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 clients and let them choose the topic of the interview, because, ifyour ideal clients care about the topic, there's a good chance, the rest of youraudience will care about. It too, learn more at sweetfish media, tcom, you're, listening to the BE TB Grothshow pod cast dedicated to helping be to B executives, andchiet explosivegrown when you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm Jonathan Green and I'm JamesCarbury. Let's get it into the show. Welcome back to the BEITYBY growth show.We are here today with Kristof trap. He is the director of content at staymatesbusiness media Christopa, doing Oday doing great thanks for having me on.I'm really excited to chat with you today, Christa we're going to betalking about mobile contents. You have a really great perspective on this anda couple of different examples of what we're going to be really the reasonwe're going to be diving into this today, but before we get into that I'dlove for you to explain to our listeners, just litte about staymatesbusiness media and what union team ar up to over th re yeah thanks for asking.So my background really is in estroytelling. How do we share storieson digital channels and, of course, also offline chanalsoththere stillrelevant, and so my team and I ha at staymates business media. We have threemagazines and we're working on a digitaltransformation. How do we reach new audiences? How to we build audiences?And how do we tell great stories so the teams have some fantastic wraiters,longtime journalists and, of course that's whate. My background is, and youknow how do we make sure we offer value two, our readers, whoever they are. Ilove it. I O so Christoph. You recently published an article on your blog aboutmobile contents and you have like I...

...said in the Ntro, just a reallyinteresting perspective on it. Why is mobile content? Why is that somethingthat's been top of mind for you lately well th. The thing is people use theirmobile phones for everything right. In fact, when somebody asks me what's theone piece of technology t at that has transformed things for you. I satmyphone because I use it for everything I mean in fact right now, I'm talkingto you on my eyephone right and it's not even a phone call, but it's it'sskype and I use it for everything I belog on it I mean even I I voicedictate my articles and people consume content on phones as well. Of course,there's all these, these different sizes of screens right they go fromsmaller, the bigger to probably too big, but what I've seen is that, especiallywhen it comes to graphics in pographics images, anything, that's not just text,there's still a lot of issues out there with redability right. If something wasdesigned for desktop- and I can't even see it on my mobile follow, and so itit. It's really interesting to see that we're that we're still in that face toan extent yeah. A and so the reason that you and I connected Christop, I afew weeks back, put out a piece of content that was an ungated pdf thatbasically had. I think I had like sixty seven content ideas for Lincon the typeof content that you could write on, Lingdon, that that I've seen otherpeople use an and get along attraction, and you know I'm patting myself on theback 'cause, I'm doing what my Mark Shafer says: An ungating content, notmaking people handover an email address to do it and thinking that I'm I'mwinning and you comment on it and you say hey I. I can't read this pdf onMobil and as soon as you said that I thought Oh, my gosh, I had ourdesigners design it and when I was reviewing it, I was looking at it on mydesktop. I wasn't even thinking about...

...the fact that people would be readingit on Mobil, and I am a huge proponent of you know, writing all of my Lintdincontent. You know so that it's mobile optimized easy to consume. We ere atour Blok content. So it's it's easy to consume, so written content, I'm youknow very bullish on being mobile friendly, but with this design assetthat we'd created it didn't even cross my mind. So you you've got anotherexample actually of of a book. Can you tell that story of? Is it? Is it TomFishburn's book Tom Fishborn? Of course? who was the market Marko Tunist I'llguess a a second I wan, a I wanted to add. One thing to your story was sofantastic about that exchange with your EUROPDF was. I said it's not working,and you said: Oh it it's working and it is working, but it's not readable rightand then I explained that to you- and you said, oh sorry and Wat was so faintand I was actually sitting here and I was looking at that answer and I I justthought this is actually a fantastic answer, because you know wha what a lotof people do when you say something like that to them. They give you fiftynine reasons why it doesn't need to be readable and mobile, and you just saidsorry o didn't think of it, and that's really how we should work as vigitalmarketers right. We should listen to our audience that we should see whatthey're, saying and and- and you know, we're not typically users ourselvesright, Ecaus. We we use things diffinently. Then then, then the peopleare trying to reach and very interestingly towm Fishberan actuallyhandled the situation very. Similarly, the way he did and I would highlyrecommend anybody who is not creating content in in thebest possible way when, when they figure it out to just react like thatright, sorry didn't know so here's what happened with Tom Tom, of course, hashis bookout fifteen years of marketing cartoons. It's a wonderful Bot, fivestars, and I actually honestly don't...

...know if I should laugh or cry when Iread it because it's o, you know what I mean I yeah. I just actually got in themail yesterday and I I was thumming through it this morning, even and laughing, but a lot of the a lot of the cartoonsin theare hit a little too close to home. I think they really do fommarketing issues out there in in the real world so anyway, but so it's liketwenty bucks, the hard cop you know I was like. Oh, the the Kennel version islike nine, ninety nine. So I got the kandle o version, but I don't actuallyhave a kindle. I don't even have an ITPAT. My my nine year old has an eyepet. I think- and so I download on my phone I R, I started to read it, butyou can't actually read it on your phone, but you can buy it on your phoneso and the reason you can't read on your phone is because the cartoosthey're they're after fifteen years old, you know so and fifty years ago wedidn't even think about creating images for for mobile phones. Hey have so hedidn't think about that. Obviously I makes sense, and so I left Har Reviewand I just said: Well, it's probably a good book, but I can't read it. Idownload it on the phone Amazon immediately werefunded the night, nine,nine, even Tom, emailed and said: Hey, I'm all refunt in nine. Ninety nine I'mlike well, don't worry about it. Amazon already did and then he offered to senda sign copy of th the paper back, which of course, it's an awesome bulk reade.I mean it's like a forty minute reed, if you don through it and one onesitting, but that's really how you have to respond and he even askd for moreinfort. He. This is what you mean is. Can you can you clarify that a littlebit more? But we have to think about those things. Why not just deat top?It's not just mobile. It's not moble, for it's not jest top. First, it's notexing. First, it's all the channels what you readryeah yeah now and- and II think you touched on something it's so easy to to respond in such a waywhere, like you said, you're making excuses or you're defending yourposition on why you did it. You know tha certain way, but I I think I Ithink often times. We need to accept...

...that kind of of criticism and then letit shape the content that we're making moving forward, and so a after you madethe comment about my particular PDS. It just got me thinking the sixty sevenideas that I laid out. I put them all on a single page. You know it wouldhave made for a longer P DF, but it would have been much easier to read.Had I put, maybe five ideas dispersed throughout the page made the text muchlarger, so it didn't take me long at all. Once I took in your your feedbackto think Ohwell, it took me two seconds to to realize how I can make thisbetter moving forward, and so now the next PDF that I do is is going to beoptimized for Mobile. Is there there anything else, Cristov that that anyother, maybe types of content or any other mistakes that you're seeingmarketers make as it relates to creating content in a world where Mobilis such a requirement? I guess yeah. It is mostly for images right, especiallyimages with text on it usually other images they they do. KINDAF adjustthemselves relatively D nicely. Video is really I mean if you UPLO, Yuvideotor really whatever most most of those video services, it's automaticallyviewable onowble anyways. The biggest thing on on mobile is that when peopleshewed video and thet was when I saw yesterday, I think it was esp N.somebody was shooting vertical right because vertical, like that's mucheasier to hold when you shoewed video rate, then horizontal but Horzo looks alot better because that's Um sideways rigt Anywa, that's really hard to keepdrank from me, which one is which it t's like butbut the Bo it is, you know,make sure to shoot horizontal, because that will look a lot better on desktop.Now, it's interesting if you shoed vertical and when you actually justmake it full screen, O mobile it'll like fill up the whole screen and youWaN'to Yobe able to tell so that's...

...that's the example. That goes the otherway right. Sometimes we have content that woorks really well ammobile, butthen on DETTAP. It doesn't work as well, so you WANTA, you want to make sure.What's the what's the technique that gets Tou theclosest on all those channels got got, and so you you had mentioned before westarted recording this Christop. You had said we you know we were talkingabout. You know some people have you know our advocates for a mobile first,and you know other folks aren't just aren't thinking about moe at all, andyou mentioned he said you know mobile first, isn't necessarily the right wayto think about it either. Can you expand on that on that line of thinkingfor 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 Catin first and then think of what arethe 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 rightthat maybe, if you sent text messages that might apply but other than thatyou shouldn't, send you a website to Molbilfirs, you should send it tomobile desktabla wherever it goes. That's where I should go at the sametime, not not first so think about what is the content you're trying todistribute? Are you producing in a way that actually can beconsumed on most channels and then the next thing an it's so interesting. I'veheard all the excuses seriously of. Why something doesn't work on mobile andlike one one time I I said that to somebody, and they said: Oh, that's not how people use this APPor whatever it was, and I said, but that's just exactly how I tried to useit. You Know Ely Jus, sad, that's not how people ylike, but nobody prompted me to do that, and I did it anyway yeah. So so, whenyou get that feedback just figure it out work on it, you know a and whetherit's dest, whether it's mobile it, doesn't make a difference...

...and always ask people. How are theyviewing something so, for example, on my website, even authentic exstoy tnthat net, it's not optimized for mobile destap by a just itself, Oh yeah, andso it just adjusts itself, whatever device its on and every and early on,whatha was happening. A some of the text was too long for mobile right,like in in the bars, so somebody at one point emaild and Sais look. This isreally pushing everything down and I'm like. Oh, I don't even see that on myphone- and this is yeah because Youve got a bigger screen, I'm like reallyinteresting, so I just pixed it right a tat. Thank you, sorry about that fix,yeah, and so that's kind of how you have to do it, and people for the mostpart I' appreciate that. I think one other thing that comes to mind for me,Khristaf that is easy to overlook or or not not, think about, is how you're,with all the different pop ups and and you know, ways that we're trying to getpeople visiting our site to convert into email subscribers. The way thatthose experiences end up playing themselves out. Even you, I justinstall drift on our website to try to start getting into more liveconversations with people on our on our sit and even just looking at how thatexperience plays out on mobile. I had someone send a message to me yesterdaythrough drift on the site, and he sad, I said, hey sorry. I sent that lastmessage preemptively 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 wassomething that I had necessarily thought about, but so many people areinteracting with us from their phone that there's no reason not to thinkabout all of those little nuances. Theres th, this pop up, th Motal,that's coming up or this this Chap Bot that I'm having you know engaged withsomebody it can. You know, on a on a desktop, not look overwhelming at alland then, as soon as you look down on...

...your phone can be incrediblyoverwhelming, and so I love your thesis that we just we need to be thinkingabout it. You know every every experience that somebody is having withus through the context of Mobil exactly- and you know the other thing w we'retalking about Papas for email subscribers, so I used to have a pop upon my side, nd and, as you know, a lot of consumers, don't like 'em, but a lotof marketers too, because they do work yeah, but I did. I did actually take itdown and I now I put a subscribe to blog by email in top of each aricle. Sobefore you even read the article Y, you see that you know what I found is thatpeople actually sign up from there and it was interesting. One expert one timetook me to task and she said that's a really bad spot for for that sign up,and it looks really bad and I'm like well, I'm sorry that you think it looksbad, but I'm signing up a number of people each day yeah. So it's workingand nobodyis complaining, I mean in fact nobody's complaining. While peoplecomplained 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 beautyof digital marketing right you, never stance till and, and you want to see how people react. Yeah have you haveyou experimented with a subscribblog email at the bottom of your post orhave you only tried it it at the top of your post yeah? I I did used to have itat the bottom of the post and really not very many people signed up, and Ithink what the theory is that people read the article right and then theysign up well. What we know is most people don't read the articles anywayright they just kind of Skim, it yeah. So if they so, for example, on thisarticle here on Mobil, you know they might say: okay, the headlanes is, if Ican't read you Contine Owel, why does that still happen? So so a lot ofpeople they might goo yeah. So annoyin, okay, I got a subscribe and theyobscribe- or they might say- oh interesting, Mabe, ed more, but a lotof people don't read online in general Rio, so they skim. So so you gotto keepthat in mind. So when people say well,...

...you want to do at at the bottom,because then people are engaged and people might be more engaged. But evenlike the long long articles like people say longer, articles work better andsometimes that's true. Sometimes it's not, but most people don't read them.Mulavl actually Cang an an they right, yeah Yep, I totally agree. This hasbeen fantastic Christoph. If somebody wants to stay connected with you, Iknow you're superactive on twitter, obviously on Linkddan, that's how wemet what are ways that folks listening to this can stay connected with you andalso learn more about staymates business media o course. Yeah well,connect with me on my blo o Etoy, telling Tha Na of course, Linkdon asfine as well, and wit, er, pretty active on they're at C trap. CTRA, PPELOT OF AWESOME CHRISTOPHILL! Thank you so much for your towm today, this hisbeen fantastic, and I really appreciate it. Thank you. If you've been getting value from thiscodcast, 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 pod castout and tap the search igon in the bottom ray corner type in fee to bgrowth, then select our show once you're there tap the reviews tad andtell us what you think of the show. These reviews help us out of time.Thank you. So much for listening until next time.

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