Leveraging Micro-Moments in Your Content Campaign

Leveraging Micro-Moments in Your Content Campaign

Author: Sujan Patel / Source: Entrepreneur When was the last time you checked your smartphone? If you're like most people, it's probably

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Leveraging Micro-Moments in Your Content Campaign

When was the last time you checked your smartphone? If you’re like most people, it’s probably sitting next to you right now. Or it may even already be in your hand.

Mobile use has exploded in the last few years, with more people than ever relying on their smartphones for everything from Googling random facts to researching the best products to buy.

“Billions of times per day, consumers turn to Google for I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments,” Jerry Dischler, VP of product management at AdWords, told me. “And, at these times, consumers are increasingly picking up their smartphones for answers.”

Google has a name for these moments: micro-moments. These are split seconds of time where consumers use their devices to act on a need. And this small window of opportunity offers huge potential for your brand.

Because 70 percent of mobile searches lead to timely action, your brand needs to be ready to ensure that the action your consumers take involves your brand. Making sure your content is easily found, accessible and relevant will help your brand capitalize on these micro-moments and make them work for you. Here are four steps to do just that:

1. Understand your consumer.

Before you can begin creating content, you need to first know what your consumers want. Who are they? What do they look like? Research their habits, preferences and demographics to get a sense of the type of person you are trying to attract to your brand.

Then, consider what types of questions they would ask before purchasing your product or service. Creating content that answers these questions will make it more likely that consumers will turn to your brand in those micro-moments.

2. Anticipate micro-moments.

Research shows that companies that take steps toward becoming “moments-ready” realize higher ROI in both mobile and overall marketing investment. To be moments-ready, yourself, understand when, where…