What makes good content marketing for a mobile device?
It informs the consumer, and engages them. It helps the consumer make decisions and connect with the brand. The content goes beyond advice on making a purchase or finding a store nearby. Over time, it builds customer loyalty.
Content Marketing Institute recently came up with five solid examples of retail content created for mobile devices. For those focusing on effective mobile content, these should be worth a look:
Teavana’s mobile site (shown at left) is unique and informative content for fans of the specialty tea shop found in many shopping malls, offering tips from a tea blending tool to brewing instructions for the perfect pot.
An app created for Lowe’s stands out for its “My Lowe’s” feature that helps shoppers remember what they bought at the home improvement store before.
A user-friendly Domino’s Tracker shows what stage a customer’s pizza order is in, whether it is still in the oven or is on its way to being delivered in 30 minutes or less.
Best Buy’s mobile app features content that helps educate consumers as they make their in-store decisions, like a scanner that they can use in the store to compare product features and check out reviews.
The MyWendy’s app (shown at left) has content geared toward the calorie conscious. Customers can set the calorie range for their meal, and they can view a list of items they can choose from to help them stick to their goal. The customer can save a customized meal that displays on the app what each item looks like, as well as the nutritional information.
These five apps have common content characteristics: They engage and inform the customer and give them a reason to stay interested in the brand. For content marketing creators, that is the goal.