588: Mobile Content: Stop Making This Common Mistake w/ Christoph Trappe

ABOUT THIS EPISODE

In this episode we talk to Christoph Trappe, Director of Content at Stamats Business Media.

This episode was based on this blog post from Christoph.

Looking for a guaranteed way to create content that resonates with your audience? Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get into the show. Welcome back to the BB growth show. We are here today with Christoph trap he is the director of content at staymates business media. Christoph, how you doing today? Doing Great. Thanks for having me on. I'm really excited to chat with you today. Christoph. We're going to be talking about mobile content. You have a really great perspective on this and a couple different examples of what we're going to be really the reason we're going to be diving into this today. But before we get into that, I'd love for you to explain to our listeners just a little about staymates business media and what you're in your team are up to over there? Yeah, thanks for asking. So my background really isn't storytelling. How do we share stories on digital channels and, of course, all also offline channels that are still relevant. And so my team and I had staymates business media. We have three magazines and and we're working on a digital transformation. How do we reach new audiences? How do we build audiences and how do we tell great stories? So the teams have some fantastic writers, longtime journalists, and of course that's where my background is. And you know, how do we make sure we offer value to our readers, whoever they are? I love it. I love it so, Christophe, you recently published an article on your blog about mobile content and you...

...have, like I said in the Intro, just a really interesting perspective on it. Why is mobile content? Why is that something that's been top of mine for you lately? Well, the thing is people use their mobile phones for everything. Right in fact, when somebody asked me what's the one piece of technology that has transformed things for you, I set my phone, because I use it for everything. I mean in fact, right now I'm talking to you on my iphone right and it's when it's not even a phone call, but it's skype and I use it for everything. I blog on it, I mean even I'd voice dictate my articles, and people consume content on phones as well. Of course, there's all these of these different sizes of screens. Right, they go from smaller the bigger to probably too big. But what I've seen is that, especially when it comes to graphics, infographics, images, anything that's not just text, there's still a lot of issues out there with the readability. Right, something was designed for desktop and I can't even see it on my mobile pall up, and so it's really interesting to see that we're that we're still in that phase to an extent. Yeah, and so the reason that you and I connected Christophe I a few weeks back put out a piece of content that was an ungated pdf that basically had, I think I had like sixty seven content ideas for Linkedin, the type of content that you could write on Linkedin. That that I've seen other people use and get a lot of traction. And you know, I'm patting myself on the back because I'm doing what my Mark Shafer says, and dating content not making people hand over an email address to do it, and thinking that I'm I'm winning. And you comment on it and you say, Hey, I can't read this pdf on mobile and as soon as you said that I thought, oh my gosh, I had our designers design it and when I was reviewing it I was looking at it on my desktop. I wasn't even thinking about the fact that people would be reading it on mobile. And I...

...am a huge proponent of, you know, writing all of my linkedin content, you know, so that it's mobile optimized, easy to consume. We read our blog content so it's it's easy to consume, so written content. I'm, you know, very bullish on being mobile friendly, but with this design asset that we'd created, it didn't even cross my mind. So you've got another example, actually of a book. Can you tell that story of is it? Is it Tom Fishburn's book? Tom Fishburn, of course, who is the market, market tunist? I'll get to that in a second. I want to I wanted to add one thing to your story, and was so fantastic about that exchange with your pdf was I said it's not working and you said, oh it's working, and it is working but it's not readable, right, and then I explained that to you, you said, oh, sorry, and what was so faint? And I was actually sitting here and I was looking at that answer and I just thought this is actually fantastic answer, because you know what a lot of people do when you say something like that to them? They gave you fifty nine reasons why it doesn't need to be readable and mobile and you just said sorry, didn't think of it. And that's really how we should work as digital marketers, right. We should listen to our audience, that we should see what they're saying and and you know we're not typically users ourselves, right, because we use things definitely then the people are trying to reach. And very interestingly, Tom fishburn actually handle the situation very similarly the way you did, and I would highly recommend anybody who is not creating content and in the best possible way when they figure it out, to just react like that a right and say sorry, didn't know. So here's what happened with Tom. Tom, of course, has his book out, fifteen years of marketing cartoons, and it's a wonderful boat, five stars, and I actually honestly don't know if I should laugh...

...or cry when I read it because it's so you know what I mean is, yeah, I just actually got in the mail yesterday and I saw I was thumbing through it this morning even and and laughing. But a lot of the a lot of the cartoons in there hit a little too close to home. I think they really do, from marketing issues out there in the real world. So anyway. But so it's like twenty bucks the hard copy and I was like, Oh, the kindle version is like nine hundred and ninety nine. So I got the candle version, but I don't actually have a kindle. I don't even have an IPAD. My my nine year old has an IPAD, I think. And so I download on my phone. I try. I started to read it, but you can't actually read it on your phone, but you can buy it on your phone. So and the reason you can read it on your phone is because the cartoons they're they're up to fifteen years old, you know, as in fifteen years ago we didn't even think about creating images for mobile phones. Yeah, so he didn't think about that. Obviously makes sense. And so I left a review and I just said well, it's probably a good book but I can't read it. I download it on the phone. Amazon immediately refunded the nine hundred and ninety nine. Even Tom emailed and said, Hey, I'll refund the nine hundred and ninety nine. I'm like, well, I don't worry about it, Amazon already did. And then he offered to send a sign copy of the paperback, which, of course it's an awesome book. Credit. I mean it's like a forty minute read if you get through it at one one sitting. But that's really how you have to respond. And he even asked for more infocacs. Is this what you mean? Is, can you? Can you clarify that a little bit more? But we have to think about those things right. It's not just deaths top, it's not just mobile, it's not mobile first, it's not just stop first, it's not nexting first, it's all the channels. Will your readers are yeah, yeah, I know, and and I think you touched on something. It's so easy to respond in such a way where, like you said, you're making excuses or you're defending your position on why you did it. You know the certain way. But I think off I think often times we need to accept that kind of...

...of criticism and then let it shape the content that we're making moving forward. And so after you made the comment about my particular pdf, it just got me thinking the sixty seven ideas that I laid out. I put them all on a single page. You know, it would have made for a longer PDF, but it would have been much easier to read had I put maybe five ideas dispersed throughout the page made the text much larger. So it didn't take me long at all, once I took in your your feedback, to think, oh well, it took me two seconds to realize how I can make this better moving forward. And so now the next PDF that I do is is going to be out demised for Mobile. Is there there anything else cussed off that that you any other maybe types of content or any other mistakes that you're seeing marketers make as it relates to creating content in a world where mobile is such a requirement? I guess yeah, it. You know, it is mostly for images right be can, especially images with text on it, usually other images. They do kind of adjust themselves relatively nicely. Video is really I mean if you upload your video to Youtube or really whatever. Most most of those video services. It's automatically viewable on noble. anyways. The biggest thing on mobile is that when people shoot video, and that was when I saw, I said, I think was ESPN, somebody was shooting vertical, right, because vertical like that's much easier to hold when you shoot video. Right, then horizontal. But horizontal looks a lot better because that's sideways, right, anybody, that's really hard to keep track from you which one is which it's like. But but the bottom line is, you know, make sure to shoot horizontal, because that will look a lot better on desktop. Now it's interesting if you shoot vertical and when you actually just make it full screen on mobile, it'll like fill up the whole screen and you won't even really tell. So that's that's the example. That goes the other...

...way, right. Sometimes we have content that looks really well on mobile but then on desktop it doesn't work as well. So you want to you want to make sure what's the what's the technique that gets to the closest on all those channels. Gotta gotta and so you you had mentioned before we started recording this, cristof you had said we you know, we were talking about some people have, you know, our advocates for a mobile first and you know other folks aren't, just aren't thinking about mobile all. And you mentioned you said you know mobile first isn't necessarily the right way to think about it either. Can you expand on that, on that line of thinking for a second? Right? So, for the most part, all the something first, right, don't think of it like that. In digital marketing. Think of content first and then think of what are the right channels and are you optimizing it for those channels? Because the bottom line is you're not going to send it to mobile first. Right, that maybe if you send text messages, that might apply, but other than that you shouldn't send you a website to mobile first. You should send it to mobile, desktop, left, wherever it goes, that's where it should go at the same time, not not first. So think about what is the content you're trying to distribute? Are you producing it in a way that actually can be consumed on most channels? And then the next thing, and it's so interesting. I've heard all the excuses seriously off why something doesn't work on mobile and like some one. One time I said that to somebody and they said, oh, that's not how people use this APP or whatever it was, and I said, but that's just exactly how I try to use it. You know, literally just said that's not how people use like, but nobody prompted me to do that and I did it anyways. Yeah, so, so when you get that feedback, just figure it out, work on it, you know, and whether it's desktop, whether it's mobile, it does make a difference. And always...

...ask people how are they viewing something? So, for example, on my website, even authentic storytelling donet, it's not optimized for mobile desktop, but it just itself. Oh yeah, and so it just adjusts itself whatever device it's on. And every and early on. What would have what was happening if some of the text was too long for Mobile? Right, it's a like in the in the bars. So somebody at one point email and said, look, this is really pushing everything down and I'm like, Oh, I don't even see that on my phone and I said Yeah, because you got a bigger screen. I'm like really interesting. So I just fixed it. Right, I said, thank you, sorry about that. Fixed. Yeah, and so that's kind of how you have to do it and people, for the most part, I'm appreciate that. Yeah, I think one other thing that comes to mind for me, Kristoff, that is easy to overlook or not not think about is how you're with all the different popups and, you know, ways that we're trying to get people visiting our site to convert into email subscribers, the way that those experiences end up playing themselves out. Even, you know, I just installed drift on our website to try to start getting into more live conversations with people on our on our site and even just looking at how that experience plays out on mobile. I had someone send a message to me yesterday through drift on the site and he said you know. I said Hey, sorry. You know, I sent that last message pre emptively. The mobile format of the tool that you're using for this, you know, this chat thing, isn't isn't super friendly, and so that was something that I hadn't necessarily thought about, but so many people are interacting with us from their phone that there's no reason not to think about all of those little nuances. The this pop up, that model that's coming up, or this this chat Bot that I'm having, you know, engage with somebody. It can, you know, on a desktop not look overwhelming at all and then as soon as you look down on your phone, can be...

...incredibly overwhelming. And so I love your thesis that we just we need to be thinking about it, you know, every every experience that somebody is having with us through the context of mobile exactly. And you know, the other thing what we're talking about pop ups for email subscribers. So I used to have pop up on my side and and, as you know, a lot of consumers to like them, but a lot of marketers do because they do work. Yeah, but I did, I did actually take it down and I now I put a subscribe to blog by email on top of each article, so before you even read the article you see that. You know, what I found is that people actually sign up from there and it was interesting. One expert one time took me to task and she said that's a really bad spot for that sign up and it looks really bad, and I'm like, well, I'm sorry that you think it looks bad, but I'm signing up a number of people each day. Yeah, so it's working and nobody is complaining. I mean, in fact nobody's complaining, while people complain about pop ups all the time. Yeah, and so the other thing, you know, try new things, see what's working, see how people react, and that's the beauty of digital marketing, right. You'd never stand still and you want to see how people react. Yeah, have you? Have you experimented with the subscribe to blog via email at the bottom of your post or if you only tried it with at the top of your posts? Yeah, I did. Used to have it at the bottom of the post and really not very many people signed up. And I think what the theory is that people read the article, right, and then they sign up. Well, what we know is most people don't read the articles anyways, right, they just kind of Skim it. Yeah, so if they so, for example on this article here on Mobile, you know, they might say, okay, the headlines is if I can't read your content a mobile, why does that still happen? So, so a lot of people, they might go, oh, yeah, so annoying. Okay, I got a subscribe and they subscribe. What they might say, Oh, interesting, maybe I read more, but a lot of people don't read online in general. Right, so they skim. So so you got to keep that in mind. So...

...when we will say, well, you want to do at the bottom because and people are engaged and people might be more engaged. But even like the long, long articles, like people say a longer articles work better, and sometimes that's true, sometimes it's not, but most people don't read them. Most people actually skim get on them then they write. So, Yep, I totally agree. Well, this has been fantastic, Christop if somebody wants to stay connected with you, I know you're superactive on twitter, obviously on Linkedin. That's how we met. What are ways that folks listening to this can stay connected with you and also learn more about staymate's business? Media, of course. Yeah, well, connect with me on my blog, authentic storytelling. That Nett of course, linked in as fine as well, and twitter pretty active on there at sea trap ctra a PPE. Love it awesome, Christoph. Will thank you so much for your time today. This has been fantastic and I really appreciate it. Thank you. If you've been getting valued from this podcast, you can help us reach more people by reviewing the show on itunes. Here's how you can leave a review in less than a minute. Open your podcast APP and tap the surge icon in the bottom right corner. Type in fee to be growth, then select our show. Once you're there, tap the reviews tab and tell us what you think of the show. These reviews help us out of time. Thank you so much for listening, until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1774)