As you produce more content, you start to lose control, which can lead to lower quality and higher per-unit costs. But you can optimize. First, identify what high-quality content is to you by noting who your target audience is, what your brand voice sounds like, what the purpose and parameters of the content are, and find an example of prime content.
Put these expectations into a style guide. Develop an internal quality QA process. Find content creators. Organize a tracking system, provide your freelancers with a style guide, and conduct an onboarding meeting. Then test. Fix any issues, then produce remaining pieces. QA your content, provide feedback, and assess the project workflow.
The customer journey is a non-linear path of micro-moments leading to purchase. Search can be at the beginning of this process, or assist along the way. Buyers turn to search when they’re ready for specific information in the micro-moments they are narrowing their selection and moving along the path.
Take advantage of micro-moments through search. Brands must make sure they are present and available for the key moments when their customers are making decisions. Consider: 69 percent of online consumer’s perception of a brand is influenced by the quality, timing, or relevance of the brand’s message.
Around 8.2 billion mobile devices should be active by 2018; traffic will be higher, speeds will be higher, and global media data will continue to grow. By then, m-commerce sales are expected to reach $626 billion. Also, 90 percent of consumers already use their smartphones for pre-shopping activities like finding location and hours.
Vocabulary is shifting from text to visual; video is expected to generate over 69 percent of mobile data traffic by 2018. Brands are going more personal, and using social media to create more immersive experiences. There are 1.23 billion active Facebook users. Growth industries include tools and home, luxury goods, consumer electronics, sporting goods, books, and clothing.