Joe Pulizzi nailed in when he asked “instead of interrupting consumers around the content they want to engage in, why not BE the content?”
This quote comes from his recent rant on how advertisers are poised to destroy our beloved mobile phone experience. Pulizzi, that guru of content marketing wisdom at CMI, masterfully sets up the stats that show our overall enchantment with our mobile devices, and then knocks them down with one piece of news: Mobile advertising more than doubled in the first half of 2013.
Mobile advertising doubling in just six months? As Pulizzi notes, advertisers are about to ruin mobile for all of us.
His solution — to become the content — instead of using your content to interrupt, is sound. And as always, he doesn’t leave us hanging with the “hows,” but offers five key ideas to accomplish it:
1. Fill a Need
2. Be Consistent
3. Audit Your Mobile Content
4. Have a Point
5. Nix the Sales Speak
His last point, about removing the sales pitch and using the content to inform and engage, is key. Pulizzi notes that when CMI publishes content about themselves, “it only garners 25 percent of the average page views and social shares our content normally drives. The more you talk about yourself, the less people will share and spread your story. It’s that simple.”
Fantastic, Joe, on both points. What do you think about ads on your mobile?