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 createcontent that resonates with your audience? Start a podcast, interview your ideal clientsand let them choose the topic of the interview, because if your ideal clientscare about the topic, there's a good chance the rest of your audience willcare about it too. Learn more at sweet fish Mediacom. You're listening tothe B tob growth show, a podcast dedicated to helping be to be executivesachieve 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 staymatesbusiness media. Christoph, how you doing today? Doing Great. Thanks forhaving 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 onthis and a couple different examples of what we're going to be really thereason we're going to be diving into this today. But before we get intothat, I'd love for you to explain to our listeners just a little aboutstaymates 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 dowe share stories on digital channels and, of course, all also offline channelsthat 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. Howdo we reach new audiences? How do we build audiences and how do wetell 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 wemake sure we offer value to our readers, whoever they are? Ilove it. I love it so, Christophe, you recently published an articleon your blog about mobile content and you...

...have, like I said in theIntro, 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 foryou, I set my phone, because I use it for everything. Imean in fact, right now I'm talking to you on my iphone right andit's when it's not even a phone call, but it's skype and I use itfor everything. I blog on it, I mean even I'd voice dictate myarticles, and people consume content on phones as well. Of course,there's all these of these different sizes of screens. Right, they go fromsmaller 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 mobilepall up, and so it's really interesting to see that we're that we're stillin that phase to an extent. Yeah, and so the reason that you andI connected Christophe I a few weeks back put out a piece of contentthat was an ungated pdf that basically had, I think I had like sixty sevencontent ideas for Linkedin, the type of content that you could write onLinkedin. 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 whatmy Mark Shafer says, and dating content not making people hand over an emailaddress to do it, and thinking that I'm I'm winning. And you commenton it and you say, Hey, I can't read this pdf on mobileand as soon as you said that I thought, oh my gosh, Ihad our designers design it and when I was reviewing it I was looking atit on my desktop. I wasn't even thinking about the fact that people wouldbe reading it on mobile. And I...

...am a huge proponent of, youknow, writing all of my linkedin content, you know, so that it's mobileoptimized, easy to consume. We read our blog content so it's it'seasy to consume, so written content. I'm, you know, very bullishon being mobile friendly, but with this design asset that we'd created, itdidn't even cross my mind. So you've got another example, actually of abook. Can you tell that story of is it? Is it Tom Fishburn'sbook? Tom Fishburn, of course, who is the market, market tunist? I'll get to that in a second. I want to I wanted to addone thing to your story, and was so fantastic about that exchange withyour 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 Iexplained that to you, you said, oh, sorry, and what wasso faint? And I was actually sitting here and I was looking at thatanswer and I just thought this is actually fantastic answer, because you know whata lot of people do when you say something like that to them? Theygave you fifty nine reasons why it doesn't need to be readable and mobile andyou just said sorry, didn't think of it. And that's really how weshould 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 usersourselves, right, because we use things definitely then the people are trying toreach. And very interestingly, Tom fishburn actually handle the situation very similarly theway you did, and I would highly recommend anybody who is not creating contentand in the best possible way when they figure it out, to just reactlike that a right and say sorry, didn't know. So here's what happenedwith Tom. Tom, of course, has his book out, fifteen yearsof marketing cartoons, and it's a wonderful boat, five stars, and Iactually honestly don't know if I should laugh...

...or cry when I read it becauseit's so you know what I mean is, yeah, I just actually got inthe mail yesterday and I saw I was thumbing through it this morning evenand and laughing. But a lot of the a lot of the cartoons inthere hit a little too close to home. I think they really do, frommarketing issues out there in the real world. So anyway. But soit's like twenty bucks the hard copy and I was like, Oh, thekindle version is like nine hundred and ninety nine. So I got the candleversion, but I don't actually have a kindle. I don't even have anIPAD. My my nine year old has an IPAD, I think. Andso 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 buyit on your phone. So and the reason you can read it on yourphone 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 mobilephones. 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 agood 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 heoffered to send a sign copy of the paperback, which, of course it'san awesome book. Credit. I mean it's like a forty minute read ifyou get through it at one one sitting. But that's really how you have torespond. And he even asked for more infocacs. Is this what youmean? Is, can you? Can you clarify that a little bit more? But we have to think about those things right. It's not just deathstop, it's not just mobile, it's not mobile first, it's not juststop first, it's not nexting first, it's all the channels. Will yourreaders are yeah, yeah, I know, and and I think you touched onsomething. It's so easy to respond in such a way where, likeyou said, you're making excuses or you're defending your position on why you didit. You know the certain way. But I think off I think oftentimes we need to accept that kind of...

...of criticism and then let it shapethe content that we're making moving forward. And so after you made the commentabout my particular pdf, it just got me thinking the sixty seven ideas thatI laid out. I put them all on a single page. You know, it would have made for a longer PDF, but it would have beenmuch easier to read had I put maybe five ideas dispersed throughout the page madethe text much larger. So it didn't take me long at all, onceI took in your your feedback, to think, oh well, it tookme two seconds to realize how I can make this better moving forward. Andso now the next PDF that I do is is going to be out demisedfor Mobile. Is there there anything else cussed off that that you any othermaybe types of content or any other mistakes that you're seeing marketers make as itrelates to creating content in a world where mobile is such a requirement? Iguess yeah, it. You know, it is mostly for images right becan, especially images with text on it, usually other images. They do kindof adjust themselves relatively nicely. Video is really I mean if you uploadyour 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 thatwhen people shoot video, and that was when I saw, I said,I think was ESPN, somebody was shooting vertical, right, because vertical likethat'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'sreally hard to keep track from you which one is which it's like. Butbut the bottom line is, you know, make sure to shoot horizontal, becausethat will look a lot better on desktop. Now it's interesting if youshoot vertical and when you actually just make it full screen on mobile, it'lllike fill up the whole screen and you won't even really tell. So that'sthat's the example. That goes the other...

...way, right. Sometimes we havecontent that looks really well on mobile but then on desktop it doesn't work aswell. So you want to you want to make sure what's the what's thetechnique that gets to the closest on all those channels. Gotta gotta and soyou you had mentioned before we started recording this, cristof you had said weyou know, we were talking about some people have, you know, ouradvocates for a mobile first and you know other folks aren't, just aren't thinkingabout mobile all. And you mentioned you said you know mobile first isn't necessarilythe right way to think about it either. Can you expand on that, onthat line of thinking for a second? Right? So, for the mostpart, all the something first, right, don't think of it likethat. In digital marketing. Think of content first and then think of whatare the right channels and are you optimizing it for those channels? Because thebottom 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 thanthat you shouldn't send you a website to mobile first. You should send itto mobile, desktop, left, wherever it goes, that's where it shouldgo at the same time, not not first. So think about what isthe content you're trying to distribute? Are you producing it in a way thatactually can be consumed on most channels? And then the next thing, andit's so interesting. I've heard all the excuses seriously off why something doesn't workon mobile and like some one. One time I said that to somebody andthey said, oh, that's not how people use this APP or whatever itwas, and I said, but that's just exactly how I try to useit. 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 onit, 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 earlyon. What would have what was happening if some of the text was toolong 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 everythingdown and I'm like, Oh, I don't even see that on myphone and I said Yeah, because you got a bigger screen. I'm likereally interesting. So I just fixed it. Right, I said, thank you, sorry about that. Fixed. Yeah, and so that's kind ofhow you have to do it and people, for the most part, I'm appreciatethat. Yeah, I think one other thing that comes to mind forme, Kristoff, that is easy to overlook or not not think about ishow you're with all the different popups and, you know, ways that we're tryingto get people visiting our site to convert into email subscribers, the waythat those experiences end up playing themselves out. Even, you know, I justinstalled drift on our website to try to start getting into more live conversationswith people on our on our site and even just looking at how that experienceplays out on mobile. I had someone send a message to me yesterday throughdrift on the site and he said you know. I said Hey, sorry. You know, I sent that last message pre emptively. The mobile formatof 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 necessarilythought about, but so many people are interacting with us from their phone thatthere's no reason not to think about all of those little nuances. The thispop up, that model that's coming up, or this this chat Bot that I'mhaving, you know, engage with somebody. It can, you know, on a desktop not look overwhelming at all and then as soon as youlook down on your phone, can be...

...incredibly overwhelming. And so I loveyour 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 mobileexactly. And you know, the other thing what we're talking about pop upsfor email subscribers. So I used to have pop up on my side andand, as you know, a lot of consumers to like them, buta 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 toblog by email on top of each article, so before you even read the articleyou see that. You know, what I found is that people actuallysign up from there and it was interesting. One expert one time took me totask and she said that's a really bad spot for that sign up andit looks really bad, and I'm like, well, I'm sorry that you thinkit looks bad, but I'm signing up a number of people each day. Yeah, so it's working and nobody is complaining. I mean, infact nobody's complaining, while people complain about pop ups all the time. Yeah, and so the other thing, you know, try new things, seewhat'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 viaemail at the bottom of your post or if you only tried it with atthe top of your posts? Yeah, I did. Used to have itat 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'tread 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 readyour content a mobile, why does that still happen? So, soa 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 peopledon't read online in general. Right, so they skim. So so yougot 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 mightbe more engaged. But even like the long, long articles, like peoplesay 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 themthen they write. So, Yep, I totally agree. Well, thishas been fantastic, Christop if somebody wants to stay connected with you, Iknow 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 alsolearn 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 seatrap ctra a PPE. Love it awesome, Christoph. Will thank you so muchfor your time today. This has been fantastic and I really appreciate it. Thank you. If you've been getting valued from this podcast, you canhelp us reach more people by reviewing the show on itunes. Here's how youcan leave a review in less than a minute. Open your podcast APP andtap the surge icon in the bottom right corner. Type in fee to begrowth, then select our show. Once you're there, tap the reviews taband tell us what you think of the show. These reviews help us outof time. Thank you so much for listening, until next time.

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