Thanks to the popularity of smartphones, the rise of mobile ad blockers and the fall of mobile banners, companies have turned to content to capture consumer attention. That’s smart.
Unfortunately, most organizations have a strategy to use content when what they really need is a content strategy. They focus on quantity, not quality, and on selling, not helping. They ignore the biggest reason people use ad blockers to begin with: to eliminate sales pitches from their digital lives.
People on mobile devices are getting things done. They’re asking for directions, trying to find the perfect restaurant, checking in on their children, downloading recipes, asking friends to recommend a good plumber, etc. People on mobile devices are seeking help. They are not seeking to be sold—whether the sales pitch comes in the form of a banner or bloated content.
Embracing content is only the first step toward connecting with people. The next and even more important step is to embrace content strategy—put a “why” to your “what.”
Here are the six essential components of the most successful content strategies: