This post will teach you how to obtain significantly more interaction, reaction, and "brand power" from your material if you're a content producer.
Here's how it goes:
I produced a niche-based digital course for a small segment of my audience a few years ago that didn't even come close to my other courses' sales. So, after selling it, I notified my tiny group of clients where they could find the information on my website and went about my business as usual.
However, something strange began to happen shortly after that.
My small "niche" offering, which only a few people bought, received far more engagement than all of my most popular courses combined.
At first, I assumed my list had unintentionally touched some type of "nerve."
After all, I was receiving many times the number of individuals reading and finishing the course, interacting with me about it, asking questions, and providing comments than I had ever gotten from my considerably more popular goods. As a result, I decided to ask my clients what it was about this specific course that drew them in. That way, the following time I could do more of whatever it was. It had nothing to do with the quality of his course, much to my ego's dismay. I hadn't also suddenly discovered any type of hidden demand in my to-do list. It was all due to a humiliating "rookie" tech error, which was especially humiliating for me as a world-renowned software developer and former Navy nuclear engineer who prides myself on my meticulous attention to detail. What occurred was that I had put up my product on a WordPress site and had made the mistake of forgetting to establish the security permissions to prevent the content from being illegally copied and shared. Any respectable internet marketer or software developer will do this first. Not doing so was as irresponsible as an aircraft pilot failing to check the gasoline level in the tank before taking off. And it turned out that my customers, who were tech developers and had a higher level of software knowledge than the average person, not only began downloading my content (rather than consuming it through their desktop computers as I intended), but they also knew how to easily copy it onto their phones. That's why there was so much interest, so many questions, and so much response.
It wasn't because of my "genius," but rather because the material was easily accessible on their mobile devices.
To put it another way:
Consuming such information was just easier and more convenient.
Naturally, I used this marketing "know-how" to make my other courses, group coaching, and trainings more mobile-friendly. And although it brought me better results, more interaction, new back-end purchases, and more overall business, it didn't get my content the same kind of "feeding frenzy" engagement that my tiny niche product did. So, after a bit more trying and testing, as well as speaking with my customers and delving into the science on optimum learning and how the human brain likes to connect with material, I uncovered another crucial piece of the jigsaw. And what I realized was that making information easily available on my clients' phones by making my sites "mobile-optimized," "mobile responsive," or "mobile friendly" wasn't enough to get the illusive hyper-engagement I was after. No, to achieve those high levels of engagement...
That material had to be supplied only through a mobile app.
What had transpired previously was as follows:
My clients were transferring the content to their phones' iTunes, YouTube, and other media player apps, and then viewing it through those apps rather than their phones' web browsers. And this one, ridiculously easy adjustment in how I delivered material completely transformed my entire business, the way my customers and clients interacted with me, and my total sales. Following that, I became intrigued with mobile learning and marketing, and I performed a "deep dive" into the topic. I started by looking at research done by some of the brightest tech engineers at famous billion-dollar software, hardware, and tech firms. Throughout my years as a developer, and while developing multi-million dollar marketing, SEO, and email & website automation campaigns utilizing some of the most advanced software systems on the globe, I discovered a plethora of fascinating information I'd never heard before.
For instance, I discovered:
Every day, the typical individual uses their phone approximately 3,000 times.
When sleeping, eating, driving, traveling, flying, hiking, working, waiting for appointments, exercising, walking the dog, watching TV, playing with their kids, shopping, laying awake at night with insomnia, at parties, sitting in the bar, or even in the bathroom, those same people's phones are always within 3-feet of them.
Mobile phones currently consume more than 70% of all digital material.
A staggering 92 percent of time spent on a phone is spent in an app rather than in a web browser.
Less than 8% of people use their phone to access a website to consume courses, entertainment, or other content (which is why, for example, Facebook course completion rates are an abysmal 4% on average) - yet web-based browsers and desktop apps are still the primary means by which the vast majority of businesses deliver their content.
As a result, almost no one in any niche or industry is offering their content on a legitimate mobile app, despite the fact that this is where all of your clients and customers are going, where they want to consume and engage with content, and, most importantly, where they clearly prefer to buy your content.
What does all of this imply for you?
It means that if you're one of the few businesses that delivers and sells content through a legitimate mobile app (rather than a "mobile optimized" website or a cheaply made desktop app posing as a mobile app)... where your clients and customers already are, and where they prefer to consume and pay for content... you'll have an automatic, "built-in" advantage over everyone else. Early website adopters, like early website adopters, had a substantial built-in advantage over firms without a website.
And that's only the beginning.
I also recognized how critical it is for a firm to have its own app built rather than depending on and directing consumers and clients to iTunes, YouTube, Facebook, Vimeo, or any other company's mobile app platform to offer paid or free content. That way, you can avoid sending your loyal consumers to such firms and their "worlds," which are riddled with diversions, third-party advertisements, data breaches, de-platforming, and where your competitors are always fighting for attention. Instead, you can direct your consumers, clients, and leads to YOUR world, where there is no competition and you are the only one they are paying attention to while within your app.
During this period, I also learnt a lot of other things.
Here's how they're summed up for content makers in particular:
1. Create a mobile app for your content to make it easier to consume.
2. Invest in the development of your own app
3. If money is an issue (developing an app can cost anywhere from $50,000 to $125,000), look for a "Container App."
These are applications within a mobile app that another firm has built particularly for businesses that can't afford their own mobile app but still want the power that a mobile app can provide for their content and business.
Here's how it works:
The Google Play and Apple shops also have a container app available for purchase. And, like all of that company's other customers, you may have your own mobile app presence "inside" that app. It'll still be your app (inside the container app), but it won't be available in the app stores. That is, you make up for the ego boost, visibility, and rankings of having your own app in the app stores by paying a low monthly fee and allowing the company providing access to its container app worry about keeping it compliant, updated, and maintained for you behind the scenes.
Take a close look at mobile app technology, whatever the case may be.
It is excellent if you can afford to construct your own.
If money is a concern, look into one of the various container apps that are available. Then put your content inside and see how your engagement, sales, and response rate change. If your experience is similar to mine and that of thousands of other content creators, I believe you will be pleased with the outcomes.
I just combined my experience as a former Navy nuclear engineer, enterprise-class software developer, API-level marketing automation specialist, and entrepreneur who has developed numerous million-dollar businesses into a single inexpensive container mobile app called:
"Learnistic"
You may publish your material in any format you choose, and you can trademark it and customize the appearance and feel of the site. It also works in tandem with your front-end and back-end marketing (websites, email, etc). It may also instill status, class, and credibility in your company and brand.
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