Mobile Content Marketing Strategy For Your Travel Publishing
Over the past 5 years there has been an enormous shift in media. Mobile has completely revolutionised the way that people read, view, or otherwise engage with digital media, to the point where brands that are not already thinking mobile-first for their content are setting themselves up for an uncertain future.
For travel publishing in particular, the mobile platform presents a wealth of opportunity to hyper-target your content marketing efforts for your on-the-go readers. Whether you are looking to plan your next vacation, searching for restaurants in their area, comparing hotel prices, or checking to see what is happening this weekend, if you have a strong mobile strategy for your guides or brochures then you are in a position to deliver your readers more value from your content than they could get on any other platform.
Here are a few easy, actionable strategies you can put in place today to strengthen your content marketing strategy for your mobile audience.
Optimise and reformat your content for mobile
The first step in any mobile content marketing plan is, of course, ensuring that your guides, brochures, and travel magazines are all optimised correctly for smartphones. Content that has been created with only print or desktop in mind will very rarely translate well to small screen mobile devices when it comes to both form andfunction. Content creators within the travel industry have perhaps the most to lose from a poor mobile presence, with more than one-third (35%) of travelers claiming to rely on their mobile devices more often when they travel than they do when they are at home. Not only that, but with Google announcing last year that it would be penalizing sites that are not optimised for mobile in the search results, publishers will need to act now to ensure that their online guide remains discoverable through organic searches.
For a lot of small to medium size travel publishers, investing in a fully optimised mobile website right off the bat is not always feasible. This is why ensuring that at least your guides and brochures are mobile friendly will help you strengthen your brand and the impact it can have in the mobile market.
Include mobile video
If a picture is worth a thousand words then imagine how much you can communicate to your readers with a single video. As mobile content consumption becomes more and more prevalent each year, it is increasingly important for travel publishers to reimagine and contextualise the way that they create their content.
Unlike those on desktop or laptop, mobile readers are more likely to skim read large articles, and will respond better when the content is optimised to be consumed as succinctly and as easily as possible. Incorporating content-rich media, such as video, is a highly effective way to increase reader engagement with your content, as online video is predicted to reach 75% of all mobile traffic in 2016. Video is also a very efficient way of condensing content to achieve a much more desirable and user-friendly minimalist mobile design. Remember, when it comes to web design, especially on mobile, less is definitely more.
Allow readers to subscribe to content via SMS
Boasting an unprecedented open rate of 99%, SMS is undoubtedly one of the most effective mobile content marketing tools publishers have in their arsenal. Creating a smarter content strategy for your travel material is as much knowing how to get that content into your readers hands as it is knowing what content they will best respond to. Minimising the amount of work readers have to do to get access to your guide or brochure is key. It is also one of the reasons why mobile native apps have, in some cases, failed to deliver the great response that was predicted during the golden age of iPads. Native apps require a lot of commitment and EFFORT from readers, which can be hard for many fledgeling brands to incite in their market. First readers need to go to their app store, search for your app amongst a sea of contenders, download the app, and sometimes even download the content from within the app—all for a brochure or travel guide which may only be used for the period of one’s vacation.
Compare this to the ease and efficiency that instead comes with an SMS distribution model for a HTML web brochure. When your content is optimised for mobile web, readers can easily request immediate access to your latest guide on the go by SMSing a keyword to a number that you advertise
in your print edition, on billboards, or in the arrival terminal at the airport of your destination. A link can be automatically sent back from an SMS server taking readers directly to your latest content. Also, consider that when each article in your mobile guide (or archive of guides) can be individually sent out upon keyword request, the possibility of hypertargeting your readers with content that suits their individual interests will help you deliver more value to your readers than they would be able to get on any other print replica edition.
Understand your mobile readers’ needs
Creating a responsive mobile edition of your brochure or guide should be considered a starting point, not an end goal for your content marketing plan. In order to truly maximise your efforts, you will need to ensure that you are providing your mobile readers with an experience that they can not get on any other platform or device. For many travelers, their smartphone is like a lifeline. “Travelers are not only researching and booking trips on mobile, but they’re also complimenting their meals, complaining to providers and capturing every trip detail,” says Dara Khosrowshahi, President and Chief Executive Officer, Expedia, Inc.
A 2014 survey conducted by Expedia found that 47% of respondents relied heavily on mobile maps and navigation, whether traveling for business or leisure. By enhancing your editorial and ad content in your mobile guide with simple native smartphone features, such as a tap-for-directions button, you can increase the utility of your web app and offer a much more user-friendly experience for your readers. Similarly, add a simple tap-to-call button when advertising a venue or resort to facilitate readers with their travel plans. Remember, each call to action can be tracked by free online programs like Google Analytics to offer you further insights into your readers’ behaviour. Not only will these metrics help you fine tune your mobile content strategy, but they will also be valuable feedback for your advertisers.
The mobile platform has well and truly established itself as an important medium for travelers when it comes to seeking out relevant information. Travel publishers need to act now to strengthen their content marketing strategy for mobile to target these readers, and there is no better place to start than with your guides and brochures. Realview have just launched a new mobile-first solution which was created with the content marketing challengs of travel publishers in mind. To find out more about how you can create a mobile content strategy for your guides that will open your business up to new audiences and increased revenue, click through to read our presentation.