4 Reasons Why Content Marketing Must Adapt to Wearable Technology
With devices getting smarter and smaller, wearable technology is the next content marketing frontier. Wearable tech includes smart watches that integrate time-keeping with mobile technology and fitness devices such as Fitbit. The need to adapt is critical as wearable tech becomes more popular and mainstream. Marketers wanting to deliver content to these devices will need to take a different approach. Here are some tips for adapting content to wearable devices.
Reading a 500-word article on a smart watch is impossible. Content marketers need to contend with the smaller screens of wearable devices. Worse, screen sizes and shapes for wearable devices vary greatly. The way content is displayed and read on the screens is very different.
Location based marketing
Wearable devices present opportunities for location-based advertising. For example, if a customer is searching for a particular company at a trade show, the wearable device can send an alert when the wearer walks near that company’s booth. This kind of local marketing is highly targeted and can be very effective but is also more challenging to implement. Marketers will have to consider how to integrate their content with GPS and mobile tech to deliver relevant content.
Interacting with wearable devices is different than conventional screen interaction. The current crop of Smart watches, for example, relies heavily on audio for alerts and commands.
Until the industry standardizes wearable tech, content marketers will need to come up with device-specific content. At present, what might display well on an Apple product might not work for a Samsung device.
Content will also have to be searchable by the mode of interaction. Content for smart watches will have to be semantically-searchable due to the wearer’s use of voice commands. Voice commands will mean a shift from the conventional keyword focus to an approach that recognizes entire sentences.
Content marketers will have to narrow down their content to specific niches even further. Voice commands for a search will have to return very specific and targeted content as wearers do not have the time or desire to go through the less relevant content. Marketers will have to create content that is highly relevant at first sight.
As more wearable devices enter the mobile world, content managers must adapt to the characteristics of those devices. If you would like to learn more about how you can adapt your content to wearables, we invite you to speak with one of our content marketing experts. Contact KEO Marketing or call us at 888-702-0679.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.