E-marketing Strategy: Content Consumption is Moving Beyond the Web Browser
For these reasons, your content marketing tools—which include your site's content blogs, your author blogs, your social media feeds, etc.—must now take content apps into consideration. Here's how.
Optimizing Your Content for Mobile Discovery
Content discovered in these apps is never by means of a search engine. Google and the like do not point people from their search engine results pages (SERPs) to any particular app—like Zite or Flipboard or even Google's own Currents. Search engines are still limited to the web browser. Therefore, you must do some extra work.
1. Make sure your content is available from within these apps. Each of these apps has a method for collecting content. Some are more automated than others. Visit the websites for each service and check out their "For Publishers" pages. Each service will tell you how they choose the content to feature or promote and how you can optimize your content to play along.
2. Make sure your content is presented correctly in these apps. The four apps mentioned above are basically the next generation of RSS feed readers—breathing new life into an old technology. It has probably been several years since you've thought about your RSS feed, but it's now time to feed it through Google's Feedburner service, optimize it and clean it up. You will want to make sure your entire articles are fed out through the RSS feed, that each article has a featured image, and that all the links contained within have been created using a third-party link tracking service such as bit.ly.
You've no doubt seen that some content-producers feed out only article excerpts through their RSS feeds. This this is a mistake. If your readers are using these apps to read content, they've chosen these apps to read your content! Feeding out a partial article with a link to read the rest through a web browser —will only frustrate your readers, leaving them with an unfavorable impression of your company and leaving them less likely to add you to their daily routine.