No matter what industry you are in, mobile content marketing is the way forward. The technology sector is no exception. We’ve already looked at the benefits of mobile content marketing for the finance sector, travel, education and healthcare. Now we’re turning the spotlight on the tech sector. It’s a pretty broad area, encompassing everything from manufacturing electronics, appliances and hardware to creating software and apps to IT and business systems. It’s the sector where old devices are being upgraded and cutting-edge devices are being created. And it’s a sector where it’s crucial to improve your market position with targeted information for the end customer. That’s why, if you’re in the technology industry, you can’t afford to ignore the mobile market.
As the research we’ve cited before shows:
- 25% of web searches take place on mobile devices.
- More than 1 billion people using smartphones and tablets for browsing the web.
- According to Super Monitoring, mobile web adoption is happening eight times faster than the adoption of the original web.
There are numerous benefits for the companies that go mobile now. With mobile device usage continuing to rise (and more mobile devices than people on the planet), companies that can provide information in a mobile friendly and accessible format will win out over the ones that don’t. Mobile, combined with search and web technology, provides what Pixels and Clicks calls “a potent marketing combination”. Dell, a major technology industry player, says that having on the go content will increase in importance.
But for technology industry marketers it’s not just about having quickly accessible content. It is noticeable that the recent Google Hummingbird update which seems primarily aimed at mobile device users also included updates to Google’s Knowledge Graph. And a previous update focused on the provision of long form content via in-depth articles. Taken together, these trends mean that technology content marketing in 2014 is not about brevity, but about speed and adaptability in providing content that meets users’ needs.
Here are some of the issues that technology marketers need to consider when creating a technology content marketing strategy.
Your content has to work well on any mobile device – in other words, it has to be device agnostic. That means that content must not just be mobile friendly but what we prefer to call mobile adapted. Mobile friendly content may resize so users can see information; mobile adapted content will work seamlessly with any mobile device, allowing users to navigate by using swiping, pressing and tapping. Mobile adapted content will have navigation that works on smartphones and tablets, rather than menus designed for desktop machines. Mobile adapted content will take advantage of features built into different devices, working with GPS and social sharing apps.
And there’s another thing. Technology companies release a lot of manuals, guides, and other material highlighting their product range. This is often in PDF format – and that’s not the best option as the mobile user base grows. PDFs are not mobile adapted – managing to see the print at the appropriate size and still be able to navigate the document easily is quite a challenge. If you have to move each page around to read line by line, then it’s not a pleasant reading experience.
There is a better way.
Instead of making all your technical documentation available as a PDF, consider using a mobile adapted (web app) platform that’s reader friendly. The right platform will include easy-to-use navigation controls and will allow readers to easily share information. And this kind of platform has a big plus for technology marketers – better analytics providing fine detail on the content readers are actually looking at and how they are interacting with it. That allows you to target your content marketing efforts even better.
Technology industry companies already have a lot going for them because they make products people want and need. But as readers rely more on their mobile devices to find information, tech companies need to make the leap and go for mobile content marketing. Mobile devices are already a second screen for most people throughout the day; and there are some who only use these devices. Technology industry marketers can’t afford to ignore this market. With the right technology content marketing strategy, your tech company can win the battle for attention and become a go-to destination for the people you most want to reach.