Similarly, mobile optimization is not just about impressing the search engines but is also a striking way to offer the best accessibility for content consumption.
Content marketing statistics for push notifications
Here is the thing (source):
- Content marketing generates 3X more leads than any other medium.
- Mobile phones generated 52.2 percent of worldwide internet traffic in 2018.
- 57 percent of users in the U.S. use mobile and tablet devices to browse the internet.
- 51 percent of customers use their mobile phones to research about new brands and products.
- And this, worldwide more people have a cell phone than a toothbrush.
- Brands need a content marketing strategy.
- More people are using mobile for day-to-day internet browsing.
- Brands need to optimize their websites for mobile viewing.
Consequently, Content marketers need to:
- Develop mobile-friendly content.
- Optimize their blogs for mobile consumption
- Target mobile users for content marketing and
- Distribute content via cross-platform channels.
How to use push notifications for cross-platform content marketing
Push notifications are the small chunk of clickable messages sent by mobile apps and websites to their users on mobile devices and web-browsers.
They have been well-known among the marketers for some awesome return on investment (ROI) with impressive delivery rate and positive after effects.
However, if we talk about web-based notifications, instead of guiding recipients to content within the app, push alerts triggered with a web push notification tool reach and forward the users to a webpage with URL via a web browser.
The web browser can be anyone or on any device, desktop or mobile. The content marketer can update the push content, destination URL from the admin end of the website.
Until now, we know that some high-value push notifications can increase app retention rates by 3 to 10 times. However did you know, a similar engagement can also be achieved for your content marketing campaigns?
In fact, by sending push notifications about new content being posted on your blog, you can increase your readership to the ten folds.
Are push notifications better than email newsletters?
Out of two major types of push notifications used by the marketers these days (app-based and website-based), website push notifications have enormous potentials to boost content marketing to the next level.
With a web push marketing strategy, you can target the mobile and desktop users in just one swap. You can achieve a lot more than just readership by targeting readers on mobile and desktop with web push alerts.
The way web push notification services work is highly suitable for filtering out relevant audience for your content and delivering them with a more impressive rate than simple email newsletters.
In fact, push notifications with an average 98 percent open rate are always better than emails, which have only 22 percent open rates.
This is not surprising, considering most of the email newsletters get trapped in the spam filters and never make it to the regular inboxes of the subscribers.
So yes! They are better than emails considering the delivery rate and ways to filter the relevant and interested audience for your content.
How do push notifications work in content marketing?
A push notification tool is not a content marketing software as a whole. Instead, it is a tool to facilitate a single stage in the whole content marketing process.
Here is how push notifications work for web-based triggering and content marketing.
Many content marketers own great plans for content development, but they do not instrument a similar plan for distributing the content to the readers.
Hence, despite over-producing and creating highly impressive content, they do not achieve even the optimum readership.
Wise content marketers develop a three-step plan to counteract the situation:
- Content development
- Content posting
- Content distribution
Web push notifications, work best in the third step by offering an organized way to a highly targeted content distribution process.
How to send push notification in content marketing?
You can use the following tips and ways to master the genius of content delivery through web push notifications.
1. Micro-personalize your alerts
Though some kind of personalization is achievable with email newsletters but is not as efficient as push alerts are.
Here, you can easily create fundamental segments of users based on the aspects like Gender, Time-zone, and Age group. In addition, various push notification tools allow custom segments you can create on more piercing aspects.
For instance, you can create geo-segments and set up automatic triggers to push a certain notification to only those users who enter a targeted geographical location.
You can geo-fence with special web push alerts. By doing so, you can make sure only the relevant topics to that location are pushed in the particular fence.
Say, you wrote content about top locations to visit in Rome. You can geo-fence the Rome airport so that your subscribers landing there would immediately be notified of your special work on the curated list you made for them.
No matter the content you write, there is always a way to create as many custom segments.
More examples of custom segments that can be created for micro-personalizing are:
- Related topics segment
- Daily newsletters segment
- Category segments
- Topics segments etc.
2. Offer a visual appeal
There is no other better way to appeal someone than showing them stunning visuals. Images have always been a better way to communicate messages.
A rich text-based alert blended with a relevant image can do a lot better than a simple text message. This option is present in Google Chrome browsers only. However, it is not an issue as 61 percent of the internet uses Chrome browser.
Use this benefit of web push alerts on Google Chrome users of mobile and desktop devices. Send Chrome push alerts with banner images in the text messages and entice the readers about the content you are pushing to them.
Google Chrome notifications let you add one banner image and one icon image. Take your best foot forward and add a nice banner image complementing your content.
Brand your notification with your logo and witness a boost in the click-through rates for sure.
3. Target on cross-platform devices
The beauty of web push notifications lets you deliver the same notification on all the devices that support web browsers.
Whether your users are using a computer, smartphone, tablet, or even a smartwatch, you can always notify them of your latest posts on all the platforms.
Use these benefits and connect with your readers with an all-around targeting.
There is one more aspect that makes the web pushing more accessible than emails or even app-based pushing, which is ‘cross-platform synchronization’ by Google Chrome notifications.
When users subscribe to your Chrome alerts being signed into their Google account, they subscribe to your alerts on all the devices they have logged-in with the same Google account.
This happens with user account synchronization, which lets you feed your content to the relevant users, irrespective of the devices they are using actively at the moment.
Same happens with a Firefox account as well. Use the benefits of cross-synchronization and target readers whenever and wherever they are.
4. Re-target old readers for continuous engagement
Content marketing is not just about getting a readership but also getting conversions intended for them.
With web push alerts you can distribute your content more evenly and encourage the conversions associated with them.
For example, if you are writing for affiliate marketing of e-commerce stores, you can promote relevant affiliate products within your article.
Additionally, you can also re-target readers with more content or related product recommendations. You can trigger messages about offers, discounts and new content being published, which are also related to the last content they read on your blog.
The bottom line is not just promoting an article or website blog with content marketing, but also building a base for income generation.
Say a reader who was interested in an article about choosing the right running shoe would definitely be interested in the following notification.
Conclusion: Push notifications services for marketing
The speedier development of internet technologies and marketing tools have made content marketing handy for marketers.
With cross-platform engagement, you can increase your readership exponentially as you can target a greater number of users than what you have been targeting with email newsletters.
Undoubtedly, the SEO will kick-in and you will start getting a nice readership organically without promotion.
However, it is still a notable fact that bloggers and content marketers have a huge following and their readers expect them to keep posted on the latest stuff.
I don’t say, email newsletters are completely a waste on this part, but I do agree that push notifications have the ability to replace them completely in the coming future. At least for content marketing.
Hence, there is no limit in the usage of web-based push alerts and this is how push notifications work in content marketing.
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Marry Ann is a branding consultant for PushMaze, a service that lets you send trackable push notifications for users. She mainly passionate about building brands in all the aspect of online marketing.