There was a time when you could probably allow your website copy and content strategy to remain fairly static. That was before the dawn of mobile technology and the evolution of consumer thinking and demands. The consumer today doesn’t just want to read your home or landing page. They want content that moves with the latest trends, that they can access on the go, on the fly, and from any device that is connected to the Internet.
A Walker Sands’ 2014 study found that 52% of consumers would prefer to shop in a store that offers innovative in-store technology such as mobile navigation. 59% said they would prefer to shop in a store offering self-checkout using a mobile phone.
Developing an omni-channel content strategy is definitely a must-do, and the figures speak for themselves.
Here are 3 ways you can reach your target audience over more content channels, give them the features they demand and capture a wider market share.
- Define the “who is” of your target audience
This is the most important step and will help you choose the best channels over which you broadcast your content. Think about the ages, interests and shopping habits of your target audience. Are they likely to use their mobile phones to use innovative shopping tools? Would they benefit from deep dive content that gives them lots of juicy information about your products or services?
- Give your target audience some real value
When designing an omni-channel content strategy, there is a temptation to use the latest technology. By doing some market research, reviewing what works and perhaps running a quick poll across your audience, you can find out what they need and offer real value with your content. This might include video, interactive content, social media content, and more.
- Understand when to adapt your content
One of the most important things about working with adaptive content is knowing when it should adapt. For example, you could have a landing page that loads depending on the user’s location. This may show them special offers specific to their location or simply the opening times of their local store. You can even adapt content that is based on the recent purchase history of your visitors. This can be great for generating repeat purchases of the same item or showing products and services that relate to that recent purchase.
Need help developing an adaptive content strategy and reaching out to a wider audience? Call MintCopy at 888-646-8003 or send us an email to find out more.