Is your marketing strategy ready for micro-moments?
Because apparently, that’s all consumers have time for these days. Life is fast and we are bombarded by more information than ever before. We are more or less always plugged in and switched on to technology, whether at work or play, thanks to television, radio, internet and smartphones.
Technology has given us all the opportunity to be entrepreneurs. Thanks to this technology, it is easier than ever for brands and businesses to get their message out to an audience. However, it also means that we are all served more information and have more intelligence at our fingertips available at the touch of a button than any library could ever hold.
So, when you are preparing your digital content strategy, you have to keep all of this in mind. You may be able to write beautiful long-form content, and don’t get me wrong, this most certainly has a place, but you also need to include some micro-moments in your strategy.
What should your micro-moments look, or read, like? Well, the main reason that consumers will look up or Google something is to answer a question, mostly in the health and beauty arena people are looking to solve a problem.
So, if you have products that may be beneficial to certain conditions, write a short form blog post about this. Make sure your headline confirms that this content is going to answer the problem your consumer is looking to solve. E.g. “How To Manage & Improve Hormonal Acne in 5 Easy Steps” or “The Best Nutrients for Maintaining Joint Health”.
When planning your micro-moments, you should use the Google Keyword Research Tool to find out what keyword phrases are being searched for and also look at your Google Analytics and topics your customers are searching for when they land on your website. Another great tool we’ve found is answerthepublic.com, a site where you type in your keyword and tens and hundreds of questions and search terms are presented to you.
Try to keep the content to 300 words or thereabouts, this will be an under two minute read for the majority of readers. If your content is product-related, be sure to include a clickable link or links to the product for ease of purchase.
As always, it is important to social share this content you have crafted. Be sure to once again reiterate in the promotional tweet or post what problem or issue your blog is going to solve; how the post will improve the consumer’s life. Whilst Twitter, Facebook, Google+ and Linkedin are the obvious choices for this type of article, why not try getting creative with Pinterest and Instagram, and look towards other publishing sites such as Linkedin Pulse, Huffington Post and Medium.
Finally, you can potentially reach out to consumers already pondering the answer to your chosen question, thanks to sites such as Quora and Reddit. See what answer people are looking for in your field of expertise, and direct them to your website where they can find your already prepared answer. A link on a popular thread on either of these sites can become a major source of traffic for your website.
Have you experimented with micro-moments? Are they part of your content strategy already? We’d love to hear from you! For any advice please email firstname.lastname@example.org