RuPaul, whose full name is RuPaul Andre Charles, is a well-known drag queen, singer, actor, and model who is well known for dominating whatever event or channel he has a presence on. The building of RuPaul’s empire has been a long one, spanning over decades, and there are several strategies and tips we can take from his career that translates well into mobile content strategy.
Note: RuPaul stated in his autobiography according to Wikipedia that he doesn’t care which gender pronoun is used (he or she), so we used he for this post.
Make it Sassy
RuPaul is known for his strong and sassy comebacks on his hit show RuPaul’s Drag Race on LOGO and in his song lyrics. This type of quippy, fun attitude can translate well as part of a content strategy for companies who want to reach a younger, hip audience who appreciates an easy-going, “with it” style.
In addition, companies that need to be relevant in their industry need to use language that will resonate with their audience without being cheesy for forced. This is especially the case for start-ups or organizations that are working within the technology industry, such as an app developer. However, before anything else, it’s important to be authentic and use a voice that is congruent with your brand. Your brand as a whole needs to carry out the same attitude that it uses in its content.
“If you don’t love yourself, how in the hell you gonna love somebody else?” -RuPaul
RuPaul has always been upfront and honest about who he is and how he wants to represent himself to the world. Instead of shrinking from the spotlight, he embraced it and has since created a fan following that spans several age groups and demographics.
This type of authenticity can also be translated by a no-nonsense approach to your (mobile) content strategy. Today’s users are looking for information that they can find instantly that is accurate.
According to Smart Insights, 33% of mobile research searches start on a branded site (and 26% start on branded apps). This means that many mobile content users are looking for specific phrases within a company’s website, and that they already know where to look in their initial search. In order to give them the best possible information to their query, make sure your mobile-optimized content pages are simple and offer instant accessibility to contact and location information, as well as answers to top-level searches a potential or current customer may do on your site (your offerings, pricing, and availability are good places to start).
Make it Accessible
RuPaul’s no-nonsense attitude makes him more relatable, especially because he has always had a good relationship with the press and his fans. RuPaul is extremely active on Twitter and often answers tweets from fans, as well as gives updates to what he is doing next. Accessibility of information on mobile content not only makes your company seem more trustworthy, it also helps users find you easier. Making sure your address, hours of operation, contact information (phone, email, etc) and other key metrics are highly visible on your mobile content is crucial when it comes to a fierce mobile strategy.
It’s also important, from a customer service standpoint, to embrace mobile content strategy as a way to serve more users when they are on their phones. Users will appreciate that they are able to answers and utilize a website’s services from whatever device they are using.
Dominate Multiple Areas
A fierce mobile strategy is one that makes sure you are everywhere at once, just like your users are. All your active platforms need to include all the different ways to contact you or get to know your company better. RuPaul has had many “careers” in his life, and continues to do so even now. He is a singer, model, reality TV show host, author, and entertainer. These many different areas have helped him build a brand that goes beyond just being a famous drag queen.
One key concept of this “Create Once, Publish Everywhere (COPE),” which has slowed been translated by marketers into the idea that any content you write (such as a blog post) needs to be promoted everywhere it can. The main reasoning behind COPE was that content needs to be accessible to any person, no matter where they may access it.
For instance, the blog post not only appears on the blog, but also in the featured blog widget on the company’s home page, social media channels, rewritten as a white paper, or even as a featured part of the company’s knowledge base on its app.
“When you become the image of your own imagination, it’s the most powerful thing you could ever do.” -RuPaul
RuPaul’s sassy attitude is one of the ways he has made himself stand out as a businessperson and entertainer. He isn’t afraid to be authentic is a way that makes him stand out from the crowd. No matter what an organization’s competition may be, creating original, creative content that is easily consumable on mobile can keep readers hooked on your mobile apps or website, making them return over and over again (with the goal being a multiple times per day return rate).
Additionally, another piece of the mobile content puzzle that can’t be ignored is the way the content is displayed: amazing design and user experience. The content must be easy-to-read (which makes its quality shine) and must be able to share easily.
Mobile design needs to rise to the occasion of smarter users that are becoming increasingly dependent on their smartphone over their computer to access the internet. After all, 40% of people will abandon a web page if it takes more than three seconds to load and 62% of companies that designed a website specifically for mobile had increased sales, according the Econsultancy and cited by HubSpot.
Above everything else, unique, fun, and accessible content that is easy-to-read and highly accessible on any device is what is going to make any mobile device successful.