Mobile optimized content is the future of marketing

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By Crownpeak
February 11, 2014

For content marketers—especially in the B2B space—2014 could be a pivotal year. With new technologies and tactics on the scene, some marketers are just beginning to adopt new techniques while others are working to improve them. Whether you’re playing catch-up or leading the way, two strategies of 2014 will lay the foundation for success: mobile content management and data analytics.

Embrace mobile content (and it's management)

Adopting mobile content management platforms is now essential for marketers to distribute effective content to almost ubiquitous mobile devices.

According to MarketingProfs, mobile marketing has not kept up with the growing use of mobile devices. It’s not just the general population contributing to the increasing use of smartphones and tablets; a 2011 study by Compete and Google found 28 percent of B2B C-Suite executives used them to research business purchases. B2B marketers can bet that number has risen drastically since then—and will continue to do so.

Today, mobile users rightfully expect content to render just as well on their devices as it does on desktops. This also applies to email and website offerings. Mobile content management solutions will keep content mobile-friendly at the outset, with the added bonus of certain cloud-based systems reducing the need to tie up the IT department in the device-update vortex. This will allow the experts in content marketing to control how and when campaigns are shared with audiences in a forward-thinking manner.

Listen to your data

Marketers will need to pay closer attention to what their data analytics programs are telling them so that they can quickly update and change content. According to MarketingProfs, the biggest challenge in the B2B space is embracing "data activism." This means not only collecting and analyzing data, but also making a conscious effort to improve marketing campaigns based on the findings. Data collection and analytics only provide a return on investment if they are actually used to improve marketing and sales.

Marketers often spend time and money attempting to analyze data—only to ignore or dismiss the results, which means they are potentially missing out on a long-term investment. Data that illuminates the effectiveness of marketing campaigns can be used to increase the budget for newer technology, such as video marketing tools. And should the data reveal less promising findings, an adaptable enterprise CMS will be integral making fast, effective changes to a marketing strategy.

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