoting its brand, because the company has ended its 7 year marketing relationship with this platform. According to its Sr. VP of Branding, E*Trade is reallocating its resources to better target their audience of key prospects and customers.

How about you?

Is your business reallocating marketing resources to ensure its future relevancy?

Build Your Own Super Bowl

Brands invest considerable resources into those Super Bowl ads, and they can achieve measurable results. The problem is they receive little residual value, having to then show up next year to do it again, often at a higher price.

Marking the 30 year anniversary of a watershed moment, the iconic Apple 1984 Super Bowl commercial is being celebrated as the greatest Super Bowl commercial of all time. This was clearly the right medium for Apple to reach a massive audience to promote the launch of the Macintosh.

Yet, in these Internet days anyone can reach a massive audience, and certainly Apple and other giant brands are capable of doing that on their own. This is the opportunity for Apple, eTrade, and mainstream small businesses like yours and mine.

If your business is going to invest the resources to create high quality media, should it not also use a platform where it can manage, control, and literally own that media forever?

What’s interesting is it is actually easier for people than businesses to build an audience today, at least for small businesses. This says something about the future of brands.

Brands are now personal, and they will favor platforms that amplify those qualities.

If your brand is your promise, isn’t that promise more powerful when it is personal?

This is why businesses are smartly using content marketing and social media to engage their audience by helping them, answering questions, and otherwise solving their most relevant problems.

Now You Are The Media

In addition to building their own audience, brands are recognizing that advertising and marketing as we know it are changing. The truth is we probably shouldn’t even call this marketing.

Content marketing is a means for using media, especially social media, to help your customers, thereby attracting a larger following that can ideally benefit from your products and services.

Content marketing is giving your customers what they want, and in many circumstances, what they need but do not even know they want.

Is that marketing?

The truth is this works, and that is why businesses large and small are creating useful content so that they can also package an advertising message within it too.

Content is an investment that has staying power, especially if there is a timeless aspect to it. It is the rare commercial such as Apple 1984 that earns that quality.

Stop Marketing and Create Media

Marketing these days is a new game. In fact, many of us are wondering if we should be calling it marketing any more – or maybe we just need a new definition of marketing.

Unlike traditional Super Bowl marketing, content that lives on the web has the potential to achieve a greater reach over time. So, think of your blog as a syndicated television series of content that gets replayed for years to come.

Your content marketing is the show.

The Internet is the Super Bowl.

Any questions?

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

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